发布日期：2008年5月
摘要
Executive summary
Vodka Consumption Substituted by Drinks with a Lower Alcohol Content
Russia saw sales of traditional local favourite vodka continue to underpin a significant portion of total sales during 2007. However, although still dominating Russia's alcoholic drinks market, vodka has seen something of downturn as a result of health conscious consumers migrating to drinks containing less alcohol, notably beer, which also benefited from aggressive marketing by the brewers. The same story was not the case over the entire spirits sector, with imported brands, notably blended Scotch whisky, experiencing solid growth.
Increased Health Awareness Influences Consumption
The emergence of an urban middle class attracted to prestigious Western spirit brands has driven demand for higher-priced imported products in Russia. For example, imports of rum, tequila and even vodka performed well over the review period. As well as a pull there has also been a notable push effect, as Russia is increasingly becoming a focus for the geographic expansion policies of major multinationals, illustrated by blended Scotch whisky being the best-performing spirits type in 2007. Less glamorous domestic brands have had to fight more squarely with health issues in the media, as well as government-sponsored campaigns, which have served to change the way Russians view alcohol, particularly spirits.
Slow Recovery After the Crisis in 2006
The alcoholic drinks market in Russia is trying to recover after the crisis that occurred in 2006 due to the government's introduction of the new spirits control system and updated excise rates for all alcoholic products. Severe declines were witnessed in the import and production of wine and RTDs. The government's measures aimed against illegal alcohol sales had the opposite effect – creating a crisis in legal imports and production, and, consequently, losses in tax collections in the alcoholic drinks market in the late review period.
Market Dominated by Local Players
Despite ongoing consolidation activity through mergers and acquisitions, Russia's spirits market remained highly fragmented in 2007, due to the prevailing dominance of local products and the strength of local brands. Major local producers, such as Synergya ZAO, continue to appear among the leading players, while the leading global player, Diageo Plc, still holds only a very small volume share at a national level. That said, the presence of international brands and manufacturers was more keenly felt in 2007 as major players look to the developing Russian spirits market as a potential opportunity that is too good to miss.
Future Growth to be Fuelled by Products with a Lower Alcohol Content
The Russian alcoholic drinks market is forecast to see its growth constrained by health conscious consumers migrating to drinks with a lower alcohol content, as the dominant Russian vodka sees sales eroded by products such as wine, FABs and, most notably, beer. The dominant spirits sector is likely to contract, although, with the emergence of an urban middle class, prestige spirits, such as blended Scotch whisky, and fashionable drinks, such as tequila are expected to perform well in spite of the prevailing malaise. Premiumisation is also likely to boost value sales in brandy and cognac.
目录及图表
Table of contents
ALCOHOLIC DRINKS IN RUSSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Vodka Consumption Substituted by Drinks with a Lower Alcohol Content
Increased Health Awareness Influences Consumption
Slow Recovery After the Crisis in 2006
Market Dominated by Local Players
Future Growth to be Fuelled by Products with a Lower Alcohol Content
KEY TRENDS AND DEVELOPMENTS
Alcoholic Drinks Market Recovers After the Crisis
Trend Towards Consolidation
New Laws Crack Down on Illegal Production and Distribution of Spirits Products
Russian Consumers Visit On-trade Outlets in Increasing Numbers
RTDs/High-strength Premixes Continue to Grow
Beer Witnesses a Trend Towards Premium Domestic Lager Products
Specialist Retailers
Summary 1 Leading Specialist Retailers 2006
Traditionally Imported Beer Is Increasingly Being Produced in Russia
Standard Beer Segment Shrinking
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
CITY KEY TRENDS AND DEVELOPMENTS
Moscow
St Petersburg
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Summary 3 Taxation and Duty Levies
Table 1 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 2 Selling Margin of a Typical Beer Brand 2007
Table 3 Selling Margin of a Typical Wine Brand 2007
Table 4 Selling Margin of a Typical Spirits Brand 2007
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 5 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 6 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 7 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 8 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 9 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2007
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2007
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2007
Table 14 Sales of Alcoholic Drinks by City: Total Volume 2002-2007
Table 15 Sales of Alcoholic Drinks by City: Total Value 2002-2007
Table 16 Sales of Alcoholic Drinks by City: % Total Volume Growth 2002-2007
Table 17 Sales of Alcoholic Drinks by City: % Total Value Growth 2002-2007
Table 18 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 19 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 20 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 24 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
Table 25 Forecast Sales of Alcoholic Drinks by City: Total Volume 2007-2012
Table 26 Forecast Sales of Alcoholic Drinks by City: Total Value 2007-2012
Table 27 Forecast Sales of Alcoholic Drinks by City: % Total Volume Growth 2007-2012
Table 28 Forecast Sales of Alcoholic Drinks by City: % Total Value Growth 2007-2012
DEFINITIONS
Summary 4 Research Sources
LOCAL COMPANY PROFILES - RUSSIA
EFES BREWERIES INTERNATIONAL NV - ALCOHOLIC DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Efes Breweries International NV: Key Facts
Summary 6 Efes Breweries International NV: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
FANAGORIYA OAO - ALCOHOLIC DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Fanagoriya OAO: Key Facts
Summary 8 Fanagoriya OAO: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 9 Fanagoriya OAO: Production Statistics 2004-2005
COMPETITIVE POSITIONING
GERRUS GROUP - ALCOHOLIC DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Gerrus Group: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 Gerrus Group: Production Statistics 2004-2005
COMPETITIVE POSITIONING
OST GROUP - ALCOHOLIC DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Ost Group: Key Facts
Summary 13 Ost Group: Operational Indicators 2005-2006
COMPANY BACKGROUND
PRODUCTION
Summary 14 Ost Group: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 15 Ost Group: Competitive Position 2006
PIKRA OAO - ALCOHOLIC DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Pikra OAO: Key Facts
Summary 17 Pikra OAO: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
STAVROPOLSKY VINNO-KONYACHNY ZAVOD ZAO - ALCOHOLIC DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Stavropolsky Vinno-Konyachny Zavod ZAO: Key Facts
Summary 19 Stavropolsky Vinno-Konyachny Zavod ZAO: Operational Indicators 2005-2006
COMPANY BACKGROUND
PRODUCTION
Summary 20 Stavropolsky Vinno-Konyachny Zavod ZAO: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 21 Stavropolsky Vinno-Konyachny Zavod ZAO: Competitive Position 2006
SYNERGYA OAO - ALCOHOLIC DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Synergya OAO: Key Facts
Summary 23 Synergya OAO: Operational Indicators 2005-2006
COMPANY BACKGROUND
PRODUCTION
Summary 24 Synergya OAO: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 25 Synergya OAO: Competitive Position 2006
TOMSKOE PIVO OAO - ALCOHOLIC DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Tomskoe Pivo OAO: Key Facts
Summary 27 Tomskoe Pivo OAO: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 28 Tomskoe Pivo OAO: Production Statistics 2004-2005
COMPETITIVE POSITIONING
VOLGA PK OOO - ALCOHOLIC DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 29 Volga PK OOO: Key Facts
Summary 30 Volga PK OOO: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 31 Volga PK OOO: Production Statistics 2004-2005
COMPETITIVE POSITIONING
ZAVOD SORTOVYKH VODOK ZAO - ALCOHOLIC DRINKS - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 32 Zavod Sortovykh Vodok ZAO: Key Facts
Summary 33 Zavod Sortovykh Vodok ZAO: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 34 Zavod Sortovykh Vodok ZAO: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 35 Zavod Sortovykh Vodok ZAO: Competitive Position 2006
BEER IN RUSSIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 36 Lager by Price Band 2007
Published Data Comparisons
SECTOR DATA
Table 29 Sales of Beer by Subsector: Total Volume 2002-2007
Table 30 Sales of Beer by Subsector: Total Value 2002-2007
Table 31 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 32 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 33 Sales of Beer by On-trade vs Off-trade Split: Volume 2002-2007
Table 34 Sales of Beer by On-trade vs Off-trade Split: Value 2002-2007
Table 35 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 36 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 37 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 38 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 39 Beer Exports by Country of Destination: Total Value 2001-2006
Table 40 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 41 Beer Imports by Country of Origin: Total Value 2001-2006
Table 42 Company Shares of Beer by National Brand Owner 2002-2006
Table 43 Company Shares of Beer by Global Brand Owner 2002-2006
Table 44 Brand Shares of Beer 2003-2006
Table 45 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 46 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 47 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 48 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN RUSSIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
PROSPECTS
SECTOR DATA
Table 49 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
RTDS/HIGH-STRENGTH PREMIXES IN RUSSIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 50 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 51 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 52 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 53 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 54 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 55 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 56 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 57 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 58 RTDS/High-strength Premixes Production, Imports and Exports: Total Volume 2001-2006
Table 59 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 60 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 61 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 62 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 63 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 64 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 65 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN RUSSIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 66 Sales of Wine by Subsector: Total Volume 2002-2007
Table 67 Sales of Wine by Subsector: Total Value 2002-2007
Table 68 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 69 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 70 Sales of Wine by On-trade vs Off-trade Split: Volume 2002-2007
Table 71 Sales of Wine by On-trade vs Off-trade Split: Value 2002-2007
Table 72 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 73 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 74 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 75 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 76 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 77 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 78 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 79 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 80 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 81 Sales of Still Red Wine by Quality Classification 2002-2007
Table 82 Sales of Still White Wine by Quality Classification 2002-2007
Table 83 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 84 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 85 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 86 Wine Exports by Country of Destination: Total Value 2001-2006
Table 87 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 88 Wine Imports by Country of Origin: Total Value 2001-2006
Table 89 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 90 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 91 Brand Shares of Still Light Grape Wine 2003-2006
Table 92 Company Shares of Champagne by National Brand Owner 2003-2006
Table 93 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 94 Brand Shares of Champagne 2003-2006
Table 95 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 96 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 97 Brand Shares of Other Sparkling Wine 2003-2006
Table 98 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 99 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 100 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 101 Company Shares of Non-grape Wine by National Brand Owner 2003-2006
Table 102 Company Shares of Non-grape Wine by Global Brand Owner 2003-2006
Table 103 Brand Shares of Non-grape Wine 2003-2006
Table 104 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 105 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 106 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 107 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN RUSSIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, Gin and Other Blended Scotch Whisky Price Band Methodology
Summary 37 Benchmark Brands – Russia
SECTOR DATA
Table 108 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 109 Sales of Spirits by Subsector: Total Value 2002-2007
Table 110 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 111 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 112 Sales of Spirits by On-trade vs Off-trade Split: Volume 2002-2007
Table 113 Sales of Spirits by On-trade vs Off-trade Split: Value 2002-2007
Table 114 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 115 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 116 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 117 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 118 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 119 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 120 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 121 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 122 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 123 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 124 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 125 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 126 Liqueurs Production: Total Volume 2001-2006
Table 127 Other Spirits Production: Total Volume 2001-2006
Table 128 Company Shares of Spirits by National Brand Owner 2002-2006
Table 129 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 130 Brand Shares of Spirits 2003-2006
Table 131 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 132 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 133 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 134 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012