Assortment management digitalization as a factor of increasing the competitiveness of beer and beverage producers in the Russian region

Abstract

The article studies current trends in consumer behavior that affect the beer and beverages market with the help of electronic technology. The peculiarities of behavior of beer and alcoholic beverages buyers during a crisis have been noted. The paper presents an analysis of alcoholic beverage groups sales structure in natural and monetary terms, identifies structural shifts in the beer market, and shows a trend for an increase in the market share of local brands. Dynamics of retail price of one liter of beer compared with the volume of the Russian beer and beer drinks market in 2017–2022 has been analyzed. The article concludes that the range of local brands and production of innovative products should be expanded. The possibilities of using electronic technologies in assortment management in the beer and beverage market have been shown. Enterprises producing beer and soft drinks need to analyze big data on an ongoing basis, as well as use digital tools for interacting with consumers. The possible path of consumers in the beer and beverages market based on these tools has been described. The article also shows dynamics of the emergence of new brands in the carbonated drinks market, considers possibilities of developing the assortment policy of domestic beer and beverage producers in this direction, and describes global and regional features of growing segments, such as functional, energy and sports drinks, non-alcoholic cocktails, as well as non-alcoholic beer and wine options.