Report Description

Forecast Period


Market Size (2022)

USD 342.4 Billion

CAGR (2023-2028)


Fastest Growing Segment


Largest Market


Market Overview

Global Lager Market has valued at USD 342.4 Billion in 2022 and is anticipated to project robust growth in the forecast period with a CAGR of 2.9% through 2028. The global lager market continues to be a prominent and influential sector within the broader beer industry. Lager, a type of beer characterized by its cold fermentation and crisp taste, maintains a strong and stable demand worldwide. It is particularly popular in regions like Europe, North America, and parts of Asia, where it is often the beer of choice for many consumers.

One notable trend in the global lager market is the influence of craft beer. Craft breweries, known for their emphasis on quality, unique flavors, and small-scale production, have introduced innovative lager variations, offering consumers a wider range of options. This trend has encouraged established breweries to diversify their lager offerings and experiment with new flavors and brewing techniques to compete effectively.

Regional preferences continue to shape the market, with different countries having their own distinctive lager styles. For instance, the Czech Republic is famous for its Pilsner lagers, while Germany is known for its Bock and Helles lagers. The United States, on the other hand, has seen a surge in the popularity of light lagers, driven by large-scale breweries.

In conclusion, the global lager market remains a robust and dynamic segment within the brewing industry. Consumer demand, craft beer influence, and regional variations contribute to the ongoing competitiveness and innovation in the lager market. As the beer industry evolves, lager continues to hold its place as a staple choice for beer enthusiasts worldwide.

Key Market Drivers

Changing Consumer Preferences

One of the primary drivers of the global lager market is evolving consumer preferences. Lager is known for its crisp, refreshing taste and wide appeal. Consumers often choose lager as their preferred beer style due to its approachability and relatively low bitterness compared to ales and other beer types. However, consumer tastes are continually evolving. With a growing interest in diverse flavor profiles and craft beer, consumers are increasingly seeking unique and innovative lager variations. Breweries are responding by experimenting with different ingredients, such as fruits, spices, and aging processes, to cater to these changing preferences.

Craft Beer Influence

The craft beer movement has made a profound impact on the global lager market. Craft breweries, characterized by their small-scale, artisanal approach to brewing, have challenged the dominance of major lager producers by offering consumers a wide range of high-quality lagers. These craft lagers often emphasize unique flavors, locally-sourced ingredients, and traditional brewing techniques. Craft brewers are known for their willingness to experiment with lager styles, leading to the creation of innovative and exciting options that cater to a niche market seeking more complexity in their lager choices. This influence from craft beer has encouraged established breweries to diversify their lager offerings and engage in creative brewing practices to stay competitive in the market.

Regional Variations and Preferences

Lager, like many other beer styles, exhibits significant regional variations and preferences. Different countries and regions have developed their own distinct lager styles that cater to local tastes and traditions. For example, the Czech Republic is renowned for its Pilsner lagers, which are known for their pale, golden color and balanced bitterness. Germany is famous for Bock and Helles lagers, offering a range from strong, malty Bocks to the light and refreshing Helles. The United States, on the other hand, has seen a surge in the popularity of light lagers, driven by large-scale breweries. These regional preferences play a vital role in shaping the global lager market, with breweries adapting their offerings to appeal to local tastes and cultural nuances.

Marketing and Branding Strategies

Effective marketing and branding strategies play a significant role in driving the global lager market. Large breweries often invest heavily in marketing campaigns and brand development to maintain and expand their market share. These strategies include sponsorships of sports events, music festivals, and other cultural activities, as well as creating distinct brand identities and memorable packaging. Marketing efforts also extend to digital platforms, where breweries engage with consumers through social media, e-commerce, and online advertising. In contrast, craft breweries leverage their smaller, more personal scale to develop authentic and engaging branding, emphasizing their commitment to quality and uniqueness. The way lager brands are presented to consumers has a direct impact on their popularity and sales.

Health and Wellness Trends

In recent years, health and wellness trends have affected consumer choices and, consequently, the lager market. As consumers become more health-conscious, they are looking for alcoholic beverages that align with their well-being goals. This trend has led to the emergence of low-alcohol and non-alcoholic lagers, which provide the familiar lager taste without the associated alcohol content. Breweries have responded to this demand by developing a range of non-alcoholic lagers that cater to consumers seeking to enjoy the flavor and experience of lager while avoiding the effects of alcohol. This trend is likely to continue influencing the global lager market, as breweries explore ways to create lagers with reduced calorie and carbohydrate content to meet the demands of health-conscious consumers.