The Europe beer market is consolidated with the top five players accounting for 83.9% of the market in 2014. These players are Heineken International,Anheuser-Busch InBev, SAB Miller plc, Carlsberg Group, and Diageo. The number of players in the beer market is continuously increasing. Local players are also giving tough competition to big and global players. The beer market in Europe is marked by aggressive marketing strategies adopted by top players. Transparency Market Research (TMR), in its new study, has found that frequent mergers and acquisitions are becoming a part of the beer industry. The market faces threat from external substitutes such as non-alcoholic beverages and internal substitutes such as whiskey, vodka, and rum. Thus, the threat from substitutes will be medium in the coming years. The threat from new entrants will remain medium too, as the beer market is attracting many new players.
According to the report, the Europe market opportunity in beer will rise from US$135.29 bn in 2015 to US$160.99 bn by 2021. On the basis of product, the lager segment will continue to lead and account for 62.61% of the market in 2021. By country, Germany is anticipated to be the most lucrative market followed by the U.K. Increasing disposable incomes and the reigning popularity of beer are major factors driving the beer market in Germany. However, the growth rate in Germany is expected to be limited since the market is considered to be mature. Nevertheless, the country will remain the largest exporter, consumer, and producer of beer in Europe.
Health Benefits of Beer to Drive Demand
Beer offers several health benefits such as enhanced digestion and reduction in the risk of developing kidney stones. Bitter flowers used in brewing beer helps fight many diseases. Moderate consumption of beer also reduces the chance of suffering from heart attack and makes the bones stronger. In addition to this, it helps provide vitamin B such as B1, B2, B6, and B11. The growing awareness regarding health benefits of consuming beer is thus, behind the accelerated demand. Other factors aiding the growth of the beer market in Europe include rising disposable income of consumers and the increasing preference of many consumers for beer over other alcoholic drinks.
Seasonal Consumption of Beer to Hinder Growth of Market
“Although beer is the most consumed drink in Europe, its consumption is dependent on seasons,” says a TMR analyst. Countries such as Norway, Belarus, and Italy witness extreme dip in temperatures in the winter season, during which there is an increased demand for other alcoholic beverages such as scotch, rum, and whiskey. Therefore, beer is not able to generate much revenue from these countries during winter season. However, the consumption of beer is high in the summer season.
Opportunities Galore in Untapped Market of Eastern Europe
Eastern Europe comprises an untapped market opportunity for beer and manufacturers can thus, capitalize on these areas. Countries such as Ukraine and Russia offer beer manufacturers lucrative expansion opportunities. Modernization of distribution systems, rising disposable income, and strong domestic brands are factors which will make Eastern Europe lucrative market for beer.
This information is based on the findings of a report published by Transparency Market Research titled “Beer Market - Europe Industry Analysis, Size, Share, Growth, Trends and Forecast 2015 - 2021.”
The Europe beer market is segmented as follows:
- Ale beer
- Lager beer
- Stout beer
- Rest of Europe
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