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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.

US. Craft Brewer Sales Growth Accelerating in Latest Scan Data

Craft brewers had another excellent sales report in Symphony IRI Group scan data of beer sales in supermarkets, drug stores and convenience stores. The strong latest results showed faster growth than the year to date, which showed faster growth than the 52-week rolling year.

Craft Volumes

4 Weeks to May 15, 2011--13.8% volume growth; 15.3% dollar growth

Year to Date 2011--12.6% volume growth; 14.3% dollar growth

52 Weeks (May 2010-May 2011)--12.2% volume growth; 13.9% dollar growth

As you can see, the speed of craft is accelerating in these off-premise channels. As restaurants improve economically, their sales mix is also shifting more to craft, as these companies see the benefit to their image, customer appreciation and bottom line.

For other malt beverage segments, we see domestic subpremiums, domestic premiums, domestic superpremiums and malt liquor all down between 1.1% and 5.2% year to date. flavored malt beverages are up 10.9 % on lower pricing than last year. Imports are only up 0.8% in volume year to date in scans; however, Dept. of Commerce data has imports up just under 10%. The scan data and Commerce data should be closer, and I don't have the middle step of wholesaler depletions between sales we see from scans and shipments into the country.

Craft Pricing

4 Weeks to May 15, 2011--up 42 cents per case

Year to Date 2011--up 47 cents per case

52 Weeks (May 2010-May 2011)--up 47 cents per case.

Pricing trends will be interesting to watch going forward with growing uncertainty in the ingredient supply situation.

27 мая. 2011

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