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.
Ukraine. “Lvivske” beer will be sold in the new PET-bottle
According to the studies more and more beer lovers prefer PET-packaging in recent years because such bottles are light, easy to use and cheaper. It should be noted that in 2010 the market share of beer in the PET-packaging increased by 1% compared with 2009. Number of sales of beer in PET for the same period increased by 7% beating the numerical value of sales of beer in the glass bottles. During the first quarter of 2011 the share of beer sold in PET makes up 49.2% — almost half of the total beer market of Ukraine.
Therefore, considering the consumers' tastes and needs TM "Lvivske" decided to make a favorable offer for its fans — the favorite beer in a new convenient bottle format. Moreover, from March to June beer in new 1.5 l PET can be purchased at special price, saving 20% of its value. At the moment, "Lvivske 1715" and "Lvivske Svitle (Light)" in 1.5 l bottles will be sold only in the central, western and north-western regions of Ukraine.
The manufacturers hope that the new benefit packaging will become popular among many lovers of "Lvivske" beer.
It should be noted that the PET-packaging format of 1.5 l is new for the Ukrainian beer market. By this time beer in 1 and 2 l PET-bottles was sold on a regular basis.
According to the data of AC Nielsen Research Company, the share of TM "Lvivske" at the end of 2010 made up 10.6% by volume. It is expected that the launch of the PET-packaging format which is new for Ukraine will strengthen the position of "Lvivske" on the beer market in general and in the rapidly growing segment of PET-packaging in particular.
Andrey Otroschenko, Marketing Director of Local Trademarks at "Slavutich", Carlsberg Group: "Lvivske" is one of the most popular beer brands of the Ukrainians. Its most popular brands are "1715" and "Svitle (Light)". We always try to make some interesting offers to our customers. We hope that the new bottle which is convenient for the beer will please our fans who will be happy to savor their favorite beer".
15 Apr. 2011