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Europe Beer Market Research Report Information By Product Type (Ale, Lager, and Other Product Types), Distribution Channel (On-trade and Off-trade) –and Europe Market Forecast Till 2032

ID: MRFR/F-B & N/20020-HCR | 128 Pages | Author: Sakshi Gupta| July 2024

Europe Beer Market Overview

Europe Beer Market Size was valued at USD 197.2 Billion in 2022. The Beer industry is projected to grow from USD 205.6 Billion in 2023 to USD 288.0 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 4.30% during the forecast period (2024 - 2032). The burgeoning e-commerce and online retailing sector, substantial growth in the tourism and hospitality industry, and evolving consumer preferences favoring specialty brews and low-alcohol options are the main market drivers anticipated to propel the Beer market in Europe.

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Beer Market Trends

  • Growing urbanization, changing lifestyles and increasing demand for alcoholic beverages are driving the market growth

In developing countries worldwide, rapid urbanization and shifts in lifestyle are evident, influenced by the widespread consumption of Western entertainment, leading to the adoption of Western values among young demographics. In 2021, approximately 38.9% of the European Union (EU) population resided in urban areas, with smaller percentages residing in towns, suburbs, and rural regions. The urban population of the EU reached 337,964,991 in 2022, marking a 0.5% increase from the previous year's 336,271,812.

The European beer market CAGR is rising due to the increasing demand for alcoholic beverages. European consumers exhibit refined tastes, driving the demand for premium-quality beverages, particularly beer. Beer consumption remains prominent in the market, catering to the escalating demand for alcoholic drinks. According to the European Beer Trends 2023 report, the EU saw a rise in the number of operational breweries, increasing from 9,500 in 2021 to 9,680 in 2022. In 2022, EU beer sales surged to 313 million hectoliters, up from 301 million hectoliters in 2021 and 297 million hectoliters in 2020. The production of beer containing alcohol in the EU reached almost 34.3 billion liters in 2022, while non-alcoholic or low-alcohol beer production amounted to 1.6 billion liters. Compared to 2021, alcoholic beer production increased by 7%, nearing pre-pandemic levels observed in 2019, when production stood at 34.7 billion liters. Thus driving the Beer market revenue.

Beer Market Segment Insights

Beer Service Product Type Insights

The Europe Beer market segmentation, based on Product Type, includes Ale, Lager, and Other Product Types. The lager segment dominated the market. The lager market is driven by several factors, including a growing preference for larger over ale and an expanded supply of the product. Additionally, market growth is expected to be fueled by the diversification of lager production into various flavors. With its robust demand, standard lager is gaining popularity over premium lager.

Figure 1: Europe Beer Market, by Product Type, 2023 & 2032 (USD Billion)

Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review

Beer Distribution Channel Insights

The Europe Beer market segmentation, based on the Distribution Channel, includes On-trade and Off-trade. The Off-trade segment dominated the market. The expansion of beer sales in the European market is bolstered by the off-trade distribution channel. This channel encompasses supermarkets/hypermarkets, online retail platforms, and other mediums that have contributed significantly to beer sales in recent years. These segments are experiencing consistent year-on-year growth, driven by the extensive array of options available to consumers. The added convenience and cost advantages compared to on-trade channels further stimulate demand. Within the European region, organized shelves in supermarkets/hypermarkets facilitate convenient beer purchases for consumers. The diverse product range, coupled with knowledgeable staff, enhances the overall consumer experience, and contributes positively to market dynamics.

Beer Country Insights

There has been a significant increase in the number of breweries in recent years, driven by the rising number of consumers who consume alcohol and seek a variety of flavors. In 2022, Germany maintained its position as the leading producer among EU countries, accounting for over 22% of total EU beer production with 7.6 billion liters. This indicates that approximately one in every four alcoholic beers produced in the EU originates from Germany. Beer sales in Germany saw a 3.8% increase in the first half of 2022, as reported by the Federal Statistics Agency, Destatis. Furthermore, Germany witnessed a notable rise in non-alcoholic beer production, reaching 474 million liters valued at around €396 million ($434 million), representing a 96% increase in production over the past decade. Additionally, the growing number of tourists exploring various destinations and the increasing demand for alcoholic beverages, particularly beer, among travelers, as well as patrons of hotels, restaurants, and bars, are driving market growth. According to Eurostat, the number of overnight stays booked in Germany via online platforms reached 37.2 million in 2019. Comparatively, there was a 3.6% increase in the number of overnight stays in 2022, indicating a growing trend in tourism and hospitality.

Figure 2: EUROPE BEER MARKET SHARE BY COUNTRY 2023 & 2032 (USD Billion)


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Beer Key Market Players & Competitive Insights

Leading market players are investing heavily in research and development to expand their product lines, which will help the Beer market, grow even more. Market participants are also undertaking a variety of strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, the Beer industry must offer cost-effective items.

Major players in the Beer market are attempting to increase market demand by investing in research and development operations, including Asahi Group Holdings Ltd, The Boston Beer Company Inc., Carlsberg Group, Oettinger Brewery, Heineken NV, Kirin Holdings Co. Ltd, Bit burger Brewery, Molson Coors Beverage Company, Constellation Brands and Anheuser-Busch InBev

Key Companies in the Beer market include.

  • Asahi Group Holdings Ltd

  •  The Boston Beer Company Inc.

  •  Carlsberg Group

  •  Oettinger Brewery

  • Heineken NV

  • Kirin Holdings Co. Ltd

  • Bit burger Brewery

  • Molson Coors Beverage Company

  • Constellation Brands

  •  Anheuser-Busch InBev

Beer Industry Developments

May 2022: Rome witnessed the inauguration of the inaugural House of Peroni Nastro Azzurro in Italy, marking a significant event inspired by one of the world's most renowned super-premium Italian beers. This establishment is hailed for epitomizing authentic Italian style, flavor, and culture.

February 2022: Molson Coors Beverage Company introduced Madri Exceptionals, a European-style lager, into numerous grocery stores across the region, aligning with evolving consumer tastes and preferences

Beer Market Segmentation

Beer Product Type Outlook

  •  Ale

  •   Lager

  • Other Product Types

Beer Distribution Channel Outlook

  • On-trade

  • Off-trade

Beer Regional Outlook

  • Europe

    • Germany

    •  France

    • UK

    • Italy

    • Spain

    • Sweden

    •  Denmark

    • Luxembourg

    • Norway

    • Austria

    • Rest of Europe

Report Attribute/Metric Details
Market Size 2022 USD 197.2 Billion
Market Size 2023 USD 205.6 Billion
Market Size 2032 USD 288.0 Billion
Compound Annual Growth Rate (CAGR) 4.30% (2024-2032)
Base Year 2023
Market Forecast Period 2024-2032
Historical Data 2019- 2022
Market Forecast Units Value (USD Billion)
Report Coverage Revenue Forecast, Market Competitive Landscape, Growth Factors, and Trends
Segments Covered Product Type, Distribution Channel, and Region
Region Covered Europe
Countries Covered Germany, France, UK, Italy, Spain, Sweden, Denmark, Luxembourg, Norway, Austria, Rest of Europe
Key Companies Profiled Asahi Group Holdings Ltd, The Boston Beer Company Inc., Carlsberg Group, Oettinger Brewery, Heineken NV, Kirin Holdings Co. Ltd, Bitburger Brewery, Molson Coors Beverage Company, Constellation Brands and Anheuser-Busch InBev
Key Market Opportunities Growing popularity of low-alcohol fruit beers among health-conscious consumers
Key Market Dynamics The growing e-commerce and online retail sector Growing urbanization and changing lifestyle

Frequently Asked Questions (FAQ) :

The Europe Beer market size was valued at USD 205.6 Billion in 2023.

The market is projected to grow at a CAGR of 4.30% during the forecast period, 2024-2032.

The key players in the market are Asahi Group Holdings Ltd, The Boston Beer Company Inc., Carlsberg Group, Oettinger Brewery, Heineken NV, Kirin Holdings Co. Ltd, Bitburger Brewery, Molson Coors Beverage Company, Constellation Brands and Anheuser-Busch InBev.

The Lager segment dominated the market in 2023.

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