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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.

A new Vietnamese consumer is emerging…

At Heineken Financial Markets Conference (Ho Chi Minh City, 11 May, 2016) there were made several detailed reports on Heineken strategy in Asia Pacific region as well as on the current state of Vietnam beer market. Below you will find a fragment of Vietnam market overview, represented by Laurent Theodore, Commercial Director of Vietnam Brewery. Ltd (Heineken N.V.).

There are different types of consumers in the Vietnamese market. On the left there is traditional Vietnam, countryside 50 km of Ho Chi Minh city. On the right you have a picture of Ho Chi Minh city, vibrant, with sophisticated consumers, modern. And this picture could have been taken in any urban center in the world. What you see, is rising middle class with the same trends that you see across the globe.

Individualization, even if it is an Asian country, where being together, the link between the generations is extremely important, you see that the new generation is more individual than the previous one.
You see a lot of regional differences of the consumers’ behavior of Ho Chi Minh and other big provincial cities Da Nang, Nha Trang and even My Tcho when you compare to other secondary cities or even rural Vietnam.
What you see appearing, both in an urban center or rural areas consumers are paying more attention to health. Health is definitely important for them.
There is also rise of convenience, especially Ho Chi Minh city, may be you have seen it, when you landed in the airport, a lot of convenience stores, for the time being we see it mostly in Hanoi, but this phenomenon is growing and growing.
The last but not least, Vietnam is extremely digitally savvy. Consumers are really connected to the internet, Facebook is big but not only Facebook, all digital connections matter a lot. Much more than you could expect from an emerging market.

The premium segment in Vietnam is growing, growing rapidly. On that VBL is really well positioned with our premium portfolio to tap into this premiumization
At the same time the mainstream accounts for 71% of the total market that is why broadening our strategy is critical for maintaining the momentum of growth we have developed at VBL.
Also even if off-trade remains dominant, we see growing strategy of on-trade, which is to a certain extent linked to the growth of convenience. But in the both segments VBL is actively developing strategies, both in on and off premise.


In terms of pack types, it is interesting to see that the biggest pack type is bottle indeed it is a returnable material, so it is predominantly drunk in the on trade sector. But can has a unique perception in Vietnam compared to the rest of the world. Can in Vietnam is perceived as more premium, and the price for consumers in can is higher than the same brand in bottle.
What you see appearing in the bottle segment is that the share of the small bottle of 330 or 350 mln is growing whereas the big volume brands of 450/640 ml are declining.
And in the both pack segments, so the can and small bottle, VBL is indeed growing on over indexing versus competition, so we are going faster in the premium segment which growing and we are going faster in the small bottle and can segments.

17 мая. 2016



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