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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.

EA ripe for new investments in beer market, says report

The region’s recent discoveries of oil in Uganda, Madagascar, natural gas in Tanzania and bright prospects of oil in Kenya and Rwanda will expand the consumer base and the average East Africans consumption.

The low levels of beer consumption in eastern Africa makes the market a prime investment destination, a newly-released industry report has said. According to the report by investment banker Imara, the average beer consumer in these markets takes less than their counterparts in western and southern Africa.

The report titled "SSA Breweries Sector Report: December 2012 Valuations now Looking a Little Frothy" covers the main brewers in Kenya (EABL), Tanzania (TBL), Rwanda (Bralirwa), Madagascar and Mauritius (Phoenix).

“At about 9.2 litres per person, beer consumption in Kenya is still some way off the global average of 35 litres per person and there is still room for growth Kenya’s emerging market credentials are driving demand for low calorie beers and the premium segment is showing strong growth,” it says.

Read: Kenya ranked Africa’s third largest beer market

Similarly, low consumption levels prevail in Tanzania, whose consumption is at 9.31 litres per person and Rwanda. “Per Capita Consumption (PCC) levels at 11.9 litres per person are low and on the back of continued sustained growth in growth domestic product will grow gradually,” says the report on Rwanda.

The report, however, says there is a huge room for expansion as some of the economies grow, especially fuelled by new mineral wealth, thereby expanding the middle class.

“Continued economic growth is increasing disposable incomes and consumption levels are rising from a low base,” it says.

The levels of beer consumption are in particular amongst the lowest in the region.

Consumption in South Africa is the largest on the continent at 59.5 litres per person followed by the West Africa market where the combined average rate of consumption for Ghana, Nigeria and the Ivory Coast is 10.61 litres per person.

Analysts say factors such as religion, drinking times and how much disposable income the average East African has can explain the lower consumption when compared with Africans from other regions.

“A lot of this has to do with the population mix and the spending power,” said Eric Musau, a research analyst at Standard Investment Bank.

At 45 million, Tanzania has a bigger population than Kenya’s 40 million but a larger Muslim population which can partly contribute to lower alcohol consumption.

‘‘The stringent laws on the distribution and the sale of alcoholic beverages in markets such as Kenya are amongst factors that check amounts of beer consumed locally,’’ added Mr Musau. The report, however, says the oil will be the game changer for higher beer consumption.

The region’s recent discoveries of oil in Uganda, Madagascar, natural gas in Tanzania and bright prospects of oil in Kenya and Rwanda will expand the consumer base and the average East Africans consumption.

Uganda and Tanzania have vast amounts of oil and gas while Kenya’s prospects are seen as very bright following striking of oil in two sites. The region is yet to be fully explored.

“This new dynamic adds on to the real growth being experienced by East Africa’s economies,” says the report.

All the economies have grown steadily despite setbacks in Kenya over the last 10 years.

20 Дек. 2012



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