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.
BrauBeviale 2015: enjoyment for everyone involved
- Over 37,000 trade visitors came together with 1,083 exhibitors
- Creative Beer Culture met Premium Spirits
- Craft Beer meets Street Food on Thursday and Friday
With a powerful performance – matching the previous year’s level –, BrauBeviale is closing its doors again for another year after three intensive trade fair days. Over 37,000 visitors (41 percent of them international) came to this year's most important equipment show for the beverage industry. The slight increase in guests from abroad shows: BrauBeviale is also becoming increasingly important in international terms. Among the total of 1,083 exhibitors were regular guests and newcomers, world market-leaders and small and medium-sized companies. They presented all aspects covering the beverage industry process chain: high-quality raw materials, innovative technologies, efficient logistics and creative marketing ideas.
“The sector’s regular meeting place calls and they all come!” Director Exhibitions Andrea Kalrait is happy about the participation levels and the mood at BrauBeviale 2015. “The enthusiasm in the exhibition halls is there for all to see and experience. The trend towards craft-brewed beverages is continuing unbroken and is attracting increasing attention, we are of course also feeling that here. Over the past few days trade visitors came to us from a total of 132 countries – and they did so despite the flight attendants’ strike at Lufthansa!”
The guests mainly came from Germany as well as from Italy, the Czech Republic, Austria, Switzerland, the Netherlands, Belgium and Great Britain. Around 98 percent of the beverage specialists were satisfied with the range of products and services presented at the fair and are planning to visit the fair once again next year, according to the results of a survey conducted by an independent institute. The exhibitors were delighted with the renewed increase in the high quality of the visitors to their stands: around 90 percent of the trade visitors are involved in the investment decisions at their respective companies. The exhibitors presented their stands in space, which had increased by about six percent compared to the previous year. They came from 49 nations, in particularly companies from Germany (580), Italy, the Netherlands, Belgium, Austria and Switzerland.
Top marks for the support program
The Forum BrauBeviale covering topics straight from the sector for the sector, [email protected] with key impulses in the area of beverage packaging and not least the “Creative beverage culture” trend topic met with great interest from the visitors. In this connection, among others, retailers, caterers and also manufacturers/producers attended the tastings organised by renowned beer sommeliers and spirits tasters in the Craft Beer Corner. But there was also an alcohol-free side to the event: the water-tasting sessions conducted by trained water sommeliers also attracted a large number of keen visitors. Exceptional beer specialities were also available for interested parties to experience away from the exhibition centre: at the atmospheric “Schanzenbräu & Friends” after-show party or in the numerous restaurants and bars, which were part of the “BierErlebnis Nürnberg” (Nuremberg Beer Experience).
European Beer Star 2015 – Consumers’ Favourite
As one of the most renowned beer competitions, the European Beer Star has had its exhibition home at BrauBeviale since 2004. Once again, in 2015, the trade visitors selected their favourite beers from the 55 gold medal-winning creations: the “Ayinger Bräuweisse” produced by Brauerei Aying (Germany) was awarded the title of Consumers’ Favourite in Gold. The silver medal went to the Danish Midtfyns Bruyhus in recognition of their “Midtfyns Imperial Stout”. “Double Jack”, an Imperial India Pale Ale brewed by the Firestone Walker Brewery (USA), received the third largest number of votes from the total of over 6,350 testers.
SFC Street Food Convention in full swing
Creative beverage culture literally calls for unconventional food. It therefore comes as no surprise that the first SFC Street Food Convention is being held for the first time within the framework of BrauBeviale. On Thursday and Friday it is inviting you to its urban cosmos in the Frankenhalle at the exhibition centre. Here, insiders and newcomers are coming together to obtain information about trends, business models for new business founders and entrepreneurs, suppliers, market strategies, cooperation partners and technologies on this new catering scene. And the visitors can do all this not only by coming together with the total over 40 exhibitors – on the Main Stage and in the Speakers' Corner too, experts will be serving up street food topics based on practical experience (“How to correctly serve Street Food”, “Successful Street Food business start-ups”, among others) and theory (e.g. “Street Food Quo Vadis?”). The event will then culminate in the Street Food Market on Friday, 13 November, from 16.00, in front of the Frankenhalle, when, at last, delicious finger food will also be on offer. www.streetfoodconvention.de
BrauBeviale 2016 date:
8 – 10 November 2016
16 Nov. 2015