Lager Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Standard, Premium), By Sales Channel (Supermarkets and Hypermarkets, Specialist Retailers, Convenience Stores, Online, Others), By Region, By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 389.17 Billion
CAGR (2026-2031)	3.38%
Fastest Growing Segment	Premium
Largest Market	Europe
Market Size (2031)	USD 475.07 Billion

Market Overview

The Global Lager Market will grow from USD 389.17 Billion in 2025 to USD 475.07 Billion by 2031 at a 3.38% CAGR. Lager is defined as a distinct category of beer conditioned at low temperatures and brewed using bottom-fermenting yeast, characterized by its clean, crisp profile and effervescent finish. The global market is fundamentally supported by rising disposable incomes in emerging economies, which enables a consumer shift toward premium beverage options. Additionally, the proliferation of organized retail channels and the expansion of the hospitality sector serve as primary drivers, ensuring broader product accessibility and consumption opportunities. These structural economic factors provide a stable foundation for demand, distinct from fleeting flavor trends.

Despite this robust foundation, the market faces a significant impediment regarding the volatility of input costs, which can constrain profit margins and hinder competitive pricing. Manufacturers must navigate fluctuating prices for essential raw materials such as barley, hops, and packaging, which complicates long-term planning. According to the Beer Institute, in 2024, the cost of beer production in the United States increased by 1.0% over the previous year, highlighting the persistent financial pressures that industry stakeholders must manage to sustain growth.

Key Market Drivers

Acceleration of Market Premiumization and High-End Product Demand is fundamentally altering the global lager landscape as consumers increasingly prioritize superior quality and brand prestige over volume. This shift towards "drinking better" enables manufacturers to mitigate raw material inflation by commanding higher price points for international and specialty lagers. Major brewers are successfully leveraging this trend by expanding the availability of their flagship premium labels in developing regions where aspiring middle-class populations are growing. According to Heineken N.V., February 2025, in the '2024 Annual Report', the company achieved premium organic beer volume growth of 5%, underscoring the segment's vitality despite broader economic pressures. This strategic focus on high-value offerings provides a necessary buffer against volume stagnation in mature markets.

Concurrently, the Expansion of Low-Alcohol and Non-Alcoholic Lager Portfolios is driving significant investment as health-conscious consumers seek moderation without sacrificing flavor. Innovations in brewing technology have allowed producers to replicate the crisp, refreshing characteristics of traditional lager in zero-proof formats, opening new consumption occasions such as lunch hours and post-exercise recovery. According to the Carlsberg Group, February 2025, in the 'FY 2024 Financial Statement', the company’s alcohol-free brews grew by 6%, highlighting the category's outperformance relative to traditional beer styles. This specific growth pocket is essential for industry stability, especially considering that, according to BarthHaas, July 2025, global beer production declined by 0.3% to 1.875 billion hectoliters in 2024, indicating that future revenue generation will rely heavily on diversified, value-added product lines rather than aggregate volume increases.

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Key Market Challenges

The volatility of input costs represents a formidable impediment to the expansion of the Global Lager Market. Manufacturers are frequently compelled to navigate rapid price escalations for essential agricultural commodities like barley and hops, as well as fluctuating expenses for packaging materials such as aluminum and glass. This financial unpredictability disrupts long-term strategic planning and forces breweries to operate with compressed profit margins. When producers cannot absorb these rising expenditures, they must increase product prices, which risks eroding consumer demand in price-sensitive segments. Consequently, the inability to maintain stable pricing structures limits the capacity for breweries to invest in capacity expansion or new market penetration, effectively stalling broader industry momentum.

The direct negative impact of these economic pressures is evident in recent production metrics which reflect a contraction in market output. According to the Brewers Association, in 2024, the production volume of the craft brewing industry in the United States decreased by 3.9% compared to the previous year. This decline underscores how the persistent burden of operational costs and supply chain instability actively hampers growth, forcing stakeholders to prioritize consolidation and survival over the pursuit of higher production targets.

Key Market Trends

The Adoption of Sustainable and Circular Packaging Solutions is reshaping the manufacturing priorities of the Global Lager Market as stakeholders face intensifying regulatory pressure and consumer demand for environmental accountability. Major breweries are transitioning away from single-use plastics and increasing the recycled content of their containers to minimize carbon footprints and close the production loop. This strategic pivot reduces reliance on virgin materials, thereby mitigating exposure to volatile commodity prices while enhancing brand equity among eco-conscious demographics. According to the Carlsberg Group, February 2025, in the 'Annual Report 2024', the company successfully attained a 76% collection and recycling rate for its bottles and cans, demonstrating the tangible impact of industry-wide deposit return schemes and circular infrastructure investments.

Simultaneously, the Expansion of Direct-to-Consumer and E-Commerce Distribution Channels is fundamentally restructuring how lager is sold and distributed, moving beyond traditional brick-and-mortar limitations. By leveraging proprietary B2B digital platforms and direct-to-consumer apps, producers are gaining granular data on purchasing behaviors, allowing for hyper-targeted marketing and optimized inventory management. This digital transformation streamlines the route to market, reducing friction for retailers while capturing higher margins for brewers through digitized sales ecosystems. According to Anheuser-Busch InBev, October 2025, in the 'Third Quarter 2025 Results', the company’s B2B digital platform, BEES, captured 13.3 billion USD in gross merchandise value, representing an 11% increase compared to the same period in the previous year, highlighting the critical role of digitized commerce in sustaining revenue growth.

Segmental Insights

The Premium segment is currently the fastest-growing category within the Global Lager Market, primarily driven by the widespread trend of premiumization. According to industry analysis, consumers are increasingly prioritizing quality over quantity, demonstrating a willingness to pay higher prices for superior ingredients and authentic brewing craftsmanship. This shift is further accelerated by rising disposable incomes in emerging economies and a growing preference among younger demographics for distinctive flavor profiles. Consequently, major brewers are expanding their portfolios with high-end offerings to align with these evolving consumption habits, securing the segment's rapid expansion.

Regional Insights

Europe maintains a leading position in the global lager market, driven by a strong cultural heritage of beer consumption and high per capita intake in key nations such as Germany and the Czech Republic. This regional dominance is reinforced by stringent production standards and quality control measures advocated by institutions such as The Brewers of Europe, which ensure product consistency. Additionally, the presence of established manufacturing infrastructure supports robust export activities to international markets. These factors collectively secure Europe’s status as a primary hub for lager production and sales.

Recent Developments

• In September 2024, Anheuser-Busch InBev announced the strategic expansion of its portfolio with the introduction of Michelob ULTRA Zero, a non-alcoholic lager designed for consumers with active lifestyles. This new offering was formulated to contain zero alcohol and only 29 calories, positioning it as a lighter, healthier alternative within the rapidly growing non-alcoholic segment. The Chief Commercial Officer of the company stated that this product innovation aimed to provide more choices for those seeking moderation without compromising on the social experience of drinking. The product launch was scheduled to roll out across the United States in early 2025.
• In July 2024, Carlsberg Group unveiled a limited-edition lager developed in collaboration with Brooklyn Brewery as part of the "Brewing for Impact" campaign. This innovative beer was brewed using 100% fonio, a drought-resistant ancient grain from West Africa, effectively replacing traditional barley to demonstrate sustainable brewing possibilities. Created at the Carlsberg Research Laboratory, the lager featured soft aromas of stone fruits and a delicate finish, showcasing how climate-resilient crops could be utilized in premium brewing. The initiative highlighted the company's commitment to breakthrough research into alternative ingredients that could secure the future of beer production amidst changing climate conditions.
• In April 2024, Kirin Brewery Company launched Kirin Beer Harekaze, marking its first introduction of a new standard beer brand in seventeen years. The product was developed to revitalize the domestic market and appeal to consumers who found traditional lagers too heavy or bitter. The brew utilized locally sourced Japanese malt and rare hops from the Tohoku region to create a rich, smooth flavor profile with reduced bitterness. The launch proved highly successful, with sales volume significantly exceeding initial projections within the first month. The company positioned this new lager to coexist with its flagship Kirin Ichiban brand, targeting a broader demographic of drinkers.
• In January 2024, Asahi Europe & International announced a multi-year global partnership between its super-premium Italian lager brand, Peroni Nastro Azzurro 0.0%, and Scuderia Ferrari. This strategic collaboration brought together two iconic Italian entities to enhance the racing experience for fans worldwide. As part of the agreement, the non-alcoholic lager brand became a partner of both the Formula 1 team and the Ferrari Challenge Trofeo Pirelli series. To celebrate the inauguration of this alliance, the company released a limited-edition run of "Tifosi Nastro Azzurro 0.0%" bottles, totaling 2,024 units, which were distributed to supporters in key international markets.

Key Market Players

• Anheuser-Busch Companies LLC
• Asahi Breweries Ltd.
• Carlsberg Breweries A/S
• China Resources Beer (Holdings) Company Limited
• Diageo Plc
• Heineken N.V.
• Kirin Brewery Company Limited
• Molson Coors Beverage Company
• Tsingtao Brewery Company Limited
• United Breweries Holdings Limited

By Product Type	By Sales Channel	By Region
Standard Premium	Supermarkets and Hypermarkets Specialist Retailers Convenience Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Lager Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Lager Market, By Product Type:

• Standard
• Premium

• Lager Market, By Sales Channel:

• Supermarkets and Hypermarkets
• Specialist Retailers
• Convenience Stores
• Online
• Others

• Lager Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE