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. “Slavutich”, Carlsberg Group Plans to Build a Logistic Terminal in the Southern Region
At present the company owns three factories in Kyiv, Lviv and Zaporizhzhya. Immediate deliveries from their warehouses cover the territory of Ukraine completely. In addition, the company cooperates with 15 distributors in the southern region of the country successfully. However, there was a need to expand logistic infrastructure because of increasing sales in this region as well as in connection with the acquisition of the company Carlsberg in Moldova.
It is assumed that the complex will become the point of redistribution of goods between the southern region of Ukraine and Moldova and will be provided with the necessary auxiliary services and equipped with a sufficient amount of handling equipment. Project of the complex involves a high level of energy efficiency and will provide enhanced environmental safety of storing beer and beverages manufactured by the company.
"Slavutich", Carlsberg Group also considers the site of the logistic terminal as a base for a new brewery which can be built in the coming years in case of positive market dynamics and increase of the company's share.
In connection with the construction project the company evaluates offers on the location of the object the exclusive advisor of searching which is the company Colliers — the world leader in providing real estate services.
Peter Chernyshov, Chief Executive at "Slavutich", Carlsberg Group: "We have already approved the decision to implement the investment project on the construction of a logistic terminal in the southern region. Our products require special temperature storage as they are produced from natural ingredients. Due to the fact that our sales are growing steadily and the warehouse capacity of the breweries is not sufficient to cover the southern region and Moldova it was decided to create a separate terminal in the south. We are considering proposals for the location of the object so far because it is important for us to build it in such a way as to cover the territory of Moldova promptly and to the sufficient extent as well. We will calculate the capacity of the terminal depending on the location and our needs. The project is in progress so far and it is early to discuss the amount of investments. Perhaps we will build a new brewery on the basis of this terminal in the future."
5 Sep. 2011