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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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.
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
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