Beer in Ukraine

PROSPECTS

Growth prospects remain strong

In 2017, beer posted a stable performance in total volume terms compared with the negative double-digit total review period CAGR. One of the main supporting factors was the affordability of beer, both via aggressive discounting of leading brands and regional inexpensive brands.

Non/low alcohol beer leads growth

Non/low alcohol beer recorded the strongest level of total volume growth in 2017. Such beer has experienced a boom in demand in Ukraine, with the area enjoying strong promotion by sales leaders, including active advertising and new product development.

Growing share of premium lager

Mid-priced lager is the largest price segment, accounting for around half of total volume sales. The reason for strong demand for mid-priced beer is that consumers are looking for the best price/value ratio – although they are still price-sensitive they also demand good quality.

COMPETITIVE LANDSCAPE

Carlsberg continues to lead beer sales

Carlsberg led beer in Ukraine in 2017, with the company being present in the majority of beer areas and different price segments. Growth in the premium segment (eg Kronenbourg 1664) and flavoured/mixed lagers (eg Seth & Riley’s Garage), together with the traditionally strong performance of Lvivske Svitle and Lvivske 1715, helped the company maintain its leading position.

Growing popularity of craft beer

The four big beer manufacturers in Ukraine continue to dominate sales, although their total volume share fell slightly in 2017. Meanwhile, the popularity of beer produced by small and medium breweries increased.

Anheuser-Busch InBev and Anadolu Efes merge operations in Ukraine

Anheuser-Busch InBev (NBO Sun InBev Ukraine VAT) and Anadolu Efes (NBO Efes Ukraine PAT) agreed to merge their operations in Russia and Ukraine under AB InBev Efes in the first quarter of 2018. The merged company will have a production network of three breweries in Ukraine and will offer brands from both companies.

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