The trend of complication of Russian beer market is going on and in several directions at the same time. The range has got wider, the import and small segments are growing, namely craft beer, alcohol-free beer and special flavor beer. At the same time, all ex-mega brands and light lagers by Russian brewers are experiencing a decline of their shares. AB InBev Efes, Heineken, MBC and Pivzavod Trekhsosenskiy have exceeded the market, Carlsberg was developing slower than the market and Ochakovo as well as some other mid-sized breweries have been cutting down their volumes. To a big extent brewers’ performance was connected to their ability to reach agreement with networks, sacrifice their margin and enter new markets. Craft brewers are facing a serious danger of producers’ registration introduction – de facto licensing. ...
The global outlooks of the legal market of cannabis are excellent. It is possible to simultaneously imagine dry law repeal and craft brewing boom but not in one but in several consumer categories. For alcohol is contained in liquids and cannabis derivatives can be in three physical forms. The value of legal market of cannabis and its products can reach 10% of the world beer market in five years, and in 2030-2040 even reach the same scope provided the current rates of legalization and development of market infrastructure remain at the same level. Cannabinoids are actively integrating into the food industry from chewing gum to beverages deforming the pharmaceutical and alcohol markets, they influence the trends of healthy lifestyle and beauty. ...
Beer market of Kazakhstan acquired both traits of East European countries and South Eastern Asia taking a transitional position between them by many criteria and consumption style. Yet there is a positive trend in beer production which differs Kazakhstan from most of the neighboring countries. The market has remained consolidated in the hands of two international players because of its small size. However, it faces dynamic processes such as fast growth of draft beer sales, up and downs of regional companies and Carlsberg Group’s ultimate expansion. Excessive mainstream segment has declined over the recent years, yet, Zhigulevskoe and national brands with regional links have yielded their positions to a range of new products. In our review special attention was paid to regional analysis of the markets. In 14 regions of Kazakhstan we compared the companies’ positions, the market price segmentation and DIOT channel development. Besides we have compared the beer market of Kazakhstan to neighboring countries. ...
Chinese consumers demand premium beer products
Secretary General of CADA Yong He said the tremendous annual growth of the domestic beer market would no longer exist. Instead, it will experience periodic growth, as the Chinese market matures.
Chinese beer market overview
Five companies – Snow, Tsingtao, AB InBev, Yanjing and Carlsberg— now together make up 75% of the total market share, according to Shanghai-based Mintel analyst, Simon Moriarty.
“Carlsberg in particular has benefitted from the acquisition of Chongqing Brewery and a strategy of premiumization,” he said. “In terms of brand penetration, 80% of consumers drank Tsingtao in the 12 months to June 2015, 77% drank Snow, and 66% drank Harbin.”
In addition, only 1% of Chinese consumers drink international beer exclusively, according to Moriarty.
“In general, beer is a local product in China. It is not uncommon for some beers to be the most popular in the region of origin but unavailable elsewhere in the country.”
However, Chinese beers are cheaper and weaker than international beers on the whole, Moriarty added, because a lighter and sweeter flavor fits Chinese consumers. “Carlsberg launched Carlsberg Chill to tap into this market,” he said.
“Haitao” drives foreign beer imports
Chinese consumer insight expert, Danpeng Zhu, said beer companies in the country are redesigning their products in order to fit the consumer trends in 2016. Meanwhile, international brands will continue to grow in China, he said.
Even though most Chinese consumers don’t drink foreign beers because they don’t know much about them, Moriarty said, there will be growth especially in smaller, niche breweries from international craft brands, like BrewDog, thanks to Haitao.
Haitao refers to buying foreign products online from overseas or domestic websites in Mandarin. Moriarty suggested more international beers should take the opportunity to target consumers in China, who will be willing to try new products and purchase them online.
Overall, western trends will continue to influence Chinese consumers’ habits and lifestyles, Moriarty added, but the traditional strengthen of domestic beer brands will not be massively impacted.
Premiumization is the biggest upcoming trend
Whether it is trading up to new flavors, functional beers, international brands or limited edition beers, Moriarty believes premiumization will be a continued trend for Chinese consumers who want experience and flavor from their beer.
“Premium beer will grow by value to RMB 40.2 billion in 2020, from RMB 27.1 billion in 2015,” he said.
If it is assumed that craft beers form part of the premium segment because they are stronger and more expensive than mass produced lagers, Moriarty added, that segment overall has enjoyed a growth of 7.4% to a value of RMB 26.8 billion from 2011 to 2014.
In addition, Moriarty predicts that functional ingredients will be well received by Chinese beer consumers.
“So there is potential for 'beauty beers' and 'healthy beers',” he said. “Especially as the government's anti-extravagance campaign has cut down consumer spending on alcohol out of home, brands that offer a beneficial experience for relaxing at home will do well.”
13 Апр. 2016