The global lager market size is expected to reach USD 492.69 billion by 2025, according to a new report by Grand View Research, Inc., expanding at a CAGR of 4.3% over the forecast period. Consumption of premium beer in developed economies including Germany, U.K., and France is projected to exhibit significant growth owing to rising importance of bar culture on a domestic level. Moreover, consumers are changing their consumption habits and looking for innovative products with enhanced nutritional properties, which is expected to prompt the utility of lager.
Asia Pacific is anticipated to witness substantial growth on account of improving standard of living and increasing number of alcohol consumers, especially in India and China. According to a report of World Health Organization (WHO), over the decade ending 2016, the annual alcohol consumption in India reached 5.7 liters per person, which is almost double as compared to the consumption in 2006. Furthermore, alcohol consumption in China stood up to 7 liters per person in 2016. These factors are expected to open up new avenues over the next few years.
Major manufacturers are launching new products to cater to the increasing consumption in the market. For instance, in October 2018, Anheuser-Busch Companies, LLC launched an Italian craft lager in U.K. The product is sold at premium pubs, nightclubs, bars, and restaurants. In addition, in March 2016, Steinlager Tokyo Dry, a dry premium lager, was launched in New Zealand. The product has a combination of Japanese brewing mastery with quality raw ingredients of New Zealand. This premium beer immediately took the market by storm owing to its high quality and taste. These new product launches are expected to expand the scope of the lager in the foreseeable future.
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Further key findings from the study suggest:
In terms of revenue, the premium product segment is likely to expand at a CAGR of 4.5% from 2019 to 2025. Standard product dominated the global market, accounting for a revenue share of over 55.0% in 2018
Europe dominated the global lager market in 2018 and constituted 41.3% share of the total revenue. Rising importance of craft beer in developed economies including Germany, France, Italy, and Russia is projected to have a positive impact on the market growth over the next few years
Key players operating in the market include Heineken N.V., Carlsberg Group, Anheuser-Busch Companies, LLC, China Resources Snow Breweries Limited, Diageo, Molson Coors Brewing Company, Tsingtao Brewery Company Limited, ASAHI BREWERIES, LTD., Castel Group, and Kirin Brewery Company
Product innovation is expected to remain a critical success factor among industry participants over the next few years.