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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.
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.
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.
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 -
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.
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PART 01: Executive summary
PART 02: Scope of the report
PART 03: Market research methodology
PART 04: Introduction
PART 05: Market landscape
PART 06: Market segmentation by product
PART 07: Market segmentation by distribution channel
PART 08: Geographical segmentation
PART 09: Key leading countries
PART 10: Market drivers
PART 11: Impact of drivers
PART 12: Market challenges
PART 13: Impact of drivers and challenges
PART 14: Market trends
PART 15: Vendor landscape
PART 16: Appendix
PART 17: Explore Technavio
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