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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Germany

73 pages, Jun 2018

US$2,100

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Executive Summary

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Quality over quantity

German alcoholic drinks continued to decline in total volume sales in 2017, matching average annual decline over the review period, as consumers become increasingly health conscious and aware of their alcohol intake levels; thus, they are consuming fewer alcoholic beverages on a per capita basis. In current value terms, in contrast, alcoholic drinks continued to grow in 2017, as consumers favoured greater quality and more premium drinks, coupled with higher average unit prices.

On-trend drinks show fastest growth

Some spirits, particularly trending drinks such as gin, whiskies and rum, continued to post dynamic growth rates in 2017 in both volume and value terms, driven by various popular regional and international brands, whereas outdated spirits such as korn, brandy and cognac are losing favour because they are not attractive enough, particularly for millennials. This has been the case for both off- and on-trade.

Beer brewers dominate total volume sales of alcoholic drinks

Brewers continued to dominate German alcoholic drinks in total volume terms in 2017, with Radeberger Gruppe KG leading. Following were Aldi Einkauf GmbH & Co oHG, Anheuser-Busch InBev (the only international company in the top five), Krombacher and Oettinger Brauerei.

Competition between supermarkets and discounters intensifies

Supermarkets represented the most dynamic distribution channel in terms of volume and value growth in 2017, as discounters such as Aldi, Lidl and Netto struggled to adjust to changing consumer behaviour. The increasingly wide range of product availability in supermarkets, as well as convenient urban locations, are harmonious with modern consumer trends of increasing alcohol options coupled with time saving or spontaneous shopping.

Bright spots in a declining market

Total volume sales of alcoholic drinks in Germany are predicted to decline over the forecast period, with growth constrained by maturity and rising consumer health-consciousness. However, bright spots remain, including the expansion of craft-orientated products in both beer and spirits, which will form part of a broader premiumisation trend.

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Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Germany for free:

The Alcoholic Drinks in Germany market research report includes:

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

Our market research reports answer questions such as:

What is the market size of Alcoholic Drinks in Germany?
What are the major brands in Germany?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

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Alcoholic Drinks in Germany

EXECUTIVE SUMMARY

Quality over quantity

On-trend drinks show fastest growth

Beer brewers dominate total volume sales of alcoholic drinks

Competition between supermarkets and discounters intensifies

Bright spots in a declining market

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2012-2017

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

Summary 2 Key New Product Developments 2016-2017

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 13 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 3 Research Sources

Beer in Germany

HEADLINES

PROSPECTS

High number of beer brands creates space shortage for retailers

Demand for healthier variants rises

Regionality trend supported by discounters

COMPETITIVE LANDSCAPE

Radeberger Gruppe retains leadership in 2017

Premium speciality beers continue to attract attention

Price increases put forward by large breweries change beer landscape

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2017
Table 18 Number of Breweries 2012-2017

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2012-2017
Table 20 Sales of Beer by Category: Total Value 2012-2017
Table 21 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 22 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 27 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 28 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 29 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 30 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 31 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022

Cider/Perry in Germany

HEADLINES

PROSPECTS

Filling the gap of declining beer consumption

Unmet potential but growth rates will slow

Availability of brands in off-trade to increase consumer awareness

COMPETITIVE LANDSCAPE

International brands lead the way

Carlsberg Deutschland continues to gain share

Domestic manufacturers to test on-trade waters

CATEGORY DATA

Table 34 Sales of Cider/Perry: Total Volume 2012-2017
Table 35 Sales of Cider/Perry: Total Value 2012-2017
Table 36 Sales of Cider/Perry: % Total Volume Growth 2012-2017
Table 37 Sales of Cider/Perry: % Total Value Growth 2012-2017
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2012-2017
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Value 2012-2017
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2012-2017
Table 42 GBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 43 NBO Company Shares of Cider/Perry: % Total Volume 2013-2017
Table 44 LBN Brand Shares of Cider/Perry: % Total Volume 2014-2017
Table 45 Forecast Sales of Cider/Perry: Total Volume 2017-2022
Table 46 Forecast Sales of Cider/Perry: Total Value 2017-2022
Table 47 Forecast Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 48 Forecast Sales of Cider/Perry: % Total Value Growth 2017-2022

Rtds/High-Strength Premixes in Germany

HEADLINES

PROSPECTS

RTDs/high-strength premixes will remain popular but growth expected to slow down

Spirit-based RTDs set to post most dynamic total volume growth

New product developments, flavours and innovations set to drive volume growth

COMPETITIVE LANDSCAPE

Brown-Forman the leading branded player as cola premixes record strong growth

Jive and Rotkäppchen Fruchtsecco continue to dominate wine-based RTDs

Competition in RTDs/high-strength premixes expected to intensify

CATEGORY DATA

Table 49 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 50 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 51 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 52 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 53 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 54 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 55 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 56 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 57 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 58 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 59 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 60 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 61 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 62 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 63 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022

Spirits in Germany

HEADLINES

PROSPECTS

Spirits set to decline in volume but grow in value

Gin and whiskies have the best outlook

Premium, fashionable and craft will continue to shape spirits consumption

COMPETITIVE LANDSCAPE

Pernod Ricard retains leadership, followed by Campari and Diageo

Branded players perform better while private label struggles

Brown-Forman records fastest total volume growth of top 10 players

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 5 Benchmark Brands 2017

CATEGORY DATA

Table 64 Sales of Spirits by Category: Total Volume 2012-2017
Table 65 Sales of Spirits by Category: Total Value 2012-2017
Table 66 Sales of Spirits by Category: % Total Volume Growth 2012-2017
Table 67 Sales of Spirits by Category: % Total Value Growth 2012-2017
Table 68 Sales of Spirits by Off-trade vs On-trade: Volume 2012-2017
Table 69 Sales of Spirits by Off-trade vs On-trade: Value 2012-2017
Table 70 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 71 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2012-2017
Table 72 Sales of Dark Rum by Price Platform: % Total Volume 2012-2017
Table 73 Sales of White Rum by Price Platform: % Total Volume 2012-2017
Table 74 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2012-2017
Table 75 Sales of English Gin by Price Platform: % Total Volume 2012-2017
Table 76 Sales of Vodka by Price Platform: % Total Volume 2012-2017
Table 77 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2012-2017
Table 78 GBO Company Shares of Spirits: % Total Volume 2013-2017
Table 79 NBO Company Shares of Spirits: % Total Volume 2013-2017
Table 80 LBN Brand Shares of Spirits: % Total Volume 2014-2017
Table 81 Forecast Sales of Spirits by Category: Total Volume 2017-2022
Table 82 Forecast Sales of Spirits by Category: Total Value 2017-2022
Table 83 Forecast Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 84 Forecast Sales of Spirits by Category: % Total Value Growth 2017-2022

Wine in Germany

HEADLINES

PROSPECTS

Despite stagnation, wine’s total volume sales are going to remain stable

Still white wine will see higher growth than rosé and red wine

Off-trade channel set to continue to outperform on-trade in volume sales

COMPETITIVE LANDSCAPE

Competition between private label of discounters and supermarkets increases

Rotkäppchen-Mumm continues to lead all branded players

Wine manufacturers will have to address growing consumer demand for variety

CATEGORY DATA

Table 85 Sales of Wine by Category: Total Volume 2012-2017
Table 86 Sales of Wine by Category: Total Value 2012-2017
Table 87 Sales of Wine by Category: % Total Volume Growth 2012-2017
Table 88 Sales of Wine by Category: % Total Value Growth 2012-2017
Table 89 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
Table 90 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
Table 91 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 92 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
Table 93 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2012-2017
Table 94 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2012-2017
Table 95 Sales of Still White Wine by Price Segment: % Off-trade Volume 2012-2017
Table 96 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2012-2017
Table 97 GBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 98 NBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 99 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2014-2017
Table 100 GBO Company Shares of Champagne: % Total Volume 2013-2017
Table 101 NBO Company Shares of Champagne: % Total Volume 2013-2017
Table 102 LBN Brand Shares of Champagne: % Total Volume 2014-2017
Table 103 GBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 104 NBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 105 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2014-2017
Table 106 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 107 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 108 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2014-2017
Table 109 GBO Company Shares of Non-grape Wine: % Total Volume 2013-2017
Table 110 NBO Company Shares of Non-grape Wine: % Total Volume 2013-2017
Table 111 LBN Brand Shares of Non-grape Wine: % Total Volume 2014-2017
Table 112 Forecast Sales of Wine by Category: Total Volume 2017-2022
Table 113 Forecast Sales of Wine by Category: Total Value 2017-2022
Table 114 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 115 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022

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Megatrends

Country Report

Alcoholic Drinks in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

Quality over quantity

On-trend drinks show fastest growth

Beer brewers dominate total volume sales of alcoholic drinks

Competition between supermarkets and discounters intensifies

Bright spots in a declining market

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Germany

EXECUTIVE SUMMARY

Quality over quantity

On-trend drinks show fastest growth

Beer brewers dominate total volume sales of alcoholic drinks

Competition between supermarkets and discounters intensifies

Bright spots in a declining market

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Beer in Germany

HEADLINES

PROSPECTS

High number of beer brands creates space shortage for retailers

Demand for healthier variants rises

Regionality trend supported by discounters

COMPETITIVE LANDSCAPE

Radeberger Gruppe retains leadership in 2017

Premium speciality beers continue to attract attention

Price increases put forward by large breweries change beer landscape

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Cider/Perry in Germany

HEADLINES

PROSPECTS

Filling the gap of declining beer consumption

Unmet potential but growth rates will slow

Availability of brands in off-trade to increase consumer awareness

COMPETITIVE LANDSCAPE

International brands lead the way

Carlsberg Deutschland continues to gain share

Domestic manufacturers to test on-trade waters

CATEGORY DATA

Rtds/High-Strength Premixes in Germany

HEADLINES

PROSPECTS

RTDs/high-strength premixes will remain popular but growth expected to slow down

Spirit-based RTDs set to post most dynamic total volume growth

New product developments, flavours and innovations set to drive volume growth

COMPETITIVE LANDSCAPE

Brown-Forman the leading branded player as cola premixes record strong growth

Jive and Rotkäppchen Fruchtsecco continue to dominate wine-based RTDs

Competition in RTDs/high-strength premixes expected to intensify

CATEGORY DATA

Spirits in Germany

HEADLINES

PROSPECTS

Spirits set to decline in volume but grow in value

Gin and whiskies have the best outlook

Premium, fashionable and craft will continue to shape spirits consumption

COMPETITIVE LANDSCAPE

Pernod Ricard retains leadership, followed by Campari and Diageo