Основные тренды мирового рынка пива

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Развитие мирового пивного рынка в 2016-2020 годах будут определять четыре тенденции развития пивного рынка: увеличение популярности пива в Африке, консолидация рынка, вкусовое разнообразие и рост спроса на слабоалкогольное пиво.

Об этом говорится в последнем докладе консталтинговой компании Technavio.

 

Рост спроса на пиво в Африке

 

Рост населения, урбанизация и экономический рост делают Африку крайне привлекательным рынком для глобальных производителей пива. К 2025 году население Африки может составить одну пятую часть от мирового. Кроме того, в Африке самое большое по численности трудоспособное население, и ожидается, что его доля будет еще расти на протяжении прогнозного периода.

«Урбанизация в большинстве стран сыграет ключевую роль в росте спроса на пиво в Африке в ближайшие годы. Производители также наращивают свое присутствие на рынке, делая ставку на растущий потенциал африканского рынка, — говорится в отчете. — В 15 африканских странах SABMiller присутствует самостоятельно, а еще в шести – посредством своих партнеров».

 

Консолидация рынка

 

Консолидация глобального пивного рынка – еще один важный тренд на рынке. Четыре ведущих производителя (AB InBev, SABMiller, Heineken и Carlsberg) в совокупности контролируют 47% мирового рынка по объему и генерируют около 74% прибыли.

Индекс Герфиндаля-Гиршмана, использующийся для оценки степени монополизации отрасли, на мировом пивном рынке вырос с 276 в 2003 году до 725 в 2013-м. После слияния AB InBev и SABMiller он может достичь 2500 на рынке США. После завершения сделки доля рынка AB InBev вырастет на 29% по объему, а совместное предприятие будет производить 30% пива в мире. Кроме того, подталкивает консолидацию рост спроса на крафтовое пиво.

 

Новые вкусы

 

Чтобы удовлетворить меняющиеся вкусы потребителей, производители пива предлагают им новые вкусы – такие как шоколад, черника, брюссельская капуста, лимон и т. п.

В США около 27% сортов пива, выпущенных в 2015 году, имели оригинальные вкусы.

Пивные напитки более популярны среди женщин 22-34 лет – эта категория составляет 39% потребителей такого пива.

 

Слабоалкогольное пиво

 

Потребители сегодня ведут более здоровый образ жизни, который включает в себя потребление менее крепких напитков. Многие потребители переходят с крепких напитков на слабоалкогольные, а потребители пива выбирают менее крепкие сорта.

«Безалкогольное пиво все более популярно среди молодежи в Америке и Европе, а также в странах Ближнего Востока, где алкоголь запрещен религиозными нормами», — говорится в отчете.

По данным исследования, в США больше всего потребляют именно легкое пиво (например, Bud Light, Millers Light и Coors Light).

Heineken запустил первое безалкогольное пиво в 2013 году, выпустив его на рынки 41 страны к 2014 году. Прибыль Heineken от слабого и безалкогольного пива в 2014 году выросла на 7,7%.

Источник: Profibeer

Валерия Вершилова

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