Beer - EU-27

The Beer market in EU-27 has experienced significant growth and development in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all played a role in shaping the current state of the industry.

Customer preferences: Customer preferences in the Beer market in EU-27 have shifted towards craft and specialty beers. Consumers are increasingly seeking unique and flavorful options, and are willing to pay a premium for high-quality, locally produced beers. This trend has led to the emergence of numerous microbreweries and brewpubs across the region, offering a wide variety of innovative and artisanal beers.

Trends in the market: One of the key trends in the Beer market in EU-27 is the growing popularity of low-alcohol and non-alcoholic beers. Health-conscious consumers are seeking alternatives to traditional beers that offer the same taste and experience, but with lower alcohol content. This trend has been driven by changing lifestyles and a desire for moderation, as well as increased awareness of the negative health effects of excessive alcohol consumption. Another trend in the market is the rise of online sales and home delivery services. With the increasing convenience and accessibility of e-commerce, many consumers are opting to purchase their favorite beers online and have them delivered directly to their doorstep. This trend has been further accelerated by the COVID-19 pandemic, which has led to a surge in online shopping and contactless delivery.

Local special circumstances: The Beer market in EU-27 is characterized by a rich and diverse brewing tradition. Each country within the region has its own unique beer culture, with distinct styles, flavors, and brewing techniques. This has created a strong sense of local pride and loyalty among consumers, who often prefer to support their local breweries and brands. As a result, many breweries in EU-27 have focused on promoting their regional heritage and authenticity as a way to differentiate themselves in the market.

Underlying macroeconomic factors: Several macroeconomic factors have contributed to the development of the Beer market in EU-27. Economic growth and rising disposable incomes have increased consumer spending power, allowing for greater indulgence in premium and craft beers. Additionally, changing demographics, such as an aging population and increasing urbanization, have influenced consumer preferences and behaviors. For example, older consumers may be more inclined to choose low-alcohol options, while urban dwellers may prioritize convenience and online shopping. In conclusion, the Beer market in EU-27 has evolved to meet changing customer preferences and market trends. The rise of craft and specialty beers, the growing popularity of low-alcohol and non-alcoholic options, the emergence of online sales and home delivery services, and the emphasis on local special circumstances have all contributed to the current state of the industry. These trends are likely to continue shaping the Beer market in EU-27 in the years to come.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.