Barley is one of the most traded crops in the international trading market. Barley extracts or barley syrup is prominently used as an artificial sweetener in food and beverage products. It is also used in brewing beers and whiskey distilleries. Despite its popularity and vast market reach, the barley malt syrup market has significant potential due to consumerism in emerging economies. Barley is prominently exported from Europe, while its primary importers are Saudi Arabia and China. These aspects highlight Asia-Pacific's rise, owing to its rapid industrial development, and the Middle East with its diverse construction and green chemicals. These regions have given way to the rise of the urban middle class, which is willing to spend more on new products, which were hitherto prevalent in the west.
In addition to this, players who target emerging economies will use strategies such as low pricing, innovative packaging and are also anticipated to acquire smaller players in the local market to strengthen their supply chain and achieve deeper market penetration.
|Fastest Growing Market||China|
|Report Coverage||Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends|
The global population has been growing rapidly. Access to better healthcare, improved dietary preferences, and government initiatives are among the primary factors that have successfully lifted a significant global population out of poverty. In addition to this, several emerging economies have opened up or liberalized their economy garnering foreign direct investments (FDIs) and exposing themselves to international exposure. The skilled workforce at low wages and abundance of natural resources are some of the pointers that have made these economies ideal destinations for various companies to establish their regional headquarters and research and development facilities. All these factors, combined, have led to the rise of the urban middle class, which now equally believes in saving, investing, and spending on consumer goods that satisfy their wants. Food and beverages are among the top gainers of the newfound spending power of the consumers. Millennials are among the most prominent sections of the urban middle class that spends on food and beverage either through social dining or by ordering through delivery services. These factors are anticipated to lead the growth of the food and beverage sector, which will drive the barley malt syrup market's growth during the forecast period. For instance, the food and beverage market is anticipated to grow at around 8.1% during the forecast period and is expected to reach over USD 250,000 by the end of 2020.
Barley malt syrup is used in manufacturing beer, a beverage that is now gaining traction across the globe. Manufacturers of beers have also been growing rapidly, due to increased social dining and the opening of beer cafes that provide unique customer experiences and invest in a comfortable ambiance. The availability of different types of beers such as craft beers and commercial beers have all been pivotal in the beer industry's rise. Furthermore, there has also been a rise in the trend of brewing beer at home. Barley malt syrup can be used as a sweetener in alcoholic beverages. The increase in consumption of hard and soft alcoholic beverages such as beers, whiskey, among others, is expected to aid in the consumption of barley malt syrup during the forecast period.
The rising popularity of barley malt syrup may threaten manufacturers of other artificial sweeteners. In addition to this, several research papers and marketing campaigns suggesting lower sugar content in these syrups have led to an increase in the market attraction among the consumers and buyers of this product. The rise in popularity of barley malt syrup, its high price, and the extensive profit margins it provides also exposes the market to several counterfeit products looking to make a decent profit by selling fake malt syrups to unsuspecting consumers. Counterfeit products selling are highlighted by the high number of counterfeit honey sold in the U.S. A similar fate can be met by the barley maple syrup market. However, producers of the barley malt syrup are now coming up with ways to counter this by labeling their product with an authentication mark.
In addition to this, the high price on these products makes it vulnerable to counterfeits who usually sell their products at throwaway prices, yet making a decent profit. However, the rapidly increasing market for this product is anticipated to lead to the lowering of prices on the final product once it assures manufacturers of gaining profits even at low prices.
Based on geography, the market is split into North America, Europe, Asia-Pacific, Central, and South America and the Caribbean, the Middle East, and Africa. Europe is anticipated to have the highest market share due to high product visibility and relatively higher purchasing power parity than other economies. In addition to this, the region is also one of the highest exporters of barley and holds a significant share in the overall imports of barley. However, the market share is anticipated to reduce as the year progresses giving way to other emerging regions and economies in Asia-Pacific. The formation of the European Union has bolstered the use of several commodities due to the reduction in import duties while promoting industrial growth due to workers' free movement. In addition to this, the region has also witnessed a steady rise of skilled migrant workers due in Europe's economies such as the U.K., Germany, Finland, among others, as they provide good education and a better lifestyle. These immigrants are the potential consumers, who can also bolster the consumption of barley malt syrup in this region for the years to come. In addition to this, Europe is also one of the leading regions in the export and consumption of baked goods. For instance, in 2018, the global trade of baked goods was around USD 36.5 billion. In the imports, the U.K., Germany, and France were among the leading economies with 7.57%, 7.02%, and 6.33%, respectively.
The global barley malt syrup market is segmented into nature, extract type, application, and sales channel. The bakery and confectionery application segment is anticipated to dominate the market. The rise of the café culture and the increase in consumer spending is among the primary reasons that this application will dominate the barley malt syrup market. The consumption expenditure has been on a steady rise. This rise has been more evident after China opened up its marketplace in the 1970s, and India was liberalizing its market in the year 1992. In addition to this, the wide variety of assortments in the bakery and confectionery sector, the growth in the culture of gifting chocolate and pastry boxes has also been an integral part of this sector's rise.
Source: The World Bank