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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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Overview
Why buy this report?
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.
Key findings
Lowest growth in historic global comparison
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.
Top markets’ uncertainty contributing to the decline
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.
Biggest volumes in mid-priced lager
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 growth in non-alcoholic beer symbolises health trends
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.
Poland is Eastern Europe’s most attractive country for craft industry
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 leads the market but by decreasing margin
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 market set to evolve, supported by emerging trends
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%.
Want to find out more about this report?
Request more informationTable of Contents
Introduction
Scope
Key findings
Regional Overview
Putting Eastern Europe into context
Turbulent years in Eastern European beer market
Region dominated by lager
Poland influenced by premiumisation and growing interest in health
The dominance of lager remains unchallenged
Political and economic instability drag down beer volumes
The slow modernisation of distribution
Independent small grocers losing share
Leading Companies and Brands
Half the market controlled by three giants
Carlsberg’s headache in Russia
Heineken and Asahi reaching the top
New merger threat to leading brand Baltika
Forecast Projections
Poland leading the way to growth
Russia’s challenges still not over
Eastern Europe behind the global growth projections
Country Snapshots
Belarus: market context
Belarus: competitive and retail landscape
Bosnia-Herzegovina: market context
Bosnia-Herzegovina: competitive and retail landscape
Bulgaria: market context
Bulgaria: competitive and retail landscape
Croatia: market context
Croatia: competitive and retail landscape
Czech Republic: market context
Czech Republic: competitive and retail landscape
Estonia: market context
Estonia: competitive and retail landscape
Georgia: market context
Georgia: competitive and retail landscape
Hungary: market context
Hungary: competitive and retail landscape
Latvia: market context
Latvia: competitive and retail landscape
Lithuania: market context
Lithuania: competitive and retail landscape
Macedonia: market context
Macedonia: competitive and retail landscape
Poland: market context
Poland: competitive and retail landscape
Romania: market context
Romania: competitive and retail landscape
Russia: market context
Russia: competitive and retail landscape
Serbia: market context
Serbia: competitive and retail landscape
Slovakia: market context
Slovakia: competitive and retail landscape
Slovenia: market context
Slovenia: competitive and retail landscape
Ukraine: market context
Ukraine: competitive and retail landscape
Appendix: Competitor Analytics
Competitor Analytics tool
Overview
Competitors
Market Overlap
Treemap
Overlap Matrices
Appendix: Industry Forecast Model
About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models
Why buy this report?
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.
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