Economic, Cultural and Market Forces Shaping the Global Beer Industry
2024
Spalevic, Velibor | Dudic, Branislav | Skataric, Goran
The main focus of this study is the analysis of growth trends in the global beer market, examining both alcoholic and non-alcoholic segments across on-trade (out-of-home) and off-trade (at-home) sales channels. The primary objective is to identify the key factors influencing market revenue and volume for the second and third decade of this century, providing industry stakeholders with insights for strategic decision-making. Using available statistical data and professional insights, the study employs a comprehensive analytical approach to assess historical and projected market trends. Key findings reveal significant shifts in consumer behavior, particularly due to the COVID-19 pandemic, with a marked transition from on-trade to off-trade beer sales. The off-trade segment fueled by e commerce growth, demonstrated resilience and is projected to increase 17.24for period 2022-2027. The non-alcoholic beer market has expanded rapidly, reflecting rising health consciousness, with projected increase in revenues for 46.62% for the period 2023 to 2028. Despite economic disruptions, the alcoholic beer segment remains dominant, with an estimated 183.4 billion liters in volume by 2028. The broader implications of these findings highlight the importance of adapting to changing consumer preferences, with a growing emphasis on sustainability, health conscious products, and e-commerce-driven sales. The study contributes to existing literature by emphasizing the resilience of the beer market amidst global disruptions and outlining future opportunities, particularly within the non-alcoholic and craft beer sectors.
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الناشر FIMEK; Educational and Business Center for Development of Human Resources, Management and Sustainable Development, Novi Sad (Serbia)
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