4 | Consumption
›
Graph 1.5. / European consumption per country in 2010 compared to 2008 (left) and 2009 (right)
›
Source : Ernst & Young calculation based on input from the National Brewery Associations (2011).
More than 10% increase
3% - 10% increase
Stable (-2% - +2%)
3% - 10% decrease
More than 10% decrease
In 2010, the consumption of beer in Europe (EU27)
decreased from 374 in 2008 and 358 in 2009 to 343
million hectolitres (a decrease of 8 percent in two years).
The decrease in consumption is especially high in Central-
Eastern European countries such as Poland, Slovakia,
Romania and Hungary and Bulgaria.
In most Scandinavian and Western European countries
consumption in 2010 was relatively stable compared to
2009. However, Denmark and the United Kingdom display
a decrease of more than 10% compared to 2008. Germany,
the biggest beer producing country in Europe, shows a
further decrease in consumption (3% less than in 2008).
Of this European Union consumption, it is estimated that
over 63% is purchased in supermarkets and other retail
outlets; referred to here as the ‘off-trade’. The other 37%
is consumed in the hospitality sector (pubs, restaurants
et cetera); referred to as the ‘on-trade’.
In real terms off-trade consumption decreased from 225
million hectolitres in 2008 to 223 million hectolitres in 2009
and 217 in 2010 (i.e. a decrease of 3% compared to the
previous year). However, the decrease in on-trade volume
was even larger. That volume decreased from 149 million
hectolitres in 2008 to 135 in 2009 and 126 in 2010. This
is equivalent to a decrease of almost 15% compared to
2008 and 7% compared to 2009, representing two times
the decrease in off-trade volume over the same time period.
The size of the European beer market can also be
estimated in euro. The total value (paid by consumers)
of European beer consumption in 2010 is estimated at
approximately 106 billion euro (including VAT). In 2008 the
total value was estimated at 117 billion euro. Of this fgure,
70% is represented by turnover in pubs and restaurants,
which shows a slight decline compared to 2008 (72%)
and 2009 (71%). In terms of euro the retail channel is less
important (31 billion euro).
01
17
The European beer market