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4-2017

Global hop market

A 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 Russia

Germany 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.

China. Interest in imported beer continues unabated

The import volume of beer to China increased by 42.5% and amounting to 4.24 mln. liters in October 2015. These figures confirm the tendency of rapid growth of the market share of imported beer that dates back to 2014 continues unabated today.

In the period from January to October 2015 deliveries of beer from abroad increased by 62.3% to 473.2 mln. liters. During the same period last year this figure amounted to 291.5 mln. liters.

This situation is mainly due to changes in taste preferences of Chinese youth. Today the foreign product is slightly more expensive than domestic premium, but often has a more pleasant mild flavor, and a convenient and attractive packaging. The image of imported brands is also of great importance.

The rising trend in volumes of foreign deliveries has continued for 2 years. Thus, the import of beer in 2014 increased by 85.3%. If in 2013 China bought 182 mln. liters, in 2014 the volume increased to 339 mln. liters.

17 Dec. 2015

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