Overall, beer was negatively impacted by COVID-19. While there was an increase in off-trade volume, it did not compensate for the huge drop-off in on-trade volume.
The competitive landscape remained largely unchanged in 2020, led by StarBev with its Jelen brand. In second place was Banjalucka Pivara with its Nektar brand and in their place was Heineken.
While the craft beer trend continued to sweep across Europe, including some Balkan countries, in Bosnia and Herzegovina the craft beer scene remains very underdeveloped. At the end of the review period, only a handful of craft beer brands were available, none of which has yet established wide or consistent distribution.
Once society opens up as COVID-19 becomes under more under control and as a result on-trade can operate without restrictions again, it is expected that beer will return to volume growth. This can be seen as a natural development due to the strong links in the country between alcohol consumption and socialising outside of the home.
At the end of the review period, it remained quite common among consumers in Bosnia and Herzegovina to consider moderate beer consumption to be healthy, despite the beverage’s alcohol content and high calorie content. This belief in the therapeutic properties of beer applies specifically to the consumption of no more than one serving per day or so, with the health benefits believed to relate to the drink’s relaxing and fortifying properties.
It should be noted that there remain limitations on the size of the consumer base for beer due to several factors. One being the unique make-up of the country’s population - just over 50% of the Bosnia and Herzegovina’s population are practising Muslims, many of whom shun alcohol altogether for religious and cultural reasons.
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Understand the latest market trends and future growth opportunities for the Beer industry in Bosnia and Herzegovina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Beer research and analysis database.
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