Emergence of Craft Breweries and Increased Acceptance of Beer among Young Population fueled growth in the Indian Beer Market: Ken Research


Analysts at Ken Research in their latest publication India Beer Market Outlook to 2023 – By Beer Type (Strong, Mild and Craft Beer), By Region (North, South, West and East), By Gender (Male and Female) and By Distribution (State/Government Corporations, Distributors and Retailers) believe that with a relatively younger population and rising income levels, India observed an increase in acceptance of beer as a lifestyle product. Growth in the sector has also been fuelled by the increasing social acceptability of mild alcohol consumption among youth in the country. The market is expected to register positive CAGR of 5.7% in terms of revenue during the forecasted period FY’2018-FY’2023E.

Increasing disposable income and availability of varied brands and product variants have pushed the growth of India Beer Market.The growth in consumption of beer is driven by youth population and the consumers who consider beer a trendy drink, as compared with other traditional spirits. There is also a significant demand for premium imported beer in the urban markets. Companies in this industry compete on the basis of product taste, product availability and their quality. Manufacturers also invest in expanding their distribution network by establishing strong distributor/retailer network.
Distribution: As beer is strictly regulated by state authorities and there are multiple regulations, it becomes complex in terms of distribution and logistics with presence of multiple counterparties as each state acts as a different entity, thereby limiting economies of scale in the market.

Growth Potential: Indian beer industry is heating up with a lot of foreign players entering the Indian market. The technological knowhow and expertise will also enter the Indian market with an increase in competition. Growth in premium modern trade and on-premise outlets in metropolitan cities increased the range of product availability and improved the retail environment.Attitude towards alcohol are evolving, particularly among young urban-dwellers who are gaining an appetite for beer compared to liquor. Many people now prefer to consume beer owing to lower alcohol content and availability of varied product. Brewpubs are attracting Indians away from industrial bottled beers. High end hotels and restaurants are keen to bring craft beer into their product portfolio. These establishments are keen to bring “The Beer on Tap“ concept back to serve their customers different styles of international quality delicious craft brews.

Key Segments Covered:

By Beer Type:

  • Strong Beer
  • Mild Beer
  • Craft Beer

By Region (Demand):

  • North
  • South
  • West
  • East

By Gender (Consumer Profile):

  • Male
  • Female

By Distribution Channel:

  • State/Government Corporation
  • Distributors
  • Retailers

Key Target Audience:

  • Beer Manufacturing Companies
  • Spirit Manufacturing Companies
  • Industry Associations
  • Government and Regulatory Authority
  • Investors and VC’s

Time Period Captured in the Report:

  • Historical Period FY’2013-FY’2018
  • Forecast PeriodFY2018-FY2023E

(FY refers to fiscal year ending 31st March of every year; E refers to Estimated Numbers)

Companies Covered:

  • United Breweries Ltd.
  • Anheuser-Busch InBev
  • Carlsberg India Pvt. Ltd
  • Mohan Meakin Limited
  • B9 Beverages Pvt. Ltd
  • Other Prominent Craft Beer Manufacturers in India

Key Topics Covered in the Report

  • Executive Summary
  • Research Methodology
  • India Beer Market Overview and Genesis
  • India Beer Market Size, FY’2013-FY’2018
  • India Beer Market Segmentation, FY’2018
  • Snapshot on Craft Beer Market in India
  • Trends and Developments in India Beer Market
  • Issues and Challenges in India Beer Market
  • Competitive Landscape in India Beer Market
  • Company Profiles of Major Players in India Beer Market
  • India Beer Market Future Outlook and Projections, FY’2018-FY’2023E
  • Analyst Recommendation in India Beer Market

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Ankur Gupta, Head Marketing & Communications