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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.

Barley brewing offers basis for portfolio variation and sustainability

Jeroen van Roon, global marketing manager for beer for DSM Food Specialties told BeverageDaily.com that barley brewing enzymes could help brewers cut down on more costly malt-based products, and develop new portfolio innovations.

Launched almost a year ago, Brewers Compass is DSM’s most recent enzyme-based blend for barley brewing, when that ingredient is used in a range from 30 to 100 per cent (in terms of grist levels).
Since barley is typically half the price of malt, Van Roon (pictured) said it enabled significant cost savings, typically generated 60kg CO2 less per tonne of barley used and could also be used as a cost-effective platform for portfolio diversification.
On its launch, DSM cited increased off-trade beer consumption that – due to economic and regulatory events – was stimulating demand for quality beers (and products such as Brewers Compass) in the value and private label segments.
So did Van Roon think demand for such products was being fuelled by brewers cutting-down on malt-based beers or diversifying within a product portfolio?
He said “I don’t think it’s per se cutting down. I truly believe that malt will remain a mainstream brewing raw material. However, Brewer’s Compass provides our customers with choice and flexibility, for segmenting their portfolio, going into the area of local premium blends, or making exciting new propositions when blending.
“For instance, with nutraceuticals or fruit juices…or to reduce costs for existing products by partially replacing barley with malt,” Van Roon added.
Whether malt would continue to gain grown at the expense of malt remained to be seen, said Van Roon. “For sure there are interesting opportunities ahead. The final choice will rest with our customers, and their decision to segment their portfolio.
"However, coming back to the sustainability advantages of using barley (also the value it brings in terms of cost savings)… there are very interesting opportunities ahead for brewing with barley.”
Van Roon also spoke about the key current trends DSM had identified within global brewing.

29 Nov. 2011

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