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3-2019

Russia: Positions of Brewing Companies

The review contains an analysis of interim performance of brewers in the first half of 2019. There are rather dynamic changes behind a modest industry growth. Baltika is again experiencing a stage of volumes and market share slid due to competition with AB InBev Efes. Because of the price competition and presence expansion in the modern trade company #2. has come close to the leading position. At the same time sales of Heineken Russia have continued growing which makes the premium part of the portfolio heavier. The market premiumization trend had been also confirmed by import brands. MBC and Zavod Trekhsosenskiy have been the most successful among federal market players. The market share of independent regional brewers and Ochakovo have continued falling as they are being squeezed out by the market leaders at their competitive fields.

Ukrainian beer market 2019: companies and brands

In 2019 beer production and market have been still fluctuating about zero point. However, the past season was successful for brewers judging by the sales profitability. The price mix has improved due to rapid general market premiumization, as well as its particular aspect, the growth of import beer sales. By the season end AB InBev Efes improved its positions considerably. It turned out that consumers had not forgot Efes brands that had to leave the market, but started to recover rapidly. Against the stagnating market that meant sales decline of other companies, in the first place Carlsberg Group that most of all beneficiated from Efes exiting the market. PPB turned out to be stable to branding activity of its competitor and Obolon kept the same volumes and at the moment it is the absolute leader of the economy segment. The share growth of independent producers took place thanks to leading craft breweries, that so far do not have a big market weight, but they are rapidly gaining it.

Brewing industry in Kazakhstan 2019

During the first half of 2019, the majority of Kazakh brewers made their contribution into positive dynamics. Yet it was companies of the lower division, not the two transnational leaders that raised their production and sales. The shares of draft beer and aluminum can which is rapidly squeezing glass bottle out of the market, have been growing. The price segmentation has remained stable despite the substantial rise of retail prices and fluctuations of brand market shares, while the borders between segments have become blurred. The main events in the industry have been: the announced revision of the beer excise policy, launch of BeerKhan brand in the strong beer segment, and most important – purchasing assets of Shymkentbeer by Arasan.

China. Alcoholic cocktails are gaining the market share, taking it from beer

The reasons for the fall of the beer market in China are interesting for both the brewers and analysts. For example, QL Money publishing among the main factors of the recession referred to bad weather, the reduction internal migrants’ income employed in construction, as well as changing in consumption patterns due to the change of generations.

The younger generation has always been the main consumers of beer. Thanks to the policy of family planning, which was introduced in China in the 1970-ies, the number of this consumer group from the 80-ies to 90-ies has decreased by 14%. As a result, there are only 188 million of potential beer consumers left in China, instead of 218 million.

In addition to the numeral reduction of the group, the change of tastes of today's youth is an important factor. The generation of the 90s prefers beer low-alcohol drinks to beer, especially the cocktails, the most popular of which is RIO. Thus, in 2014 the pre-cocktail industry growth rate was 200%. 80% of the market of low-alcohol products accounted for RIO cocktail, ice and other outstanding products.

Rio Cocktail China

According to our estimates, in 2013 the share of "non-core" beverages (which includes low-alcohol cocktails) in the general structure of alcohol was 2.95%. In 2015 it has grown to 4.2%.

The representative of the company Black Cattle Food Co., Ltd. noted that at the beginning of January 2015, the volume of cocktail market was about 50 billion yuan, with a growth rate of 30-50% in a few years, this category of beverages can easily enter the top three industries by volume of the market.

Cocktails surely win back position in the market not only beer and liquor, but other alcoholic beverages. The advertising on TV and bright, modern packaging of the drinks contribute to such a rapid growth. Moreover, now many girls can enjoy a pleasant taste low-alcoholic cocktail instead of beer with bitterness.

The consumption of cocktails and other alcoholic beverages has become a characteristic feature of Chinese youth of the 21st century. Today the cocktails, especially RIO, have become a fashionable trend that is only gaining momentum.

29 Апр. 2016

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