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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.

In 2015, the Chinese retailers increased beer sales by 12.5% to 450.244 billion yuan.

According to Beer Industry Information Network, in 2015 the retail beer market increased by 5.4% and amounted to 51.65 billion litres. In monetary value, the retail sales increased by 12.5% and by the end of 2015 they are estimated at 450.244 billion yuan.

In 2015, beer consumption per capita in China increased by 4.92% compared to 2014. On average, in 2015 the Chinese people drank 37.96 liters of beer per capita that in terms of half-liter packaging is 76 bottles.

It was sold 6.815 billion liters of beer of medium price segment that is 13.23% of the total market by volume. The sales by value in this segment are estimated at 120.399 billion yuan, and this is 26.8% of the market.

The retail sales of premium beer brought 74.823 billion yuan that is 16.6% of the market. At the same time, it was sold 2.339 billion litres of premium beer in retail, which is 4.5% by volume, by the end of 2015.

Currently, the premium beer segment in China is accounted for 20% of the market. In turn, 70% of this amount belongs to imported products and foreign beer brands such as Budweiser, Heineken, Carlsberg and others.

28 Jan. 2016

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