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.
Russia. Heineken to locally produce non-alcoholic Gősser
Heineken expands its Russian assortment with one of the most popular European brands of beer — the Austrian Gősser. In April 2016, the company’s breweries in Russia started bottling the first batches of non-alcoholic Gősser.
Non-alcoholic Gősser NaturGold is produced in Austria from 2013. It became the leader in this market segment already in 2014, taking 28.2% of it (Nielsen’s data at the end of 2015). The non-alcoholic version will be called Alkoholfrei Gősser on the Russian market. Johnny Cahill, Marketing Director of Heineken in Russia, says that the company wanted to underscore the absence in of alcohol in this beer, the proposed option proved to be the most understandable to Russian consumers.
“Despite the decline in the premium beer market, this segment has been stable over the past two years, primarily due to a change in beer consumption patterns, which are becoming more responsible. Our estimates show that the non-alcoholic beer market amounted to 850,000 hl, or 1% of the total market. We certainly support this trend by launching new brands,” said Johnny Cahill.
Gősser is a leading Austrian beer brand with a long history. This is Austrian lager beer, characterized by harmonious, full-bodied and slightly bitter taste. It forms firm foam and has an attractive golden color. The history of this brand dates back to 1860, when a brewer Max Kober arrived at the monastery of Hess in the Austrian city of Leoben. The monastery had long been known for its centuries-old tradition of brewing. Kober referred to it, while organizing the production of Gősser. Now, according to TNS’s research data, Gősser is the most popular beer in Austria, the slogan of the brand — Gut. Besser. Gősser, it was invented in 1960 and became part of Austrians’ daily life as one of the favorite national sayings.
The production of Gősser began in Russia a year ago - at five breweries of Heineken. Johnny Cahill says that the decision has become one of the most successful moves for the company in Russia — Gősser has turned into one of the fastest growing brands on the market, the sales have exceeded the planned volume by 60%.
25 May. 2016