Analysis of the state and prospects of the global brewing industry and its impact on the hop industry

Abstract

Abstract. The global brewing industry has recently undergone a series of changes, both related to the impact of the coronavirus pandemic (for example, the development of online sales), and based on structural changes caused by changes in consumer demand (reduction in total consumption due to the expansion of various alternative products, growth craft breweries, increased consumption of premium beer, etc.). The authors set a purpose to explore the industry for further use of information in order to establish the impact of new trends in the brewing industry on the hop industry. Methods. The calculations were carried out using the methods of statistical analysis of data from international and Russian official Internet resources. Scientific novelty. The main consumers of hop products are brewers. Accordingly, the identification of trends in the development of the brewing industry will serve as a good information base for making decisions about the direction of development of hop-growing. Results. Taking into account the global trend of accelerated development of craft brewing (China, USA), we can make an unambiguous conclusion about the great prospects for the development of aromatic hop varieties. In China, craft beer consumption is expected to triple by 2025. In the USA, consumers also prefer beer with unique flavors to the already fed up traditional beer drinks. Transnational companies, in turn, are trying to get out of the situation by making their products cheaper. In Brazil and Mexico, the main market share is occupied by subsidiaries of the large transnational company AB InBev. The German market has stabilized for a long time, a small negative dynamics of the market volumes is caused by a large number of alternative drinks. In Russia, beer consumption per person is also decreasing. However, beer sales in value terms continue to grow (mainly due to price growth). As of the beginning of 2022, 70 % of the Russian market was accounted for by transnational companies, which are the main consumers of hop extracts, the production of which is technologically more difficult than the production of hop pellets.