Global hop marketA local alternative to mass beer suggested by independent brewers has been successful and is now altering the global market. Beer is becoming more diversified, so transnational companies have to accept the new game rules and to switch focus to young and fast growing markets. All these processes increased the demand for aroma and bitter hop as well as their acreage expansion on two continents. However now there appeared a downward trend of alcohol consumption in the world, so even special sorts can soon turn to be sufficient. In this connection the dynamic American hop market is already facing some problems. EU hop producers have become more cautious, they are not racing to exceed the demand and look forward with more confidence, judging by the contract terms.
Hop Market in RussiaGermany still dominates the Russian market, yet over the recent two years one has been able observe a continuous success of Czech hop suppliers. Their expansion and growing popularity of hops from the United States became the drivers of supplies growth in 2016 despite the preceding modest harvest crop in the EU, as well as the factor of relative stability in 2017. In this connection, in 2017, the ratio of the varieties continued to shift towards the aroma ones, and the supplies of Magnum hop and other alpha varieties were reduced. However, the import of bitter hop pellets is partially replaced by extracts, especially from the major beer manufacturers. Total volumes of alpha acid supplies, according to our estimation, decreased by approximately 5% and returned to the level of 2015. Barth Haas Group continues dominating the hop products market; HVG also increased its weight. At the same time, Morris Hanbury significantly reduced the supplies in 2017.
10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
drinktec joins the social web: facebook, twitter & Co.
drinktec ventured into these new communication media in December 2010. Information about the fair and interesting news from the sector itself is posted regularly on facebook and twitter. These platforms will also be used to announce other important news, such as when the registration documentation is being sent out. Of course, full information for exhibitors and prospective exhibitors will also be available at drinktec.com. In the beverages and liquid food sector, word has soon got out about drinktecґs participation in the social media. In just a short time drinktec attracted around 200 'fans' and just as many 'followers'. Moving images of drinktec 2009 have also been posted on YouTube. Around 100 videos are there to see, covering the fair itself, highlights from the exhibitorsґ stands and items from the accompanying programme.
The Exhibitors' Advisory Board to drinktec has unanimously welcomed the fairґs involvement in the new media, as part of the communication mix for this leading world fair. This was a sensible, necessary and promising addition to classic PR measures, was the general opinion of the board members. In its most recent meeting the board elected a new presidium. Volker Kronseder, Chairman of Krones AG, was elected President of the drinktec Exhibitors' Advisory Board; Mr Kronseder last held this office between 2005 and 2009. His two new deputies are Prof. Dr.-Ing. Matthias Niemeyer, Board Member with responsibility for Technology and Development at KHS GmbH, and Heiner Schaefer, Managing Partner, Schaefer Fцrderanlagen- und Maschinenbau GmbH. The Exhibitors' Advisory Board has real weight and significance. It is always ready to help the drinktec team with advice and support, and its recommendations are taken into account in all strategic decisions.
Comments from the new drinktec Presidium
Volker Kronseder, President of the Exhibitors' Advisory Board drinktec 2013 and Chairman of Krones AG: "I am delighted to have been elected President of drinktec again. I will do everything I can to ensure that drinktec 2013 lives up to its reputation as the 'Worldґs Leading Trade Fair for Beverage and Liquid Food Technology'. drinktec is after all by far the most important event in this sector. For the drinktec brand, which stands for tried-and-tested and new technologies in beverages and liquid food, it is also important that the cooperations entered into with NьrnbergMesse – namely PETpoint – and with Dьsseldorf trade fair association – PackTech India and drink technology India – should bear fruit. It would be nice to see this kind of initiative extended at international level."
(Volker Kronsederґs involvement with drinktec started back in the mid 1980s. At first he was a member of the Advertising and Press Committee, before becoming a member of the Exhibitorsґ Advisory Board in 1994. In 1997 he was elected as President of that board for the first time. In subsequent years he was re-elected regularly. In its most recent meeting, too, the board again voted unanimously to appoint Volker Kronseder as its President.)
Prof. Dr.-Ing. Matthias Niemeyer, currently Board Member with responsibility for Technology and Development at KHS GmbH, from 01.04.2011 Board Chairman of KHS GmbH: "I would like to thank the board for the trust they have placed in me by electing me as its Vice-President. I see it as my duty to live up to that trust in full. In connection with this I shall work hard to further strengthen the drinktec brand, as it is a fair which is of great importance to the beverages sector worldwide and also to its suppliers. It is a brand that provides the perfect platform for communicating the latest technologies and solutions. A brand that brings people together, that generates win-win situations and successfully connects a wide range of nationalities and cultures. All in all it is a brand that will without doubt continue to do justice to its reputation as the worldґs leading trade fair for the beverage and liquid food industry."
Heiner Schaefer, Managing Partner, Schaefer Fцrderanlagen- und Maschinenbau GmbH: "For Schaefer, as a medium-sized company, drinktec is the leading international technology trade fair for the beverages industry. For this reason Schaefer has for decades been represented on the Advisory Board of the fair – I myself for over ten years – working to help shape drinktec and ensure its success. For a medium-sized company like Schaefer, drinktec really is a 'gateway to the world' and a great way of presenting our new products to a broad international audience. Many of Schaeferґs internationally successful customer relations and business deals have their origin in initial contacts at drinktec. For this reason I am honoured and pleased to take up the office of Vice-President in the Exhibitors' Advisory Board of drinktec 2013. I am also happy to see myself in this office as a representative of the interests of SMEs, making an active contribution to ensuring that drinktec 2013 will be a resounding success and even more attractive for us all, large and small, exhibitors and visitors alike."
drinktec is the world’s leading trade fair for beverage and liquid food technology. It is the most important trade fair for the sector. Manufacturers and suppliers from all over the world – global companies and SMEs alike – meet up here with all the key producers and retailers, large and small, of beverages and liquid food products. Within the sector drinktec is regarded as the number one platform for launching new products on the world market. The fact that the entire production chain is represented at drinktec emphasises the fairґs role as the worldґs leading trade fair for the sector. Manufacturers come along to present the latest technology for producing, filling and packaging beverages of all kinds, as well as liquid food – including raw materials and logistics solutions. A special feature of drinktec is that entire machinery systems and plant are set up here and demonstrated in action – this kind of a display is unique to drinktec. drinktec 2013, which takes place at the New Munich Trade Fair Centre from 16 to 20 September 2013, is expected to attract around 1,500 exhibitors from over 70 countries and around 60,000 visitors from more than 170 countries.
This press release including a photo of the new Presidium is also available for download from: www.drinktec.com
15 Mar. 2011