Beer - Southern Europe | Statista Market Forecast

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Beer market amounts to US$13.7bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$26.6bn in 2024.
Revenue, combined amounts to US$40.3bn in 2024.
The revenue, at home is expected to grow annually by 2.95% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated United States (US$78bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$57.83 are generated in 2024.
In the Beer market, volume, at home is expected to amount to 4.6bn L by 2024.
Volume, out-of-home is expected to amount to 4.1bn L in 2024.
Volume, combined is expected to amount to 8.7bn L in 2024.
The Beer market is expected to show a volume growth, at home of -1.6% in 2025.0.
The average volume per person, at home in the Beer market is expected to amount to 19.63L in 2024.

Definition:

The Beer market includes fermented alcoholic beverages based on malt. Non-alcoholic beers are also covered.

Structure:

The Beer market is divided into 2 markets:

Alcoholic Beer (minimum alcohol content: 0.5% ABV)
Non-Alcoholic Beer (maximum alcohol content: 0.5% ABV)

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Anheuser-Busch InBev (e.g., Corona, Bud Light, and Michelob), Heineken, China Resources Snow Breweries, Carlsberg, and Diageo (Guinness).

Beer of all sorts (Lage, Pilsner, Ale etc.)
Beer Mix Drinks, such as Krombacher Radler
Non-alcoholic Beer, such as Heineken 0.0
Craft Beer, such as Blue Moon

Wine, such as Red Wine
Spirits, such as Whisky

The Beer market in Southern Europe has been experiencing significant growth in recent years. Customer preferences in the region have been shifting towards craft beers and premium brands. Consumers are becoming more interested in trying new and unique flavors, and are willing to pay a higher price for a higher quality product. This trend is driven by a growing appreciation for the art of brewing and a desire for a more sophisticated drinking experience. Additionally, health-conscious consumers are increasingly opting for low-alcohol or alcohol-free beer options. Trends in the market include an increase in the number of microbreweries and brewpubs. These smaller, independent breweries are able to cater to the demand for craft beers and offer a wider variety of flavors and styles. They often focus on using locally sourced ingredients and traditional brewing methods, which appeals to consumers looking for authentic and sustainable products. Another trend in the market is the rise of online beer sales. E-commerce platforms have made it easier for consumers to access a wider range of beers from different regions and countries. This has led to increased competition among breweries, as they now have to compete not only with local brands, but also with international ones. Local special circumstances in Southern Europe also contribute to the development of the Beer market. The region has a rich cultural heritage and a long history of beer production. Countries like Germany, Belgium, and the Czech Republic have a strong beer tradition, and this has influenced consumer preferences in Southern Europe. Additionally, the Mediterranean climate in the region lends itself well to beer consumption, as it is often associated with outdoor socializing and leisure activities. Underlying macroeconomic factors also play a role in the growth of the Beer market in Southern Europe. The region has seen an increase in disposable income and a rise in tourism, both of which contribute to higher beer consumption. Additionally, changing demographics, such as an aging population and an increase in female beer drinkers, have also influenced the market. Overall, the Beer market in Southern Europe is experiencing growth due to changing customer preferences, the emergence of new trends, local special circumstances, and underlying macroeconomic factors. As consumers become more discerning and adventurous in their beer choices, breweries and retailers need to adapt to meet their demands and stay competitive in 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.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Like in most of the world, beer has been an integral part of American culture since the beginning. Even prohibition was not able to fully stop the sale of beer, only pushing it underground. In 2022, the United States was the second largest country in worldwide beer production with a production volume of about 194 million hectoliters, following only China. Craft beer has become an increasingly important part of the American market.