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.
East Africa market ready for new beer investments
The report titled “SSA Breweries Sector Report: December 2012 Valuations now Looking a Little Frothy” covers the main brewers in Kenya (EABL), Tanzania (TBL), Rwanda (Bralirwa), Madagascar and Mauritius (Phoenix).
“At about 9.2 litres per person, beer consumption in Kenya is still some way off the global average of 35 litres per person and there is still room for growth Kenya’s emerging market credentials are driving demand for low calorie beers and the premium segment is showing strong growth,” it says.
Similarly, low consumption levels prevail in Tanzania, whose consumption is at 9.31 litres per person and Rwanda “Per Capita Consumption (PCC) levels at 11.9 litres per person are low on the back of continued sustained growth in Growth Domestic Product,” says the report on Rwanda.
The report, however, says there is a huge room for expansion as some of the economies grow, especially fuelled by new mineral wealth; thereby, expanding the middle class. “Continued economic growth is increasing disposable incomes and consumption levels are rising from a low base,” it says.
The levels of beer consumption are among the lowest in the region. Consumption in South Africa is the largest on the continent at 59.5 litres per person followed by the West Africa market where the combined average rate of consumption for Ghana, Nigeria and the Ivory Coast is 10.61 litres per person.
Analysts say factors such as religion, drinking times and how much disposable income the average East African has can explain the lower consumption when compared with Africans from other regions.
“A lot of this has to do with the population mix and the spending power,” said Mr Eric Musau, a research analyst at Standard Investment Bank.
The report, however, says the oil will be the game changer for higher beer consumption. The region’s recent discoveries of oil in Uganda, Madagascar, natural gas in Tanzania and bright prospects of oil in Kenya and Rwanda will expand the consumer base and the average East Africans consumption.
Uganda and Tanzania have vast amounts of oil and gas while Kenya’s prospects are seen as very bright following striking of oil in two sites. The region is yet to be fully explored. (NMG)
20 Dec. 2012