The beer market - Spain

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. 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.

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 02/03/2023

Summary and extracts

List of charts presented in this market study

• 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