Global Lager Market 2016-2020

Outlook of the global lager market

Technavio’s market research analyst predicts the global lager market to grow moderately at a CAGR of more than 4% during the forecast period. With the increasing demand for premium lager products, the global market for lager will have a positive outlook until the end of 2020. For instance, in Canada Mad Jack launched its Black T premium lager in March 2015. The product was the recipient of the Canadian Living 2015 Best New Product Award in the category New Beer. Similarly, Heineken launched its premium lager brand Heineken Light in New Zealand in September 2015. These new premium lager products are targeted at affluent customers who want premium lagers. Therefore, this increase in demand for premium lagers will propel the prospects of growth of the larger market during the forecast period.

The introduction of new flavors by vendors to cater the changing taste preferences of consumers is one of the key trends emerging in the global lager market. Vendors are experimenting with new and innovative flavors like chocolate, blueberry, Brussel sprout, lemon, among others. For example, Heineken introduced a tequila-flavored lager under the brand name Desperados in April 2014, and Tennent Caledonian launched its lemon-flavored lager under the brand name Lemon T in the same year. The growing popularity for flavoured lager is expected to bolster the growth of the global lager until the end of 2020. 

Segmentation by product and analysis of the lager market

• Standard lager
• Premium lager

During 2015, the standard lager segment dominated the market and accounted for more than 66% of the market share. Factors like the low alcohol content of standard lagers and its popularity in countries like the US will spur the growth of this market segment during the forecast period.

Geographical segmentation and analysis of the lager market

• Americas
• APAC
• Europe
• MEA

In 2015, Europe dominated the global lager market with a market share of more than 36%. The demand for larger drinks in Europe has increased with the rising awareness of the health benefits associated with their consumption. Also, the demand for craft lagers and flavored lagers is on the rise in Europe and will propel the market for lager in the forecast period.

Competitive landscape and key vendors

The global lager market is highly competitive due to the presence of several regional and international players. The lager market has consolidated, and major vendors have merged to form new formidable entities. Moreover, smaller vendors and craft breweries have grown in prominence and might prove to be a major threat to other leading providers.

Key vendors in the market are -

• Anheuser-Busch InBev
• Carlsberg
• Heineken
• SABMiller

Other prominent vendors in the market are Asahi Group, Beck's Brewery, Birra Menabrea, Bitburger Braugruppe, Budweiser Budvar Brewery, Cesu Alus, Chinese Resource Enterprise, D.G. Yuengling and Son, Diageo, Forst, Grupo Modelo, Kirin Holdings, Krombacher, Molson Coors, New Belgium Brewing, Oettinger Brewery Group, Pivovarna Laško, Radeberger Brewery, Radeberger Gruppe, Royal Unibrew, San Miguel Brewery, Sierra Nevada Brewing, Švyturys, The Boston Beer, The Gambrinus, Tsingtao Brewery, UB Group, and Yanjing Brewery.

Key questions answered in the report include

• What will the market size and the growth rate be in 2020?
• What are the key factors driving the global lager market?
• What are the key market trends impacting the growth of the global lager market?
• What are the challenges to market growth?
• Who are the key vendors in the global lager market?
• What are the market opportunities and threats faced by the vendors in the global lager market?
• Trending factors influencing the market shares of the Americas, APAC, Europe, and MEA.
• What are the key outcomes of the five forces analysis of the global lager market?

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