세계 라거 맥주 시장 규모는 2023년 3,255억 달러에서 2031년 4,158억 7,000만 달러에 달하고, 2024-2031년의 예측 기간 동안 연평균 3.11% 성장할 전망입니다. 시장 성장 촉진요인은 라거 맥주의 적당한 소비로 인한 건강 효과에 대한 소비자의 인식 증가, 풍부하고 정통적인 맛과 양조 기술로 인해 수제 맥주 양조장의 인기 증가, 라이트 라거의 적당한 음주자 사이에서 라이트 라거의 인기 증가, 요리에 대한 다양성과 적용 가능성입니다.
라거 맥주의 기본적인 건강 효과에 대한 소비자의 인식이 높아지면서 시장 성장을 견인하고 있습니다. 라거 맥주에는 규소가 함유되어 있어 적당히 마시면 뼈 건강에 도움이 되고, 인지 기능을 향상시키고, 박테리아를 멀리하여 치아를 깨끗하게 하고, 염증을 줄이고, 인슐린 감수성을 개선하여 당뇨병의 위험을 최소화할 수 있습니다. the Study of Diabetes의 연구에 따르면, 맥주를 일주일에 3-4회 마시는 소비자는 한 번도 마시지 않는 소비자보다 당뇨병에 걸릴 확률이 낮다고 합니다. 저탄수화물, 저칼로리 맥주가 소비자들 사이에서 인기를 끌고 있습니다. 예를 들어, 2023년 3월 하이네켄 N.V.는 하이네켄의 상징적인 라거 맥주 제품 라인에 저탄수화물, 저칼로리의 상쾌하고 깔끔한 맥주인 하이네켄 실버(Heineken Silver)를 출시하여 전국 매장에서 판매할 것이라고 발표했습니다.
맥주 관광 증가는 현지 양조장 방문을 통해 시장 성장을 가속하고 있으며, 소비자들이 프리미엄 맥주 생산을 목격하고 방문 중에 독특한 유형의 라거 맥주를 맛볼 수 있는 기회를 제공합니다. 또한 맥주 축제는 크고 작은 양조장이 관객 앞에서 제품을 공개하고 브랜드 인지도를 높일 수있는 기회를 제공하기 때문에 라거 시장의 성장을 가속하고 있습니다.
제조업체들은 다양한 제품을 판매하기 위해 오프라인 유통 채널을 선호하는 경향이 있습니다. 오프라인 유통 채널은 정부의 라이선스 규제와 바, 펍, 레스토랑과 같은 접객업의 성장으로 인해 시장을 독점하고 있습니다.
무살균 라거 맥주가 큰 점유율을 차지합니다.
무살균 라거 맥주는 저온살균 라거 맥주에 비해 큰 점유율을 차지하고 있습니다. 무살균 라거 맥주는 천연 효소와 살아있는 효모 배양액이 남아있어 독특한 풍미를 가지고 있기 때문에 소비자들은 무살균 라거 맥주가 더 신선하고 맛있는 선택으로 인식하고 있습니다.
또한, 무살균 라거 맥주는 소량 생산과 관련된 경우가 많으며, 현지에서 양조되고 독자적으로 제조된 라거 맥주를 찾는 소비자들을 끌어들이고 있습니다. 이러한 맥주는 저온 살균 라거 맥주에 비해 가공도가 낮고 더 자연스러워 건강을 중시하는 소비자에게 매력적입니다.
무살균 맥주의 품질과 진정성은 장인정신, 정통성, 정교한 음주 경험을 선호하는 소비자들의 공감을 불러일으키고 있습니다.
2023년 8월, 에든버러의 양조장 Innis & Gunn은 2022년 8월 보름달 아래에서 양조되어 12개월 동안 숙성된 75cl 병에 담긴 최신 맥주 12 Moons Lager Beer를 발표했습니다. 이 무살균 라거 맥주는 일반적인 스케줄을 넘어선 장기 숙성 과정을 거쳤습니다.
시장 점유율을 독차지하는 수제 라거 맥주
크래프트 라거 맥주는 여러 가지 이유로 인해 시장 성장을 견인해 왔습니다. 수제 맥주 제조업체들은 맛, 품질, 혁신을 최우선으로 하여 소량 생산으로 맥주를 생산하고, 대량 생산된 대안과 차별화되는 독특하고 장인정신이 깃든 라거 맥주를 소비자에게 폭넓게 제공합니다. 품질과 창의성을 중시하는 태도는 정통적이고 맛있는 라거 맥주를 찾는 소비자들에게 큰 호응을 얻고 있습니다.
수제 맥주 양조장은 일반적으로 전통적인 양조 방법을 사용하고 고급 원료를 사용하여 독특한 풍미와 특징을 가진 라거 맥주를 생산합니다. 장인정신을 중시하고 세심한 주의를 기울여 생산함으로써 경쟁이 치열한 라거 맥주 시장에서 수제 맥주 양조장은 다른 양조장과 차별화됩니다.
이 보고서는 세계 라거 맥주 시장을 조사 분석하여 시장 규모와 예측, 시장 역학, 주요 기업 현황과 전망 등의 정보를 제공합니다.
Global lager beer market is projected to witness a CAGR of 3.11% during the forecast period 2024-2031, growing from USD 325.50 billion in 2023 to USD 415.87 billion in 2031. The factors which are driving the growth of the market are consumers' increasing awareness about the health benefits from moderate consumption of lager beer, increasing popularity of craft breweries due to their rich and authentic flavors and brewing techniques, rising popularity of light lagers among moderate drinkers, and its versatility and applicability in culinary.
The increasing consumers' awareness of the underlying health benefits of lager beer has been driving the market's growth. Since the lager beers contain silicon, their moderate consumption can contribute to bone health, boost cognitive health, clean teeth by keeping away bacteria, reduce inflammation, and minimize the risk of diabetes by improving insulin sensitivity. According to a study by the European Association for the Study of Diabetes, consumers who drink beer 3 to 4 times a week are less likely to develop diabetes than those who have never consumed it. Lower carb and lower calorie lager beer is gaining popularity among consumers. For instance, in March 2023, Heineken N.V. announced that it would be launching Heineken Silver, which has been hitting the shelves nationwide, as a refreshing and crisp, lower-carb, and lower-in-calorie beer into Heineken's iconic lager beer product line.
The increase in beer tourism is driving the growth of the market due to the visits to local breweries, which gives the consumers an opportunity to witness the production of premium beer and facilitates them to taste some of the unique varieties of lager beers during the visits. Moreover, beer festivals are promoting the growth of lager market as they offer small and large breweries to showcase their products in front of the audience and build awareness for their brand.
The manufacturers prefer opting for an offline distribution channel for the extensive sales of their product offerings. The offline distribution channel has been dominating the market due to licensing restrictions by the government and rise in the hospitality industry such as bars, pubs, and restaurants.
Unpasteurized Lager Beer Holds a Greater Share
Unpasteurized lager beer is holding a greater market share as compared to the pasteurized lager beer owing to several reasons. Unpasteurized lager beer is perceived by the consumers to be fresh and tastier option, as it retains the natural enzymes and live yeast cultures that contributes to its distinct flavor profile.
Moreover, unpasteurized lager beer is often associated with small batch production, which attracts the consumers who seek for locally brewed and independently crafted lager beers. These beers are appealing to the health-conscious consumers, as they are less processed and more natural as compared to pasteurized lager beers.
The quality and authenticity of unpasteurized beer resonates to the consumers who prefer an artisanal, authentic, and crafted drinking experience.
In August 2023, Innis & Gunn, an Edinburgh-based brewery, introduced 12 Moons Lager Beer, the latest brew bottle, which had been brewed in August 2022 under a full moon and aged for a duration of 12 months in 75cl bottles. The unpasteurized lager beer had undergone an extended maturation which exceed beyond the normal timeline.
Crafted Lager Beer to Dominate the Market Share
Craft lager beer has been showing dominance for numerous reasons which have been compelling the growth of the market. Craft breweries produce beers in small batches, prioritizing the taste, quality and innovation, offering consumers a wider range of unique and artisanal lager beers which stand out from the mass-produced alternatives. The focus on quality and creativity appeals to the consumers who seek authentic and delicious lager beers.
Craft breweries usually utilize the traditional brewing methods, incorporating premium ingredients for the production of the lager beers which have unique flavor profiles and characteristics. The emphasis on craftsmanship and attention to detail while production, sets the craft breweries apart from other breweries, in the highly competitive lager beer market.
Moreover, the craft breweries have gained momentum in recent years, facilitated by the evolving preferences of the consumers for locally brewed lager beers, supporting the local communities and independent craft breweries.
In January 2024, New Belgium Brewing, owned by Kirin Holdings Company, Limited, has brought stakes in Open Brewing, which is a local craft lager startup. Open Brewing features its Open Beer as a light-bodied, crisp pilsner-style lager, with an alcohol beverage volume of 4.4%.
Light Lager Beer to Drive the Market Growth
Light lager beer has been gaining immense popularity recently due to various notable reasons. It is perceived to have low-carb and low-calorie level in comparison to the traditional lager beers, which appeals to the health-conscious consumers who are mindful of their calorie intake and prefer healthy dietary options.
Moreover, light lager beer appeals to young consumers who prefer to consume alcohol moderately. It is often marketed as easy-to-drink beer option, making it a preferred option for casual beer drinkers and consumers who are looking for a refreshing beverage to enjoy in moderation. It offers a crisp and refreshing flavor profile which appeals to a broader audience, including the consumers who prefer milder and more approachable taste of beer. Its smooth, less bitter, and drinkable traits make it a suitable option for various occasions.
In February 2024, Blackberry Smoke and New Realm Brewing Company launched Southern Light Lager. The light lager contains an alcoholic beverage volume of 4%. With 110 calories and 9 carbs, the product is an easy drinking lager which has been crafted for refreshment.
Premium Lager Beer to Foster the Market Growth
Premium lager beer is gaining popularity in the market over the standard lager beer for numerous compelling reasons. These reasons include the utilization of high-quality ingredients, brewing techniques, and craftsmanship in comparison with standard lagers.
Moreover, premium lager beers often undergo fermentation processes with longer durations and maturation periods, resulting in smoother textures and cleaner finishes that offer greater drinkability. These refined qualities of premium lager beers are well-suited for leisure drinking experience.
Furthermore, the surge in the trend of craft lager beer, has supplemented consumers' interest in unique and artisanal lager beer offerings, driving the demand for premium lager beers, produced by the independent breweries which focus on quality, authenticity, and creativity. Thus, the overall combination of superior quality, craftsmanship, and flavor positions the premium lager beer as a preferred choice among the consumers.
In January 2024, Revolution Brewing announced the addition of Cold Time, a freshly brewed premium lager to its 2024 product line. The offer is premium as it has high process quality and ingredients. It is an all-malt beer consisting of Midwest two-row barley, Mexican lager yeast, and Great Lakes water. It is a freshly brewed and non-pasteurized lager beer.
Asia-Pacific to be the Fastest Growing Region
Asia-Pacific is witnessing a growth trajectory with the surge in the demand for lager beer due to several reasons. The climatic conditions of hot and humid weather in Asia-Pacific make lager beer a preferred choice in the region as it is refreshing and light. Lager beer's crisp and cold flavor profile appeals to consumers as it is invigorating, compared to various alcoholic beverages. Key players are introducing lager beers, which cater to the needs of the consumers, expanding its demand in the region. For instance, in April 2024, Heineken N.V. introduced Tiger Soju, a flavored lager in Malaysia which is a bold twist to its iconic lager. It is an easy-to-drink beer with a hint of sweetness yet offering freshness to elevate the everyday drinking experience of the consumers.
The increase in tourism, coupled with favorable regulations such as lower tax rates on beer, further augment the demand for lager beer in the region. The hospitality industry such as HoReCa and aviation demand a wide variety of lager beer to cater to the diverse preference of the travelers and citizens in the region. In June 2024, Carlsberg Breweries A/S launched its latest 1664 Brut in Malaysia, with the aim of capturing a broader base of audience by introducing its lager beer to the local market in various retail stores and food service places.
Future Market Scenario (2024 - 2031F)
Longer duration brews clubbed with innovative marketing strategies is driving the growth of the market. For instance, in February 2024, Mountain Culture Brewing Co launched its latest Australian Pale Lager Beer into the stratosphere. The lager beer has been brewed for 18 months, using pure Blue Mountains water and selected Australian ingredients.
Crafted lager beer is contributing to the market growth, creating opportunities in the market to appeal consumers who prefer super quality lager beers.
Key Players Landscape and Outlook
Key players in the market are helping the growth by focusing on continuous product innovation, retail expansions, and strategic marketing. The manufacturers are actively expanding their product portfolio, increasing the base of the customers, and catering to their evolving needs.
Flavorful premium lagers are driving the growth of the market unconventionally. Key players are expanding themselves in different regions, by testing their product in one market followed by its launch in another after witnessing the success in the former.
For instance, in February 2024, Madri Excepcional, an exceptional collaboration between the brewers of La Sagra & Molson Coors Beverage Company, is a Spanish-style lager that has been planned to launch in North America, following its fast growth in the United Kingdom. It contains 4.6% ABV, developed in a Spanish Brewery, Cerveza La Sagra, and has been showing great potential to grow in the market amongst other best sellers of lager beers such as Coors Light, Miller Light, Carling, and Ozujsko.
All segments will be provided for all regions and countries covered
Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.