The
most striking feature of the Europe beer market is its diversity. An
array of players of different sizes and having a range of product
offerings operate in it. This also makes the market for beer in
Europe cutthroat. To surge ahead of their rivals in such an
environment, vendors are banking upon competitive pricing strategies
and focusing hard on quality. They are also leveraging astute
distribution strategies and building brand recall to promote product
sales.
SAB
Miller PLC, Carlsberg Group, Diageo, Anheuser-Busch InBev, and
Heineken N.V. are to name a few of the prominent participants in the
Europe market for beer. A report on the market published by
Transparency Market Research finds that its valuation would rise to
US$87.6 in 2016 from US$100.80 bn by 2021.
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Among
the products being sold in the market, lager beer is seen grossing
maximum revenue because of solid demand from Slovakia, Poland, and
Czech Republic. By end of 2021, this segment is predicted to attain a
valuation of US$20.05 bn. From a geographical standpoint, Eastern
Europe is considered an attractive beer market which spells massive
opportunities for manufacturers by dint of being relatively
under-tapped. Apart from that presence of well-known local brands and
modern distribution channels is also positively impacting the market
in the region.
Non-alcohol
and Low-alcohol Beer Central to Europe Market’s Growth
Mainly
stoking the market for beer in Europe is the popularity of
non-alcohol and low-alcohol beer in the region. This is on account of
the rising awareness about the toxicity of alcohol which can have an
adverse impact on one’s health. However, in moderate proportions it
can be beneficial for health. Adds the lead analyst of the report,
“Spain is a prominent market for low-alcohol and non-alcoholic beer
in Europe. Effort by producers to formulate better products by
fortifying them with nutrients is filliping the entire the Europe
market.”
One
USP of beer pushing up its sales is its health benefits. It is known
to keep the kidneys fit, cure insomnia, and lessen cholesterol level.
The soluble fiber present in lager beer also aids in digestion and
reduces chances of intestinal transit. Further, beer helps in
improving density of bone due to its significant silicon content.
Substitutes
Impact Sales Adversely
Posing
a hurdle to beer
market growth in Europe, on the other hand, is the strong
competition from substitutes. Whiskey, vodka, wine, and rum are
becoming increasingly popular in bars. Apart from substitutes, dairy
beverages such as coffee and tea and carbonated beverages such as
cola are also nipping at the heels of Europe beer market. To tide
over the challenge.
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