In 2021, total volume sales of beer increased. After the steep decline in sales in the previous year during the COVID-19 lockdowns, sales of beer through the on-trade slowly began to recover in the second half of the year as on-trade establishments reopened and concerts, music festivals and sporting events resumed, even if only at half capacity.
The three leading players in beer - Heineken Entreprise SAS, Brasseries Kronenbourg SA, InBev France SAS – continued to dominate in total volume terms in 2021. All three saw their on-trade sales collapse during 2020 and so were forced to increase their focus on improving their off-trade sales to compensate, which continued to pay off in 2021.
Beer is seen to have a secure long-term future in France, with French consumers becoming increasingly interested in beer, with people looking beyond just the major brands and going in search of what they perceive to be “good beer”. There is also a growing number of younger consumers and women who opt for beer, often at the expense of wine.
One of the main strengths of beer is its potential to widen and consolidate its consumer base. Non/low alcohol beer is expected to continue to gain in popularity over the forecast period, with new brands and flavours likely to appear.
The delayed recovery of the on-trade could be an opportunity for the further development of beer aimed at home consumption, such as kegs. After an almost double-digit increase in 2020, demand for kegs remained high in 2021.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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