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.
analytica Lab Africa, food & drink technology Africa and IFAT Africa to use a colocation
• Synergies from the parallel event will create added value for exhibi-tors and visitors
• South Africa is one of the leading industrial states on the continent
Wide-ranging water delivery and purification, solutions for the food and beverage industries as well as laboratory technology, analysis and other application areas are key issues in the future market of Africa. The leading industry trade fairs analytica Lab Africa, food & drink technology Africa (fdt Africa) and IFAT Africa are joining forces. In the future, they will jointly showcase new innovations in the areas of analysis as well as beverage, food and environmental technologies. Beginning in 2019, the three trade fairs will be held every two years in the Gallagher Convention Centre in Jo-hannesburg.
Dr. Reinhard Pfeiffer, Deputy CEO of Messe München, who oversees drinktec and the analytica cluster, said: “Our new concept creates a joint platform where exhibitors and visitors can explore trends and innovations in the environmental, beverage and food industries and in the field of analysis.”
An example, how how the three trade fairs will generate synergies in the area of water: fdt Africa supports the growth trajectory of the beverage and food market in southern Africa. The industry needs far-reaching and stable water supplies and purification. One of the focal points of fdt Africa is solutions related to the ef-ficient use of water as a raw material, service water or a means of cleaning. This is where the connection to IFAT Africa comes into play. IFAT Africa covers all aspects of the topic of water: from the production of drinking water and purifica-tion to waste water treatment. Analysis and quality control play a major role here in order to meet the high standards for water quality and food safety – visitors to analytica Lab Africa learn about solutions that range from sampling to a broad range of analytical methods and evaluation processes.
South Africa: Trend indicator for markets in Africa
South Africa’s economy is among the strongest on the African continent. Africa’s third-largest economy continues to be very appealing to Messe München. Stefan Rummel, the International Managing Director of Messe München who oversees the global IFAT cluster, is certain: “By combining the three trade fairs, we are creating a concept that will uniquely highlight the special features of the African market and offer the right, overarching solutions. As the organizer, we are not only seizing on the growth trend in the three industries, but are also actively fuel-ing it.”
Messe München has been expanding its portfolio in the future market of Africa for several years now: In 2014, drinktec entered the sub-Saharan region with food & drink technology Africa. A year later, IFAT continued the internationaliza-tion effort by holding the first IFAT Africa. With the recently acquired Lab Africa (which is now called analytica Lab Africa), Messe München expanded the range of its technology-oriented professional trade fairs even further. The local trade fairs provide international exhibitors with access to high-potential markets.
The collocated trade fairs will be held in the Gallagher Convention Centre. Situ-ated between Pretoria and Johannesburg, it has very good travel connections and provides exhibitors and visitors with the highest level of comfort. A long-range hall concept will be introduced for the first joint trade fair that is scheduled for July 9 – 11, 2019. Interdisciplinary talks in the supporting program that will be jointly organized by analytica Lab Africa, fdt Africa and IFAT Africa will ensure the best-possible knowledge transfer for all industries.
About analytica Lab Africa
Messe München is further expanding its international network in the field of laboratory technology, analysis and biotechnology with a new event in South Africa: From July 09 to 11, 2019, the analyt-ica Lab Africa will take place at the Gallagher Convention Centre in Johannesburg. For the premi-ere of the event in analytica’s network, the organizers – Messe München and its subsidiary MM South Africa – expect some 125 exhibitors and more than 2,000 visitors on 6,000 square meters gross of exhibition area.
About food & drink technology Africa
The food & drink technology Africa (fdt) trade fair is the leading platform for the food, beverage and packaging industry in southern Africa. It covers the entire process chain – from raw materials and processing, to bottling, packaging and logistics.
The trade fair takes place every two years in Johannesburg. 86 national and international exhibi-tors and around 1,550 visitors attended food & drink technology Africa 2016. The next food & drink technology Africa will take place in the Gallagher Convention Centre in Johannesburg from Sep-tember 4 to 6, 2018.
About IFAT Africa
IFAT Africa is the leading environmental technology trade fair in sub-Saharan Africa focusing on water, sewage, waste and recycling. With an exhibition space of 6,000 square meters, IFAT Africa 2017 witnessed 152 exhibitors from 16 countries and 1,800 visitors from 38 countries. The next edition of the biennial event will take place from July 9 until 11, 2019 at the Gallagher Convention Centre in Johannesburg, co-located with analytica Lab Africa and food & drink technology Africa.
About Messe München
Messe München is one of the leading exhibition organizers worldwide with more than 50 of its own trade shows for capital goods, consumer goods and new technologies. Every year, a total of over 50,000 exhibitors and around three million visitors take part in more than 200 events at the exhibi-tion center in Munich, at the ICM – Internationales Congress Center München and the MOC Veranstaltungscenter München as well as abroad. Together with its subsidiary companies, Messe München organizes trade shows in China, India, Brazil, Russia, Turkey, South Africa, Nigeria, Vi-etnam and Iran. With a network of associated companies in Europe, Asia, Africa and South Amer-ica as well as around 70 representations abroad for over 100 countries, Messe München has a global presence.
11 Apr. 2018