Hot Drinks in Germany
Euromonitor International's Hot Drinks in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of duty paid retail volume and value sales, illicit trade volume, company and brand shares, pricing, distribution and production data
Tables: 73 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Coffee; Other hot drinks; Tea
Executive summary
Hot drinks continues to achieve positive value growth
Despite the maturity and saturation of German hot drinks, the market overall remained stable in value terms in 2008 thanks primarily to the success of coffee pods. Tea posted a further current value decline in 2008, while other hot drinks achieved moderate growth on the back of non-chocolate-based flavoured powder drinks. The under 40s have taken a liking to coffee pods due to their convenience and the quality of coffee they offer, two key issues in the coffee sector.
Dichotomisation of German consumers
Over 2008 German consumers were further split between making purchasing decisions based primarily on price against purchasing decisions based primarily on quality. As a result, both discounters and non-grocery retailers experienced an increase in share in the hot drinks market in both volume and value terms. Private label sales, particularly in coffee, were also on the increase, signalling that consumers are increasingly seeking high-quality products at non-branded prices.
Two giants dominate and compete for market leadership
Kraft Foods Deutschland GmbH & Co and Tchibo Frisch-Röst-Kaffee GmbH continued their head-to-head battle for market leadership in 2008. In chocolate-based flavoured powder drinks, Kraft Foods offers Kaba, Milka Drink and Suchard Express, whilst Nestlé competes with Nesquik and other brands.
Health concerns influence purchasing decisions
With media reports about obesity levels in Germany increasing, health concerns are featuring more frequently in consumers’ minds when shopping. Sales of green tea, herbal and medicinal teas recorded positive figures, while chocolate-based powder drinks perform less well. Over the forecast period this trend is expected to continue and increase in importance.
On-trade growth slows as smoking ban enforced
The review period’s growth of the on-trade hot drinks channel shifted gear as Germany’s smoking ban, introduced in 2007, was extended over 2008. The full effects of this ban are yet to be seen and growth remained stable at 2% in 2008. However, the trend towards home consumption of hot drinks, in conjunction with consumer concerns about personal spending levels, is expected to increasingly benefit the off-trade channel.
Table of contents
HOT DRINKS IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Hot drinks continues to achieve positive value growth
Dichotomisation of German consumers
Two giants dominate and compete for market leadership
Health concerns influence purchasing decisions
On-trade growth slows as smoking ban enforced
KEY TRENDS AND DEVELOPMENTS
Hot drinks suffer as population ages
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Penetration of Private Label by Sector 2004-2008
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
Production/Import/Export Data
Table 26 Imports/Exports/Apparent Consumption of Black and Green Tea 2006/2007
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GERMANY
BüNTING TEEHANDELSHAUS GMBH & CO - HOT DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bünting Teehandelshaus GmbH & Co: Key Facts
Summary 3 Bünting Teehandelshaus GmbH & Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Bünting Teehandelshaus GmbH & Co: Competitive Position 2008
JJ DARBOVEN HOLDING AG & CO - HOT DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 JJ Darboven Holding AG & Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 JJ Darboven Holding AG & Co: Competitive Position 2008
OSTFRIESISCHE TEE GESELLSCHAFT - HOT DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Ostfriesische Tee Gesellschaft: Key Facts
Summary 8 Ostfriesische Tee Gesellschaft: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Ostfriesische Tee Gesellschaft: Competitive Position 2008
TEEKANNE GMBH - HOT DRINKS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Teekanne GmbH: Key Facts
Summary 11 Teekanne GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Teekanne GmbH: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Teekanne GmbH: Competitive Position 2007
COFFEE IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Coffee Machine Sales: 2002-2007
Table 28 Instant Coffee by Speciality Type 2004-2008
Table 29 Retail Sales of Coffee by Type: Volume 2003-2008
Table 30 Retail Sales of Coffee by Type: Value 2003-2008
Table 31 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 32 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 33 Standard Vs Coffee Pods 2004-2008
Table 34 Coffee Company Shares 2004-2008
Table 35 Coffee Brand Shares 2005-2008
Table 36 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 37 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 38 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 39 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 41 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 42 Retail Sales of Tea by Subsector: Value 2003-2008
Table 43 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 44 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 45 Tea Company Shares 2004-2008
Table 46 Tea Brand Shares 2005-2008
Table 47 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 48 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 49 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 50 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 52 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 53 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 54 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 55 Other Hot Drinks Company Shares 2004-2008
Table 56 Other Hot Drinks Brand Shares 2005-2008
Table 57 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 60 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013