Global beer market size was USD 485.2 billion in 2014. Production of high quality beer, rising consumer disposable income and expanding global population are a vital determinant for industry development.
Rapid urbanization and changing consumer preferences are also expected to positively impact the global market. Increasing health concerns owing to higher obesity rates and increasing instances of lifestyle-related diseases are expected to fuel demand for lighter beers. Technological advances aimed at improving quality and yield is also likely to complement market growth over the forecast period.
Regulatory policies play a vital role in shaping industry dynamics. Numerous agencies such as the U.S. FDA, U.S. TTB (Alcohol and Tobacco Tax and Trade Bureau) and the U.S. EPA (Environmental Protection Agency) have implemented stringent regulations regarding environmental impact of beer packaging materials & emissions. Other regulations such as legal drinking age limits and laws pertaining to alcohol sale and consumption are likely to impact its production & sales in certain regions.
The U.S. has taken the lead in implementing numerous regulations and guidelines regarding beer consumption and production. Agencies such as the EPA and FDA have implemented CFR (Codes of Federal Regulation) Title 27 Alcohol, Tobacco Products and Firearms to regulate and control these products that present potential hazards to consumers.
Fluctuating raw material availability and heavy taxation are major challenges the industry has been facing during the recent times. Companies in order to offset such challenges have invested in product innovation, sustainable processing and increasing M&A with local craft breweries. This trend is crucial in determining the future development trends.
On the basis of product, the market has been segmented into light and strong beer. Strong beer emerged as the leading segment and accounted for over 66% of the overall volume in 2014.
Increasing strong beer sales in Asia Pacific, Latin America and Africa owing to aggressive marketing, innovative product launches by foreign brewers and improved product image is likely to complement market demand over the forecast period.
Light beer sales increased marginally in North America and Europe owing to rising health concerns and high demand for non-or-low-alcoholic beverages. The segment is expected to account for 31.3% market volume by 2022, growing at a CAGR of 4.6% from 2015 to 2022.
Beer is produced mainly in macro and micro breweries. Macro breweries generally produce over 15,000 U.S. beer barrels annually. The segment accounted for over 83% in 2014 and is expected to lose some of its share to micro breweries gaining importance across the globe.
Development of nano and micro breweries in North America, Europe and Asia Pacific is likely to complement segment growth. Increasing local support owing to high consumer interest is expected to boost segment growth as well. Micro breweries are expected to account for 20.5% share by 2022.
Beer can be classified on the basis of flavor, quality, pricing and overall consumer value into three main categories – premium, super premium and normal. Global beer sales were largely in the normal or economy segment owing to lower product prices and low consumer awareness regarding premium beers in developing regions.
Normal beers occupied over 44% share in 2014 which is expected to decrease over the forecast period as more consumers realize and experiment with premium and super premiums. Increasing beer imports into China, India, Brazil and Argentina are expected to complement premium and super premium segments growth. Super premium beer is expected to witness highest growth rate of 6.3% over the forecast period and account for 20.9% share by 2022.
Segmentation on the basis of packaging, the market is segmented as canned, bottled and draught beer. Canned beer is the most widely product as per recent sales statistics and is expected to continue dominating the global landscape over the forecast period. The segment accounted for around 52% of overall revenue in 2014 and is likely to increase at a rate of 6.1% CAGR from 2015 to 2022.
Increasing innovation in the draught beer segment such as development of home-delivery systems such as the ‘The Sub’ by Heineken is expected to complement segment growth as well. Draught beer is expected to account for 12.8% share by 2022.
Global beer market share is mainly dominated by multinational players such as AB InBev, SABMiller, Carlsberg and Heineken. These four players together accounted for around 70% of overall market revenue in 2014. The industry is characterized by increasing entry of local and domestic craft beer companies; however these account for a minute percentage of overall global market.
Key breweries other than aforementioned companies include China Resources Snow Breweries, Pabst Brewing Co., Molson Coors Brewing Company, Tsingtao Brewing Co. Ltd., Asahi Breweries and others such as Beijing Yanjing Brewery Co. & Kiring Holdings.
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