Beer - Southern Europe

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.