The global premium lager market size is expected to reach USD 219.9 billion by 2025, expanding at a CAGR of 4.5% over the forecast period, as per a report by Grand View Research, Inc. There has been a continued growth in demand for authentic beer owing to the health benefits related to cardiovascular issues, kidney problems, mental stress, and anxiety issues, which is expected to have a positive impact on the industry. Moreover, the standard of living has drastically improved in many developing economies such as India and China; these economies have also shown an acceptance for western cultures and traditions, which has aided in the industry growth. Another factor positively affecting demand for premium lager is the rise in disposable income in such economies. Supportive government policies and regulations by bodies such as the U.S. EPA (Environmental Protection Agency), and the U.S. TTB (Alcohol and Tobacco Tax and Trade Bureau) are also expected to play a huge role in shaping the market.
The continued growth in the number of youngsters and working-class population in major economies have helped in expanding the market scope. As of 2018, China had a millennial population of more than 400 million, which is high as compared to the U.S. and Western Europe. This demographic of consumers is expected to increase leisure spending, which includes visits to restaurants and pubs. As such, the market is expected to witness healthy demand over the coming years. Companies such as B-Dubs and The Bar Stock Exchange have come up with new bar joints and restaurants in recent years, providing an authentic experience of alcoholic products, including premium lager. Furthermore, rising inclination towards after-drinking culture and dine-out at a global level is expected to promote the visibility of bars as well as restaurants for lager in the near future.
A large number of students and working-class people have shown an increased preference to move into new countries and regions, which results in them trying to adapt to new and modern cultures and traditions, which can significantly help in expanding the demand for premium lager offerings. In terms of product, premium lager can be classified into conventional and craft. The major distribution channels include off-trade and on-trade, with the latter accounting for higher revenue share in recent years. The industry is highly competitive in nature, with the key market players including Heineken N.V, Constellation Brands, Carlsberg Breweries A/S, B9 Beverages Pvt. Ltd., and Anheuser-Busch InBev SA/NV, all striving for product innovation as a means to garner market share.
Further key findings include:
1 Conventional lager products dominated the global premium lager market with an overall revenue share of 54.6% in 2018, owing to easy availability and low price as compared to craft product types at a global level
2 The craft lager segment is expected to show healthy growth through 2025, aided by the shifting preference towards producing beer through craft brewing, which offers an authentic taste
3 The off-trade distribution channel is expected to expand at a CAGR of 5.0% from 2019 to 2025. These products are purchased through liquor stores, conventional stores, and hypermarkets
4 Europe held the largest market share in 2018. This trend is projected to continue over the next few years on account of predominant consumption of products in key markets including Germany, U.K., and France
5 A report by Kirin Holdings in 2018 stated that Czech Republic was the world leader in per-capita beer consumption, with the consumption volume standing at 191.8 L. Furthermore, in this aspect, 9 out of the top 10 countries were from Europe
6 The Kirin report also states that of the top 35 countries with regards to global beer consumption, 21 showed an increase in consumption from 2017 to 2018, signifying a promising market growth
7 The COVID-19 outbreak has had a negative impact on the market, as government-imposed lockdowns and social distancing norms have led to the closure of restaurants and pubs globally. Furthermore, financial constraints have had a major say on the demand and consumption of premium lager among consumers; on the whole, majority of the revenue streams for the industry have been cut-off
8 Product innovation is expected to remain a critical success factor among premium lager manufacturing firms. For instance, Heineken’s brand Sol, from 2020 onwards, started brewing at its Zoeterwoude brewery in the Netherlands using renewable energy from solar power
9 In September 2018, Woodpecker Distilleries & Breweries Private Limited launched a premium lager under the brand name, Blackfort, in India
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Grand View Research has segmented the global premium lager market on the basis of product, distribution channel, and region:
Premium Lager Product Outlook (Revenue, USD Billion, 2015 – 2025)
Premium Lager Distribution Channel Outlook (Revenue, USD Billion, 2015 – 2025)
Premium Lager Regional Outlook (Revenue, USD Billion, 2015 – 2025)
Central & South America
Middle East & Africa
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