ENTREPRENEURSHIP DEVELOPMENT [FBM 321]

ASSIGNMENT
MARKET ANALYSIS OF BEER

Beer is a fermented alcoholic beverage which is brewed with traditional

ingredients and methods. Globally beer market is experiencing a swift growth over
the assessment period owing to several factors such as accelerating consumption
rate of alcohol, changing lifestyle, increasing disposable income, rapid
urbanization, and popularity of beer among the youth.
The Indian Beer market is matured over the years but still, it is highly confined to
limited varieties. The Indian beer market is progressively attractive, and it is
anticipated that the beer market will double in size over the forecast period. Owing
to the growing youth segment, increasing purchasing power, changing consumer
preference, and growing urbanization are the major factor growth of the beer
industry in India. Based on region, the India beer market has been segmented into
North, South, East, and West. South India accounted for the largest market share of
the India beer market. North India and Western India are expected to be the fastest
growing markets owing to the growing number of urban cities in these regions.
The Global Beer Market is projected to reach $685,354 million by 2025, growing
at a CAGR of 1.8% from 2019 to 2025. The consumption of beer has augmented in
the recent years due to rise in disposable income and increase in consumer
preferences for beer over other alcoholic beverages. Nevertheless, the beer industry
offers numerous growth opportunities soon, owing to the introduction of naturally
sweetened and non-alcoholic beer. The global beer market is segmented into type,
category, packaging, production, and region. Based on type, the market is divided
into lager, ale, stout & porter, malt, and others. According to category, it is
classified into popular-priced, premium, and super premium. Based on packaging,
it is divided into glass, PET bottle, metal can, and others. Based on production, the
market segmentation includes macro-brewery, micro-brewery, craft brewery, and
others.
It is important to do a SWOT analysis to determine all major aspects of the
market. In terms of competition, the alcoholic beverage market consists of a few
large players concentrated in few countries and all of them use strategies like
merger, acquisition, expansion, new product line etc.to grow and capture a larger
share of the market. The beverage market is majorly segmented into beer, wine,
spirits and miscellaneous segments. These are further segmented by the way they
are bottled (glass bottles, plastic bottles, tins, etc.), distribution (stores, restaurants,
bars, online) and geographic location where they are sold at.

Some major drivers of this industry are the constant growing demand for premium
alcoholic beverages, change in consumer preferences and increased disposable
income. Some major restraints of the industry are the high cost of making
premium alcohol, intensification of the alcoholic beverages market due to
consumer awareness on health implications and increasing government regulations
and taxes.

Conclusion - We can conclude that the beer industry in is subjected to a

sustainable growth , the reasons are increasing disposable income, changing
lifestyles , changing age profile, rapid urbanization, and popularity of beer among
the youth .Additional factors promoting the market growth are the adoption of
westernized culture and cultural changes which has influenced the perception of
the consumers towards alcohol, especially beer.

BY-
ARUN MP (116028)
ATCHAYAN (116030)
DEEPAK JAIN (116042)
DISHANK SAINI (116048)