MARKET TRENDS IN THE EUROPEAN UNION BEVERAGE INDUSTRY

The aim of this paper is to analyze the significant changes within the European beverage industry between 2011 and 2020. This period was characterized by a complex interplay of economic, technological, and socio-cultural factors that influenced the sector. During this decade, there were notable shifts in employment structures, market trends, production innovations, and responses to both global and regional economic challenges. Different national strategies led to workforce expansion in Malta and reductions in Poland and Denmark. Technological advancements, changing consumer preferences, and increased awareness of sustainability prompted strategic adaptations, production restructuring, and the creation of new market segments. Significant changes in the top 10 countries by the number of active companies include growth in Spain, France, Italy, and the Czech Republic. The financial performance across countries such as Germany, Italy, and Romania highlight a dynamic and evolving market landscape. This analysis underscores the resilience and adaptability of the European beverage industry in the face of varying national responses and market conditions.