Beer - Eastern Europe

The Beer market in Eastern Europe has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Eastern Europe have been shifting towards craft beers and premium offerings. Consumers are increasingly looking for unique and high-quality products, and craft beers provide them with a wide range of flavors and styles to choose from. This trend is also fueled by the growing popularity of beer festivals and events, where consumers can explore different craft beer options. Additionally, there is a rising demand for premium beers, as consumers are willing to pay a higher price for a more exclusive and sophisticated drinking experience. Trends in the market include the increasing popularity of non-alcoholic and low-alcohol beers. Health-conscious consumers are opting for these alternatives, as they offer a lighter and more refreshing option compared to traditional beers. Non-alcoholic and low-alcohol beers also appeal to designated drivers and those who want to enjoy a beer without the negative effects of alcohol. This trend is further supported by the growing awareness of responsible drinking and the availability of a wider range of non-alcoholic and low-alcohol beer options. Local special circumstances in Eastern Europe also contribute to the development of the Beer market. The region has a rich brewing tradition and a strong beer culture, which creates a favorable environment for the growth of the market. Additionally, the relatively low cost of production in some Eastern European countries allows beer producers to offer their products at competitive prices, attracting both domestic and international consumers. Underlying macroeconomic factors have also played a role in the growth of the Beer market in Eastern Europe. The region has experienced economic stability and increasing disposable incomes, which have led to higher consumer spending on beer. Furthermore, the expansion of the tourism industry in Eastern Europe has brought in a larger number of international visitors, who are eager to explore the local beer scene and try new and unique beer offerings. In conclusion, the Beer market in Eastern Europe is developing in response to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards craft beers and premium offerings, the increasing popularity of non-alcoholic and low-alcohol beers, the rich brewing tradition and beer culture, and the economic stability and rising disposable incomes in the region all contribute to the growth of the market.

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.