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Overall volume sales of beer slowed down in 2019 after enjoying what was only a temporary boost from consumers gathering over beer to support the French football team during the FIFA World Cup matches in 2018, and given the ongoing decline in sales of mid-priced domestic lager or bières de luxe, which accelerated over the year. However, there was still slight progression in overall volume and robust growth in value in 2019 thanks to growing demand for a wide and disparate group of beers the French call bières de spécialités – that is, craft beers (local or not), Belgian ales, French regional ales, etc.
The leading beer player Heineken focused on the upgraded new positioning of its Heineken flagship brand, sometimes at the expense of in-store promotion and resulting in a lower presence in the most dynamic categories of dark beer and non-alcoholic beer in 2019. So, volume sales were stable over the year, according to Heineken itself.
Local artisanal and regional beer players did not wait for the invasion of craft Anglo-Saxon IPAs to strongly develop, although many local brewers are only now launching their IPAs too. These players, assembled in the “others” category, posted double-digit volume growth and saw the highest increase in value share in 2019.
On-trade volume sales of beer are expected to fall by 39% in 2020 in light of the impact of COVID-19. This compares to an expected 1% decline forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.
On-trade sales of all categories of beer have more or less suffered equally from the lockdowns and impact of the pandemic on tourism inflow. Off-trade sales of low-alcohol beer, a category that has been most clearly trending, saw a significant rise during the initial lockdown period and is set to be thriving in France throughout 2020.
Off-trade consumption of beer is expected to start slowing down as on-trade consumption proceeds to rise beyond 2021, but the degree to which beer sales improve within the next few years will be almost entirely contingent on whether and how soon travel bans, border closures and other restrictions are lifted and horeca is back in business. The risk of further decline in 2020 will also be increased if an increase in domestic infection rates causes further or longer lockdowns and, more likely, if tourism does not resume and horeca has not reopened over the summer 2020, the key season for horeca owners and beer sales.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Beer industry in France with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Beer industry in France, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Alcoholic Drinks market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.