{"id":114033,"date":"2025-02-26T13:29:23","date_gmt":"2025-02-26T12:29:23","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=114033"},"modified":"2025-02-27T09:51:10","modified_gmt":"2025-02-27T08:51:10","slug":"hoe-ab-inbev-volume-kwijtraakte-aan-chinese-en-amerikaanse-crashes","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/hoe-ab-inbev-volume-kwijtraakte-aan-chinese-en-amerikaanse-crashes\/","title":{"rendered":"Hoe AB InBev volume kwijtraakte aan Chinese en Amerikaanse crashes"},"content":{"rendered":"\n

AB InBev<\/strong> beleefde een uitdagend jaar, vooral in de Verenigde Staten en China. Toch wist het dalende volumes te compenseren en dankzij duurdere premium-bieren is er ook in Europa herstel.<\/p>\n\n\n\n

Nieuwe topman voor Azi\u00eb<\/h2>\n\n\n\n

2024 leverde gemengde resultaten op voor AB InBev: hoewel het verkochte volume met 1,4% kromp tot 576 miljoen hectoliter, steeg het brutobedrijfsresultaat organisch met 8,2%. Dat is beter dan de 6 \u00e0 8% groei waar de bierreus zelf op rekende. De totale opbrengsten stegen met 2,7% tot 59,8 miljard dollar (56 miljard euro), terwijl de omzet per hectoliter met 4,3% toenam.<\/p>\n\n\n\n

Consumenten betalen met andere woorden meer voor hun bier, maar de groei is toch vooral te danken aan Latijns-Amerika. In Noord-Amerika was er slechts 2% groei, in Azi\u00eb zelfs een krimp van 7%. De Belg Jan Craps stopt na zeven jaar dan ook als CEO van Aziatische dochter Budweiser APAC. Hij wordt vervangen door de Chinees Yanjun Cheng, die in zijn thuisland het tij moet keren.<\/p>\n\n\n\n

De Chinese markt kende in 2024 nogmaals een stevige terugval: in het vierde kwartaal daalden de volumes met 19%, een scherpere daling dan de toch al zwakke sector. Over heel 2024 daalden de opbrengsten met 13,1%, de volumes met 11,8% en het brutobedrijfsresultaat met 11,9%, ondanks kostenbesparingen die de impact gedeeltelijk compenseerden.<\/p>\n\n\n\n

Europees herstel<\/h2>\n\n\n\n

Op de Europese markt wist AB InBev het marktaandeel te vergroten en de marges te herstellen. In het vierde kwartaal van 2024 noteerde de omzet een lichte daling, hoewel de opbrengst per hectoliter licht toenam door ‘premiumisering’. Premiumbieren zijn inmiddels goed voor 57% van de opbrengsten. De volumes daalden rond de 5%, maar dat was alweer beter dan de zwakke sector. Over heel 2024 stegen de opbrengsten en het brutobedrijfsresultaat met ongeveer 15%.<\/p>\n\n\n\n

In de Verenigde Staten blijft AB InBev dan weer worstelen met de gevolgen van de controversi\u00eble campagne met de transgender influencer Dylan Mulvaney<\/a>, die Bud Light blijvend het marktleiderschap kostte. Sinds het tweede kwartaal van vorig jaar is er volgens de brouwerijgroep weliswaar beterschap in de “veerkrachtige biermarkt”.<\/p>\n","protected":false},"excerpt":{"rendered":"

AB InBev beleefde een uitdagend jaar, vooral in de Verenigde Staten en China. 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