Lager Market: Global Industry Analysis and Forecast (2024-2030)

Lager Market Overview

Lager is a type of beer that is fermented and conditioned at low temperatures. It originated in central Europe and is known for its clean, crisp taste. The SMR report provides a comprehensive analysis of key trends, market drivers, challenges, and opportunities shaping the global lager industry. Breweries are responding to health-conscious consumer demands with new offerings like non-alcoholic and low-alcohol lagers, growing market penetration and accessibility. Simultaneously, the rise in consumer interest in premium and craft lagers is enhancing market value and profitability. The shift underscores a preference for higher-quality, artisanal brews that provide evolving tastes and preferences in the competitive beer landscape.

As breweries innovate and diversify their product lines, they capitalize on these trends to capture broader market segments and sustain growth in the dynamic lager market. Assisting breweries in innovating new flavors, sustainable packaging, and health-focused products is crucial to meeting changing consumer preferences. By aligning with trends toward healthier lifestyles and environmental consciousness, breweries enhance market relevance and appeal. Additionally, expanding distribution networks and entering emerging markets represent strategic opportunities to capitalize on increasing consumer bases.

The approach not only facilitates broader product accessibility but also positions breweries to leverage growing Lager market demand in regions where beer consumption is increasing. By combining innovation with strategic expansion efforts, breweries effectively navigate competitive pressures and sustain long-term growth in the global beer industry.

• India exported 5,040 shipments of Lager beer, making it the third-largest exporter globally. The primary destinations for Indian Lager beer exports are the United States, the United Arab Emirates, and Oman. It underscores India's significant role in the global Lager beer market. The top exporters are the Netherlands with 16,943 shipments and Belgium with 6,214 shipments, indicating intense competition in the international beer trade. India’s export volume highlights its contribution to global beer industry dynamics, reflecting both market demand and competitive positioning among major exporting nations.

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Lager Market Dynamics

Rising Demand for Low-Alcohol, Non-Alcoholic, and Low-Calorie Lagers

The health and wellness trend is significantly influencing the lager market, with a growing consumer base seeking healthier beverage options. The change is informed by an increased consciousness of the effects of alcohol on personal health and preference for fitness in life. There is a growing demand for low-alcohol, non-alcoholic, and low-calorie lagers that define this trend. Breweries have come up with new brands such as Heineken 0.0 to produce low-alcohol, non-alcoholic, and low-calorie beers that are being well-received by consumers. Highlighting nature's contents while including vitamins attracts those who desire a good-health lifestyle.

These products are now found in supermarkets, and local shops or can be bought online all over the world as it has become a global phenomenon. The strategies of promotion are geared towards health branding to underscore the benefits that accrue from using these products thereby giving priority to younger generations such as the millennial generation and Generation Z who value wellness in association with change to new things. The broad distribution networks coupled with targeted marketing efforts have resulted in increasing sales of healthy beer alternatives around the globe.

• According to SMR Analysis, it indicates that 47% of global consumers were trying to reduce their alcohol intake, with 66% of those respondents indicating an interest in non-alcoholic alternatives.

Increasing Health Consciousness Leading to a Decline in Traditional Lager Consumption

The continuously growing health consciousness of consumers is indeed changing completely the lager market. Consumers are wiser about the health implications of their drinks and are in search of healthier alternatives to the drinks. The development has a current effect on the old types of lagers, which are allegedly less healthy since they have higher alcohol as well as calorie contents. Breweries are innovating by offering healthier options like low-alcohol, non-alcoholic, and low-calorie lagers.

Heineken 0.0, a non-alcoholic beer, exemplifies this trend, with Heineken's 2021 annual report showing a 29% global volume growth in 2020. These products are increasingly available in supermarkets, convenience stores, and online platforms, reflecting strong consumer demand. For instance, the availability of non-alcoholic beer in the United States rose by 38% from 2018 to 2023, according to SMR Analysis. Its increased availability indicates the growing acceptance and Lager market penetration of healthier lager alternatives.

Lager Market Segment Analysis

By Product, Standard lager holds a substantial portion of the Lager market, appealing widely because of its affordability and familiar taste profile. The standard lager segment exerts a profound influence on the beer market, primarily targeting budget-conscious consumers seeking a straightforward and refreshing beer experience at an accessible price point. These lagers enjoy widespread availability in supermarkets, convenience stores, and bars, which contributes to their dominance in terms of volume sales. Their affordability and consistent demand provide breweries with a stable revenue stream, bolstering overall market stability even amidst fluctuating consumer preferences.

Despite the competitive landscape, characterized by numerous brands vying for Lager market share, standard lagers maintain their stronghold due to breweries' focus on cost-efficiency and scalability. The segment remains highly competitive yet essential, as breweries strive to meet the mass Lager market demand for economical and reliable beer choices. Consumer preference for standard lagers remains robust across a broad demographic, ensuring their enduring popularity despite the growing interest in premium and craft beers.

Lager Market Regional Insights

Europe has a rich brewing tradition and remains a crucial region for the lager market. The market in Europe is influenced by diverse consumer preferences, strong competition, and regulatory environments. The non-alcoholic beer experienced notable growth, with sales increasing by 9% in 2020, led prominently by Germany. The trend underscores a rising consumer preference for healthier beverage options. Also, European breweries are enhancing sustainability efforts. For instance, Carlsberg introduced the "Snap Pack" packaging, reducing plastic usage by up to 76%. These initiatives reflect a broader industry shift towards environmental responsibility and resonate with consumers increasingly prioritizing sustainability in their purchasing decisions.

Germany is the most dominant country in the European lager market. It has a long-standing brewing heritage and is home to some of the world's largest and most renowned breweries. According to SMR Analysis, Germany accounted for approximately 25% of Europe's total beer production in 2021, underscoring its significant influence in the region. European governments are actively promoting responsible drinking through health campaigns.

In the UK, initiatives like the "Drinkaware" campaign educate consumers on alcohol consumption's impacts. Also, several European countries incentivize small and independent breweries with tax incentives and subsidies. Germany's Beer Duty Law, for instance, offers tax relief to small brewers, fostering the growth of craft beer production. These governmental supports aim to balance consumer education on responsible alcohol use while nurturing the diversity and sustainability of the Lager industry across Europe.

Lager Market Competitive Landscape

Breweries like Heineken with Heineken 0.0 and AB InBev with Budweiser Zero have tapped into the rising demand for healthier beverage options by introducing non-alcoholic and low-alcohol variants. These products cater to health-conscious consumers, expanding choices and attracting a demographic focused on wellness. Meanwhile, craft breweries are innovating with new flavors and styles, challenging traditional lager perceptions and appealing to enthusiasts seeking premium and artisanal experiences. New product launches in the lager market bring diversity, catering to diverse consumer tastes and preferences.

They create competitive pressure among breweries to innovate continuously, driving improvements in product quality and marketing strategies. These innovations not only expand consumer choice but also stimulate Lager market growth by attracting new demographics and increasing consumption occasions. Particularly, the introduction of non-alcoholic and premium variants has been instrumental in broadening Lager market demand, responding effectively to evolving consumer preferences for healthier options and higher-quality drinking experiences.

1. In September 2022, United Breweries Holdings Limited launched Heineken Silver, a new addition to its beer lineup, marking the brand's latest entry into the burgeoning premium segment.
2. In July 2021, Heineken N.V., a multinational brewing company from the Netherlands, announced its successful acquisition of controlling interest in United Breweries Limited (UBL) during UBL's Annual General Meeting in India.
3. In February 2022, Molson Coors Beverage Company introduced Madri Exceptional Lager in UK superstores as part of its strategy to build a consumer following in the region.

Key Player in the Lager Market  

1. Heineken N.V.
2. Carlsberg Group
3. Anheuser-Busch Companies, LLC
4. China Resources Snow Breweries Limited
5. Diageo
6. Molson Coors Brewing Company
7. Tsingtao Brewery Company Limited
8. ASAHI BREWERIES, LTD.
9. Castel Group
10. Kirin Brewery Company.
11. AB InBev
12. SAB Miller
13. Carlsberg
14. Asahi Group
15. Beck's Brewery
16. Menabrea
17. Bitburger Braugruppe
18. Budweiser Budvar Brewery
19. Cesu Alus
20. Chinese Resource Enterprise
21. D.G. Yuengling and Son
22. Diageo
23. Forst
24. Grupo Modelo
25. XXX Inc.