Europe Beer Market

Description

Beer has always been an integral part of the European culture.Europe is the second largest consumer of beer in the world and falls only after the Asia-Pacific region. The European Beer Business is currently accounted for US$XX Million and is expected to grow to US$XX Million by 2022, at a CAGR of XX% during the forecast period. This growth in the European market is mainly attributed to the growing popularity of speciality beers and new varieties of low-alcohol beers. The Europe beer market is highly competitive, where the Brewing Giants face tough competition from the local players in regional markets.

Market Dynamics:

Improved lifestyle andchange in habits of consuming of alcohol have gradually changed the market scenario over the years. Upward shift in income levels and popularity of beer amongst the younger generation have been major market drivers for Europe’s beer market. In spite of its popularity, easy availability of other substitutes of beer- like Wine, Whisky and Vodka is the biggest challenge for the overall market growth. Emerging segments such as flavored and crafted beer and the growing demand for imported beer are some of the opportunities in the market. Also, increasing awareness about the health benefits of beer, such as improved digestion and cardiovascular functioning has made beer a popular beverage, in comparison with other alcoholic beverages. In fact, low-alcohol and alcohol-free beers are being preferred only because of their health benefits.

The European market is highly competitive and fragmented. Limited beer-consuming population, bitter rivalry amongst the key players and the competition given by local brewers- each providing a unique taste and alcohol content, is responsible for the scenario. However, creative marketing strategies have helped the market to grow. Market Giants have developed their brand name by sponsorships and undertakings. Introduction of new flavours of beer has also helped help the Beer Business to grow in the region.

Market Segmentation:

The market can be divided on the basis of product type, packaging, category and geography. On the basis of product type, Beer can be classified into light and strong beer. The Light beer market is expected to show better growth than Strong beer. By category, it is divided into premium, super premium and standard beer. Standard Beer forms the biggest market segment. On the basis of packaging, canned, bottled and drought beer are the major categories.

Geographical Analysis:

Russia leads the consumer market of Beer in Europe, followed by Germany, The United Kingdom, Spain, Italy, Poland and France. Amongst all the alcoholic beverages, Beer is the most popular option in the region. In terms of growth, France is the fastest-growing market for beer consumption. Eastern Europe also encompasses huge growth opportunities for the beer market.
Some of the key players in the industry include Heineken N.V. (Dutch), Carlsberg (Danish), Breckenridge Brewery (American), Anheuser-BuschInBev (Belgian).