The Premium Lager Market is expected to develop at a 4.5% CAGR from 2024 to 2031. The market's worth is predicted to increase from USD XX billion in 2024 to USD YY billion by 2031.
Europe now dominates the market, with North America and Asia-Pacific following closely behind. Key metrics include premium lager production volume, regional consumption patterns, and raw material price trends.The industry is expanding steadily, driven by shifting consumer preferences for premium and craft beers, rising disposable income in emerging economies, and the growing popularity of social drinking among millennials. Premium lager, noted for its high-quality ingredients and improved brewing procedures, is gaining popularity among beer fans looking for a better flavour and experience.
Market Trend: Rising demand for craft and artisanal premium lagers
Craft and artisanal premium lagers are becoming increasingly popular among consumers. A increasing appreciation for unusual flavours, local ingredients, and small-batch production processes is driving this movement.
For example, a leading craft brewery reported a 25% growth in premium craft beer sales over the last two years. This expansion is due to customers' willingness to pay a premium for beers with distinct flavour profiles and original brewing heritage.
Another rising trend is the collaboration of large-scale breweries and craft brewers to generate novel premium lager variations. A big worldwide brewing business recently collaborated with a renowned craft brewery to develop a limited-edition premium lager, which witnessed a 40% increase in sales volume over their usual premium lager offerings in the first quarter of release.
As customers seek out distinctive and high-quality beer experiences, we can expect this trend to fuel innovation and transform the premium lager industry in the future years.
Market Driver: Premiumization in emerging markets
The premiumization trend in emerging nations is a key driver of the premium lager market. As disposable incomes expand in Asia, Latin America, and Africa, consumers are increasingly turning to premium beer options.
According to a recent industry survey, premium lager sales in emerging economies have increased at an average annual rate of 6.5% over the last five years, exceeding growth in ordinary lagers. This trend is especially noticeable in nations such as China, India, and Brazil, where a burgeoning middle class is driving demand for luxury alcoholic drinks.
Furthermore, the aspirational value of premium lagers is driving their popularity in these markets. According to a survey of young urban consumers in key Indian cities, 65% saw premium lagers as a symbol of sophistication and social standing, which leads to higher consumption in social settings.
Market Restraint: Stringent regulations and health concerns
The premium lager market confronts challenges from stringent alcohol advertising and consumption rules, as well as rising consumer health concerns. Many nations have severe restrictions restricting the marketing and sale of alcoholic beverages, limiting premium lager brands' reach and promotional efforts.
For example, a European country recently passed legislation requiring health warnings to cover 30% of all alcoholic products' packaging surfaces, including premium lagers. This has resulted in higher packaging costs and perhaps unfavourable brand image for premium beer makers.
Furthermore, the expanding health and wellness movement has prompted some consumers to limit their alcohol consumption or seek for low-alcohol alternatives. According to a consumer survey in North America, 40% of millennials are actively seeking to minimise their alcohol intake, with health being the key driver. This shift in consumer behaviour challenges the premium beer market's growth.
The standard premium lager segment dominates the market, driven by its wide appeal and established brand presence.
Standard premium lager is the largest category of the premium lager market. Its popularity is due to its balanced flavour profile, constant quality, and significant brand awareness among customers.
The standard premium lager segment has had consistent growth in recent years, particularly in mature beer economies. For example, in Western Europe, sales of regular premium lagers have grown by 3% each year over the last three years, outpacing overall beer industry growth.
Standard premium lagers continue to dominate the US market, with major companies paying considerably in marketing and product innovation to maintain their dominance. A top American premium lager brand recently announced that their flagship premium lager accounts for 70% of overall beer sales, demonstrating the segment's sustained prominence.
The standard premium lager market benefits from continued efforts to increase sustainability and product quality. For example, a prominent European brewery recently introduced a new brewing procedure for their premium lager that uses 20% less water while improving the flavour profile, appealing to both environmentally concerned consumers and beer enthusiasts.
Europe leads the premium lager market, with Germany at the forefront of production and consumption.
Europe's supremacy in the premium lager industry stems mostly from its rich brewing legacy, established beer culture, and widespread consumer enthusiasm for premium beer variants. Germany, in particular, is the region's leading producer and consumer of premium lagers.
Germany's production and consumption patterns demonstrate its supremacy in the premium lager industry. The country accounts for more than YY% of premium lager consumption in Europe, thanks to its long beer culture and the appeal of premium variants at social gatherings and festivals. This consumption, along with a strong export market, cements Germany's position as the dominant player in the European premium lager industry.
The increased popularity of premium lagers in nations such as the United Kingdom, France, and Italy, where consumers are increasingly choosing higher-quality beer options, is fuelling the region's rise. For example, the UK premium lager market has risen at a 5% annual rate over the last three years, owing to shifting consumer preferences and an influx of craft and imported premium lagers.
Eastern Europe is emerging as a significant growing market for premium lagers, with nations such as Poland and the Czech Republic experiencing substantial rises in premium beer consumption. A prominent Eastern European brewery recently announced a 15% year-on-year increase in premium lager sales, citing increased disposable incomes and shifting consumer preferences.
Huge, global brewing firms, as well as regional and craft breweries, dominate the premium lager industry. To preserve their market positions, key firms prioritise product innovation, brand building, and strategic collaborations.
Leading firms are spending in R&D to create new premium lager varieties that respond to changing consumer tastes. For example, a large worldwide brewery recently set aside 8% of its yearly income for R&D efforts aimed at developing premium lagers with distinct flavour profiles and regionally sourced ingredients.
Market players are also implementing efforts to boost distribution networks and broaden their global reach. This involves collaborating with local distributors in growing regions and acquiring localised premium beer brands.
In terms of market share, the top five players account for roughly half of the worldwide premium lager market. However, the industry is getting more fragmented as craft breweries and regional companies gain popularity with their distinct products.
Sustainability measures are becoming a top priority for premium beer manufacturers. For example, a major European premium beer company recently declared its intention to use 100% renewable energy in its brewing process by 2025, appealing to ecologically aware customers.
The premium lager market is expected to develop in the future years, driven by shifting consumer preferences, premiumization tendencies in emerging economies, and increasing product innovation. The growing emphasis on quality, authenticity, and one-of-a-kind drinking experiences is likely to determine the future of this industry.
One of the most interesting trends to watch is the combination of classic brewing techniques with new flavours and ingredients. As consumers become more adventurous in their beer selections, premium lager makers who can provide creative yet authentic goods will undoubtedly gain a considerable competitive advantage.
Another area of possible disruption is the incorporation of technology into the premium beer experience. Technology will play an important role in differentiating premium goods, from blockchain-based traceability systems that validate the quality and provenance of ingredients to augmented reality apps that improve consumer engagement with premium lager brands.
The market also confronts hurdles, including health concerns and regulatory demands. However, these challenges create opportunity for innovation in low-alcohol and non-alcoholic premium lager alternatives.
Premium lagers are well-positioned to take an increasing share of the overall beer market as the global beer environment evolves and consumers value quality over quantity.
Anheuser-Busch InBev
Heineken N.V.
Carlsberg Group
Molson Coors Brewing Company
Asahi Group Holdings, Ltd.
Constellation Brands, Inc.
China Resources Beer (Holdings) Company Limited
Tsingtao Brewery Company Limited
Grupo Modelo (part of AB InBev)
Diageo plc
Heineken N.V. launches a new premium beer made entirely of renewable energy in October 2023, aimed at environmentally aware consumers in European markets.
In July 2023, Anheuser-Busch InBev launched a limited-edition premium lager in conjunction with a well-known craft brewery, hoping to tap into the burgeoning craft beer fanbase.
1. INTRODUCTION
1.1. Market Definitions & Study Assumptions
1.2. Market Research Scope & Segment
1.3. Research Methodology
2. EXECUTIVE SUMMARY
2.1. Market Overview & Insights
2.2. Segment Outlook
2.3. Region Outlook
3. COMPETITIVE INTELLIGENCE
3.1. Companies Financial Position
3.2. Company Benchmarking -- Key Players
3.3. Market Share Analysis -- Key Companies
3.4. Recent Companies Key Activities
3.5. Pricing Analysis
3.6. SWOT Analysis
4. COMPANY PROFILES (Key Companies list by Country) (Premium)
5. COMPANY PROFILES
5.1. Anheuser-Busch InBev
5.2. Heineken N.V.
5.3. Carlsberg Group
5.4. Molson Coors Brewing Company
5.5. Asahi Group Holdings, Ltd.
5.6. Constellation Brands, Inc.
5.7. China Resources Beer (Holdings) Company Limited
5.8. Tsingtao Brewery Company Limited
5.9. Grupo Modelo (part of AB InBev)
5.10. Diageo plc (LIST NOT EXHAUSTIVE)
6. MARKET DYNAMICS
6.1. Market Trends
6.1.1. Rising demand for craft and artisanal premium lagers
6.1.2. Fusion of traditional brewing techniques with modern flavors
6.1.3. Integration of technology in the premium lager experience
6.2. Market Drivers
6.2.1. Premiumization in emerging markets
6.2.2. Changing consumer preferences towards premium and craft beers
6.2.3. Growing popularity of social drinking among millennials
6.3. Market Restraints
6.3.1. Stringent regulations and health concerns
6.3.2. Competition from other alcoholic beverages
6.4. Market Opportunities
6.5. Porter's Five Forces Analysis
6.5.1. Threat of New Entrants
6.5.2. Bargaining Power of Buyers/Consumers
6.5.3. Bargaining Power of Suppliers
6.5.4. Threat of Substitute Products
6.5.5. Intensity of Competitive Rivalry
6.6. Supply Chain Analysis
6.7. Value Chain Analysis
6.8. Trade Analysis
6.9. Pricing Analysis
6.10. Regulatory Analysis
6.11. Patent Analysis
6.12. SWOT Analysis
6.13. PESTLE Analysis
7. BY PRODUCT TYPE (MARKET SIZE/VALUE (US$ Mn), SHARE (%), MARKET FORECAST (%), YOY GROWTH (%)-- 2020-2031)
7.1. Standard
7.2. Flavored
8. BY DISTRIBUTION CHANNEL (MARKET SIZE/VALUE (US$ Mn), SHARE (%), MARKET FORECAST (%), YOY GROWTH (%)-- 2020-2031)
8.1. On-trade
8.2. Off-trade
9. BY PACKAGING (MARKET SIZE/VALUE (US$ Mn), SHARE (%), MARKET FORECAST (%), YOY GROWTH (%)-- 2020-2031)
9.1. Bottle
9.2. Can
9.3. Draft
10. BY PRICE RANGE (MARKET SIZE/VALUE (US$ Mn), SHARE (%), MARKET FORECAST (%), YOY GROWTH (%)-- 2020-2031)
10.1. Low
10.2. Medium
10.3. High
11. REGION (MARKET SIZE/VALUE (US$ Mn), SHARE (%), MARKET FORECAST (%), YOY GROWTH (%)-- 2020-2031)
11.1. North America
11.1.1. United States
11.1.2. Canada
11.1.3. Mexico
11.2. South America
11.2.1. Brazil
11.2.2. Argentina
11.2.3. Rest of South America
11.3. Europe
11.3.1. Germany
11.3.2. United Kingdom
11.3.3. France
11.3.4. Italy
11.3.5. Spain
11.3.6. Russia
11.3.7. Rest of Europe
11.4. Asia-Pacific
11.4.1. China
11.4.2. Japan
11.4.3. India
11.4.4. Australia
11.4.5. South Korea
11.4.6. Rest of Asia-Pacific
11.5. Middle-East
11.5.1. UAE
11.5.2. Saudi Arabia
11.5.3. Turkey
11.5.4. Rest of Middle East
11.6. Africa
11.6.1. South Africa
11.6.2. Egypt
11.6.3. Rest of Africa
*NOTE: All the regions mentioned in the scope will be provided with (MARKET SIZE/VALUE (US$ Mn), SHARE (%), MARKET FORECAST (%), YOY GROWTH (%)-- 2020-2031)
By Product Type:
Standard
Flavored
By Distribution Channel:
On-trade
Off-trade
By Packaging:
Bottle
Can
Draft
By Price Range:
Low
Medium
High
By Region:
North America
Europe
Asia-Pacific
Latin America
Middle East & Africa
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