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. ...
Beer market of Russia 2018
- General market picture
- Foreign trade setting records
- Demography as challenge to branding
- Aged consumer
- Declining of youth brands
- Nostalgia on trend
- DIOT feels at home
- 5.0 Original is the new face of import
- Positions of Market Leaders
- Carlsberg Group
- AB InBev Efes
- AB InBev
Ukrainian beer market 2018
- Better than yesterday
- Performance by value
- Positions of Ukrainian brewers
The beer market dynamics in Russia is approaching zero, yet major brewers are divided into those who developed considerably in 2017 and those who considerably reduced their volumes. For instance, company Efes has managed to substantially extend their sales due to restrained pricing policy and activity in the modern trade. Heineken has also demonstrated an excellent performance promoted by significant increase of advertisement budgets launching a non-alcohol sort of the title brand and unusual activity in the economy market segment. Carlsberg and AB InBev have been focusing on margins and lost a market share of their inexpensive brands. Serious dependence on PET package and mass enthusiasm about Zhigulevskoe have negatively impacted the most of big regional brewers, that have been for the first time pressed by the leaders in the key sales channels, especially in Volga and Central regions. In the small business there has been a noticeable slowdown in appearing of new restaurant breweries, yet the number of craft breweries has been growing rapidly. In 2018, the beer market is likely to grow a little, while the share of AB InBev Efes may decrease due to the integration. ...
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