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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. Ziemann Holvrieka has a 40 percent share of the domestic market

It has seven manufacturing plants in Asia and Europe and it plans to build more factories in emerging markets to secure more market share.

"The most obvious opportunity is the modernization of beverage and the food supply chain. That is a big area and there are lots of investments going on there," said Roed. "The demand for beer, milk, yogurt, juice and soft drinks will also provide all sorts of opportunities for equipment and ingredient businesses. We have seen lots of potential in this sector, not only in China, but in many dynamic emerging economies."

Ziemann Holvrieka's factory in Nantong earned more than 100 million yuan ($15.34 million) in overseas markets by supplying beer-making equipment and plant development projects in 2015, up 10 percent year-on-year.

As China is upgrading its manufacturing, the domestic beer segment will inevitably enter an era of saturation where market conditions will be tough, Roed said.

Owing to sluggish market conditions, Carlsberg, the world's fourth-largest beer brewer, plans to close factories in East China before 2018, including some of the assets it acquired from Chongqing Beer (Group) Co Ltd in Anhui and Zhejiang provinces.

So, the ASEAN region and South America will be key to Ziemann Holvrieka as it increases its investment in marketing and resource integration over the next five years, Roed said.

"The great challenge is keeping supply and demand in balance in new markets. I am confident that the balance of supply and demand will be met in markets such as Vietnam and Brazil in the future," Roed said. "Technology and prompt after-sales service are going to be key."

In addition to overseas market expansion, Ziemann Holvrieka is working with its key customers in various countries to deliver innovation in areas such as nutrition, new restaurant menus and risk-management solutions. These innovations will help bring increased product and menu diversity, while ensuring a sustainable source of beverage and food products at a fair value.

Beer consumption is analyzed in terms of outdoor and indoor drinking. Indoor consumption is mostly of medium and high-end products. Outdoor consumption accounts for medium and low-end products, consumed at street vendors and night meal providers. Outdoor businesses are easily affected by weather.

Ding Lixin, a researcher at the Chinese Academy of Agricultural Sciences in Beijing, said it is reasonable for domestic beer and beverage equipment suppliers to seek more market growth points from emerging markets to retain stable growth. For, markets in the ASEAN region, Brazil, Nigeria are not easily affected by cold weather conditions because of their geographic locations.

"Ziemann Holvrieka's equipment and EPC project business, and growing demand for beer and beverage products in emerging markets, have brought more choices to consumers to choose local beer or drink brands, as they have better and more options to pick products that they think are cheaper, safer and better in taste, instead of only selecting beer products from developed markets," Ding said.

1 Mar. 2016



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