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.
drinktec 2013 showcases future-oriented final packaging and palletizing systems
The industry is facing a twin challenge: Consumers expect products which are not only packaged using minimum resources but which also protect the contents securely. Manufacturers are tackling this challenge on a range of fronts: they are reducing the amount of material used in packaging, they are opting for recycled and renewable materials, and they are bringing down their overall energy consumption. Sustainable manufacturing is about implementing appropriate measures at every stage in the production chain. The machinery and equipment for mastering these challenges will be on show at drinktec 2013.
Flexible concepts have the edge
"Cost-efficiency, flexibility and sustainability are the key benchmarks for future-oriented final-packaging and palletizing systems," says Dipl. Ing. Heiner Schaefer, Managing Director of Schaefer Fцrderanlagen- und Maschinenbau GmbH. "Reducing the material used on beverage containers and minimizing the secondary packaging presents a big challenge to the way beverage manufacturers work. Continuous three-shift operation with 8000 and more production hours per year, combined with extended maintenance intervals are the key features of the new machinery concepts. Packaging innovations at ever shorter intervals demand a great degree of flexibility in terms of machinery and plant. Off-line solutions are particularly popular for increasing the automation of packaging, sorting and mixing operations. Energy-optimized drive systems and plant concepts also make their contribution towards sustainability. At drinktec 2013 visitors and customers from all over the world will be seeing solutions on these trends and challenges."
Trend towards modules and monobloc systems
Many different types of final packaging can be produced with flexible machine concepts. Complex packaging lines enable multiple-stage packaging processes. PET containers, glass bottles or cans can be processed in multipacks. Or multipacks in folding cartons, returnable crates or wrap-around cartons. The trend in this is for modular application. Modular-design systems can be extended at will for other packaging types. The capacity can be increased at any time as required by adding on further modules. In parallel with this there is a clear trend towards monobloc systems in the beverage and liquid food industry. Here individual units are coordinated via controls, the packaging machine, the grouping device and the palletizer are connected in a monobloc system.
Shrink packaging and the alternatives
At drinktec 2013 the exhibitors will be showing how to reduce costs for packaging and material consumption. With the aid of modern technology energy and materials consumption on packaging machines can be reduced considerably. Decentralized servo technology operates more efficiently and dynamically than large drive systems. Acquisition costs are recouped during the lifecycle of the system through savings on energy consumption. In particular as regards the use of plastics in final packaging, there is plenty of scope for innovation. Savings can be made by reducing the thickness of plastic wrappings. This even goes as far as (almost) entirely dispensing with the final packaging. With PET containers shrink packaging has a market share of over 30 percent. The disadvantages are the use of fossil fuels and the relatively high energy consumption in the shrinking process. Now an entirely new packaging design for PET containers has emerged, in the form of strapping technology that uses no plastic wrapping whatsoever. Other alternatives to shrink wrapping are high-board trays of card or plastic form trays. It will be interesting to see what further developments emerge here in the run-up to drinktec 2013.
Palletizing: Safety and space-saving
The key functions of palletizing are on the one hand to place the pallets in as space-saving a way as possible, either manually, through robots or special loading machines, and on the other to secure the load, via anti-slip intermediate layers, wrapping in plastic or by strapping. Newly developed diagonal bottle formations are enable increased capacity utilization of the pallets. And even the cargo carriers are showing their innovation capabilities in this respect: The German packaging prize 2012, in the transport and logistics packaging section, was recently awarded to an innovative display pallet which is a highly functional further development of an established packaging solution. As well as being made from 100% recycled material, this pallet has a particularly innovative design: it has a deeper nesting depth, which saves space when stacking as compared to existing systems. In general plastic pallets – with their advantages of precision dimensions and increased hygiene – are winning over more and more fans from the still commonly used wooden pallets.
Theme Day: Packaging and marketing in the drinktec Forum
As usual, the supporting program at drinktec 2013 will be exploring a range of exciting themes. For Scott Meek from Miller Coors, packaging is a core tool in demonstrating innovations capability. "Utilizing package design and innovation to drive commercial growth" is the title of his talk on Thursday, September 19 in the drinktec Forum that on this day focuses on the overarching theme of "Packaging and Marketing". The talk by Dominic Cakebread and Claudia Werner from Canadeans will be on "Global market trends, developments and drivers in beverage packaging".
drinktec opens doors
Heiner Schaefer sees drinktec as a way to open new doors: "For us as a medium-sized company, drinktec is the gateway to the world. It offers us the chance to present new products to a wide international audience. Many of our customer relationships, both within Germany and around the world, started out at drinktec."
28 May. 2013