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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.

Thailand. After the growth of the beer market in 2015 to 3.8% it is expected the decline in 2016

The brands of Asia Pacific Breweries (APB) Group remain the most popular in Thailand. The best proof is the leading position of the flagship brand Heineken, which almost entirely forms the largest premium segment of the beer market.

Maintenance of the status and reputation requires a flexible marketing policy not only from Heineken. In the new season the importers provided beer with new flavors and updated packaging to better meet consumer preferences. Cheers beer has completely changed the design of cans in honor of the 10th anniversary in the Thai market. Heineken has launched a campaign called «Shape Your City» in order to attract more consumers.

However, not only the packaging, but the prices on beer have changed from April 1. In retail they grew by 10-15 baht. So, one bottle of Singha beer 330 ml or Leo costs 39 baht, the same price of 630 ml Elephant Beer. Heineken of 320 ml costs 44 baht, and 490 ml costs 49 baht, Thansettakij writes.

The total volume of the beer market in Thailand in 2015 is estimated at 1.39 trillion baht, which is 3.8% more than in 2014. In real terms the market grew by 1.3% to 1.5 billion litres. Heineken is the undisputed leader in the premium segment, with a market share of 96%, which amounts to 6.54 billion baht. Mainstream segment is mainly represented by Leo brand, which accounts for 66.4% of sales and by Elephant Beer with 26.7%. Economy segment is 3.3 billion baht and represented by the only brand Asha with 100% market share.

According Thansettakij, in 2016, it is expected the fall of the beer market by 3.5% as a result of the general economic decline in the country, reduction of the purchasing power of the population and increasing of beer prices.

12 Апр. 2016



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