Soft Drinks in Germany

January 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in Germany report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Germany?
  • To what extent are health considerations impacting consumption of Soft Drinks in Germany?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Germany?
  • Which are the leading brands in Soft Drinks in Germany?
  • What potential exists for multinational or domestic soft drinks companies to expand in Germany?
  • How are products distributed in Soft Drinks in Germany?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
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Soft Drinks in Germany

Soft drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2022
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2022
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2022
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2022
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2019-2023
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2020-2023
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2019-2023
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2020-2023
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2018-2023
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2018-2023
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
Fountain sales in Germany
Trends

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Germany

KEY DATA FINDINGS

Bottled water vs. tap water
Brands under pressure as consumers aim to cut costs
Winning consumers’ trust through efforts to prove sustainability
Private label gains traction and becomes seen as a brand itself
Demand for functionality will fuel growth for functional bottled water, but it will compete with other soft drinks categories
On-trade, bottled water will be a leading choice for hydration
Table 37 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 38 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 39 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 40 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 41 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 42 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 43 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 44 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 45 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 46 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 47 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 48 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028

Carbonates in Germany

KEY DATA FINDINGS

Sugar reduction remains key to success
On-trade recovers slowly, but consumers face financial challenges
Mixers benefits from the aperitif trend
Competition will come from other soft drinks categories
Consumers seek brands that correspond with their values
Health awareness will determine the future
Table 49 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 50 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 51 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 52 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 53 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 54 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 55 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 56 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 57 Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 58 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023
Table 59 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 60 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 61 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 62 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 63 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 64 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 65 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 66 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
Table 67 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2023-2028
Table 68 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2023-2028

Concentrates in Germany

KEY DATA FINDINGS

Home mixing trend fuelled by demand for packaging-saving solutions
Increasing brand activity and innovation
Polarisation: Private label vs premium
Innovation set to drive success through reducing sugar and packaging
Hydration in new formats
Inflation: Challenges and opportunities
Concentrates conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 69 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 70 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 71 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 72 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 73 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 74 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 75 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 76 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 77 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 78 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 79 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 80 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 81 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 82 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 83 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028

Juice in Germany

KEY DATA FINDINGS

Consumers cut their expenses – and sugar consumption
On-trade recovers slowly
Sourcing is becoming more difficult
Juice consumption set to decline further, but juice will gain popularity as an ingredient
Functional juices: Added vitamins for health
Sustainable juices as part of a healthier diet for the body and the planet
Table 84 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 85 Off-trade Sales of Juice by Category: Value 2018-2023
Table 86 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 87 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 88 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 89 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 90 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 91 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 92 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 93 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 94 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 95 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028

RTD Coffee in Germany

KEY DATA FINDINGS

RTD coffee is popular for its convenience
Inflation spurs sales in discounters, and sales of private label products
Coffee expertise is paramount for RTD coffee
Do-it-yourself iced coffee competes with RTD coffee
Sustainability will remain essential
Innovation likely to drive future success
Table 96 Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 97 Off-trade Sales of RTD Coffee: Value 2018-2023
Table 98 Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 99 Off-trade Sales of RTD Coffee: % Value Growth 2018-2023
Table 100 NBO Company Shares of Off-trade RTD Coffee: % Volume 2019-2023
Table 101 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2020-2023
Table 102 NBO Company Shares of Off-trade RTD Coffee: % Value 2019-2023
Table 103 LBN Brand Shares of Off-trade RTD Coffee: % Value 2020-2023
Table 104 Forecast Off-trade Sales of RTD Coffee: Volume 2023-2028
Table 105 Forecast Off-trade Sales of RTD Coffee: Value 2023-2028
Table 106 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2023-2028
Table 107 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2023-2028

RTD Tea in Germany

KEY DATA FINDINGS

Stagnation due to competition from other categories
On-trade recovery on the horizon
Concerns about sugar consumption drive sales of reduced sugar still RTD tea
Do-it-yourself iced tea threatens sales of RTD tea
Continued impact of hot summers
Growing influence of sustainability
Table 108 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 109 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 110 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 111 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 112 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
Table 113 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 114 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 115 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 116 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 117 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 118 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 119 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 120 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028

Energy Drinks in Germany

KEY DATA FINDINGS

Energy drinks remains one of the most dynamic soft drinks categories
Innovation slowdown in 2023
Red Bull holds pole position, yet private label also becomes more attractive
Influence of inflation on consumption habits
Health scrutiny and regulation
Competition from healthier alternatives
Table 121 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 122 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 123 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 124 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 125 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 126 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 127 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 128 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 129 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 130 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 131 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 132 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028

Sports Drinks in Germany

KEY DATA FINDINGS

Many people do sports, but too many still do not
Competition from other categories a threat and an opportunity
Mega sports event UEFA Euro 2024 offers opportunities
Increased competition from other soft drinks categories
Competition from other hydration innovations
How technology could shape the future of sports drinks
Table 133 Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 134 Off-trade Sales of Sports Drinks: Value 2018-2023
Table 135 Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 136 Off-trade Sales of Sports Drinks: % Value Growth 2018-2023
Table 137 NBO Company Shares of Off-trade Sports Drinks: % Volume 2019-2023
Table 138 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2020-2023
Table 139 NBO Company Shares of Off-trade Sports Drinks: % Value 2019-2023
Table 140 LBN Brand Shares of Off-trade Sports Drinks: % Value 2020-2023
Table 141 Forecast Off-trade Sales of Sports Drinks: Volume 2023-2028
Table 142 Forecast Off-trade Sales of Sports Drinks: Value 2023-2028
Table 143 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2023-2028
Table 144 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2023-2028

Asian Speciality Drinks in Germany

KEY DATA FINDINGS

The off-trade drives demand, and supermarkets raise awareness of Asian speciality drinks
Players in Asian speciality drinks follow demand for claims which align with the “natural” trend
The impact of regional demographics on the landscape of Asian speciality drinks in Germany
Demand for healthier beverages presents an opportunity
Asian cuisines and beverages will influence the health-conscious youth population
Growing Asian population and cultural hubs will maintain fairly stable demand
Table 145 Off-trade Sales of Asian Speciality Drinks: Volume 2018-2023
Table 146 Off-trade Sales of Asian Speciality Drinks: Value 2018-2023
Table 147 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2018-2023
Table 148 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2018-2023
Table 149 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2019-2023
Table 150 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2020-2023
Table 151 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2019-2023
Table 152 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2020-2023
Table 153 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2023-2028
Table 154 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2023-2028
Table 155 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2023-2028
Table 156 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2023-2028
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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