Stabilizing premium segment, strengthening non-alcoholic offer – this is how the EU and domestic beer market developed in 2024

Moderate growth, outstanding non-alcoholic expansion

The EU production of alcoholic beers increased by 0.6% (0.2 billion liters) in one year, while the production of non-alcoholic and low-alcohol products increased by 11.1%, also by 0.2 billion liters.

The production ranking is still led by Germany with 7.2 billion liters (22.2% of the total EU volume), followed by Spain (4 billion liters, 12.3%) and Poland (3.4 billion liters, 10.6%). In Poland, the turnover of non-alcoholic beers has increased by 250% since 2018, reaching two million hectoliters last year. The Netherlands (2.2 billion liters) and Belgium (2.1 billion liters) are also in the top 5.

On the export and import front

The Netherlands continues to lead the export with 1.5 billion liters, although this represents a 12% decrease compared to 2023. They are followed by Germany and Belgium (1.4 billion liters each), the Czech Republic (0.6 billion liters) and Ireland (0.5 billion liters). In terms of imports, France is the largest market (0.8 billion liters), followed by Italy, Spain, Germany and the Netherlands.

Hungarian market: slight correction, premium strengthening

After a 10% decline in 2023, the domestic turnover of the five largest domestic producers in the Hungarian market increased by 2.8% in 2024 to 5.55 million hectoliters. At the same time, domestic production decreased by 3.3%, remaining below five million hectoliters per year, while exports fell by half (184 thousand hectoliters). In contrast, imports increased by 20%, to 767 thousand hectoliters.

In domestic sales, the super premium and premium segments remained stable, the mid-range category also held its own, but the proportion of lower-end beers decreased further. Demand for non-alcoholic, reduced-alcohol and flavored non-alcoholic products continued to grow, driven by the rise of health-conscious and responsible consumption.