CURRENT STATE OF THE CONSUMER MARKET OF BEER PRODUCTS IN THE CITY OF CHELYABINSK

Abstract

The analysis of the state of production and consumption of beer products in Russia is conducted.
It is established that today, despite challenging economic conditions, a number of food industry
branches are developed dynamically in Russia, including the production of beverages. In
the beverage industry there is a steady trend of the growth of production and consumption of beverages
with a reduced alcohol content; a liberal share of these drinks accrues to beer. The peculiarity
of Russian brewing industry today is the fact that there is steady development of not only
the famous brewing companies, but also a significant increase of new independent mini-breweries
that offer a wide range of beer products. One of the largest companies are JSC “Brewing company
“Baltica” (Saint Petersburg), JSC “Brewery “Moscow-Efes” (Moscow), JSC “Klin Brewery”
(Klin, Moscow region), “Ochakovo” (Moscow), whose products are widely represented in the
trading network of the city of Chelyabinsk. Consumer market research has shown that the main
types of beer products are beer and beer drinks, while beer dominates because it accounts for
more than 90 %. The most popular types are light and dark beer. Their ratio in the structure of the
range is 4:1. Semi-dark beer is extremely rare. The study is conducted in “MAVT” company,
which is one of the largest alcoholic beverage chains, having 22 stores only in the city of Chelyabinsk
and Chelyabinsk region. This company takes into account trends in the development of the
brewing industry and offers a fairly wide range of products, which has more than three thousand
kinds of products today.