The Europe beer market is highly consolidated with the top five vendors collectively holding close to 84% of the market in 2014, states a new report by Transparency Market Research (TMR). These are Heineken International, Anheuser-Busch InBev, SAB Miller plc, Carlsberg Group, and Diageo.

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A TMR analyst states, “Acquisitions and takeovers are the key growth model that top players in this market are focused on for strengthening their foothold in the global brewery business.” A case in point is Anheuser-Busch InBev. Some of the major acquisitions of the company are Oriental Brewery, Goose Island, Blue Point Brewing, Grupo Modelo, and Elysian Brewing Company.

Consistent efforts for research and development for product innovation is also what top players in this market are engaged in. This is to cater to the changing customer needs and to maintain a strong foothold in the brewery business. Innovation of eco-friendly packaging and development of organic products is another growth strategy that some key players in this market are focused on.

Perceived Health Benefits of Beer to Keep Demand Steady in Europe

“The health benefits of beer is one of the prominent factors driving the Europe beer market,” says the author of the study. Beer is consumed to maintain kidney health and also for good digestion. Other health benefits of consuming beer include high bone density and moderate consumption of beer reportedly reduces chances of heart attack, studies have shown. Other than this, beer consumption helps in elevating Vitamin B levels in the body. Last but not the least, the bitter flowers that are used in brewing have antimicrobial properties which boost immunity.

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The rise in disposable income is another major factor contributing to the growth of the Europe beer market. Post the end of the 2007-2008 economic slump, increased consumer confidence and higher spending on consumer goods has benefitted the Europe beer market. An increasing customer base for beer, which mainly includes the younger generation is also significantly driving the growth of this market. This is because consumers are recognizing the health benefits of beer and switching from other alcoholic drinks to beer.

Availability of Substitute Products Hampers Market Growth

“The availability of substitute products is a major impediment to the growth of this market, points out TMR analyst.” This includes other alcoholic drinks such as vodka, whisky, and wine and non-alcoholic drinks such as carbonated and non-carbonated beverages. Moreover, due to some negative health effects of beer, health-conscious consumers switch to non-alcoholic beverages. Beer mostly contains malted barley, which has gluten. The repercussions of gluten sensitivity, particularly in extreme form can lead to celiac disease.

Temperature extremities in some parts of Europe is also detrimental to the market’s growth. This is because during the winter months consumers prefer other alcoholic beverages such as whisky, scotch, or rum that keeps them warm. As such, the beer industry does not generate adequate revenue from these regions during the cold season.

The Europe beer market is expected to reach a valuation of US$160.99 bn by 2021 increasing at a CAGR of 2.9% from 2015 and 2021. Lager beer is the key leading segment in the Europe beer market on the basis of product. Germany is the leading market for beer in Europe in terms of revenue. However, France is the fastest growing market for beer in Europe.

This information presented in this review is based on a Transparency Market Research report, titled “Beer Market - Europe Industry Analysis, Size, Share, Growth, Trends and Forecast 2015 - 2021.”

The beer market in Europe is segmented as follows:

Europe Beer Market by Product type:
Ale beer
Lager beer
Stout beer
Europe Beer Market by Country:
Germany
U.K.
Italy
Spain
France
Rest of Europe