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Carlsberg Russia: Market leader in spite of lost market shares

(beveragemanager.net) - In view of the increased consumption tax and average price increases for beer of approximately 25 percent, Russia has a specific position with numerous special effects on the global beer market.

Russia, the fourth-largest beer market in the world, and at the same time the largest individual market of the Carlsberg Group, deserves a closer look.

Here, the Carlsberg market share decreased from 39.2% to 37.4% (source: Nielsen Retail Audit, Urban Russia). This consumer behavior is due also, however, to vigorous promotional activities of the competitors in the market. In spite of the decreased numbers, however, the Danish global player is relatively relaxed.

‘Based on our understanding of the Russian consumer dynamics and expectations for the Russian market in general, including price elasticity, food inflation, real wage growth and other parameters, we expect the Russian market to revert to modest growth during 2012’ – according to the official interpretation of the Group. Carlsberg is counting on its strong brand portfolio in the segments Premium, Economy, Mainstream, and Super-Premium