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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.

Russia. Baltika expanded market share thanks to Zhigulevskoe and Carlsberg

According to Baltika, over the first quarter of 2016, the company has enjoyed the leadership. In the sliding market the volume share of Baltika increased by 1.7% in the first quarter of 2016 against the fourth quarter of 2015 and amounted to 35.1%*.

Under Carlsberg ‘s assessments, in general the volumes of beer markets in Eastern Europe region have been shrinking at medium rates, yet they have managed to regain the volume growth of primary purchases in Russia, Kazakhstan, and Ukraine. The growth in Russia was based on stockpiles decrease at distributors’ warehouses, which resulted from market decline and switching of sales channels from the traditional to modern trading.

Positive dynamics by the end of three months of 2016 was demonstrated by brands Zhigulevskoe and Carlsberg. The specialties of the previous year Neon Beer and and low alcohol Seth&Riley’s Garage have also performed well.

In the first quarter, Baltika went on focusing on the key brands and on sport developing in order to form the culture of rooting for a team. Baltika is an old partner of KHL championship.

Region Far Abroad countries proved to be the main growth driver for export sales in the first quarter of 2016, as export to China grew 2.5 times, the business in Australia and Ivory Coast was relaunched, besides, the growth in European countries is continuing due to product range expansion and promotion on TV. The riot growth by more than five times can be observed in countries of Middle East as well as North and Central America. Besides, alcohol free portfolio is still developing in Muslim countries, thus, energetic drink Flash Up has reinforced its positions in Kirgizia and Uzbekistan, and the supplies geography of alcohol-free soda drinks Baltika 0 in three different flavors is getting wider in Middle East and Africa.

The net revenue of Carlsberg Group in region Eastern Europe in the first quarter of 2016 demonstrated an organic growth by 20% thanks to its strong price mix and the organic growth of the total volumes. The net profit went 2% down because of the currency rate impact.

Source: data of retail audit by Nielsen Russia in natural terms concerning markets Urban and Rural Russia.

12 мая. 2016

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