« Baltic » wants to start producing snacks
The Baltika brewed company is looking for the opportunity to get a ready -made business for the production of snacks. Such products are now retaining attractiveness for investors because of their stable demand. Experts believe that at the expense of Baltika’s snaps, he will be able to promote their main beer brands, but it will not be easy to do due to high competition among beer manufacturers.
The fact that the Baltic plans to go into a new category of snacks for himself was told by two Kommersant interlocutors in the market. According to one of them, the company considers the possibility of acquiring ready -made production. In the Baltic, comments were not provided at the request of Kommersant.
« Baltic » – The second beer manufacturer in Russia after Ab Inbev Efes. The companies own eight factories in the country where beer pours under the brands Baltika, Zatecky Gus, Zhigulevskoye, Arsenalnaya, and the energy engine Flash Up. In December 2024, Danish Carlsberg sold this asset of his VG Invest for $ 320 million, whose beneficiaries are not disclosed. According to SPARK, in 2024, the revenue of Baltika Pivovalnaya Company LLC increased by 21.46%, to 137.8 billion rubles. Pure loss amounted to 6.7 billion rubles. Against 28.13 billion rubles. in 2023.
Snecd manufacturers have long been actively promoting the consumption of their products along with beer, this mainly applies to chips, crackers, dried fish, says Alexei Popovichi, Executive Director of the Rusbrend Association (unites large manufacturers of everyday demand). Since the company has already well developed distribution and has access to federal networks, new products will be much easier to bring to the shelf and immediately in serious volumes, he believes.
The head of the Institute for the Development of Entrepreneurship and Economics, Arthur Gafarov, notes that the category of snacks retains potential for investors, as it is in stable demand among consumers.
According to his estimates, consumers direct about 9-10% of all expenses for everyday goods for the purchase of such products.
According to the Nielsen research company, in the first quarter of 2025, in Russian retail, natural sales of chips decreased by 1.1%, dried seafood – by 4.1%. Significant sales growth is observed in salty snacks (mainly crackers and popcorn) – by 13.7%. The implementation of seeds increased by 2.3%, salted nuts – by 2.2%, salty cookies – by 2%. In monetary terms, all categories have a positive dynamics – from 4% to 19% depending on the category (see infographic).
In the 2000s, snacks under beer brands often appeared in retail, recalls the co-owner of the SVAM Group distributor and GLETCher brewery Igor Khavsky. “But earlier, usually manufacturers granted the rights to their brands to third -party companies, and did not engage in the production of snacks on their own,” the expert said. According to him, this trend has ceased when large Russian beer brands and production have become the property of transnational companies, which were uninteresting such methods of promotion.
As Kommersant, a major alcohol manufacturer Novabev Group (producer of vodka Beluga, Russian Ice and Arkhangelskaya) also paid the opportunity to enter the category of snacks and snacks (See “Kommersant” dated August 27, 2024). Mr. Khavsky does not exclude that with proper positioning of snack products, their distribution can advance the main brands of the Baltic. According to Alexei Popovichev, the launch of snacks is unlikely to be able to significantly affect the implementation of beer, since this segment is quite competitive.
According to Nielsen, as a result of 2024, Baltika occupies 28.3%of the market share, AB InBEV EFES – 29.5%, the United Brewery – 10.9%, the Moscow brewing company – 4.2%.
