Europe: beer market sales channels 2012-2025

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For the first time, in 2020, the at-home (off-premise) channel of beer made up the majority of revenue, amounting to 52 percent. This was most likely a result of the COVID-19 pandemic and its accompanying lockdowns. The Statista Market Outlook estimates that 2023 will see a continued return to the norm with out of home revenue accounted for 55 percent of the market.

Sales channel share of the European beer market between 2012 to 2025

Characteristic	At home, value share	Out of home, value share
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Supplementary notes

*Data provided by Statista Consumer Outlook are estimates
Beer includes fermented beverages made from malt with an alcohol content of more than 0.5% as well as beer mix drinks. Non-Alcoholic Beer (defined as beer with an alcohol content of 0.5 vol% or less) is excluded here but shown as an aggregated part of the Soft Drinks segment in the Non-Alcoholic Drinks category.
Globally, Anheuser-Busch InBev, Heineken, China Resources, Carlsberg and Molson Coors constitute the most important companies in this sector by volume. AB InBev alone today commands a volume market share of more than 30% worldwide after an acquisition spree lasting more than a decade. Together, the five biggest brewers command a share of around 60% of global production highlighting the advanced degree of consolidation and concentration in the brewery industry.
The market for Alcoholic Drinks is structured into retail sales for at home consumption and on-premise or foodservice sales for out-of-home consumption. The at-home market, also called off-trade market, covers all retail sales via super- and hypermarkets, convenience stores or similar sales channels. The out-of-home market, also called on-trade market, away-from-home market or HORECA encompasses all sales to hotels, restaurants, catering, cafés, bars and similar hospitality service establishments. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes. The valuation of the out-of-home segment at retail prices means a significant change of the market definition in comparison to earlier iterations of the Consumer Market Outlook, as out-of-home consumption was valued at wholesale prices before. This means, market totals are not comparable to published data from prior years. The price per unit always references liters as a base unit. One liter of beer roughly equals 2 to 3 glasses (of 0.5 or 0.33 liters each).

All figures are estimate. A detailed methodology can be found in the Statista Consumer Market Outlook.

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