Industry landscape

The worldwide beer consumption is expected to grow by 2%-3 % annually. Underlying growth forecasts for the different regions vary substantially. In the developed markets (Western Europe, the United States, Australia and Japan), the overall growth rate is forecast to be close to zero. Growth in these markets will be mainly realised in the premium/import and specialty segments, which will grow annually by approximately 4%, at the expense of mainstream beers. Within the premium segment the international premium segment is expected to grow over 6% annually.

In the developing regions; Central Eastern Europe, Latin America, Asia and Africa, beer consumption is growing at the solid rate of 3-4%. Increased beer consumption is driven by a growing population, an increase in personal income and the shift from the consumption of traditional (hard) liquors towards beer. Mainstream beers are showing the strongest growth here, while segments like the higher priced premium and specialty brands offer potential in the long-term.

Within the global beer market consolidation is accelerating and the beer industry is moving towards an end-game situation.