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Strategy Briefing
Beer in Eastern Europe
66 pages, Oct 2017
US$1,325Added to Cart
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About This Report
New Report Guarantee
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
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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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.
Struggling for growth
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.
Troubled top market drags down volumes
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.
Mid-priced lager maintains its dominance
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.
Craft starts to make its mark
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.
Getting tough at the top?
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.
A - slightly - brighter future?
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.
Want to find out more about this report?
Request more informationTable of Contents
Introduction
Scope
Key findings
Regional Overview
Putting Eastern Europe in context
Volumes struggle to escape negative territory
Pockets of growth overshadowed by decline in Russia
Poland leads the way as craft starts to makes its mark
Dominance of mid-priced lager remains unchallenged
Volumes dragged down by macroeconomic difficulties
Fragmented distribution landscape
Small retailers and little changes
Leading Companies and Brands
Private label and smaller brands vie for position
Getting tough at the top?
Varying exposure to challenging Russian market
Asahi gains a number of well-placed regional brands
Forecast Projections
Majority of markets forecast to see growth
Considerable contrast between the two leading markets
Global upmarket shift not yet evident in much of Eastern Europe
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
Report Definitions
Definitions and terminology
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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