The largest international brewing companies operating in Russia in 2015 has reduced sales of products not only because of General decline of beer consumption, but because they have lost market share to small local brewery brands, whose share has risen from 14.9% in 2010 to 26.5% by the end of 2015. About it writes “Kommersant”.
The fall of sales in Russia of international companies such as Carlsberg, Heineken, Anheuser-Busch InBev and Efes, the newspaper notes, is due to the decrease of beer consumption in the country. In 2015, the beer market decreased by 10% (data of the Carlsberg group). The paper also cited company data Baltika: total market volume in Russia amounted to 698 million dal, while beer consumption in 2015 were the lowest in 12 years — 50 l per capita (peak consumption occurred in 2007-2008 — 77 l). According to Rosstat, which are also quoted by the publication, in Russia for the year 2015 were produced 782 million dal, which is 5.1% below the previous year.
In Carlsberg the second reason of reduction of volumes called the growing popularity of cheap local brands. According to Director on development of national and regional brands of Baltika Paul Zyankevich, local manufacturers, which include more than 700 plants, increased its market share largely at the expense of beer sales in the low-price segment. Team leader at Nielsen work with companies in the beer industry Marina Lapenkov; also attributed the success of small Breweries that produce cost. “They have, on average, lower than the national players, and is growing slower,” — said the expert. Besides, according to her, local beer is perceived by consumers “as a native and accessible”.
In November 2015 the Financial Times reported that the Danish company Carlsberg will reduce 15% of employees after the fall of revenues recorded in the third quarter. Bloomberg reported that the company will reduce about 2 thousand employees from declining profits caused by decreasing sales on the market in Russia, which was one of the main consumers of the products of Carlsberg.