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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.

US. Craft Pricing Strengthens in August

Craft beer pricing strengthened in the latest 4-week period compared to the July numbers. For July pricing gains were at a level of 14 cents per case. Pricing growth for the early August period nearly tripled to 42 cents per case compared to this time last year. All beer pricing grew at 44 cents per case in the 4-week period, showing that craft pricing at retail is not growing as quickly as other segments.

While volumes remain outstanding, the volume growth was up 15.7% against the previous month's growth of 16.5%. That raises the question of whether the growth percentage is starting to level out for craft. Time will tell. Overall beer sales are showing better trends lately, indicating that the loss in all beer sales for the country is on a path toward leveling. Of the 11 large brewer brands that get special attention from analyst Dara Mohensian, only Blue Moon is growing.

Craft Pricing

4 Weeks to August 7, 2011--up 39 cents per case.

Year to Date 2011--up 34 cents per case

52 Weeks (August 2010-August 2011)--up 40 cents per case.

Here's a rundown of some of the other craft figures from the SIG report for food/drug and convenience stores.

4 Weeks to August 7, 2011--15.7% volume growth; 17.1% dollar growth. (All beer +0.8/+3.0)

Year to Date 2011--14.2% volume growth; 15.4% dollar growth. (All beer -0.8/+1.6)

52 Weeks (August 2010-August 2011)--13.9% volume growth; 15.4% dollar growth. (All beer -1.1/+1.4)

Craft gained 0.4 share points over the scan period by volume and 0.6 share points of dollars, same as the last 4-week period. Imports gained 0.1 share points of volume and 0.2 share points of dollars. Domestic superpremium picked up 0.2 share points of both. The share was taken from domestic premium and domestic subpremium.

Beer styles gaining at least 0.4 share of cases of the craft segment in the four-week scan period were IPA, variety packs and other pale lagers. IPA was the big gainer yet again, picking up a whopping 2.9 share points by craft style, mostly from pale ale, amber ale, amber lager and wheat.

Paul Gatza

22 Авг. 2011



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