In 2004, annual consumption volume in the world recorded 19 years of consecutive growth. The growth rate against the previous year exceeded 4% for the first time since 1987. The reasons to the expansion of the beer market are attributed to the global economic recovery and high temperature caused by record-breaking heat waves.
The Chinese market, which topped the list for 2 straight years, grew at a more rapid pace than the previous year (up 6.4%), getting a lead of 4o.67 million HL on the US. Its growth was attributed to a population increase and improved standard of living due to economic growth. The beer market in China is characterized by market growth centered on urban areas as well as aggressive market entries by foreign breweries.
Due to changes in economic policies and a growing health consciousness since the late 1990’s, Russia jumped to 4th in 2004 from 9th in 1994, sharing its position with Brazil.
Of the southeast Asian markets, Thailand (up 10%) and the Philippines (up 15.6%) showed remarkable growth.
Japan remained in the same position on the list, but consumption increased (by 0.7%) for the first time since 2001 after a 2-year decline, which was attributed to the heat-wave and introduction of new genre.