Pivnoe Delo
abbey-beer-icon

pivnoe-delo_logo5

Top articles

Journals

4-2017

Global hop market

A 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 Russia

Germany 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.

Australia. Beer market continues to shrink

TOTAL beverage retail sales in Australia have declined for the first time in four years, driven by continued weakness in packaged beer and early signs that initial strong demand for low-carb and premium beer could be waning.

Any weakness in the premium beer category could prove damaging for the nation's leading brewers, Foster's and Lion Nathan, as well as Foster's suitor SABMiller and Coca-Cola Amatil.

The latter have been heavily chasing the premium market through their local brewing joint venture, Pacific Beverages.

Advertisement: Story continues below Traditional beers such as VB and Tooheys have suffered a fall in sales volumes over the past few years, while premium beers like Coopers, Peroni and Blue Tongue have bucked the trend with strong growth.

Now that growth could be in doubt, raising concerns that premium beer has reached its zenith as a ''hot'' beverage category.

The 2011 Wider Beverage Report found that, for the first time since 2006, total beverage retail sales values fell last year. Total beverage - alcoholic and non-alcoholic - volumes also fell over the past year.

Liz Watkinson, director for Nielsen's liquor services, said packaged beer had been a key component in the decline. ''It represents the largest beverage segment and accounts for nearly one dollar in every four spent in the beverage category,'' she said. ''This is the first time we've seen the segment decline in over four years, as the traditional low-carb and premium beer growth engines no longer appear to be fuelling the category.''

The bleak outlook for packaged beer was reinforced this year by the Foster's chief executive, John Pollaers, who said at the group's half-year result that beer consumption had fallen 7 per cent in the first half. It is expected to fall another 3-4 per cent in the June half and not to return to historic trends of 0.5-0.7 per cent growth for some time.

Edward Butler, an IBISWorld analyst, said premium beer was a relatively new entrant to the market and its growth originally was about ''fulfilling a niche that didn't exist before it popped up''.

''What we are seeing now is that once premium beer has hit that natural [market share] … growth was inevitably going to slow and that's happening now,'' Mr Butler said.

''Overall beer consumption in Australia is gradually dropping for a variety of reasons. Premium beer has hit its equilibrium and now it's going to follow the same trend as [traditional] beer consumption.''

6 Jul. 2011

Advertising

pilsena_en
gea
sidel100x100
jg
portinox

Main topics

Exact matches only
Search in title
Search in content
Search in comments
Search in excerpt
Search in posts
Search in pages
Search in groups
Search in users
Search in forums
Filter by Custom Post Type
Filter by Categories
Home
Magazines
News
×