Summary

The global beer market experienced significant trends and shifts, particularly influenced by the COVID-19 pandemic. In 2022, the market recovered with an estimated value of US$568.50 billion and is expected to grow to US$753.90 billion by 2027 at a CAGR of 5.44%. Despite challenges, Spain maintained its position as the world's tenth largest beer producer in 2021, although production dropped to 34.69 million hectoliters during the pandemic, not fully recovering to pre-pandemic levels. The Spanish market, vital within the European context, experienced a structural imbalance with more beer imports than exports due to a production deficit against national consumption. Consumption patterns showed a preference for local and craft beers, with Mahou-San Miguel group leading in Spain. The sector saw a transition in consumption sites due to COVID-19 restrictions, with a significant shift towards home consumption reaching 51% in 2021, up from 32-38% in the pre-pandemic era. European beer production was led by Germany, UK, and Poland, with Spain following closely. The market structure is concentrated in Spain with fewer microbreweries compared to other European nations, and a post-pandemic decline in their numbers due to HORECA closures. The domestic market faced a wage bill increase despite a fall in market player numbers, pointing to market concentration. Distribution heavily leaned towards supermarkets and self-service stores, with internet commerce underdeveloped. Non-alcoholic beer held a smaller market segment at 15.8% in 2021. Overall, the beer market is recovering post-pandemic with changing patterns in consumption and distribution..Spanish Beer Market: Trends and Consumer Preferences The Spanish beer market has displayed a notable upward trajectory in recent years, characterized by a growing predilection for craft and local beers. Despite the setback caused by the COVID-19 pandemic, which saw a substantial decline in on-premises sales, the lifting of social distancing measures in recent times has catalyzed a resurgence in the market. This revival is highlighted by the significant surge in sales witnessed in the aftermath of the pandemic. Spaniards have a fondness for beer, consuming an average of between 50 and 55 liters annually. This consumption has been on a rise, a pattern partly attributed to the boom in craft beer popularity. Mahou-San Miguel leads the domestic market, reigning supreme across several regions with their flagship brands, Mahou and San Miguel. Internationally, the beer market continues to be promising, with global revenues expected to reach between $700 and $800 billion in the coming years, growing at a compounded annual growth rate of slightly above 5%. At the forefront of production, Spain positions itself as one of the top ten beer producers, along with global leaders like China, the USA, and Brazil. Europe presents a mature beer market with Spain being the fourth largest producer, following Germany, the United Kingdom, and Poland. Despite its solid production figures, Spain exhibits a market structure that is considerably more concentrated compared to other European markets. When compared to Germany's 1500 plus breweries and the United Kingdom’s 1800, Spain's industry is relatively smaller with around 300 players. The Spanish beer industry faces a structural imbalance as production fails to fully cater to domestic consumption needs, leading to a reliance on imports to meet the deficit. Despite an effort to reduce this trade deficit in recent years, Spain continues to import significantly, especially from European countries. Delving into the consumption habits, beer is favored by both genders and a majority of the population across age groups. Interestingly, the consumption patterns revolve around seasonal changes, with spring and summer witnessing higher sales compared to autumn and winter. This seasonality is also reflected in the types of packaging preferred, with cans gaining prominence during the pandemic as keg demand dipped due to restrictions on hospitality venues. The Spanish consumption channels have undergone notable changes, mainly due to the pandemic's impact. Pre-COVID, on-premises consumption (HORECA) traditionally dominated, but during lockdowns, a shift towards home consumption was observed. Although a balanced distribution between HORECA and home consumption has been restored, the lingering effects.### Dominant Forces in the Spanish Beer Landscape The Spanish beer market, with its vibrant culture and increasing consumer demand, is notably dominated by a few influential players that have carved out substantial market shares and solidified their positions as leaders in the industry. #### Mahou San Miguel Group: The Reigning Titan Sitting atop the Spanish beer market throne, the Mahou San Miguel Group wields considerable influence, holding the prestige of being the market leader. Their eponymous Mahou brand has captured the hearts and palates of beer enthusiasts across several autonomous communities, including Madrid, Castilla y León, Castilla-La Mancha, Asturias, and the Balearic Islands. Not to be outshone, their San Miguel brand further extends the group's footprint across Cantabria, the Basque Country, Navarre, and the Canary Islands. The group's substantial production of 31.36% of the total beer solidifies their dominant position as a key pillar of Spain's beer industry. #### Damm Group: Brewing Tradition and Innovation Following closely is the Damm Group, a storied institution in the Spanish beer scene. With a legacy embedded in the historic fabric of the nation's brewing culture, Damm has continued to innovate while maintaining its traditional roots, earning a production share of 26.92%. Their continuous efforts to provide quality beer to the masses have ensured their prominence as a force to be reckoned with in the competitive landscape. #### Heineken España: The International Contender Heineken España brings an international flair to the Spanish market as a subsidiary of the global Heineken group. Capturing 25.19% of beer production, they offer a blend of international expertise with a localized touch, catering to Spanish tastes while leveraging their extensive global experience. Their influence in the market is indicative of Spain's open economic atmosphere, where multinational entities can successfully operate and thrive. ### The Microcosm: Spain's Microbreweries Despite the dominance of these market leaders, the craft segment has evidenced its resilience through the presence of microbreweries. Although their contribution to overall production might appear minuscule at a mere 0.34%, their existence speaks to an undercurrent of diversity and innovation within the market. These small-scale breweries cater to niche audiences, seeking distinct and artisanal flavors, and represent the bespoke end of the beer spectrum. In summary, the Spanish beer market is characterized by the towering presence of the Mahou San Miguel Group, the prestigious Damm Group, and the

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Number of pages : 30 pages
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Last update : 02/03/2023

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Summary and extracts

1 Market overview

1.1 Definition and presentation

Beer is an alcoholic beverage made from 90% water and 10% malt, yeast and hops. It is one of the most popular beverages in the world. Beer can be industrial or craft, and can be consumed in cans, kegs or bottles. It can also be dark, amber, red or white. Thus, beer varies greatly in taste or format, adapting to the tastes of consumers at the local level.

At the European level, the beer market is the largest segment of the overall alcoholic beverage market. It accounts for almost 40% of total sales, with more than $140 billion. In Europe, the three leading countries in beer sales are Germany, France and the United Kingdom. Beer consumption is growing in European countries, with a strong dynamism of craft and local beers. However, the emergence of covid-19 was a major setback for the market, which saw sales outside the home, in bars, restaurants, hotels, etc., plummet. However, the end of the social distancing measures allowed the market to recover in 2022 with a sharp increase in sales.

Spaniards consume around 52 liters of beer per year, a figure that has been rising in recent years. The Mahou-San Miguel group is the undisputed leader in the Spanish market. The Mahou brand is the most widely consumed in five autonomous communities in Madrid, as well as in Castilla y León, Castilla-La Mancha, Asturias and the Balearic Islands. Its other brand, San Miguel, is also the preferred brand in 4 other regions: Cantabria, Basque Country, Navarre and the Canary Islands. It should be noted that consumption of craft beer is steadily increasing in the country.

2 Demand analysis

3 Market structure

4 Offer analysis

5 Regulation

6 Stakeholder positioning

List of charts

Estimación de la facturación global del mercado de la cerveza
Producción europea de cerveza
Facturación de la U.E. del sector de la cerveza
Producción de cerveza en España
Evolución de la facturación del sector de la cerveza en España
Evolución del comercio exterior español
Principales socios económicos de España en cuanto a las exportaciones en valor
Principales socios económicos de España en cuanto a las importaciones en valor
Clasamiento del consumo por capita por año de cerveza en Europa
Breakdown of beverage consumption by value in Spain
Breakdown of beverage consumption by volume in Spain
Evolución del consumo de cervezas en el sector de la HORECA
Repartición porcentual del tipo de cerveza que se consume por envase
Evolución por trimestres de ventas de cervezas
Comparación del número de cervecerías en Europa
Evolución del número de empleos directos en el sector de la cerveza
Producción de cerveza por grupos en España
Evolución del numero de cervecerías en España
Evolución del número de microcervecerías
Comparación del número de microcervecerías en Europa
Canales de distribución de la cerveza domestica
Precios medios de la districución de cerveza
Repartición del consumo de la cerveza con o sin alcohol
Evolución de los canales de consumo
Evolución del precio de producción de la cerveza en España

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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Damm

Heineken España

Hijos de Rivera

Compañia cervecera de Canarias

Grupo Agora

Sherry beer

Cerveza Raíz cuadrada

Cerveza Dagala

DAWAT

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