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The beer market in Eastern Europe is witnessing consistent deterioration in volume performance. The main driver behind this is a substantial and sustained downturn in the largest market, Russia, a result of ongoing challenging macroeconomic conditions and changing legislation. However, there are still pockets of growth potential to be found; for example, the rising interest in diverse beer styles and traditions is strengthening the dark beer category in a number of markets.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Dramatically falling volumes in the key markets of Russia and Ukraine have contributed to weak beer performance in Eastern Europe over 2011-2016. The region recorded the lowest volume CAGR over this period by quite some margin.
A number of factors have led to a sustained decline in Eastern Europe’s largest beer market, Russia. These include government efforts to reduce alcohol consumption, such as legal restrictions on beer retailing, as well as difficult macroeconomic conditions.
Lager is by far the largest beer category in Eastern Europe, accounting for 97% of regional beer volumes in 2016, with the majority contributed by the mid-priced segment. However, other categories are seeing dynamic growth from low bases; non/low alcohol beer for example, is seeing volumes gradually rise, as health consciousness gathers pace.
The craft movement is starting to gain a presence in a number of Eastern Europe countries; with its established reputation for high quality beer, the Czech Republic is one of those leading the way. Microbrewers are even opening in a number of cities in Russia, and represent a rare bright spot in this challenging beer market.
Carlsberg holds a well-established position as the market leader in Easter Europe. However, it has seen its share eroded somewhat as rivals step up their efforts in the region; Heineken holds a strong second place with a wide-ranging regional presence, and Asahi has a newly established foothold in a number of key growth markets.
Beer growth in Eastern Europe over 2016-2021 is set to slightly outperform that of 2011- 2016, however, it is still not expected to enter positive territory. Even this marginal advance is heavily reliant on improvements in macroeconomic conditions in key markets materialising as expected.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.