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Customized report service – Beer market in France, Belgium, and Spain

May 2019

Summary

Premiumization is the most significant trend influencing the European alcoholic drinks market. It has led to an explosion in the number of craft producers and brands in almost every category. European consumers are showing their willingness to pay a premium for an alcohol product that offers an authentic experience. This ties into the craft beer trend in particular, with the rise of craft breweries and growing consumer interest in the manufacturing process.

Microbreweries are diversifying their production to reach as many consumers as possible. This diversification will favour aromatic flavours in craft beers rather than the multiplication of bittering agents and unconventional hop variety products.

Currently, economic conditions are improving, and more consumers are willing to buy high-quality beer in bars and restaurants. This is leading to a return to growth in the on-trade channel.

European consumers are increasingly looking out for their health, and this trend extends to their choice of drinks. Sales of alcohol-free and low-alcohol beers and wines are increasing among non-drinkers and people who are managing their alcohol intake and prefer the taste of beer over soft drinks.

Beer consumption

Changing lifestyles and consumption habits of alcoholic drinks, high disposable incomes, and increasing popularity of premium beer among the younger generation are the major market drivers for the French, Spanish and Belgium beer markets. Innovative products, such as flavored and crafted beer, and the growing demand for imported beer are some of the opportunities in the market.

Beer consumption per capita in selected European countries, in litres, from 2010 to 2016
Country 2010 2016
Czech Republic 143 143
Germany 107 104
Austria 106 103
Poland 91 98
Ireland 90 81
Finland 83 77
Netherlands 72 69
Belgium 78 68
United Kingdom 69 67
Denmark 69 62
Hungary 61 62
Switzerland 57 55
Norway 53 51
Sweden 50 48
Portugal 56 47
Spain 48 46
Greece 36 36
France 31 33
Italy 29 31
Source: Kiri Holding, 2016

European consumers want to drink less, but they want their drinks to be of higher quality, which increases the price. Non-alcoholic or low-alcoholic beverages accounted for a significant proportion of new product launches in 2017, particularly for beer. A decline can be observed in most European countries except France and Italy. France, although a medium-sized market, has one of the lowest per capita consumption levels, much lower than Belgium and lower than Spain as well. However, beer consumption in France is growing in volume and in value. The result of a move upmarket initiated by craftsmen and now maintained by the big brewers.

In addition, any particularly hot or cool summer is likely to affect beer demand. This is the case of 2018, which was a particularly hot year in France, Italy and Spain. International sporting events also have an impact on beer sales. As was the case for the Soccer World Cup, which boosted beer sales in France in the summer of 2018.

Spain

A favourable economic context and increasing consumer confidence are stimulating beer consumption in Spain. Economic recovery in the restaurant sector is one of the main growth factors for the Spanish beer market. Flavoured/mixed pale ale has seen the most dynamic performance, with growth of 9% in 2017. Almost all categories increased in sales in 2017, and sales should continue to increase quickly over the forecast period (2018-2022).

Historical and forecast data, retail sales value of beer in Spain, per category, in US$ millions - fixed 2017 exchange ratesFootnote 1
Category 2013 2017 2018 2022 CAGR* %2013-17 CAGR* %2018-22
Beer (total) 14,621.9 16,314.1 17,156.5 20,882.7 2.8 5.0
Dark beer 145.8 153.1 158.7 181.8 1.2 3.5
Ale 94.7 99.8 103.8 120.4 1.3 3.8
Weissbier/Weizen/Wheat beer 51.0 53.3 54.9 61.5 1.1 2.9
Lager 12,495.6 14,143.1 14,955.0 18,533.8 3.1 5.5
Flavoured/mixed lager 1,087.0 1,315.9 1,450.9 2,107.7 4.9 9.8
Standard lager 11,408.6 12,827.2 13,504.0 16,426.1 3.0 5.0
Premium lager 4,849.0 5,602.4 6,003.5 7,792.9 3.7 6.7
Domestic premium lager 3,650.9 4,260.9 4,594.2 6,093.9 3.9 7.3
Imported premium lager 1,198.1 1,341.4 1,409.3 1,699.1 2.9 4.8
Mid-priced lager 5,975.0 6,640.0 6,910.0 8,008.9 2.7 3.8
Domestic mid-priced lager 5,830.8 6,494.0 6,762.0 7,851.5 2.7 3.8
Imported mid-priced lager 144.3 146.0 148.1 157.4 0.3 1.5
Economy lager 584.6 584.8 590.6 624.2 0.0 1.4
Domestic economy lager 570.5 571.0 576.8 610.2 0.0 1.4
Imported economy lager 14.1 13.8 13.8 14.0 −0.5 0.4
Non-alcoholic beer 1,895.0 1,926.3 1,947.9 2,058.1 0.4 1.4
Stout 85.5 91.5 94.9 108.9 1.7 3.5

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

Craft Beer Boom in Spain

One of the main drivers for the growth of beer in Spain over the past few years has been the craft beer boom. According to a report by Cerveceros de España (Spanish beer brewers), Spain is the fourth-largest producer of craft beer in the EU, after Germany, the United Kingdom, and Poland. In 2017, Spain had almost 500 craft beer manufacturers. Catalonia and Andalusia had the highest number of microbreweries and the highest per capita craft beer consumption. The craft beer boom in Spain can also be explained by the increasing demand for superior quality products and more natural products, as well as products manufactured with less industrial production processes. This upward trend for beer produced by microbreweries should continue over the forecast period (2018-2022), thanks to a favourable economic outlook and an increasing demand for more sophisticated products.

In 2019, the craft beer market has evolved and is much more consolidated. The most powerful artisanal breweries have started to sell in the big supermarkets, breaking one more barrier and competing with the industrial brewers. Nonetheless, regional and municipal fairs and festivals are still very important to promote craft beers. Almost all the major cities of Spain have their own festival, but also many small and medium-sized towns scattered throughout Spain. Barcelona has one of the 10 most important festival in Europe with the "Barcelona Beer Festival" and Madrid now also has its own great festival, the "Beermad". Festivals are the ideal platform for Spanish craft breweries to promote themselves and raise awareness of their products.

Historical and forecast data, on- and off-trade value sales of beer in Spain, per category, in US$ millions- fixed 2017 exchange ratesFootnote 2
Categories On-trade/Off-trade 2013 2017 2018 2022 CAGR* %2013-17 CAGR* %2018-22
Beer (total) Off-trade 2,227.5 2,405.5 2,497.1 2,895.3 1.9 3.8
On-trade 12,394.4 13,908.5 14,659.4 17,987.3 2.9 5.2
Dark beer Off-trade 24.9 25.4 26.1 28.9 0.5 2.6
On-trade 120.9 127.7 132.6 152.9 1.4 3.6
Ale Off-trade 14.6 15.1 15.5 17.5 0.8 3.1
On-trade 80.2 84.8 88.3 102.9 1.4 3.9
Weissbier/Weizen/Wheat beer Off-trade 10.3 10.4 10.6 11.5 0.2 2.1
On-trade 40.7 42.9 44.3 50.0 1.3 3.1
Lager Off-trade 2,014.8 2,192.2 2,283.4 2,676.0 2.1 4.0
On-trade 10,480.8 11,950.9 12,671.6 15,857.9 3.3 5.8
Flavoured/mixed lager Off-trade 208.2 248.3 272.1 383.3 4.5 8.9
On-trade 878.8 1,067.6 1,178.8 1,724.4 5.0 10.0
Standard lager Off-trade 1,806.6 1,944.0 2,011.3 2,292.6 1.8 3.3
On-trade 9,602.0 10,883.3 11,492.7 14,133.4 3.2 5.3
Premium lager Off-trade 732.9 806.1 845.0 1,003.9 2.4 4.4
On-trade 4,116.1 4,796.2 5,158.5 6,789.1 3.9 7.1
Domestic premium lager Off-trade 567.5 628.3 661.1 794.7 2.6 4.7
On-trade 3,083.4 3,632.7 3,932.1 5,299.2 4.2 7.7
Imported premium lager Off-trade 165.4 177.8 183.9 209.2 1.8 3.3
On-trade 1,032.7 1,163.6 1,225.4 1,489.9 3.0 5.0
Mid-priced lager Off-trade 905.1 966.4 993.1 1,105.6 1.7 2.7
On-trade 5,070.0 5,673.7 5,917.0 6,903.3 2.9 3.9
Domestic mid-priced lager Off-trade 793.7 853.6 878.6 983.7 1.8 2.9
On-trade 5,037.1 5,640.4 5,883.3 6,867.8 2.9 3.9
Imported mid-priced lager Off-trade 111.4 112.8 114.4 121.9 0.3 1.6
On-trade 32.9 33.2 33.6 35.5 0.2 1.4
Economy lager Off-trade 168.6 171.5 173.3 183.1 0.4 1.4
On-trade 416.0 413.4 417.3 441.0 −0.2 1.4
Domestic economy lager Off-trade 159.3 162.4 164.2 173.9 0.5 1.4
On-trade 411.2 408.7 412.6 436.2 −0.2 1.4
Imported economy lager Off-trade 9.3 9.1 9.1 9.2 −0.5 0.3
On-trade 4.8 4.7 4.7 4.8 −0.5 0.5
Non-alcoholic beer Off-trade 178.5 178.0 177.5 179.1 −0.1 0.2
On-trade 1,716.4 1,748.2 1,770.4 1,879.0 0.5 1.5
Stout Off-trade 9.3 9.8 10.1 11.3 1.3 2.8
On-trade 76.2 81.7 84.8 97.6 1.8 3.6

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate.

Companies

The key stakeholders in the beer sector have quickly adapted to new consumption trends and the increasing interest in beer culture in Spain, thanks to investment in and acquisition of craft beer brands and to integrating high-end varieties into their portfolios. Retailers have also benefited from this trend: the German discounter Lidl has expanded its range and now offers a selection of Irish and English beers, and has launched the Craft Beer campaign to inform consumers about the major types of craft beers.

Market share of the main National beer-selling companiesin Spain, retail sales value % breakdown,2013-2017
Companies 2013 2014 2015 2016 2017
Heineken NV 34.8 34.8 34.7 34.5 34.4
Grupo Mahou-San Miguel SA 29.9 30.1 30.5 30.3 30.0
Damm SA 11.2 11.4 11.5 11.4 11.3
Anheuser-Busch InBev NV 1.8 1.8 1.8 4.5 4.5
Hijos de Rivera SA 1.4 1.4 1.5 1.5 1.6
Carlsberg A/S 1.0 1.0 0.9 0.9 0.9
Agora SA 0.8 0.8 0.8 0.9 0.9
Diageo Plc 0.9 0.9 0.8 0.8 0.8
Mahou SA 0.5 0.5 0.7 0.7 0.7
Paulaner Brauerei GmbH & Co KG 0.3 0.3 0.3 0.3 0.3
Cervezas Moritz SA 0.1 0.1 0.2 0.2 0.2
SABMiller Plc 2.6 2.6 2.7
Private Label 2.9 2.9 2.9 2.9 2.8
Others 11.8 11.4 10.7 11.0 11.6
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International, 2018
Distribution channel for beer in Spain, Retail Sales Value % Breakdown,2013-2017
Distribution channel 2013 2014 2015 2016 2017
Food retailers 98.8 98.8 98.7 98.7 98.7
Grocery retailers 97.8 97.8 97.8 97.8 97.9
Discounters 9.9 10.0 10.1 10.0 10.1
Food/drink/tobacco specialists 3.2 3.3 3.4 3.4 3.4
Hypermarkets 19.1 19.0 18.9 19.0 18.9
Small grocery retailers 7.3 7.2 7.2 7.2 7.1
Convenience stores 2.2 2.1 2.1 2.1 2.0
Independent small groceries 5.1 5.1 5.0 5.0 5.0
Supermarkets 57.6 57.5 57.5 57.5 57.6
Other non-grocery alcoholic beverage specialists 0.5 0.5 0.4 0.4 0.4
Mixed retailers 0.6 0.5 0.5 0.5 0.5
Internet retailing 1.1 1.2 1.3 1.3 1.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International, 2018

Product launch analysis in Spain

Over the past five years, 665 new beers have been launched in Spain. Of these, 392 were new beers on the shelves of stores in Spain.

Number of new beer launched in the Spanish market, 2013-2017
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Launch Type 2013 2014 2015 2016 2017 Total
New products 104 98 38 77 76 393
New variety/range extension 25 26 21 40 58 170
New packaging 24 14 18 20 17 93
Relaunch 1 1 1 2 4 9
Total 154 139 78 139 155 665

Source: Mintel, 2018

Format of new beers on the Spanish market (unit size millilitres (ml)), 2013-2017
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Unit package size (ml) Number of variants
330 ml 461
500 ml 102
250 ml 17
355 ml 15
473 ml 12
Other formats 58
Total 665

Source: Mintel, 2018

Format of new beers launched on the Spanish market, per unit price (in US dollars), 2013-2017
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Price in US Dollars (Group) Bottle Can Total
2.43 - 3.51 181 15 196
1.34 - 2.42 143 25 168
0.25 - 1.33 49 110 160
3.52 - 4.60 61 16 77
4.61 - 5.69 18 6 24
Over 5.70 14 0 14
Total 486 178 665

Source: Mintel 2018

Type of positioning claims (listed on packaging) of new beers on the Spanish market, 2013-2017Footnote 3
Positioning claims 2013 2014 2015 2016 2017 Total
Premium 27 15 17 21 11 91
Non-pasteurized 20 11 4 6 21 62
No additives/preservatives 18 12 7 5 16 58
Eco-packaging 13 3 3 14 17 50
Active on social media 2 2 3 8 16 31
Limited edition 9 6 4 2 5 26
Seasonal flavour 8 2 5 0 10 25
Gluten free 0 1 3 7 10 21
Low/no/reduced allergens 0 1 3 7 10 21
Contains only natural products 5 7 2 4 0 18
Total 154 139 78 139 155 665
Source: Mintel, 2018

Example of product launch

La Mushroom Saison beer
Company La Sagra Brew
Brand Cantharellus Korokke
Country Spain
Store type Supermarket
Date published December 2017
Launch type New poduct
Price in local currency €2.25
Price in US dollars 2.64
Positioning claims Seasonal

The Cantharellus Korokke Mushroom Saison Beer is now available. This craft product is retailed in a 330 ml package, with menu suggestions.

La Shandy (gluten free)
Company Damm
Brand Damm Daura
Store type Convenience Store
Launch date December 2017
Launch type New variety/range extension
Price in local currency €0.95
Price in US dollars 1.12
Positioning claims Gluten free

The Damm Daura Shandy (gluten free) is described as the world's first gluten-free beer and lemonade. The product is sold in a 330 ml bottle.

Dark Craft Beer
Company Cervezas Artesanas Quijota
Brand Quijota
Store name El Corte Inglés
Launch date December 2017
Launch type New product
Price in local currency €3.33
Price in US dollars 3.92
Positioning claims Kosher

Quijota Cerveza Artesana Morena (dark craft beer), bottle-fermented. This certified kosher product retails in a 330 ml pack.

France

Beer sales showed an overall growth of 3% in volume, reaching 2.1 billion litres in 2017. The beer market in France is increasing its consumer base for non-alcoholic beer as well as for flavoured/mixed pale ale, and drinkers are increasingly turning to dark craft beer. It is expected that craft beer will show a CAGR of 3.2% in overall volume over the forecast period.

With a 14% increase in 2017, non-alcoholic beer showed the highest growth in overall volume. Non-alcoholic beer should continue to attract consumers of carbonated beverages, such as women, athletes and young adults, many of whom do not like the bitter taste of classic beer. Following the exceptional breakthrough of Brasseries Kronenbourg's Tourtel Twist, the brand that rejuvenated non-alcoholic beer sales starting in 2015, and the promising results of Heineken Entreprise's Panachade, Heineken 0.0, launched in 2017, will give a fresh boost to this growth.

Pale ales that are fruity, flavoured,, lighter, more original and mixed will also expand their consumer base among 18-30 year-old beer drinkers thanks to a continuous succession of "catchy" innovations and trendy flavours. Young consumers will increasingly require and ask for frequent updates and limited editions, as shown by the success of Cubanisto Mojito, Desperados Mojito and Skøll Ice Berry in 2017.

Historical and forecast data, retail sales value of beer in France, per category, in US$ millions - fixed 2017 exchange rates
Category 2013 2017 2018 2022 CAGR* % 2013-17 CAGR* % 2018-22
Beer (total) 9,649.9 11,311.3 11,837.1 13,422.9 4.1 3.2
Dark beer 1,832.1 2,686.8 2,936.3 3,713.1 10.0 6.0
Ale 1,474.2 2,295.7 2,537.7 3,280.3 11.7 6.6
Weissbier/Weizen/Wheat beer 357.9 391.0 398.6 432.9 2.2 2.1
Lager 7,598.3 8,361.0 8,621.9 9,360.9 2.4 2.1
Flavoured/mixed lager 437.5 686.1 752.4 967.0 11.9 6.5
Standard lager 7,160.8 7,674.9 7,869.5 8,393.8 1.7 1.6
Premium lager 4,227.9 4,970.0 5,214.9 5,887.5 4.1 3.1
Domestic premium lager 3,816.5 4,405.0 4,601.2 5,141.3 3.7 2.8
Imported premium lager 411.4 565.0 613.7 746.2 8.3 5.0
Mid-priced lager 2,836.1 2,622.9 2,574.4 2,431.4 −1.9 −1.4
Domestic mid-priced lager 1,901.5 1,727.1 1,684.0 1,548.3 −2.4 −2.1
Imported mid-priced lager 934.6 895.8 890.4 883.1 −1.1 −0.2
Economy lager 96.7 82.0 80.2 74.9 −4.0 −1.7
Domestic economy lager 96.7 82.0 80.2 74.9 −4.0 −1.7
Non-alcoholic beer 116.5 171.1 188.3 256.2 10.1 8.0
Stout 103.0 92.5 90.6 92.6 −2.7 0.5

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate.

The vast majority of local retailers and brewers remain confident in the market potential of beer, which should remain the most dynamic category of alcoholic beverages over the forecast period (2018-2022). The improved image of beer, beer sales, and this category's success in attracting new consumers increased rapidly in 2017, and could continue in the years to come. Beer is increasingly considered a trendy beverage thanks to a wider variety of high-end offers. Beer has even entered the luxury and fine cuisine market. For example, the chef at the Crillon luxury hotel created a chocolate dessert that was served with a glass of Parisian craft beer.

The quality and history of Belgian abbey beers, such as Leffe Royale and Trappiste, as well as the increasing number of local or English craft beers, should attract a large number of new consumers. The craze for "hoppy" beers should remain, led by bitter beers, as well as by more flavourful beers, thanks to the increasing trend of "finishing" beers in barrels that previously contained spirits (whisky, rum or brandy).

Historical and forecast data, value of on-trade and off-trade beer consumption in France, per category, in US$ millions
Categories On-trade/off-trade 2013 2017 2018 2022 CAGR* %2013-17 CAGR* %2018-22
Beer (total) Off-trade 3,793.4 4,754.0 5,070.3 6,120.4 5.8 4.8
On-trade 5,856.5 6,557.3 6,766.8 7,302.5 2.9 1.9
Dark beer Off-trade 829.1 1,364.8 1,529.0 2,072.4 13.3 7.9
On-trade 1,003.0 1,321.9 1,407.2 1,640.8 7.1 3.9
Ale Off-trade 764.2 1,289.5 1,451.9 1,986.9 14.0 8.2
On-trade 710.0 1,006.3 1,085.8 1,293.4 9.1 4.5
Weissbier/Weizen/ Wheat beer Off-trade 65.0 75.4 77.1 85.5 3.8 2.6
On-trade 292.9 315.7 321.5 347.4 1.9 2.0
Lager Off-trade 2,916.7 3,296.8 3,434.3 3,883.5 3.1 3.1
On-trade 4,681.6 5,064.2 5,187.6 5,477.4 2.0 1.4
Flavoured/mixed lager Off-trade 261.2 467.2 522.4 706.3 15.6 7.8
On-trade 176.3 218.9 230.0 260.8 5.6 3.2
Standard lager Off-trade 2,655.5 2,829.5 2,911.9 3,177.2 1.6 2.2
On-trade 4,505.3 4,845.4 4,957.6 5,216.6 1.8 1.3
Premium lager Off-trade 1,635.7 1,985.9 2,097.5 2,429.8 5.0 3.7
On-trade 2,592.2 2,984.1 3,117.5 3,457.7 3.6 2.6
Domestic premium lager Off-trade 1,431.8 1,679.4 1,761.4 2,017.5 4.1 3.5
On-trade 2,384.7 2,725.6 2,839.8 3,123.7 3.4 2.4
Imported premium lager Off-trade 203.9 306.5 336.1 412.3 10.7 5.2
On-trade 207.5 258.5 277.7 333.9 5.6 4.7
Mid-priced lager Off-trade 923.0 761.7 734.3 672.5 −4.7 −2.2
On-trade 1,913.1 1,861.2 1,840.2 1,758.9 −0.7 −1.1
Domestic mid-priced lager Off-trade 673.1 529.6 505.7 439.9 −5.8 −3.4
On-trade 1,228.4 1,197.5 1,178.3 1,108.5 −0.6 −1.5
Imported mid-priced lager Off-trade 249.9 232.0 228.5 232.6 −1.8 0.4
On-trade 684.7 663.7 661.9 650.4 −0.8 −0.4
Economy lager Off-trade 96.7 82.0 80.2 74.9 −4.0 −1.7
On-trade N/A N/A
Domestic economy lager Off-trade 96.7 82.0 80.2 74.9 −4.0 −1.7
On-trade N/A N/A
Non-alcoholic beer Off-trade 31.2 75.9 90.4 146.4 24.9 12.8
On-trade 85.3 95.1 97.9 109.9 2.8 2.9
Stout Off-trade 16.4 16.5 16.6 18.2 0.2 2.3
On-trade 86.6 76.0 73.9 74.5 −3.2 0.2

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

N/A: Not available

Most chains should benefit from the potential of beer in France over the forecast period. Modern grocery stores will continue to "roll out the red carpet for beer" while continuing to expand "beer cellars" in hypermarkets, supermarkets, and even in local businesses.

Distribution channel for beer in France, retail sales value % breakdown,2013-2017
Distribution channel 2013 2014 2015 2016 2017
Food retailers 97.9 97.6 97.4 97.4 97.3
Grocery retailers 97.9 97.6 97.4 97.4 97.3
Discounters 11.6 11.3 11.4 11.5 11.5
Food/drink/tobacco specialists 3.0 3.0 3.0 3.1 3.1
Hypermarkets 42.9 43.0 43.0 43.1 43.1
Small grocery retailers 8.4 8.2 8.0 7.8 7.6
Convenience stores 2.4 2.5 2.5 2.6 2.6
Forecourt retailers 2.0 2.0 1.9 1.9 1.8
Independent small groceries 3.9 3.7 3.5 3.4 3.2
Supermarkets 32.1 32.0 31.9 31.9 32.0
Mixed retailers 0.0 0.0 0.1 0.1 0.1
Internet retailing 2.1 2.4 2.6 2.6 2.7
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International, 2018

Small and medium breweries: bigger, bolder and more numerous

Although far behind the multinational corporations in the beer industry, the real winners in 2017 were the small and medium breweries. The number of local breweries rapidly increased in 2017. Since the early 2000s, we have seen a real boom in the sector, which is accelerating. Today, there are 1,100 brewers in the country, half of whom did not exist five years ago (2012). The number of artisan brewers has increased more than fivefold in ten years The production of artisanal beer, produced by small producers, with less than 20,000 hectolitres per year, is expanding rapidly and has grown by 6% per year since 2014, while the industrial beer market has stagnated. High-quality tasting beers, specialized and flavoured beers, are experiencing a real boom. Although their production was still marginal in terms of overall beer production, they benefited from strong regional popularity, as French consumers were increasingly interested in craft beer as a way of discovering authentic tastes and supporting local businesses.

Beer consumption has increased by 3% per year since 2014 in France, whereas it has increased by 1% each year for 30 years. Consumers are becoming more and more amateur and expert in craft beers. This success of beer today is driven both by a multiplication of the offer, with the massive creation of breweries, a strong development of traditional and regional beers, and a revitalization of consumers, especially women. Among new beer drinkers, with or without alcohol, women increase their beer consumption year after year and are an important support for the dynamics of beer consumption in France.

Market share of the main national beer-selling companies in France, retail sales value % breakdown,2013-2017
Company 2013 2014 2015 2016 2017
Heineken NV 31.2 31.9 31.8 32.6 33.4
Carlsberg A/S 30.2 30.2 30.4 29.9 30.0
Anheuser-Busch InBev NV 11.0 11.2 11.6 12.4 13.0
Bavaria NV 1.3 1.3 1.5 1.6 1.8
Asahi Group Holdings Ltd 0.9 0.9
Brasserie De Saint-Omer 0.5 0.5 0.6 0.7 0.8
Brasseries Duyck SA 0.7 0.7 0.6 0.5 0.4
Difcom La Cave des Pères SA 0.2 0.2 0.2 0.3 0.4
Brasserie Meteor SA 0.3 0.3 0.3 0.4 0.4
Duvel Moortgat NV 0.2 0.2 0.2 0.3 0.3
Brasserie Castelain 0.0 0.0 0.0 0.1 0.2
Diageo Plc 0.3 0.3 0.3 0.2 0.2
International Beers & Beverages SA 0.1 0.2 0.2 0.2 0.2
Brasserie de Saint-Sylvestre SA 0.2 0.2 0.2 0.2 0.2
Bitburger Braugruppe GmbH 0.2 0.2 0.2 0.2 0.2
Abbaye Notre Dame de Scourmont 0.1 0.1 0.1 0.1 0.1
Karlsberg Brauerei GmbH & Co KG 0.2 0.2 0.2 0.1 0.1
Tsingtao Brewery Co Ltd 0.1 0.1 0.1 0.1 0.1
SABMiller Plc 0.9 0.9 0.9
Private Label 4.0 3.9 3.7 3.6 3.4
Others 18.3 17.3 16.8 15.6 14.0
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International, 2018

Despite their already considerably large share, the three largest stakeholders were able to show impressive growth in the volume of beer in 2017. Heineken Entreprise consolidated its position as leader thanks to its Heineken brand, which benefited from frequent updates to its packaging, design, and even its recipe for the first time in 2017 with Heineken 0.0. The leader was also focused on products that French consumers considered high-end, such as Affligem and Desperados, and benefited from an exceptional increase in its overall volume of sales in the restaurant, bar and hotel sector, where it was at the head of the pack.

Product launch analysis in France

Over the past five years, 1,174 new beers were launched in France. Of these, 387 were new products on the shelves in French grocery stores. The top products were increasingly relaunched with new ingredients (236) or new packaging (513).

Number of new beers launched in the French market, 2013-2017
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Description of above image
Type of Launch 2013 2014 2015 2016 2017 Total
New packaging 81 102 110 94 126 513
New product 122 42 64 55 104 387
New variety/range extension 50 35 28 39 84 236
Relaunch 6 0 5 14 10 35
New formulation 0 1 0 2 0 3
Total 259 180 207 204 324 1,174

Source : Mintel, 2018

Format of new beers on the French market (unit size ml), 2013-2017
Description of this image follows.
Description of above image
Unit pack size (ml/g) Number of Variants
330 ml 465
250 ml 320
500 ml 150
750 ml 142
650 ml 20
355 ml 14
275 ml 14
Other formats 16
Total 1,174

Source: Mintel, 2018

Format of new beers launched on the French market, per unit price (in US dollars), 2013-2017
Description of this image follows.
Description of above image
Price in US dollars (Group) Bottle Can
0.44 - 7.04 USD 769 121
7.05 - 13.65 USD 181 20
13.66 - 20.26 USD 54 5
20.27 USD and more 16 4
Total 1,023 150

Source: Mintel, 2018

Type of positioning claims (listed on packaging) of new beers on the French market, 2013-2017Footnote 3
Positioning claims 2013 2014 2015 2016 2017 Total
Eco-packaging 61 77 98 89 138 463
Organic 62 22 18 20 37 159
Active on social media 18 22 15 25 28 108
Non-pasteurized 47 21 7 7 20 102
Premium 16 21 15 19 30 101
Limited edition 19 19 15 14 12 79
Seasonal flavour 22 19 10 9 10 70
Convenient packaging 7 8 14 12 19 60
No additives/preservatives 11 5 7 10 9 42
Contains only natural products 7 7 1 6 10 31
Total 259 180 207 204 324 1,174
Source: Mintel, 2018

Example of product launch

Provençal beer
Company Brasserie de Sulauze
Brand Brasserie Sulauze Barley Wine
Country France
Store name BioCoop
Store type Natural/health food store
Launch type New product
Price in local currency €4.03
Price in US dollars 4.74

The Brasserie Sulauze Barley Wine Bière Provençale is now available. This certified organic product has been brewed over a wood fire and retails in a 330 ml bottle with EU organic certification.

Rye IPA Beer
Company Brasserie de Sulauze
Brand Brasserie Sulauze Pan Pan Cul Cul
Country France
Store name BioCoop
Store type Natural/health food store
Launch date December 2017
Launch type New product
Price in local currency €3.14
Price in US dollars 3.70

The Brasserie Sulauze Pan Cul Cul Cul Cul Bière Rye IPA (Rye IPA Beer) is now available. This certified organic product retails in a 330 ml bottle with the EU certified organic logo.

White malted beer
Company BK
Brand Kronenbourg
Country France
Store name Franprix
Store type Supermarket
Launch date December 2017
Launch type New variety/range extension
Price in local currency €1.63
Price in US dollars 1.92

Kronenbourg Bière Blanche Maltée is now available. This strong, full-flavoured malt beer was brewed in Alsace and retails in a 500 ml can.

Christmas beer
Company Lidl
Brand Bière Ambrée
Country France
Store name Lidl
Store type Supermarket
Launch date December 2017
Launch type New packaging
Price in local currency €3.29
Price in US dollars 3.93

The Bière Ambrée Bière de Noël were relaunched for the 2017 holiday season. The product has a smooth, fruity taste with a delicate aroma. It is retailed in a 6 × 250 ml package.

The Mysterious blonde beer
Company Difcom
Brand Bière du Corbeau
Country France
Store type Bulk store/hypermarket
Launch date December 2017
Launch type New packaging
Price in local currency €1.97
Price in US dollars 2.35

The Bière du Corbeau Mystérieuse Bière Blonde has been repackaged with a new design. This strong beer has been bottle-fermented and retails in a 330 ml bottle.

First quality strong blond beer
Company Aldi
Brand Karlsquell
Country France
Store type Supermarket
Launch date November 2017
Launch type New variety/addition to range
Price in local currency €0.69
Price in US dollars 0.80

Karlsquell Bière Blonde de Qualité Premium is new to the line. This product retails in a 500 ml can.

Belgium

Beer consumption in Belgium had been decreasing for a number of years, but growth is on the horizon for the forecast period (2018-2022). There are several reasons for this: the first is that pale ale continues to perform poorly. This could be due to a decrease in the number of pubs and cafés, where pale ale is mostly consumed, and an increase in prices. Pale ale is dominated by Anheuser-Busch InBev, which uses its market position to increase prices. These two factors will probably continue to put pressure on the economy and mid-price pale ale categories.

Decreased beer consumption may also be due to the trend toward "less but better." Belgians are increasingly looking for "special beers" such as beers produced in small breweries or microbreweries.

Non-alcoholic beer is the category that will perform the best over the forecast period (Euromonitor international, 2018). Among other things, this can be explained by the fact that the young generation is also adopting healthier and more responsible consumption habits.

Historical and forecast data, retail sales value of beer in Belgium, per category, in US$ millions - fixed 2017 exchange rates
Categories 2013 2017 2018 2022 CAGR* % 2013-17 CAGR* % 2018-22
Beer (total) 4,890.3 4,877.9 4,978.6 5,496.6 −0.1 2.5
Dark beer 1,746.0 1,904.9 1,981.0 2,342.5 2.2 4.3
Ale 1,238.2 1,384.4 1,445.1 1,738.3 2.8 4.7
Weissbier/Weizen/Wheat Beer 507.8 520.5 535.9 604.2 0.6 3.0
Lager 3,063.4 2,882.3 2,899.5 3,011.5 −1.5 1.0
Flavoured/mixed lager 67.4 74.3 78.1 95.0 2.5 5.0
Standard lager 2,996.0 2,808.0 2,821.4 2,916.5 −1.6 0.8
Premium Lager 407.7 412.2 419.8 459.8 0.3 2.3
Domestic premium lager 186.3 206.4 214.1 248.7 2.6 3.8
Imported premium lager 221.4 205.7 205.7 211.1 −1.8 0.6
Mid-priced lager 2,554.1 2,366.5 2,373.1 2,429.5 −1.9 0.6
Domestic mid-priced lager 2,538.6 2,351.7 2,358.4 2,415.0 −1.9 0.6
Imported mid-priced lager 15.5 14.9 14.7 14.5 −1.0 −0.3
Economy lager 34.3 29.2 28.5 27.2 −3.9 −1.2
Domestic economy lager 34.3 29.2 28.5 27.2 −3.9 −1.2
Non-alcoholic beer 46.5 55.7 62.2 102.3 4.6 13.2
Stout 34.4 35.0 35.8 40.4 0.4 3.1

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

The number of microbreweries continues to increase in Belgium, and brewers are feeding the craft beer trend by launching more and more beers. Lost in Spice, a spiced pale ale launched in 2017 par Brouwerij De Koninck, and the success of Brussels Beer, a collaborative project based on the creation of new and innovative beers, are two good examples of this desire to expand the craft beer offer. This is attracting new consumers in the beer category. With an increasingly large consumer base that is looking to discover new ales, and an increased supply, it is expected that the ale category will continue to grow over the forecast period.

Interest in non-alcoholic beer is also a benefit for this category, since it is perceived as being healthier and numerous consumers are looking to adopt more responsible consumption habits. Anheuser-Busch InBev has contributed to this societal change through a massive marketing campaign for Jupiler 0,0. Its success has led other pale ale manufacturers to do the same, such as Alken Maes and Carlsberg.

Nevertheless, non-alcoholic beer is still only a very small category, although it has significant growth potential due to increased acceptance among consumers.

Historical and forecast data, value of on-trade and off-trade beer consumption in Belgium, per category, in US$ millions
Categories On-trade/off-trade 2013 2017 2018 2022 CAGR* % 2013-17 CAGR* % 2018-22
Beer (total) Off-trade 1,104.1 1,181.5 1,202.6 1,337.2 1.7 2.7
On-trade 3,786.3 3,696.4 3,776.0 4,159.4 −0.6 2.4
Dark beer Off-trade 434.8 488.1 501.9 580.7 2.9 3.7
On-trade 1,311.2 1,416.8 1,479.1 1,761.8 2.0 4.5
Ale Off-trade 368.5 418.1 430.6 501.2 3.2 3.9
On-trade 869.7 966.3 1,014.6 1,237.0 2.7 5.1
Weissbier/Weizen/Wheat beer Off-trade 66.3 70.0 71.4 79.4 1.4 2.7
On-trade 441.5 450.6 464.5 524.8 0.5 3.1
Lager Off-trade 653.2 672.1 675.0 700.6 0.7 0.9
On-trade 2,410.3 2,210.2 2,224.6 2,310.8 −2.1 1.0
Flavoured/mixed lager Off-trade 28.5 32.4 34.4 43.3 3.3 5.9
On-trade 39.0 41.9 43.7 51.7 1.8 4.3
Standard lager Off-trade 624.7 639.8 640.6 657.3 0.6 0.6
On-trade 2,371.3 2,168.2 2,180.8 2,259.1 −2.2 0.9
Premium lager Off-trade 91.3 99.4 101.3 113.4 2.1 2.9
On-trade 316.4 312.8 318.5 346.4 −0.3 2.1
Domestic premium lager Off-trade 59.0 66.0 67.6 78.8 2.8 3.9
On-trade 127.3 140.4 146.5 169.9 2.5 3.8
Imported premium lager Off-trade 32.3 33.4 33.6 34.6 0.8 0.7
On-trade 189.1 172.4 172.0 176.4 −2.3 0.6
Mid-priced lager Off-trade 520.2 528.3 527.5 532.7 0.4 0.2
On-trade 2,033.9 1,838.2 1,845.6 1,896.8 −2.5 0.7
Domestic mid-priced lager Off-trade 504.7 513.4 512.9 518.2 0.4 0.3
On-trade 2,033.9 1,838.2 1,845.6 1,896.8 −2.5 0.7
Imported mid-priced lager Off-trade 15.5 14.9 14.7 14.5 −1.0 −0.3
On-trade N/A N/A
Economy lager Off-trade 13.2 12.1 11.8 11.2 −2.2 −1.3
On-trade 21.0 17.2 16.8 15.9 −4.9 −1.4
Domestic economy lager Off-trade 13.2 12.1 11.8 11.2 −2.2 −1.3
On-trade 21.0 17.2 16.8 15.9 −4.9 −1.4
Non-alcoholic beer Off-trade 9.1 14.8 19.2 49.3 12.9 26.6
On-trade 37.4 41.0 43.0 52.9 2.3 5.3
Stout Off-trade 7.0 6.6 6.5 6.6 −1.5 0.4
On-trade 27.4 28.5 29.3 33.8 1.0 3.6

Source: Euromonitor International, 2018

*CAGR: Compound annual growth rate

N/A: not available

The number of small breweries and microbreweries and the pace of new launches continued to rapidly increase in 2017, although some new beers were often not made to last and therefore their quality is sometime overlooked Although craft beer consumption is on the rise in Belgium, the number of new products is increasing more quickly than the volume of sales, which reduces the share for each manufacturer in this already historic market, which is saturated with numerous offers.

This phenomenon can also be seen in the beer aisles in supermarkets, which are increasingly overstocked. Therefore, it is becoming necessary for stakeholders to improve the visibility of their beers. For example, it is difficult to tell the difference between a dark beer and a pale ale. Consequently, manufacturers and retailers will need to work together to improve visibility and help consumers make the right choice.

Anheuser-Busch InBev is still dominant but small breweries are gaining ground.

Distribution channel for beer in Belgium, retail sales value % Breakdown, 2013-2017
Distribution channel 2013 2014 2015 2016 2017
Food retailers 94.4 93.4 92.4 91.5 91.2
Grocery retailers 94.4 93.4 92.4 91.5 91.2
Discounters 11.5 11.6 11.7 11.8 11.9
Food/drink/tobacco specialists 1.5 1.4 1.4 1.6 1.7
Hypermarkets 6.9 6.8 6.7 6.6 6.5
Small grocery retailers 8.6 8.5 8.2 8.0 7.9
Convenience stores 4.0 4.0 4.0 3.9 4.0
Forecourt retailers 1.0 0.9 0.8 0.8 0.7
Independent small groceries 3.6 3.5 3.4 3.3 3.2
Supermarkets 66.0 65.1 64.3 63.5 63.2
Internet retailing 5.5 6.5 7.5 8.5 8.8
Vending machine 0.1 0.1 0.1 0.0 0.1
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International, 2018
Market share of the ten largestnational beer-selling companies in France, retail sales value % breakdown, 2013-2017
Companies 2013 2014 2015 2016 2017
Anheuser-Busch InBev NV 48.9 49.3 49.2 49.4 49.6
Heineken NV 12.8 12.8 12.8 12.8 13.2
Duvel Moortgat NV 5.3 5.5 5.7 5.9 6.0
Bavaria NV 2.6 3.3
Carlsberg A/S 2.9 2.9 2.9 2.8 2.8
Société Commerciale de Brasserie SA 2.5 2.5 2.5 2.5 2.5
Abdij der Trappisten van Westmalle 1.7 1.7 1.8 1.9 1.9
Diageo Plc 1.9 2.0 2.0 2.0 1.9
Abbaye Notre Dame de Scourmont 1.3 1.3 1.4 1.5 1.5
Abbaye Notre Dame d'Orval 0.5 0.5 0.6 0.6 0.6
Source: Euromonitor International, 2018

Product launch analysis in Belgium

Over the past five years, 235 new beers have been launched in Belgium. Of these, 125 were new products on grocery store shelves in Belgium.

Number of new beers launched on the Belgian market, 2013-2017 Number of new beers launched in the Belgian market, 2013-2017
Description of this image follows.
Description of above image
Type of Launch 2013 2014 2015 2016 2017 Total
New products 11 37 22 27 28 125
New variety/range extension 6 12 12 16 18 64
New packaging 3 8 8 10 10 39
Relaunch 0 3 2 1 1 7
Total 20 60 44 54 57 235

Source: Mintel, 2018

Format of new beers on the Belgian market (unit size ml), 2013-2017
Description of this image follows.
Description of above image
Unit pack size(ml) Number of variants
330 ml 145
750 ml 34
250 ml 25
500 ml 16
355 ml 6
Other formats 7
Total 235

Source: Mintel, 2018

Format of new beers on the Belgian market, per unit price (in US dollars), 2013-2017
Description of this image follows.
Description of above image
Price in US dollars (Group) Bottle Can Total
0.69 - 5.90 149 30 179
5.91 - 11.12 31 1 32
11.13 - 16.34 14 0 14
16.35 - 21.56 7 0 5
Total 204 31 235

Source: Mintel, 2018

Type of positioning claims (listed on packaging) of new beers on the Belgian market, 2013-2017Footnote 3
Positioning claims 2013 2014 2015 2016 2017 Total
Limited edition 6 9 6 6 6 33
Active on social media 0 4 3 7 8 22
Eco-packaging 0 2 4 6 7 19
Seasonal flavour 0 5 1 3 7 16
Contains only natural products 1 5 0 2 4 12
Organic 3 4 0 0 4 11
Premium 0 3 2 2 1 8
Gluten-free 0 3 0 0 2 5
Low/no/reduced allergens 0 3 0 0 2 5
No additives/preservatives 0 2 0 2 0 4
Total 20 60 44 54 57 235
Source: Mintel, 2018

Example of product launch

La Triple beer
Company Brouwerij der Trappisten van Westmalle
Brand Westmalle Trappist
Country Belgium
Store type Supermarket
Launch date October 2018
Launch type New packaging
Price in local currency €4.39
Price in US dollars 5.15

Westmalle Trappist Tripel Bier (Triple Beer) was repackaged in a new 750 ml format. The product is described as a clear golden yellow Trappist beer with a longer, sweeter aftertaste. This special triple beer is brewed on a limited scale under the supervision of the monks and contains only natural ingredients such as barley malt and hop cones.

Organic white beer
Company Brasserie Lion
Brand Brasserie Lion
Country Belgium
Store type Bulk hypermarket
Launch date October 2018
Launch type New product
Price in local currency €1.99
Price in US dollars 2.34

The Brasserie Lion Bière Blanche Bio is a wheat beer brewed with Champagne yeast, orange peels and juniper berries for a light bitter taste and a special bright colour. This Belgian craft beer is retailed in a 330 ml package with the EU certified organic logo.

XXXtra Honey Whisky flavoured beer
Company Anthony Martin
Brand Gordon Xplosion
Country Belgium
Store type Bulk store/hypermarket
Launch date October 2018
Launch type New variety/range extension
Price in local currency €2.15
Price in US dollars 2.52

Gordon Xplosion Bière Saveur Saveur Miel Whisky XXXtra (XXXtra Honey Whisky Flavoured Beer) is now available. This product is retailed in a 500 ml package, with the Martin's Finest Beer Selection logo.

Premium blond beer without alcohol
Company Heineken
Brand Heineken 0.0
Country Belgium
Store type Bulk store/hypermarket
Launch date September 2018
Launch type New product
Price in local currency €0.74
Price in US dollars 0.86

Heineken 0.0 Alcoholvrij Bier is now available. The product is described as a high-quality, 100% natural, deliciously refreshing, non-alcoholic beer, with distinctive fruity Heineken tones and a sweet, malty body. It is said to contain the unique Heineken A-yeast. It is retailed in a 330 ml package.

Rituel 9° Beer
Company Abbaye de Leffe
Brand Abbaye de Leffe
Country Belgium
Store type Bulk hypermarket
Launch date June 2018
Launch type New packaging
Price in local currency €5.55
Price in US dollars 6.47

The Abbaye de Leffe Bière Rituel 9° Bier has been repackaged in new packaging containing four 330 ml units. This Belgian product is described as a beer with an intense character, a bitter taste of fruits and herbs, rich in hops, with an intense, long-lasting aftertaste.

Strong lager Belgian beer
Company Hapkin
Brand Hapkin
Country Belgium
Store type Bulk hypermarket
Launch date March 2018
Launch type New product
Price in local currency €5.55
Price in US dollars 6.83

Hapkin Bière Blonde Forte Forte Belge is now available. This beer is bottle-fermented, and is described as rich in flavour with an intense final note provided by quadruple hopping. It is sold in a package of four 330 ml bottles.

Resources

Customized report service – Beer market in France, Belgium, and Spain
Global Analysis Report

Prepared by: François Thériault, International Market Analyst, Global Analysis

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