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.
Thailand. Premium beer to stay flat, says Heineken
Prin said Heineken, which has an 85-per-cent share of the local premium-beer market, has a sales-growth target of just 5 per cent this year.
"Our growth will depend on the tragic disaster in Japan, which will influence the world economy, as well as the political situation in Thailand," he said.
The premium-beer market, worth about Bt7 billion, will fare better this year than in the past two or three years, when it declined by more than 10 per cent annually, he said.
"The main problem that will affect the growth or decline of the local beer market is the country's overall environment, both in terms of the local economy as well as law and regulation. It will play a crucial part in supporting or hurting the business sector," said Prin.
This year Heineken, together with the Union of European Football Associations, is bringing the Uefa Champions League Trophy as well as two soccer legends and trophy-tour ambas?sadors - Steve McManaman and Christian Karembeu - to Thailand.
The visit, which kicks off on last Friday in Chiang Mai and ran until last Saturday, and moves to Khon Kaen during March 25 to 27, is part of the Uefa Champions League Trophy Tour of Asia organised by Heineken.
Prin said the trophy tour came to Bangkok for the first time in 2007 and attracted more than 20,000 fans.
"We will host the trophy tour in Chiang Mai and Khon Kaen this time, as we've had many requests from football fans who want to experience the trophy in their own provinces. We expect to attract more than 20,000 football fans altogether this time," Prin said.
"The Uefa Champions League is the best football tournament for the clubs. Sponsoring such a tournament will help promote Heineken as a leading beer brand in the world," Prin said.
He added that each weekly match of the league was watched live by more than 150 million people in 220 countries.
21 Mar. 2011