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. ...
Foreign beers gain in China
The country's drinks market is shifting away from beer and towards wines and spirits as incomes grow and tastes change; per capita consumption has dropped from 37.4 litres to 34.7 litres in two years.
According to a survey by FT Confidential Research, asking which two brands of beer were bought most regularly during the second quarter of 2016, 59.2% selected two domestic beers, with 17.3% choosing two foreign brands.
But a very different picture emerged when looking at higher-income respondents (those with a household income of Rmb300,000 ($41,000) or more).
Among this group, just 33% chose only domestic brands, lower than the 35.1% opting for two foreign brands; the latter figure represented an increase of 16.9 percentage points on a similar survey in the third quarter of 2015.
Local brand Tsingtao remains the most popular brand overall, being chosen by 38% of respondents, but that was 19 percentage points down on Q3 2015, when 57% chose it as one of their regular beer buys.
This shift was especially noticeable among higher-income respondents: just 27.2% of this group opted for Tsingtao in Q2 2016, down a massive 31.2 percentage points in a year.
These consumers are now more likely to pick Budweiser (33.5%), the AB InBev beer. Carlsberg saw the biggest gains, up 10.8 percentage points from a low base, while Heineken and Suntory also increased in preference among higher earners.
A similar if less dramatic picture was evident among lower income groups. Tsingtao saw a 17.3 percentage point drop in preference among those with a household income of Rmb100,000-299,000, while third-placed Budweiser gained 5.2 percentage points; Carlsberg and Heineken also made modest gains.
And for those earning Rmb99,000 or less Tsingtao registered a 19.0 percentage point decline; more were opting for Harbin (up 5.6 percentage points), the AB InBev-owned local brand. And, again, more were choosing Budweiser, Carlsberg and Heineken among their regular beer purchases.
FT Confidential Research noted that foreign-branded beer brewed in China sells for an average $0.67 a litre more than domestic brands, but that consumers appear willing to pay the premium.
It suggested that Chinese brewers needed to build brand identities that are attractive to the country's growing consumer class, something Tsingtao is attempting around its premium ‘1903' product.
Edward Bell of FCB Greater China recently held up the brand as an example of inconsistency in marketing, blaming frequent changes in management.
"Tsingtao is not much more than a bland, but familiar, face in China," he said, "and outside of China, is little more than a cliché for sale in Chinese restaurants."
8 Авг. 2016