Europe Canned Beverages Market Overview By Fortune Business Insights

Market Summary

According to Fortune Business Insights: The Europe canned beverages market was valued at USD 154.48 billion in 2020 and is projected to grow from USD 156.38 billion in 2021 to USD 205.99 billion by 2028, at a compound annual growth rate (CAGR) of 4.0% over the forecast period. This steady expansion reflects a market recovering from the disruptions of COVID-19 and returning to its pre-pandemic trajectory, supported by shifting consumer preferences and evolving packaging innovations.

Canned beverages are prized across Europe for their portability, durability, and lightweight nature, available in sizes ranging from 200 ml to 1,000 ml. The widespread adoption of recycled aluminum cans has further bolstered the market, with the European Aluminum Association reporting a can recycling rate of 76.1% across the EU, U.K., Switzerland, Iceland, and Norway as of 2018.

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Key Market Trends

Consumer dietary habits across Europe are undergoing a notable shift. There is growing preference for dairy-free and sugar-free alternatives over traditional carbonated soft drinks. Fitness-conscious consumers and those managing diabetes are increasingly drawn to calorie-free and functional beverages. The trend toward fresh fruit juices over frozen or processed options is also gaining momentum. Additionally, small-sized premium cans are becoming a status symbol among certain consumer segments, supporting higher revenue per unit.

Growth Drivers

Rising soft drink demand is the primary engine of market growth. According to the Union of European Soft Drinks Associations (UNESDA), soft drink sales in Europe reached 50,041.2 million liters in 2019, up 0.7% year-on-year. Subscription-based alcohol services are also gaining traction — Craft Gin Club (U.K.) saw revenues jump from USD 4.87 million in 2017 to USD 13.20 million in 2018.

Product innovation is another key driver. In March 2019, The Coca-Cola Company launched a sugar-free, calorie-free canned energy drink in Spain and Hungary, formulated with guarana extract and vitamin B — reflecting the broader industry push toward healthier offerings.

Restraining Factors

Regulatory pressure from the European Commission around alcoholic beverage restrictions poses a headwind for the market. Health concerns related to excessive alcohol consumption and reports of beverage contamination from BPA-based plastic cans are also expected to temper demand in certain segments.

Market Segmentation

By Product Type, alcoholic beverages hold the dominant share, driven by high alcohol consumption across Europe — average adult consumption reached 10 liters in 2018 per OECD data. The RTD coffee and tea segment benefits from Europe accounting for roughly 34% of global coffee consumption (approximately 3.35 million tons in 2019). Dairy-based and sports/energy drink segments are growing due to rising interest in fitness and protein supplementation, while veganism is fueling demand for canned fruit and vegetable juices.

By Distribution Channel, supermarkets and hypermarkets lead the market, driven by impulse buying behavior and the availability of premium products. Specialty stores (liquor shops, tea and coffee outlets), convenience stores, and online retail channels are all seeing growth, with online channels benefiting from the pandemic-driven shift toward at-home consumption.

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Country Insights

Germany is the largest national market, valued at USD 40.53 billion in 2020, underpinned by high alcohol consumption — reaching 84.65 million hectoliters in 2018 per Brewers of Europe. The U.K. is a strong performer driven by cider consumption, which reached 10.04 million hectoliters in 2018. Spain and Italy are seeing growth from evolving dietary preferences among their populations.

Key Industry Players

Major companies profiled in the market include Anheuser-Busch InBev (Belgium), Diageo Plc. (U.K.), Heineken NV (Netherlands), Pernod Ricard S.A. (France), Carlsberg Breweries A/S (Denmark), Coca-Cola HBC AG (Switzerland), PepsiCo Inc. (U.S.), Red Bull GmbH (Austria), Nestle S.A. (Switzerland), and Anadolu Efes (Turkey). These players are competing primarily through geographic expansion, new product launches, and flavor diversification to capture evolving European consumer tastes.