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Half-Liter Lost Half-Market
The hopes of bureaucrats that by launching the Integrated Automated State Information System (EGAIS) for tracking alcohol products they will do away with illegal production of vodka haven’t materialized. The segment of so-called people’s vodka (from 75 rubles to 100 rubles for a half-liter) has narrowed by over 10 percent points since 2005. The analysts say some drinkers got used to the vodka of higher price, while another portion developed the strong liking for illegal one.
In terms of the worth, the basic segment (cheaper than 75 rubles per a 0.5 liter) covered 4.4 percent of the market in 2005, while the people’s segment (from 75 rubles to 100 rubles) accounted for 52.7 percent, said Business Analitika, estimating the total worth of the market at $14 billion that year. The indicators lowered to 4 percent and 42.1 percent by 2007, the introduction of EGAIS notwithstanding.
One of the reasons could be the general shift of the clients to more expensive product and vodka is no exception here. According to Business Analitika, the sub-prime segment (130 rubles to 240 rubles per 0.5 liter) manifested the highest growth in the past two years with the market share widening from 8.2 percent to 13.5 percent in terms of money. The share of mid-price vodka (100 rubles to 130 rubles) stepped up from 32.3 percent to 37.6 percent.
Of interest is that the mid-price segment has actually equaled the people’s one in terms of the volume – the gap narrowed from 20.4 percent points in 2005 to 4.5 percent points in 2007.
Another trend is the growth of illegal vodka market. Vadim Drobiz, who heads the Center for Federal and Regional Alcohol Market Studies, said the worth of illegal alcohol market didn’t exceed 45 million decaliters in 2005, while the legal production stood at 137.4 million decaliters that year, but the ratio changed to 53 million decaliters vs. 133.8 million decaliters in 2007.
www.kommersant.com
All the Article in Russian as of Mar. 11, 2008
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