The key driver for this market is the use of malt in the beer industry, which is growing at a fast rate. Its widespread use in the food industry is another driver for the growth of this market.  Opportunities for this market lie in the use of different types of malt extracts in food products.  Growing popularity of wine and other beverages acts as a hindrance in the growth of this market, as this would reduce the consumption of beer. Increase in the use of organic malt in making breweries is boosting the growth of the market. The major challenge to this market is the entry of local players in the market. They offer low-quality products, and thus are able to generate a broader customer base.

United Kingdom holds the highest share in the market studied, with diversified application areas in beer, traditional alcoholic beverages, and non-alcoholic malt beverage. The increasing consumption of beer and non-alcoholic malt beverages in the United Kingdom is driving the growth of barley use in malt production, owing to the superior flavor profile and varied processing advantages in beer production. Furthermore, there’s a rise in the use of organic malt, in making breweries, which is boosting the growth of the market. Moreover, demand from the industrial sector and increased scope of application in the food and beverage industry are expected to drive the market studied, during the forecast period in the United Kingdom.