라거 세계 시장 규모는 2024년 3,578억 달러에 달했습니다. IMARC Group은 이 시장이 2033년에는 4,394억 달러에 달하고, 2025-2033년 2.08%의 연평균 복합 성장률(CAGR)을 보일 것으로 예측했습니다. 현재 유럽이 시장을 독점하고 있으며, 2024년 시장 점유율은 43.6%를 초과했습니다. 라거 시장 점유율 상승, 전자상거래 및 온라인 소매 채널의 대폭 확대, 소셜 미디어의 영향력 증가, 맥주 관광 및 양조장 체험의 인기 증가 등이 시장 성장의 주요 요인으로 작용하고 있습니다.
세계 라거 시장의 성장은 가볍고 상쾌한 맥주에 대한 소비자 선호도 증가, 가처분 소득 증가, 강력한 브랜드 마케팅에 의해 주도되고 있습니다. 라거는 다른 유형의 맥주에 비해 깔끔한 맛과 낮은 알코올로 유명하며, 캐주얼한 음주자부터 맥주 애호가까지 폭넓은 소비자층에게 어필하고 있습니다. 특히 젊은 성인들 사이에서 사교적인 음주 문화가 유행하면서 전 세계 라거 소비량을 더욱 증가시키고 있습니다. 또한, 수제 맥주와 프리미엄 라거의 확대도 수요 증가에 기여하고 있으며, 소비자들은 대량 생산 맥주를 대체할 수 있는 고품질의 맛있는 맥주를 원하고 있습니다. 맥주 회사들은 환경에 민감한 소비자들을 끌어들이기 위해 새로운 맛, 패키지 디자인, 지속 가능한 양조 방식을 도입하고 있습니다. 전자상거래와 소비자 직거래의 부상도 라거를 더욱 친숙하게 만들고, 브랜드가 더 많은 소비자에게 다가갈 수 있도록 도와주었습니다. 또한 저칼로리, 무알콜 라거에 대한 수요가 증가하고 있는 것도 건강을 중시하는 소비자 트렌드와 맞물려 시장 확대에 더욱 힘을 실어주고 있습니다.
미국은 라거의 주요 지역 시장으로 부상하고 있습니다. 라거는 에일맥주에 비해 쓴맛이 적고 깔끔한 맛으로 미국에서 가장 인기 있는 맥주 스타일입니다. 소비자들, 특히 젊은 층은 사교 모임이나 캐주얼하게 마실 수 있는 맥주를 선호합니다. 칼로리와 알코올 도수가 낮은 라이트 라거는 특히 수요가 많습니다. 크래프트 맥주 운동은 IPA 외에도 다양한 양조장에서 고품질의 라거를 생산하고 있으며, 현재 많은 양조장에서 고품질의 라거를 생산하고 있습니다. 이러한 크래프트 라거는 전통적인 양조 스타일이면서도 보다 풍미가 풍부하고 정통적인 맥주를 원하는 맥주 애호가들에게 어필하고 있습니다. 대형 맥주 브랜드들은 소비자들을 끌어들이기 위해 창의적인 마케팅 캠페인, 한정판 출시, 패키지 디자인 등에 투자하고 있습니다. 또한, 깊은 맛의 라거와 고급 수입 맥주의 등장도 시장 확대에 박차를 가하고 있습니다.
전자상거래 및 온라인 소매 채널의 대폭 확대
라거 시장의 매출은 전자상거래와 온라인 소매 채널의 대폭적인 확장과 함께 상승하고 있습니다. 업계 통계에 따르면, 세계 B2C 전자상거래 매출은 2027년까지 5조 5,000억 달러에 달할 것으로 예상되며, CAGR은 14.4%를 보일 것으로 예측됩니다. 또한, 디지털화, 인터넷 연결 증가, 가처분 소득 증가로 인해 소비자들이 상품에 접근하고 구매할 수 있게 되면서 시장 성장에 기여하고 있습니다. 이와 함께 온라인 플랫폼은 소비자들이 지리적 제약을 넘어 다양한 지역과 양조장에서 더 광범위한 브랜드를 탐색할 수 있는 편리한 허브로 부상하고 있으며, 이는 시장 성장을 가속하고 있습니다. 또한, 전자상거래가 제공하는 쉬운 접근성은 현지 시장에서 쉽게 구할 수 없는 독특하고 희귀한 제품을 쉽게 발견할 수 있게 해주며, 그 결과 유리한 라거 시장 전망을 제공합니다. 이 외에도 택배의 편리함으로 인해 주류 판매점에 갈 필요가 없어지고, 구매 과정이 보다 합리적이고 효율적이기 때문에 제품 보급률이 빨라집니다. 또한, 온라인 리뷰, 평가, 설명에 쉽게 접근할 수 있는 것은 소비자들이 정보에 입각한 의사결정을 내릴 수 있게 해주고, 자신의 취향에 맞는 제품을 선택할 수 있는 자신감을 높여주어 시장 성장에 긍정적인 동력을 제공합니다.
소셜 미디어의 영향력 증대
소셜 미디어 플랫폼의 영향력 증가는 시장에서 소비자의 행동과 의사결정에 영향을 미치고 있습니다. 통계에 따르면, 2024년 10월 초까지 전 세계 소셜 미디어 사용자는 52억 2,000만 명에 달하고, 세계 인구의 63.8%를 차지할 것으로 예측됩니다. 또한, 소셜 미디어는 맥주 제조업체가 소비자와 직접 소통하고, 제품의 최신 정보를 공유하며, 브랜드 충성도를 구축할 수 있도록 함으로써 맥주 제조업체와 소비자가 소통하는 방식을 바꾸고 시장 성장에 기여하고 있습니다. 또한 인스타그램, 트위터, 페이스북 등 여러 플랫폼의 영향력이 커지면서 맥주 애호가들이 경험, 리뷰, 추천을 공유하는 허브가 되고 있으며, 이 또한 성장을 가속하는 큰 요인으로 작용하고 있습니다. 이와 함께 일부 맥주 회사들은 이러한 플랫폼을 활용해 제품 소개, 비하인드 스토리 컨텐츠 공유, 가상 시음회 개최 등을 통해 제품 보급률을 높이고 있습니다. 여기에 더해 사용자 생성 컨텐츠는 브랜드 인지도와 신뢰도를 높이고, 소비자들은 동료의 추천을 신뢰하기 때문에 시장 성장을 가속하고 있습니다. 또한, 인플루언서나 맥주 블로거들은 신제품을 많은 청중에게 소개하며 관심과 호기심을 불러일으키는 파급효과를 만들어내고 있습니다.
맥주 관광과 양조장 체험의 인기 상승
몰입형 체험을 원하는 소비자들 사이에서 맥주 관광과 맥주 공장 체험의 인기가 높아지면서 시장 성장에 기여하고 있습니다. 유엔관광청에 따르면 약 14억 명의 외국인 관광객이 기록되어 2023년 대비 11% 증가할 것으로 예상하고 있습니다. 또한, 다수의 맥주 양조장에 대한 접근성이 좋기 때문에 여러 유형의 제품에 대한 직접적인 접점을 제공하여 시장 성장을 증가시키고 있습니다. 또한, 맥주 관광은 애호가들이 양조 과정을 직접 견학하고 양조자와 교류하며 공예품에 대한 통찰력을 얻을 수 있는 기회를 제공하기 때문에 이 또한 큰 성장 동력이 되고 있습니다. 이 외에도 양조장 견학, 시음 및 이벤트는 소비자의 제품에 대한 관심과 이해를 높이는 기억에 남는 경험을 창출하여 시장 성장을 가속합니다. 이 외에도 양조장은 종종 해당 양조장에서만 구할 수 있는 한정판이나 한정 라거를 만들어 맥주 관광의 매력을 높이고, 소비자들이 여행과 다양한 양조장을 탐험하고 독특한 제품을 접할 수 있도록 유도하여 시장 성장에 긍정적인 추진력을 제공합니다.
The global lager market size was valued at USD 357.8 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 439.4 Billion by 2033, exhibiting a CAGR of 2.08% from 2025-2033. Europe currently dominates the market, holding a market share of over 43.6% in 2024. The lager market share is rising due to significant expansion in the e-commerce and online retail channels, the increasing social media influence, and the growing popularity of beer tourism and brewery experiences are some of the major factors contributing to the market growth.
The global lager market growth is driven by adding consumer preference for light, refreshing beers, rising disposable inflows, and strong brand marketing. Lager, known for its crisp taste and lower alcohol content compared to other beer types, appeals to a wide range of consumers, from casual drinkers to beer enthusiasts. The growing fashionability of social drinking culture, especially among youthful grown-ups, has further boosted lager consumption worldwide. In addition, the expansion of craft and premium lagers has contributed to demand growth, as consumers seek high- quality, scrumptious alternatives to mass- produced beers. Breweries are instituting with new flavors, packaging designs, and sustainable brewing practices to attract environmentally conscious consumers. The rise of e-commerce and direct- to- consumer sales has also made lager more accessible, allowing brands to reach wider audiences. Also, the adding demand for low- calorie and alcohol-free lagers aligns with health-conscious consumer trends, further driving market expansion.
The United States has emerged as a key regional market for lager. Lager remains the most popular beer style in the U.S. due to its crisp, smooth taste and lower bitterness compared to ales. Consumers, particularly youngish demographics, favor easy- to- drink beers that complement social occasions and casual consumption. Light lagers, which offer lower calories and alcohol content, are especially in demand. The craft beer movement has expanded beyond IPAs, with numerous breweries now producing high- quality lagers. These craft lagers appeal to beer enthusiasts seeking traditional brewing styles with enhanced flavor and authenticity. Leading beer brands are investing in creative marketing campaigns, limited- edition releases, and packaging inventions to attract consumers. Also, the rise of seasoned lagers and premium imports is farther fueling market expansion.
The significant expansion in the e-commerce and online retail channels
The lager market revenue is rising with the significant expansion of e-commerce and online retail channels. According to industry statistics, global B2C ecommerce sales is predicted to reach USD 5.5 trillion by 2027, with a consistent 14.4% compound annual growth rate. In addition, growing digitization, increasing internet connectivity, and rising disposable income, allow consumers to access and purchase products, thus contributing to the market growth. Along with this, online platforms are emerging as convenient hubs for consumers to explore an extensive larger brand from numerous regions and breweries, transcending geographical limitations, which is augmenting the market growth. Moreover, the easy accessibility provided by e-commerce facilitates the discovery of unique and rare products that are not readily available in local markets, thus offering a favorable lager market outlook. Besides this, the convenience of doorstep delivery eliminates the need for physical visits to liquor stores, making the buying process more streamlined and efficient, thus accelerating the product adoption rate. Furthermore, the easy accessibility to online reviews, ratings, and descriptions empowers consumers to make informed decisions, enhancing their confidence in selecting product that align with their preferences, thus providing a positive thrust to the market growth.
The increasing social media influence
The growing social media platforms influence are influencing consumer behaviors and decisions in the market. According to statistics, there were 5.22 Billion social media users worldwide by the beginning of October 2024, accounting for 63.8% of the entire global population. In addition, social media is transforming how breweries interact with their audience, allowing them to engage with consumers directly, share product updates, and build brand loyalty, thus contributing to the market growth. Moreover, the growing influence of several platforms such as Instagram, Twitter, and Facebook are becoming hubs for beer enthusiasts to share their experiences, reviews, and recommendations representing another major growth-inducing factor. Along with this, several breweries use these platforms to showcase their products, share behind-the-scenes content, and even host virtual tasting events, accelerating the product adoption rate. Besides this, user-generated content amplifies brand visibility and authenticity, as consumers trust recommendations from their peers, which is propelling market growth. Furthermore, influencers and beer bloggers are significantly introducing new products to several audiences, creating a ripple effect of interest and curiosity, thus creating a positive market outlook.
The growing popularity of beer tourism and brewery experiences
The growing popularity of beer tourism and brewery experiences among consumers seeking immersive experiences are contributing to the market growth. According to UN Tourism, around 1.4 billion foreign travelers were recorded, representing an 11% increase over 2023. In addition, the accessibility to numerous breweries offers a direct connection to the several kinds of products, thus augmenting the market growth. Moreover, beer tourism offers enthusiasts the opportunity to witness the brewing process firsthand, interact with brewers, and gain insights into the craft representing another major growth-inducing factor. Along with this, brewery tours, tastings, and events create memorable experiences that deepen consumer engagement and appreciation for products, thus propelling the market growth. Besides this, breweries often create exclusive releases or limited-edition lagers that are only available at the brewery which enhances the appeal of beer tourism, enticing consumers to travel and explore different breweries to access unique product offerings, thus providing a positive thrust to the market growth.
Premium lagers hold the largest share as they are characterized by their superior ingredients, meticulous brewing processes, and often, traditional brewing techniques. These elements contribute to a refined and sophisticated flavor profile that sets them apart from standard or economy products. The emphasis on quality ingredients and craftsmanship appeals to consumers who prioritize taste and are willing to invest in a more elevated beer experience. Moreover, the premium segment showcases innovation through several flavor profiles, including variations such as craft lagers, specialty lagers, and international premium lagers. Also, breweries often experiment with unique ingredients, such as different hops, malts, and adjuncts, to create distinct and memorable flavor profiles that cater to evolving consumer preferences, thus propelling the lager market growth. Furthermore, the premium product category also capitalizes on branding, packaging, and marketing strategies that align with the notion of exclusivity and sophistication. They are often associated with heritage, tradition, and authenticity, further enhancing their appeal to consumers who value a well-crafted and unique beer offering.
On-trade dominates the market with 73.0% driven by the establishments that provide consumers with an environment where they can enjoy lagers in a social setting, often accompanied by food and entertainment. The ambiance and atmosphere of these venues are essential in enhancing the experience of consuming lagers, making it a preferred choice for social gatherings, celebrations, and casual outings. Moreover, the on-trade channel offers an avenue for consumers to explore several product types from different breweries, regions, and styles which allows patrons to indulge their curiosity and discover new favorites, contributing to the growth of the market. Furthermore, the role of bartenders and staff within on-trade establishments with their expertise in recommending products based on consumer preferences, offering food pairings, and sharing information about different brands add value to the consumer experience and influencing purchasing decisions, thus propelling the market growth.
In 2024, Europe accounted for the largest market share of over 43.6%. Europe is driven by the rich brewing heritage with ingrained lagers as a cultural staple in many nations. In addition, traditional brewing methods passed down through generations, are contributing to the authenticity and diversity of products. This deep-rooted beer culture resonates with Europeans, making lagers an integral part of social gatherings, celebrations, and daily life. Moreover, the several lager types found in Europe cater to several types of tastes from the classic Czech pilsners to German helles and British pale, Europe improves a tapestry of flavors that cater to individuals ensuring products remain relevant and appeal to a broad consumer base.
Besides this, the mature and well-developed beer market is driven by the presence of established breweries, large and small that provide consumers with a plethora of options, thus accelerating the market growth. Furthermore, the robust trade networks of Europe facilitate the distribution of lagers across borders, ensuring their availability even in remote regions, thus propelling the market growth.
United States Lager Market Analysis
In the United States, the increasing adoption of lager can be largely attributed to the rising influence of social media platforms. For example, US influencer marketing spending is expected to reach USD 7.14 billion by 2024, indicating a 15.9% year-over-year increase. Social media has transformed how consumers engage with beverages, with influencers, brands, and communities promoting various lager styles and trends. As online content spreads, it creates widespread awareness about the diverse offerings available in the market. This has shifted consumer preferences, especially among younger generations, who now prioritize unique and craft lager varieties. The power of social media in driving consumer decision-making cannot be overstated, as it plays a significant role in shaping the perception of beer brands. By engaging with beer culture and sharing experiences, social media platforms have allowed for more dynamic interactions between breweries and consumers, fostering brand loyalty. This digital presence enables lager brands to attract new customers, which in turn drives overall sales, as individuals are more likely to try what's being discussed or shared on their feeds.
Asia Pacific Lager Market Analysis
In the Asia-Pacific region, lager adoption is increasingly driven by the rapid growth of supermarkets and hypermarkets, which play an essential role in providing convenient access to a wide variety of products. According to statistics, India has 66,225 supermarkets as of January 23, 2025, a 3.88% rise from 2023. These retail channels have become a one-stop destination for consumers, offering an extensive selection of food and beverages, including lager. With the expansion of supermarkets and hypermarkets into urban and suburban areas, lager brands benefit from higher visibility and accessibility. Consumers are drawn to the ease of purchasing their favorite drinks in these stores, where they can browse through a range of local and international lager varieties. The growing presence of retail giants has contributed to the rise in lager consumption, as these channels often feature promotional offers, discounts, and seasonal deals that attract shoppers. Furthermore, the increasing convenience of purchasing lager through these outlets has led to more frequent buying behavior, making lager a staple beverage in many households.
Europe Lager Market Analysis
In Europe, the growing adoption of lager can be attributed to the expansion of e-commerce and online channels. According to industry sources, Europe is the world's third largest retail ecommerce market, with a total sales of USD 631.9 billion. By 2027, European retail online sales will be worth USD 902.3 billion, based on a 9.31% annual revenue growth rate. The convenience of purchasing lager online has proven to be a key motivator for many consumers, especially those seeking to explore a broader selection of beers. Online platforms enable lager brands to reach a larger audience, offering a variety of lager types, flavors, and pack sizes that may not be readily available in local stores. As online shopping becomes increasingly popular in the region, more consumers are turning to e-commerce for their beer purchases. This shift is further amplified by the ease with which consumers can compare prices, read reviews, and access exclusive deals from various online retailers. Moreover, the increasing number of delivery services has enhanced the overall convenience of purchasing lager, further boosting its consumption. The seamless integration of online shopping with lager buying habits has positioned e-commerce as a major contributor to the rise in lager consumption across Europe.
Latin America Lager Market Analysis
In Latin America, the rising disposable income among consumers has played a pivotal role in increasing lager adoption. According to studies, Latin America's total disposable income is anticipated to increase by approximately 60% between 2021 and 2040. As economic conditions improve in the region, more individuals have the financial means to indulge in premium lager brands or explore new options that were previously outside their budget. With an increase in disposable income, there is greater willingness to spend on higher-quality beverages, leading to a surge in lager market demand. The growing middle class in various Latin American markets is fuelling this trend, as people now have more freedom to enjoy leisure activities such as dining out, socializing, and attending events where lager is often consumed. This has translated into higher sales for lager brands, as consumers are more likely to choose premium products that align with their changing lifestyles and preferences.
Middle East and Africa Lager Market Analysis
In the Middle East and Africa, the rise in tourism is contributing to the growing popularity of lager. As international visitors flock to tourist destinations, they bring with them a demand for familiar beverages, including lager. For instance, Dubai welcomed 14.96 Million overnight visitors from January to October 2024, marking an 8% increase compared to the same period in 2023, highlighting a strong growth in tourism. Local bars, restaurants, and hotels are increasingly catering to the preferences of tourists by offering an extensive selection of lager brands. This demand for lager has not only boosted the local beverage market but also encouraged the establishment of new outlets and venues designed to meet the expectations of travellers. Additionally, as tourism continues to expand, there is a greater emphasis on promoting local brewing traditions and introducing unique regional lager styles to attract international consumers. The surge in tourism has thus played an important role in making lager more accessible and popular in this region, resulting in increased consumption across various hospitality settings.
Major beer brands such as Budweiser, Coors, and Miller are introducing new lager variants, including low-calorie, non-alcoholic, and flavored lagers, to appeal to health-conscious and younger consumers. Craft breweries are also developing premium lagers with unique ingredients and brewing techniques to differentiate themselves.Key players are leveraging digital marketing, influencer partnerships, and sports sponsorships to boost brand visibility. Social media engagement and limited-edition releases help maintain customer loyalty and attract new consumers. Breweries are adopting sustainable practices such as eco-friendly packaging, water conservation, and carbon footprint reduction to align with consumer demand for environmentally responsible products. These efforts enhance brand reputation and attract eco-conscious customers, reinforcing market dominance. These efforts are creating a favorable lager market outlook.