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.
drinktec and China Brew & China Beverage sign a cooperation agreement
drinktec takes place every four years in Munich, Germany. The organiser is Messe Munchen GmbH, and the conceptual sponsor is the Food and Packaging Machinery Manufacturers Association (Fachverband Nahrungsmittelmaschinen und Verpackungsmaschinen) affiliated in the VDMA (Germany?s engineering federation) of Frankfurt. China Brew & China Beverage takes place every two years in Beijing, China. The organiser is the China National Building Material & Light Industrial Machinery Group Corporation (CNBLM).
The cooperation was sealed with the signing of a corresponding declaration on Thursday, 17 September in Munich at drinktec 2009, which continues until 19 September. Signing on behalf of Messe Munchen were the company?s managing directors Norbert Bargmann and Dr Reinhard Pfeiffer, and on behalf of CNBLM, its president, Guo Chaomin. China Brew & China Beverage (CBB) now has an exclusive partner on the European market, while drinktec can count on the exclusive support of CBB in Asia, in particular in China.
For both sides the cooperation opens up great opportunities, in particular in view of the ongoing growth in the Asian market. CBB wishes to position itself even more strongly there with the help of drinktec and further expand its position in Asia. For drinktec, which is recognised around the world as the no. 1 event for the sector, the main aim is to open up further exhibitor and visitor potential in Asia.
China Brew & China Beverage started out in 1995; it takes place every two years in Beijing. Since its premiere it has grown into the largest industry event in China. At the last event in 2008 491 exhibitors from 21 countries presented their products and services on a total of 45,000 square metres (gross) of exhibition space. Further information: www.chinabrew-beverage.com
drinktec is the no. 1 event worldwide in the industry; it takes place every four years in Munich. It is recognised around the globe as the world?s leading trade fair for beverage and liquid food technology. Its story of success dates back to 1951. At drinktec 2009, which takes place from 14 to 19 September, more than 1,400 exhibitors from 70 countries will be taking part, on around 131,000 square metres (gross) of exhibition space. Further information: www.drinktec.com
This press release is also available on the internet, at: http://www.drinktec.com/link/en/22314303#22314303
Photos of drinktec can be downloaded from: http://media.messe-muenchen.de/drinktec/Standard_e/SelectCatalog_Presse.jsp
Further information about Messe Munchen International (MMI): http://www.messe-muenchen.de/
Tel. (+49 89) 949 - 20862
Fax (+49 89) 949 - 20869
e-mail: [email protected]
China Brew & China Beverage
Tel. (+86 10) 660 - 85371
Fax (+86 10) 660 - 18904
e-mail: [email protected]