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. ...
Part 1. Beer market – perfect storm or fundamental changes?
Beer and Economy
Over 2007-2016, the brewing industry reflected the situation in the country. One can clearly see the correlation between the beer production dynamics and the GDP.
Thus, through to 2007, the beer production in China was growing at two-digit rates. Amid the recession of 2008, its dynamics slowed down sharply, but then recovered at the same speed. The brewing industry was developing in tune with the cycle of the Chinese economy.
However, after the peak year 2011, the dynamics of beer production went unexpectedly down. Companies’ reports and business press gave objective reasons, namely the weather in the third quarter of 2012 was unusually cold and wet. But could it actually play such an important role?
It is obvious now, that the decline in brewing was transient and resulted from the accumulated structural economic and social problems of China and from moving to the “new normal” reality which is currently widely discussed in the business press. The slower growth of GDP affected the beer market too.
Population’s income fluctuation is considered to be the main reason for consumer preference change. Beer is not an essential commodity; it does not satisfy a basic need. Basing on this, it would be logical to suppose that the lower production level of beer was in mainly caused by income decline among Chinese citizens.
But if we look at statistics of the living standards of the Chinese after 2011, we’ll note a discrepancy. Unlike the GDP, beer production dynamics is not directly connected to the official income. Population’s incomes did not decline so sharply, on the contrary, people’s wellbeing was still growing, though slowly.
If we consider this connection basing on a shorter period of time, for example, quarterly over 2014-2015, we will not find any dependence either. Obviously, the change in the standard of living (according to the official statistics) was not the key impact factor in this case.
A certain improvement of the dynamics in 2013 goes beyond the context of the link between the beer market and GDP. And in 2014 there was a significant drop in brewers’ performance, while the official dynamics of the GDP downturn growth rates became smoother. That is when the industry faced a decline for the first time. Starting from 2014, monthly operational data on beer production were mostly negative.
Thus, 2014 turned out to be the moment when the problems of Chinese brewers became obvious. But even years 2012-2013 contradicted the general context of the previous four years and became critical in the riot development of the brewing industry.
In order to make the situation clear, one has to define the fundamental reasons for the change in beer consumption and distance them from local fluctuations.
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21 Сен. 2016