Beer - Europe
Report description
Drinking habits are changing under the influence of healthier lifestyles, anti-alcohol campaigns, strict drink-drive regulations and an ageing population.
Some key points covered in the report include:
Flavour innovation around flavour is driving beer markets and attracting new drinkers. This is seen in the growing interest for world and speciality beers, fruit flavoured beers, cask ales and craft beers. How can the potential of this interest be maximised?
Non-mainstream beers are responding to consumers' desire for new taste experiences away from standard lager. However, specialist beers have a small share in comparison with standard lager and much less exposure in the on-trade, although their presence on supermarket shelves is growing. How can specialist beer manufacturers redress this balance?
Consumers across Europe are responding positively to beers with local character and heritage. To what extent has this helped to boost value added growth and introduce new products?
Beer markets are opening up in an effort to attract more customers. Beer is losing its all-male image and offering varieties that are targeted at women. Have these varieties proven successful?
In the UK, ales are losing the 'old man' image and attracting younger drinkers, while in Europe they are attracting a wider clientele beyond dedicated beer connoisseurs. How can this trend be taken further?
To what extent has the migration of consumers to the off-trade, as a result of the recession, helped to boost retail sales, especially of canned beer?
Table of contents
IntroductionKey points
Definition
Consumer research
Abbreviations
Executive Summary
The market
2011 signals improvement, in particular in value terms
Beer markets are changing
Hopes pinned on premium and non-mainstream beers
Figure 1: Beer: Volume, 2006-15
Strength and weaknesses in brief
Strengths
Weaknesses
Companies, brands and innovation
Figure 2: New product activity in beer, % share, by European region, 2011
Figure 3: New product activity in beer, % share by claim, top ten claims, 2011
The consumer
European Market Size and Forecast
Key points
The total market
The Big 5
Volume
Figure 4: Beer: Volume, 2004-15
Consumption per capita
Figure 5: Beer: Volume consumption per capita (population), 2004-15
Other European countries
Volume
Figure 6: Beer: Volume, 2004-15
Consumption per capita
Figure 7: Beer: Volume consumption per capita (population), 2004-15
The retail market
The Big 5
Volume
Figure 8: Beer (retail): Volume, 2004-15
Value
Figure 9: Beer (retail): Value in EUR and £m, 2004-15
Per capita expenditure and consumption per capita
Figure 10: Beer (retail): Spend per capita (population), 2004-15
Figure 11: Beer (retail): Volume consumption per capita (population), 2004-15
Other European countries
Volume
Figure 12: Beer (retail): Volume, 2004-15
Value
Figure 13: Beer (retail): Value in EUR, 2004-15
Per capita expenditure and consumption per capita
Figure 14: Beer (retail): Spend per capita (population), 2004-15
Figure 15: Beer (retail): Volume consumption per capita (population), 2004-15
Market Segmentation
Key points
The Big 5
France
Total market
Figure 16: France - Beer: Market segmentation, by volume, 2010
Retail market
Figure 17: France - Beer (retail): Market segmentation, by volume, 2010
Figure 18: France - Beer (retail): Market segmentation, by value, 2010
Germany
Total market
Figure 19: Germany - Beer: Market segmentation, by volume, 2010
Retail market
Figure 20: Germany - Beer (retail): Market segmentation, by volume, 2010
Figure 21: Germany - Beer (retail): Market segmentation. by value, 2010
Italy
Total market
Figure 22: Italy - Beer: Market segmentation, by volume, 2010
Retail market
Figure 23: Italy - Beer (retail): Market segmentation, by volume, 2010
Figure 24: Italy - Beer (retail): Market segmentation, by value, 2010
Spain
Total market
Figure 25: Spain - Beer: Market segmentation, by volume, 2010
Retail market
Figure 26: Spain - Beer (retail): Market segmentation, by volume, 2010
Figure 27: Spain - Beer (retail): Market segmentation, by value, 2010
UK
Total market
Figure 28: Beer volume sales, by category, 2006-11
Figure 29: Beer value sales, by category, 2006-11
Figure 30: Lager volume sales, by strength classification, 2006-10
Other European countries
Belgium
Total market
Figure 31: Belgium - Beer: Market segmentation, by volume, 2010
Retail market
Figure 32: Belgium - Beer (retail): Market segmentation, by volume, 2010
Figure 33: Belgium - Beer (retail): Market segmentation, by value, 2010
Denmark
Total market
Figure 34: Denmark - Beer: Market segmentation, by volume, 2010
Retail market
Figure 35: Denmark - Beer (retail): Market segmentation, by volume, 2010
Figure 36: Denmark - Beer (retail): Market segmentation, by value, 2010
Hungary
Total market
Figure 37: Hungary - Beer: Market segmentation, by volume, 2010
Retail market
Figure 38: Hungary - Beer (retail): Market segmentation, by volume, 2010
Figure 39: Hungary - Beer (retail): Market segmentation, by value, 2010
Netherlands
Total market
Figure 40: Netherlands - Beer: Market segmentation, by volume, 2010
Retail market
Figure 41: Netherlands - Beer (retail): Market segmentation, by volume, 2010
Figure 42: Netherlands - Beer (retail): Market segmentation, by value, 2010
Norway
Total market
Figure 43: Norway - Beer: Market segmentation, by volume, 2010
Retail market
Figure 44: Norway - Beer (retail): Market segmentation, by volume, 2010
Figure 45: Norway - Beer (retail): Market segmentation, by value, 2010
Poland
Total market
Figure 46: Poland - Beer: Market segmentation, by volume, 2010
Retail market
Figure 47: Poland - Beer (retail): Market segmentation, by volume, 2010
Figure 48: Poland - Beer (retail): Market segmentation, by value, 2010
Russia
Total market
Figure 49: Russia - Beer: Market segmentation, by volume, 2010
Retail market
Figure 50: Russia - Beer (retail): Market segmentation, by volume, 2010
Figure 51: Russia - Beer (retail): Market segmentation, by value, 2010
Turkey
Total market
Figure 52: Turkey - Beer: Market segmentation, by volume, 2010
Retail market
Figure 53: Turkey - Beer (retail): Market segmentation, by volume, 2010
Figure 54: Turkey - Beer (retail): Market segmentation, by value, 2010
Companies and Product Innovation
Key points
Figure 55: New product activity in beer, % share of global region, 2011
Figure 56: New product activity in beer, % share by European region, 2011
Figure 57: New product activity in beer, % share by company, 2011
Figure 58: New product activity in beer, % share by claim, top ten claims, 2011
France
Figure 59: New product activity in beer, number of new product launches, France, 2008-11
Figure 60: New product activity in beer, % share by claim, by top 5 claims, France, 2008-11
Most innovative products
Targeting consumers with new flavours
Growing interest in non-alcoholic beers
Bottle design is part of premium image
Growing presence of speciality beers
Seasonal beers for socialising at home
Germany
Figure 61: New product activity in beer, number of new product launches, Germany, 2008-11
Figure 62: New product activity in beer, % share by claim, by top 5 claims, Germany, 2008-11
Most innovative products
Return to origins with craft beers
Targeting healthy drinking trends
Cross-over to RTDs
Speciality beers for connoisseurs
Flavours for every taste
Italy
Figure 63: New product activity in beer, number of new product launches, Italy, 2008-11
Figure 64: New product activity in beer, % share by claim, by top 5 claims, Italy, 2008-11
Most innovative products
Spicy beers are fashionable
Craft beers with local character
Extra strong beers for special occasions
Spain
Figure 65: New product activity in beer, number of new product launches, Spain, 2008-11
Figure 66: New product activity in beer, % share by claim, by top 5 claims, Spain, 2008-11
Most innovative products
Private label extending into premium and alcohol-free
Alcohol-free goes from strength to strength
Craft beers are conquering the market
Focus on convenience
UK
Figure 67: New product activity in beer, number of new product launches, UK, 2008-11
Figure 68: New product activity in beer, % share by claim, by top 5 claims, UK, 2008-11
Most innovative products
Real ales for every occasion
Real ales for festivities
Premium brands update packaging
Ginger beer is back
Alcohol-free for health conscious
The Consumer
Key points
Draught beer
France
Figure 69: Usage of draught beer, France, 2010
Germany
Figure 70: Usage and frequency of drinking draught beer, Germany, 2010
Figure 71: Types of draught beer drunk most often, by country, 2010
Spain
Figure 72: Usage and frequency of drinking draught beer, Spain, 2010
Figure 73: Types of draught beer drunk most often, by country, 2010
GB
Figure 74: Usage and frequency of drinking draught beer, GB, 2010
Figure 75: Types draught bitter, mild and stout drunk most often, GB, 2010
Canned/bottled beer
France
Figure 76: Usage of canned/bottled beer, by country, 2010
Germany
Figure 77: Usage and frequency of drinking canned/bottled beer, Germany, 2010
Figure 78: Varieties, types and package types of canned/bottled beer drunk most often, by country, 2010
Spain
Figure 79: Usage and frequency of drinking canned/bottled beer, Spain, 2010
Figure 80: Varieties, types and package types of canned/bottled beer drunk most often, by country, 2010
GB
Frequency analysis
Figure 81: Usage and frequency of drinking canned lager, GB, 2010
Figure 82: Usage and frequency of drinking canned beer & stout, GB, 2010
Figure 83: Usage and frequency of drinking bottled beer and stout, GB, 2010
Type analysis
Figure 84: Types of canned beer and stout drunk most often, GB, 2010
Figure 85: Types of bottled beer and stout drunk most often, GB, 2010
Figure 86: Types of bottled lager drunk most often, GB, 2010
Low alcohol/alcohol free beer
Frequency of use
Figure 87: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans), by country, 2010
Figure 88: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans) in-home, by country, 2010
Figure 89: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans) out of home, GB, 2010
Type analysis
Figure 90: Types of low alcohol/alcohol free beer and lager (bottles and cans) drunk most often, GB, 2010
Drinking occasions
Figure 91: Drinking occasions of beer/lager/ale, by country, 2010
Appendix - Demographic Data
Figure 92: Usage of draught beer, by demographics, France, 2010
Figure 93: Usage and frequency of drinking draught beer, by demographics, Spain, 2010
Figure 94: Usage and frequency of drinking draught beer, by demographics, Germany, 2010
Figure 95: Usage of canned/bottled beer, by demographics, France, 2010
Figure 96: Usage and frequency of drinking canned/bottled beer, by demographics, Spain, 2010
Figure 97: Usage and frequency of drinking canned/bottled beer, by demographics, Germany, 2010
Figure 98: Usage and frequency of drinking draught lager, by demographics, GB, 2010
Figure 99: Usage and frequency of drinking draught bitter, mild and stout, by demographics, GB, 2010
Figure 100: Usage and frequency of drinking canned lager, by demographics, GB, 2010
Figure 101: Usage and frequency of drinking canned beer and stout, by demographics, GB, 2010
Figure 102: Usage and frequency of drinking bottled lager, by demographics, GB, 2010
Figure 103: Usage and frequency of drinking bottled beer and stout, by demographics, GB, 2010
Figure 104: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans), by demographics, GB, 2010
Figure 105: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans), by demographics, France, 2010
Figure 106: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans), by demographics, Spain, 2010
Figure 107: Usage and frequency of drinking low alcohol/alcohol free beer and lager (bottles and cans), by demographics, Germany, 2010
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