Global Lager Market 2016-2020

Outlook of the global lager market

Technavio’s market research analyst predicts the global lager market to grow moderately at a CAGR of more than 4% during the forecast period. With the increasing demand for premium lager products, the global market for lager will have a positive outlook until the end of 2020. For instance, in Canada Mad Jack launched its Black T premium lager in March 2015. The product was the recipient of the Canadian Living 2015 Best New Product Award in the category New Beer. Similarly, Heineken launched its premium lager brand Heineken Light in New Zealand in September 2015. These new premium lager products are targeted at affluent customers who want premium lagers. Therefore, this increase in demand for premium lagers will propel the prospects of growth of the larger market during the forecast period.

The introduction of new flavors by vendors to cater the changing taste preferences of consumers is one of the key trends emerging in the global lager market. Vendors are experimenting with new and innovative flavors like chocolate, blueberry, Brussel sprout, lemon, among others. For example, Heineken introduced a tequila-flavored lager under the brand name Desperados in April 2014, and Tennent Caledonian launched its lemon-flavored lager under the brand name Lemon T in the same year. The growing popularity for flavoured lager is expected to bolster the growth of the global lager until the end of 2020. 

Segmentation by product and analysis of the lager market

• Standard lager
• Premium lager