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.
Trade Fair Duo drink technology India and International PackTech India on a Growth Course
The trade fair visitors included top managers as well as technicians,
engineers and users from mid-range management from all of India as well
as neighbouring countries. They obtained an overview of the products
and services of the more than 220 exhibitors, conducted specific business
negotiations and ordered spontaneously on site, to the great
satisfaction of the exhibiting companies from more than 20 countries.
Franz Kammerloher , Vice President sales southern asia / eastern asia,
KRONES AG, Germany, summarized for the German exhibitors:"The trade
fair surpassed all of our expectations. We held numerous, extremely
successful discussions with customers. And regardless of whether
organization, duration of the trade fair or the series of talks,
everything was convincing and exceedingly positive."
Also an equal balance was drawn by Pratik Shah, Reifenh?user India
Marketing Ltd., for PackTech India: „The response was nothing less
than overwhelming and we look forward to the next edition.”
Within the context of a joint German exhibit, 17 renowned German
companies presented their offers. In addition, there were official
national contingents from Switzerland, Italy and Turkey at
International PackTech India. drink technology India also had a joint exhibition
booth from China.
The Italian companies had the second largest foreign contingent and also
expressed their great satisfaction with the three lively trade fair
days. Giorgio Carmagnola Vietti from Cavanna S.p.A reported: “We have
been very satisfied with the quality of visitors. The show gave us the
opportunity to reach interesting new contacts in India.”
Domestic suppliers also assessed their participation at the two trade
fairs positively. Pranay Patel, Director NPM Machinery Pvt. Ltd, India,
was at dti for the first time: "I must congratulate MMI for providing a
wonderful platform to us. Our participation has allowed us to explore
the industry thoroughly by meeting potential people and sharing ideas
with them. Visitors profile was indeed very purpose oriented and we
definitely look forward to have participation in the next edition. We
would be pleased to help out MMI in anyway to take the brand to new
For Packtech India, Pratap Singh of Akash PackTech Pvt. Ltd. recorded:
“International PackTech India is a good platform to meet the
manufacturers, exporters, importers and competitors as well. A chance to
introduce new products and advancements.” Abhijeet Deshpande by
MGM-Varvel expanded: „All the participants were quality participants.
We would definitely participate in the next edition.”
In general, the focus of the exhibitors was very clearly on the needs of
the Indian market and correspondingly customised solutions and products,
among others, the topics of hygiene and water treatment. Products were
emphasised at drink technology India and International PackTech India
that link a high degree of efficiency with simple handling.
The organisers of the two trade fairs, Messe M?nchen (drink technology
India) and Messe D?sseldorf (International PackTech India) as well as
their Indian subsidiaries, held the fairs jointly for the first time two
years ago. Exhibitors and visitors already profited at the premier from
the know-how of two globally leading trade fair organisers and from the
synergy effects between the packaging and beverage industries. This
success story has been continued with this second event.
Dr. Reinhard Pfeiffer, Managing Director of Messe M?nchen GmbH,
considers the concept of the double trade fair confirmed: "drink
technology India and International PackTech India have demonstrated that
together they are stronger and undoubtedly the leading technology
platform on the Indian market. As a trade fair duo, the two events
provide numerous synergies, from which the visitors from the various
industry branches project."
Erhard Wienkamp, Area Manager of D?sseldorf Trade Fair, added: "And the
exhibitors too, because we avoided further splitting of the Indian trade
fair market thanks to the joint organization of the two trade fairs.
India is a very interesting market. The boom in demand in the beverages,
liquid food and foodstuffs sectors requires corresponding investments by
industry. Facilities and machinery have to be modernized and built up.
International PackTech India and drink technology India bring supply and
demand together in a targeted manner."
In addition to the presentations of the exhibitors, there was a
comprehensive supporting program, among other things, a trade fair forum
with talks by exhibiting companies as well as a conference on current
industry topics. The talks and panel discussions, at which experts from
India and abroad participated, also concentrated mainly on issues
relevant to the Indian market. For example, exhibitors from India and
Europe presented product and system solutions for current topics in the
forum of drink technology India.
The focus of the International PackTech 2012 Conference was on
innovative packaging technologies and solutions, labelling, coding,
handling and storage. Environmental aspects were also dealt with, e.g.,
waste management and recycling technologies. The program closely related
to actual practice was organised by IPMMI (Institute of Packaging
Machinery Manufacturers of India) and IFCA (Indian Flexible Packaging &
Folding Carton Manufacturers Association) with support from Messe
D?sseldorf and Messe D?sseldorf India Pvt Ltd.
International PackTech India and drink technology India will again be
held jointly in Mumbai on 25 to 27 September 2014.
Johannes Manger and Benjamin B?ttner
Tel. (+49 89) 949-21482 / -21484
Eva Rugenstein/Desislava Angelova
Tel. (+49 211) 45 60 -240
19 Nov. 2012