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The global mead beverage market size was USD 432.4 million in 2020. The market is projected to grow from USD 487.9 million in 2021 to USD 1,621.0 million in 2028 at a CAGR of 18.71% during the 2021-2028 period. The global impact of COVID-19 has been unprecedented and staggering, with mead beverages witnessing a positive impact on demand across all regions amid the pandemic. Based on our analysis, the global market exhibited a below average growth of 10.34% in 2020 as compared to the average year-on-year growth during 2017-2019. The rise in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.
While many people mistake mead for honey wine, it is actually a separate kind of alcoholic beverage made of honey, yeast, and water. Mead's alcohol concentration typically ranges from 3.5% to 18%. Meads are frequently fermented at temperatures similar to those used in winemaking. The yeast used to make mead is also quite similar to the yeast used to make wine. The flavor of mead varies according on the fruit and spices used, the yeast used during fermentation, and the age process. Meads that have been blended, such as cinnamon cider or apple metheglin, are also available on the market.
Spread of COVID-19 Restricted Market Growth of International Meads in Local Markets
In the second quarter of 2020, strict regulations were imposed on logistics and trade routes were closed in the wake of COVID-19. With COVID-19 restrictions on the supply chain and logistics industry, there were disruptions in transporting goods from one point to another. As most of the mead businesses are located in Europe and North America, there was a shortage of meads in the Asian subcontinent and some parts of Africa. However, local meads sales were accelerated due to the absence of international products due to travel restrictions and border closures during the pandemic. Moreover, as bars and restaurants were closed for a longer time, it forced consumers to shift their drinking habits, and this trend is expected to sustain with beverages such as canned wine being popular in 2020.
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Trend of Low/No Alcohol Beverages Consumption to Supplement Market Growth
Mead is a honey-based beverage similar to wine and has an alcohol content of around 8%-20%, depending on the raw materials used in production. Over the last few years, consumer demand for no/low alcohol beverages increased. According to International Wine and Spirit Research (IWSR), the no/low alcohol beverage category gained a share of 3% in the overall alcoholic beverages market in 2019. Adhering to the growing consumer interest in low alcohol content beverages, market players are also developing no/low alcoholic drinks. Growing demand for low alcohol beverages/alcohol-free drinks creates lucrative opportunities for retailers to stock up the mead brands. This Mead Beverage Market trend is expected to sustain in the long run and will benefit the global market.
Growing Number of Meaderies Across Globe Helps in Boosting Growth of Market
Mead as a drink has been famous since historical times in the world, and its earliest mention was around 8,000 years ago. However, the commercialization of mead started in the second half of the 20th century. The Society for Creative Anachronism (founded in 1966) was focused on giving mead great prominence and making mead popular again in global markets. There were around 140 meaderies opened globally in the 20th century (1900-1999); the number was 135 between 2000-2010. Since 2010, about 300 meaderies have opened worldwide, while around 150 are still being planned. With such rapid expansion of meaderies all across the globe, mead, as a commercial beverage, is becoming popular and more consumers are shifting toward its consumption.
The major customer base of mead is the millennial population, who are always looking for new tastes and flavors. With more meaderies in planning, this market size is expected to grow rapidly during the forecast period.
Consumers’ Shift From Alcoholic Beverages Toward Wine Supplements Market Growth Positively
Changing consumer behavior impacts the wine category significantly and gives positive outcomes toward the growth of this industry. Consumers' shift toward wine is greatly influenced by factors such as taste, flavors, preference, packaging, and technology. This continuous shift of consumers is changing the way wine is marketed globally. Domestic flavored wines are also becoming major growth drivers for the global wine industry, apart from international wines in the markets. The domestic wines segment’s market share is increasing continuously and holds a considerable share in the global market. Such a shift of consumers toward local wines/meads is expected to boost the market growth during the forecast period.
High Cost of Mead to Restrict Market Growth in Emerging Economies
Mead beverages are often sold in the premium or ultra-premium price category. This is mainly attributed to its limited production and the mead production process being more expensive than beer or wine. The cost of the basic fermentable ingredients used as forming agents in mead is as much as 300% more than the wine and around 360% higher than beer.
Even though more meaderies are located in Europe and North America, where consumers spend more on alcoholic beverages, new meaderies are now being opened in emerging countries such as India, Thailand, Japan, Iceland, Israel, and Mexico. Consumers in these countries do not spend more on alcohol as their income per capita is lesser, and thus it would be a challenge for mead makers to sell their products in the lower price point category in these countries. This factor may act as a restraining factor for the growth of the market.
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Fruit Meads Segment Holds Major Market Share Attributed to Availability of Wide Range of Products
Fruit-based mead is the latest product category in the mead beverages industry, developed mainly in the 20th century. As many new meaderies are being opened in various countries globally, the leading players in this market are mainly focused on launching fruit-based beers. The fruit beers are launched to attract the millennial population, a forefront consume r of the alcohol industry, and spend more than any other age group. In addition, the new entrants are coming with innovative and attractive product categories with flavors such as apple cider mead, coffee, chocolate orange, bourbon oaked apple, guava chili, mango chili, Christmas apple pie, Thai ginger and kaffir lime, and grilled pineapple. With many local market players launching local fruit-based meads, this segment is expected to dominate the market during the forecast period.
Traditional meads are made without adding any fruit or spices to them. These meads usually offer a clear taste of honey when fermented. Traditional meads are sweet or sometimes dry. The silver hair age group mainly consumes these meads as they usually do not go for new flavors and prefer the original taste. This segment is expected to grow with considerable growth rate during the forecast period.
Specialty Stores Segment Holds Major Share Owing Consumer Preference Toward Wine Shops
Mead, a comparatively newly commercialized beverage, is still new to many consumers and regular alcohol drinkers. Consumers prefer buying new products from specialty stores such as wine shops or specialty mead shops with the guidance of the staff. Hence, specialty stores are mainly preferred by consumers who try wines first or try new flavors. Other segments, including direct sell through meaderies, held the second largest Mead Beverage Market share in 2020. Consumers who are very passionate about trying specialized meads and local flavors usually visit meaderies directly to understand the tastes and products available in the meaderies.
The online sales channel segment is expected to grow with the highest CAGR during the forecast period due to the shift of consumer preference while buying alcoholic beverages. The online sales channel is the emerging distribution channel for the overall food & beverages industry. Consumers have more buying options through online shopping and can compare the prices of various meads while sitting at their homes. This online shopping culture is expected to boost the market rapidly in the coming years.
Europe Mead Beverage Market Size, 2020 (USD Million)
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Europe is the leading region holding the largest market share of the global Mead Beverage Market analysis for 2020. The dominance of Europe is mainly attributed to many old meaderies, and the highest number of meaderies opened in the 20th and early 21st centuries. In Europe, market players are coming up with local flavors of meads and are attracting consumers with attractive new regional tastes. This factor will help Europe retain its dominance in the global market during the forecast period.
In North America, the highest number of meaderies are in the U.S. followed by Canada. According to American Mead Makers Association (AMMA), since 2010 there has been a rapid increase in new meaderies opened in the United States and this is the primary factor driving the Mead Beverage Market growth in North America. The U.S. alone is home to the highest number of meaderies opened while some are under planning since 2010. This factor will benefit the market growth of mead beverages in this region.
The Asia Pacific market is a comparatively newer market for mead. There were not many meaderies present in the region in the 20th century, but as globalization took place and new business ideas started developing, the Asia Pacific region saw the opening of many meaderies, mainly in China and Australia. China held the highest market share in the Asia Pacific region, while Australia followed it. The number of meaderies opened in Australia recently promises lucrative opportunities for market growth during the forecast period.
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The Middle East & Africa and South America regions are expected to grow steadily. Countries in these regions are still in the developing phase. Also, the cost of meads is comparatively higher than that of wine and beer. Therefore, many consumers do not spend on meads. This factor may restrict the market's growth to some extent, but as global market scenarios change, lifestyle changes and increased spending capacity will increase consumer spending on meads.
Rising Number of Meaderies and Growing Agreements to Provide Opportunity for Mead Manufacturers
Considering the rising demand for mead, many new meaderies are being opened worldwide, and the number has been continuously growing over the past few years. With the increasing number of meaderies, the industry's revenue is also increasing. According to the AMMA, in 2012, the U.S. meaderies sold an average of 404 cases of mead per meadery. That number almost doubled to sell around 823 instances of mead per meadery in 2013. In 2019-2020 alone, approximately 125 new meaderies were opened globally. For example, in February 2020, Annapurna Mead Co., a Colorado-based meadery, signed a contract agreement for the distribution of its meads in Colorado with New Age Beverage. Such developments present promising opportunities for the key players.
An Infographic Representation of Mead Market
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The market research report provides a detailed analysis of the market and focuses on key aspects such as leading companies, product types, and leading distribution channels for the product. Besides, the report offers insights into the market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the market's growth in recent years.
Value (USD Million)
By Distribution Channel
Fortune Business Insights says that the global market size was USD 432.4 million in 2020 and is projected to reach USD 1,621.0 million by 2028.
The market will exhibit steady growth, registering a CAGR of 18.71% over the forecast period (2021-2028).
By type, the fruit mead segment is expected to be the leading segment in this market during the forecast period.
The growing number of meaderies across the globe is the key factor that is driving this market.
B. NektarMeadery, Bunratty, and Charm City Meadworks are key players in the market
Europe dominated the market share in 2020.
The trend of drinking low alcohol content beverages is expected to drive its growth.
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