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.
Press Releases NürnbergMesse
- Largest international subsidiary is successful example of global corporate orientation
- it-sa Brasil extends portfolio
N?rnbergMesse Brasil can look back on a real success story on its fifth birthday: It alone contributes up to ten million euros a year to the overall revenue of the N?rnbergMesse Group and is an important link for exhibitors and trade visitors at the interface to South America’s most important economy. “N?rnbergMesse Brasil is our largest subsidiary and makes a decisive contribution to our international expertise,” say N?rnbergMesse CEOs, Dr. Roland Fleck and Peter Ottmann. N?rnbergMesse Brasil celebrated its fifth birthday together with 300 customers and partners in the Ohtake Cultural Theatre in S?o Paulo.
So far the portfolio of the Brazilian-German partnership covers trade fairs from sectors like pharmacy, cosmetics, laboratory equipment, analysis, biotechnology, quality control, glass technology, pet supplies and veterinary supplies. The IT security event “it-sa Brasil” also had its premiere this year. N?rnbergMesse Brasil is working on further cross-event concepts together with the colleagues in N?rnberg. Executive Director Wolfgang Kranz, who is responsible for the international orientation, sees the success story of the Brazilian subsidiary as an example of the N?rnbergMesse Group’s growth strategy: “Particularly the example of N?rnbergMesse Brasil clearly shows the positive effects of our company’s global presence. Our customers, exhibitors and visitors profit as a result.”
N?rnbergMesse Brasil is a perfect addition
N?rnbergMesse acquired the exhibition organizer Nielsen Business Media Brasil in April 2009; its event portfolio ideally built on the key themes in N?rnberg. “Our companies have fitted together perfectly right from the start. We were more similar than people would initially expect of a German and a Brazilian firm, not only regarding the contents of exhibitions, but also from the culture, structure and organization of the work,” reports Ligia Amorim, Managing Director of N?rnbergMesse Brasil. Ground-breaking events for certain theme clusters, proximity to exhibitors, a marked service mindset and close international exchange are the pillars of our successful cooperation. N?rnbergMesse Brasil is striving to double the size of the company in 2009 – when revenue was 7.7 million euros – by 2020
Complementary exhibition portfolio
The event structure has developed further since N?rnbergMesse Brasil was founded five years ago. The exhibitions at the home location in N?rnberg and in S?o Paulo supplement each other along the value chain. For example, Glass South America with its some 12,000 visitors and 200 exhibitors creates a main theme with fensterbau/frontale in N?rnberg. The best-visited exhibitions, Pet South America and BIOFACH Am?rica Latina – Bio Brazil Fair, also correspond to the Interzoo and BIOFACH events in N?rnberg. “We cooperate closely with the international colleagues. Our goal is to develop future-orientated themes and use these to produce events tailored exactly to our customers' markets,” says Ligia Amorim, who has recently been appointed to the Latin America Chapter of the international exhibition association UFI as Deputy Chairwoman and can thus represent the interests of N?rnbergMesse Brasil even better.
How themes can develop internationally is shown by the newly launched it-sa Brasil, which celebrated its premiere as a conference with over 100 participants in S?o Paulo in April. The idea and the name come from the N?rnberg IT Security Expo it-sa. “The mass of Internet data is growing in Brazil and thus the question of security standards too. We are launching a platform in the Brazilian market with a suitable conference that will close this gap and tackle the current state of this issue in South America,” say Dr. Roland Fleck and Peter Ottmann. There is also a close exchange of views between the exhibition teams on the subject of powder/granules. For example, the “POWTECH Arena” was presented for the first time at this year’s FCE Pharma as a seminar with noted experts from the industry. FCE Pharma with 600 international exhibitors and more than 19,800 visitors is Latin America’s top trade fair for technology applications in the pharmaceutical sector. It takes place annually parallel to FCE Cosmetique, which has developed into the leading exhibition for cosmetic ingredients, manufacture and packaging.
South American exhibitions popular with German exhibitors
Not only exhibitors and visitors in Brazil profit from the German-Brazilian cooperation, but German companies too. Since N?rnbergMesse Brasil was founded, the share of German companies as exhibitors at Brazilian exhibitions has increased, especially among companies that have already exhibited in N?rnberg and have a branch in South America, want to set up distribution networks or look for business partners there. The exhibition company also organizes German pavilions for this purpose, which simplify taking part in the event especially for first-time exhibitors: “A lot of things on the stand were already prepared, interpreters reduced the language barriers and our aim of finding cooperation partners was a complete success,” reports Dr. Stefan Duhr, Managing Director of NanoTemper Technologies, which used its participation in the pavilion at Analitica Latin America in 2013 to make contacts for a new branch in Brazil.
N?rnbergMesse Brasil similarly strengthens the international nature of the exhibitions in N?rnberg by making it easier for Brazilian companies and visitors to take part in these events. N?rnbergMesse has registered between 20 and 70 exhibitors from Brazil in the past years. The exhibitions with the most exhibitors include BIOFACH and Interzoo. Last year around 840 visitors from Brazil attended trade fairs in N?rnberg. The close international link is to be intensified further in the coming years. Representatives from the five subsidiaries of N?rnbergMesse already meet regularly for exchanging views and working on new event concepts and service measures.
About the N?rnbergMesse Group
N?rnbergMesse is one of the 15 largest exhibition companies in the world and among the Top Ten in Europe.The portfolio covers some 120 national and international trade fairs and congresses and approximately 40 sponsored pavilions at the N?rnberg location and worldwide.Every year, around 30,000 exhibitors (international share 39 %) and up to 1.4 million visitors (international share of trade visitors 22 %) participate in the N?rnbergMesse Group’s own, partner and guest events. The group is present with subsidiaries in China, North America, Brazil, Italy and in India too.The N?rnbergMesse Group also has a network of approximately 50 representatives operating in over 100 countries.
16 Oct. 2014