For the first time, in 2020, the at-home (off-premise) channel of beer made up the majority of revenue, amounting to 52 percent. This was most likely a result of the COVID-19 pandemic and its accompanying lockdowns. The Statista Market Outlook estimates that 2023 will see a continued return to the norm with out of home revenue accounted for 55 percent of the market.
Sales channel share of the European beer market between 2012 to 2025
*Data provided by Statista Consumer Outlook are estimates
Beer includes fermented beverages made from malt with an alcohol content of more than 0.5% as well as beer mix drinks. Non-Alcoholic Beer (defined as beer with an alcohol content of 0.5 vol% or less) is excluded here but shown as an aggregated part of the Soft Drinks segment in the Non-Alcoholic Drinks category.
Globally, Anheuser-Busch InBev, Heineken, China Resources, Carlsberg and Molson Coors constitute the most important companies in this sector by volume. AB InBev alone today commands a volume market share of more than 30% worldwide after an acquisition spree lasting more than a decade. Together, the five biggest brewers command a share of around 60% of global production highlighting the advanced degree of consolidation and concentration in the brewery industry.
The market for Alcoholic Drinks is structured into retail sales for at home consumption and on-premise or foodservice sales for out-of-home consumption. The at-home market, also called off-trade market, covers all retail sales via super- and hypermarkets, convenience stores or similar sales channels. The out-of-home market, also called on-trade market, away-from-home market or HORECA encompasses all sales to hotels, restaurants, catering, cafés, bars and similar hospitality service establishments. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes. The valuation of the out-of-home segment at retail prices means a significant change of the market definition in comparison to earlier iterations of the Consumer Market Outlook, as out-of-home consumption was valued at wholesale prices before. This means, market totals are not comparable to published data from prior years. The price per unit always references liters as a base unit. One liter of beer roughly equals 2 to 3 glasses (of 0.5 or 0.33 liters each).
All figures are estimate. A detailed methodology can be found in the Statista Consumer Market Outlook.
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Statista. (January 17, 2023). Sales channel share of the European beer market between 2012 to 2025 [Graph]. In Statista. Retrieved January 29, 2023, from https://www.statista.com/forecasts/1243701/sales-channels-beer-market-europe
Statista. "Sales channel share of the European beer market between 2012 to 2025." Chart. January 17, 2023. Statista. Accessed January 29, 2023. https://www.statista.com/forecasts/1243701/sales-channels-beer-market-europe
Statista. (2023). Sales channel share of the European beer market between 2012 to 2025. Statista. Statista Inc.. Accessed: January 29, 2023. https://www.statista.com/forecasts/1243701/sales-channels-beer-market-europe
Statista. "Sales Channel Share of The European Beer Market between 2012 to 2025." Statista, Statista Inc., 17 Jan 2023, https://www.statista.com/forecasts/1243701/sales-channels-beer-market-europe
Statista, Sales channel share of the European beer market between 2012 to 2025 Statista, https://www.statista.com/forecasts/1243701/sales-channels-beer-market-europe (last visited January 29, 2023)
Sales channel share of the European beer market between 2012 to 2025 [Graph], Statista, January 17, 2023. [Online]. Available: https://www.statista.com/forecasts/1243701/sales-channels-beer-market-europe