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Summary of our market study
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.
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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 $140 billion. In Europe, the three leading countries in beer sales are Germany, France and the United Kingdom. Beer consumption is growing in European countries, with a strong dynamism of craft and local beers. However, the emergence of covid-19 was a major setback for the market, which saw sales outside the home, in bars, restaurants, hotels, etc., plummet. However, the end of the social distancing measures allowed the market to recover in 2022 with a sharp increase in sales.
Spaniards consume around 52 liters of beer per year, a figure that has been rising in recent years. The Mahou-San Miguel group is the undisputed leader in the Spanish market. The Mahou brand is the most widely consumed in five autonomous communities in Madrid, as well as in Castilla y León, Castilla-La Mancha, Asturias and the Balearic Islands. Its other brand, San Miguel, is also the preferred brand in 4 other regions: Cantabria, Basque Country, Navarre and the Canary Islands. It should be noted that consumption of craft beer is steadily increasing in the country.
1.2 The world market
In ****, the global beer market revenue was estimated to be worth US$***.** billion. A CAGR of *.**% is forecast for the period ****-****, so the global market is expected to reach a value of $***.** billion in ****. Beer consumption is a global phenomenon (***) that touches all human beings, it is also the most popular alcoholic beverage in the world[***].
Estimated global beer market turnover World, ****-****, billions of dollars Source: ****
In terms of beer production, Spain ranks as the world's tenth largest producer with a production of about **.** million hectoliters in ****. China, USA and Brazil are the three largest producers in the world with a production in million hectoliters of ***.** ; ***.** and ***.**. Being a global product, we see countries from all continents in the twelve largest producers in the world such as China or Vietnam for Asia, South Africa for Africa, Mexico and Brazil for America or Germany for Europe.
The ** countries producing the most beers in the world World, ****, Millions of hectoliters Source: ****
1.3 The European market
In ****, Spain was the fourth largest beer producer in Europe after Germany, the United Kingdom and Poland. Spanish production accounted for *.**% of total European production , while Germany accounted for **.**% of total production. Spain produced at a level comparableto the United Kingdom and Poland, which accounted for *.**% and *.**% of production in ****. The following countries can then be grouped into clusters according to production levels :
Germany with **.**% of European production. The United Kingdom, Poland and Spain with *.**%, *.**% and *.**% of production. The Netherlands, France and the Czech Republic with *.**%, *.**% and *.**% of production. Italy and Romania with *.**% and *.**% of production. Other countries (***) with **.**% of production.
European beer production Europe, ****, millions of Hectoliters Source: ****
It is possible to highlight * turnover trends in the market of the countries composing the E.U. First there was a stagnation of turnover between **** and **** with an increase of *.**% between those six years. If there was an instability with years with higher turnover as in **** (***), the trend remained however similar. It can be seen the other way around, a steady growth between **** and **** with a CAGR of *.** % creating a turnover increase of **.** % between those same two years. The year **** marked a plunge in turnover especially because of the containment due to ...
1.4 The domestic market
As for Spanish beer production, a steady increase in production was observed between **** and **** with a CAGR of *.**% and national production reaching some **.*** million hectoliters in ****. **** marked a **.**% plunge in Spanish production and neither does the **** production level of **,*** hectoliters show a recovery that is still not at pre-pandemic levels. Production in **** reached a similar level to **** which was *.**% lower than in ****.
Beer production in Spain Spain, ****-****, million hectoliters Source: ****
The evolution of the beer sector's turnover followed the same trends as that of production. It stands out however an increase in turnover between **** and **** with a **.** % increase in turnover between these two years. Turnover peaked at around ****.* million euros in **** while **** caused a -**.**% plunge in turnover. If we do not have the figures for **** turnover, it can be interpreted as being lower than the **** levels due to a recovery in production that is still not at pre-pandemic levels.
Evolution of turnover in the beer sector in Spain Spain, ****-****, million euros Source: ****
1.5 Foreign trade
Although Spain was the tenth largest global beer producer in ****, it did not produce enough beer to satisfy the overall consumption of the population. In ****, national consumption was **.* million hectoliters while Spain produced **.* million hectoliters. The Spanish market is therefore structurally unbalanced with more imports than exports.
The graph below shows Spain's trade balance for the product "**** beers made with malt" of the United Nations classification. It shows a trade deficit in terms of imports and exports of beers. However,a retraction of the deficit is seen. Between **** and ****, it was reduced by **.**% even if the **** figure was a turnaround in the trend of deficit reduction that existed between **** and ****.
Evolution of Spanish foreign trade Spain and the World, ****-****, millions of dollars Source: ****
If Spanish imports of beers come mainly from Europe with **.**% of the origin of exports, it is not the same for exports which are **.**% destined for non-European trade.
The United Kingdom accounts for **.**% of Spanish exports and is Spain's leading economic partner in terms of exports. China, France and Equatorial Guinea are also interesting markets for Spain, accounting for **.**%, **.**% and **.**% of exports. Finally, Spain exports to several different countries with **.**% of exports to destinations in the rest ...
2 Demand analysis
2.1 Consumer typology
Beer consumption affects the entire Spanish population. There is no gender gap in beer consumption because **% of men and **% of women report drinking beer. Also,**% of the population between ** and ** years of age drink beer occasionally or regularly.[***]
Beer was enjoyed by **% in hotels, restaurants and bars in **** and by **% at home.[***]
In Europe, Spaniards are among those who drink the least beer per capita. With ** liters per capita per year, Spaniards rank ninth in Europe. This low rate of beer per capita is due to the Spanish culture that not only has beer but also wines, sangria and other local specialties, which creates a substitution effect; the Spanish consumer drinks not only beer but all kinds of beverages.
You can see in the graph below the ranking of European countries according to beer consumption per capita in ****.
Ranking of beer consumption per capita per year in Europe Europe, ****, liters per capita per year Source: ****
Thus, although **.* million hectoliters in total of beer were consumed in Spain in ****, Spaniards also drank other types of beverages. Drinking water in bottles appears then as the favorite drink of the Spaniards with a consumption in volume that was **.**%. Beers were then the third favorite ...
2.2 Temporary consumption and packaging
The graph below shows different beer consumption according to the seasons. It shows an increase in consumption during the spring and summer and a decrease in the autumn and winter. The average of ** million liters consumed in the third quarter of ****, **** and **** was **.**% higher than the average of *.** liters in the first quarter of the same three years. The drop in consumption for the second quarter of **** corresponds to the implementation of the first confinement to combat covid in that period.
Evolution of beer sales by quarters Spain, ****, ****, ****, million hectoliters.
In ****, **% of beers were sold in bottles, **% in cans and kegs accounted for **% of the total. We see an evolution of consumption according to the packaging. In ****, the keg represented **% of total sales and fell to **% in ****. This drop is due to the collapse of consumption in HORECA in the same period which represented **% of sales in **** and **% in **** because of the covid crisis - kegs being more used by bars and hostels than by households. It is also noted that the pandemic brought forward the consumption of canned beer. It represented a consumption of **% in ****, **% in **** (***). Its consumption remains the favorite of Spaniards in **** with **% of total consumption.
Percentage distribution ...
2.3 Evolution of consumption sites
In ****, beer consumptionwas divided **% by HORECA, with the remaining **% coming from distribution. This distribution is new, and can be thought to be due to the consequences of the covid crisis. Indeed, between **** and ****, beer consumption by distributors was stable and ranged between **% and **% of total consumption. Only in **** the trend was reversed with household consumption reaching **%, especially due to the restrictions imposed by covid.
Evolution of consumption channels Spain, ****-****, %
Although the new distribution of **% by HORECA in **** could show a normalization and a return to the previous distribution, the sector does not expect a total return to the previous figures in the coming years. Indeed,inflation of *.*% weighed on consumption in ****, which may explain these forecasts of a slow recovery of the sector's share. [***]
Breakdown of apparent beer consumption by channel Spain, ****, % Source: ****
2.4 Consumption in HORECA
In ****, **% of Spaniards consumed beer in HORECA (***).
Here are some consumption data about this consumption:
**% of Spaniards choose to drink a beer outdoors in summer. A */* of beers were consumed in **** by tourists. **% of consumers like to eat something while drinking beer, whether it is a snack or a meal. Beer could account for **% of the turnover of bars in ****. It is therefore a cultural and convivial habit to drink beers in bars.
Source: ****
As for the way of drinking beers in HORECA, it is observed that the large glass is the preferred way of consumers with **.*% of sales in ****. The cane with **.*% of sales is also very popular.
Evolution of beer consumption in the HORECA sector Spain, ****-****, % Source: ****
2.5 Household consumption
Household beer purchases accounted for **% of sales in ****. The graph below then shows that the consumption of liters per capita per year in **** was highest in the upper and upper-middle classes with an average of **.* liters. The middle classes are the second highest consuming class with a consumption of **.* liters. However, beer consumption is something that touches the entire Spanish population. There is only a difference of **.**% between the consumption of the upper class and the lower middle class, which is the class that consumes the least.
Household beer consumption - by social class Spain, ****, %, liters per capita per year, % Source: ****
In terms of age, it is the elderly who consume more. Those between ** and ** years of age consume **.* liters per capita per year, which is **.**% more than those under ** years of age who consume **.* liters. those over ** years of age also drink a lot with **.* liters per capita per year. Household beer consumption - by age Spain, ****, liters per capita per year, %, % Source : Report on Food Consumption in Spain by the Ministry of Agriculture, Fisheries and Food. We can see from the graph below that having children reduces beer consumption. Couples with young children, middle-aged couples and single-parent couples drink ...
2.6 Geographic distribution of sales
The following map shows the consumption per capita per year according to the Autonomous Communities . we can see that Andalusia with a per capita consumption of **.* liters, Murcia with ** liters and the Balearic Islands with **.* liters are the C.C.A.A. with the highest consumption. The weaker rates in the regions of Asturias and Cantabria can be explained by a wine substitution effect. Indeed, **.* and **.* liters of wine per capita per year are consumed in these C.C.A.A., which is higher than the national average of *.* liters. Finally, the C.C.A.A. with large cities (***) also have high levels of consumption.
This map also highlights the favorite brands of beer by C.C.A.A. and shows the attachment of Spaniards to beers of origin of their region. Mahou of Madrid origin is thus popular throughout central Spain, Cruzcampo in Andalusia and Extremadura, Galicia Estrella in Galicia, while Estrella Damm dominates in Catalonia.
This map was made with data from tiendeo, which is the dominant platform in Spain that brings together the offers of retailers for consumers. [***]
3 Market structure
3.1 Value chain and production
To produce a beer, raw materials such as malt, hops and yeast are needed. The brewing process contains the following stages:
Malting The malt milling Wort brewing with mashing and boiling as well as fermentation. Maturation Packaging
The following value chain can then be created in the beer sector:
You can see in the graph below the production of the brewers in Spain. The Mahou San Miguel group produces **.**% of the total production and is the largest group in Spain. The Damm group produces **.**% of the production and the Heineken España group comes third with **.**% of the total production. With the exception of the Heineken España group, which is a subsidiary of the Heineken group,all the following brewers are Spanish groups. Small brewers account for *.**% of total production.
Beer production by group in Spain Spain, ****, millions of hectoliters Source: ****
3.2 The Spanish market
Although Spain will be the fourth largest European beer producer in ****, it is a much more concentrated market than that of its partners. Germany, which is the continent's leading producer (***) has **** players in its market, while Spain ranks twelfth with *** players. The United Kingdom, which is the second largest producer, also has **** players. The Spanish beer market is therefore very concentrated compared to the European beer fabric, especially because it does not have as many microbreweries as the other countries and the number of non-microbreweries out of ** is also low compared to the others.
Comparison of the number of breweries in Europe Europe, ****, number of players Source: ****
As for the evolution of the number of brewers in Spain, an increase of **.**% was seen between **** and ****. If **** already marked a decrease of *.**% in the number of brewers, it was the years **** and **** that initiated a fall in the number of players with a drop of **.**% between **** and ****. This drop is due to the collapse in the number of microbreweries during the covid pandemic.
Evolution of the number of breweries in Spain Spain, ****-****, number of breweries Source: ****
However, an increase in the wage bill was observed in terms of the years **** to ...
3.3 Microbreweries
A microbrewery or craft brewery is a brewery that produces less than *** *** hectoliters per year and is independent of another brewery. Often, the product tries to stand out by offering craft beers with other flavors compared to industrial production. [***]
The concentration of the Spanish market is further highlighted by the weak number of microbreweries in Spain. There were *** in **** in Spain, and if one compares it with other European countries such as France which had **** microbreweries or the United Kingdom which also had **** microbreweries, one sees a market that does not have many players. The Spanish market is therefore much more concentrated than others in Europe.
Comparison of the number of microbreweries in Europe Europe, ****, number Source: ****
Regarding the evolution of the number of micro breweries, we see that the number increased by **.**% between **** and ****. That number plunged between **** and **** with a plunge of -**.**% between **** and ****. That drop in the number of players is due to the closure of the hotel and catering sector during the pandemic. Indeed, in ****, HORECA represented **% of the opportunities for microbreweries[***]
Evolution of the number of microbreweries Spain, ****-****, number Source: ****
In ****, it was * in *** beers produced in Spain that were craft and also ** million ...
3.4 Distribution
The distribution channel accounted for **% of beer sales in ****. Internet commerce was not well developed, with only *.*% of sales passing through this channel. Supermarkets and self-service stores had the highest market shares with **.*% of total sales volume. Hypermarkets and discount stores had the second and third highest market shares with **.*% and **.*% of the total.
Domestic beer distribution channels Spain, ****, % Report on Food Consumption in Spain by the Ministry of Agriculture, Fisheries and Food.
It was the discount stores and supermarkets and self-service stores that had the cheapest retail price in Spain in **** with a price of *.** €/l and a price of *.** €/l and were also the only ones below the national average of *.** €/l. It is the hypermarkets, traditional stores and e-commerce that offer the highest prices at €*.**/L. There is a difference of **.**% between the highest prices and the cheapest price. Average prices of beer distribution Spain, ****, Euros/liter
4 Offer analysis
4.1 Typology of the different types of beers
Beers can be classified according to the color, the type of fermentation, the style and also according to different parameters. The following table lists the color and fermentation parameters:
To these characteristics are added parameters according to :
The level of alcohol, which is generated during fermentation. The level of bitterness, which is determined by the amount of isomerized alpha and beta acids provided by the hops. It is measured by EBU (***) which have almost the same scale. The more a beer has EBU, the more it has bitterness. The level of Primitive Dry Extract which is the amount of organic ingredients contained in the wort from fermentation without the amount of water. Its quantity is expressed in silver degrees. If for example a beer contains ** °P, it means that in every *** g of wort there are ** g of organic ingredients.
Also, a beer can be different according to its style. This depends on the ingredients used, the origin of the ingredients, the method of production, etc... It is the style that determines the beer brands. The Beer Judge Certification Program (***) guide is one of the most recognized in the world. The games then judge the beers and classify them according to ...
4.2 Prices
If in distribution the average price per liter of beer was €*.** per liter in ****, the average price in pubs was €*.** in pubs in ****. [***]
As for the production price, it has been stable between **** and January **** with an increase of *.**% between these two years. The economic recovery after the pandemic created a *.**% increase in the production price during ****. However, it was the war in Ukraine that impacted producer prices the most. Between January **** and January ****, the price increased by **.**% especially as Russia was a producer of gas (***) and agriculture which impacted the world economy.
Evolution of beer production price in Spain Spain, ****-****, base index ***, year ****. Source: ****
4.3 With or without alcohol?
The beer offer also includes non-alcoholic beers. However, these beers appear to be less popular than alcoholic beers and represented a segment of **.*% of the beer market in ****. In ****, the per capita consumption of non-alcoholic beers was *.** liters and fell by almost *** milliliters to *.** liters per capita in ****. However, this trend is part of the general trend for Spaniards to drink less beer; there was a decrease in per capita consumption per year of alcoholic beer of one liter between **** and **** (***).
The graph below shows the percentage distribution of alcoholic and non-alcoholic beers.
Breakdown of alcoholic and non-alcoholic beer consumption Spain, ****, % Source: ****
It is also noted that they were **% of non-alcoholic beer consumers who also drank beers with alcohol in ****.[***]. Also, Spain appears as the leading European market for non-alcoholic beers with the highest European consumption rate in **** (***). They were also in **** **% of Spaniards who occasionally or regularly consumed non-alcoholic beers.
Finally, non-alcoholic beer can be an offer at the destination of countries that prohibit alcohol. It is also popular for people who still want to enjoy the taste of beer without the effects of alcohol.[***].
4.4 Other beer innovations.
trends for ****:
Cannabis or CBD beers. The beer Havergrenn composed of *.*% of cannabis (***), is made with hemp seeds and has a taste similar to Ipa. This beer was born in Galicia in Spain, and is very popular in the community of Madrid. It sells for * euros in Galicia and * euros in the community of Madrid. This beer is popular especially because hemp is considered a superfood that contains a lot of protein. The company's values are also respect for the environment.[***] Gluten-free beers. For those who cannot eat gluten, the offer now includes gluten-free beers such as the Mahou San Miguel brewery. Craft beers. In **** More and more craft beers are being offered and are easier to find in supermarkets. Craft beer is becoming more and more popular among young people who do not consider it as a special product. [***] With inflation, people prefer to buy beersin packs of ** or ** units to get more profitability. Mercadona, offered already for example in **** as many as ** different types of beer packs.[***] Fresh hops. With the **% increase in U.S. hop production in the years ****-****, more and more hops are being offered on international markets. It is then easier for brewers to offer ...
5 Regulation
5.1 Legislation
Regulations applicable to beer in terms of product (***).
The Royal Decree ***/****, of December ** of the Ministry of the Presidency and for the Territorial Administrations that came into force on December **, **** regulates the basic quality standards that beers must have. It deals with molto, mollo de moto, brewing etc....
Regulations applicable to beer labeling.
EU Regulation No ****/**** regulates the information that consumer products must have. As a beverage, beer has to apply this regulation.
Here are some of the things that beers must display:
The name of the foodstuff The net quantity The presence of allergens The expiration date The alcoholic strength by volume Particular conditions of use Country of origin Operator's company name
Article ** of Regulation (***) No. ****/**** grants the alcoholic beverages sector a derogation allowing operators not to include the information relating to the list of ingredients and the nutrition declaration. However, it is still possible to include them on a voluntary basis.
6 Stakeholder positioning
6.1 Segmentation
- Damm
- Heineken España
- Hijos de Rivera
- Compañia cervecera de Canarias
- Grupo Agora
- Sherry beer
- Cerveza Raíz cuadrada
- Cerveza Dagala
- DAWAT
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