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The beer market in Eastern Europe has been negatively affected by the political and economic instability in its key markets of Russia and Ukraine. Beer volumes in the region declined throughout the review period, mainly due to the fall in mid-priced lager – dominant in the region. Despite this, there is significant growth potential for smaller categories, such as ales, premium lagers and non-alcoholic beers, boosted by the craft boom and growing health consciousness.
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Eastern Europe recorded the weakest volume CAGR by some margin over the 2012-2017 review period. The region has witnessed some severe downturn in economic activity mostly contributed by its’ key markets.
Russia has suffered from economic instability, a result of economic sanctions and fall in oil price. Ukraine witnessed double digit decline after the prolonged political crisis began. Furthermore, the decline in key markets is a result of restricting legislation such as the PET downsizing in Russia in 2017.
Lager is clearly the most popular choice in Eastern Europe covering around 97% of all consumption and around half of it being generated by the mid-priced segment. Yet, mid-priced lager is slowly losing share to other smaller categories.
The growing interest in health together with companies’ investments into product development and frequent new launches have increased demand for non-alcoholic beer, particularly in Poland.
The craft industry, still immature in Eastern Europe, has potential for growth. Poland is witnessing the most dynamic growth in craft beers due to citizens’ eagerness to try new, unique beer flavours.
Carlsberg’s leading position in Eastern Europe is challenged by both Heineken and Asahi. Heineken has a strong position in the growing Polish market, while in recent years Asahi has bought several key businesses in the region.
Beer volumes in Eastern Europe are lagging behind the global growth projection; the region is expected to witness a zero CAGR over the forecast period, still being a clear improvement to the historic CAGR of -4%.
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