In 2018, alcoholic drinks in Germany recorded its strongest total volume growth of the review period. This development was on the one hand, driven by the long and hot summer and on the other, by various new product launches in trending categories.
Health and wellness trends strongly impacted alcoholic drinks over the review period, placing downward pressure on volume sales. The healthy lifestyle megatrend has manifested itself in different ways, including rising demand for non alcoholic beer, growth in natural wines and the increasing use of natural botanicals as gin ingredients.
The competitive landscape remained fairly stable in 2018 with no major changes to the leading positions of companies in terms of total volume share. Traditionally, beer players dominate the alcoholic drinks landscape in Germany in terms of volume sales, led by Radeberger Gruppe KG.
The most dynamic distribution channels through off-trade in 2018 were supermarkets and internet retailing, continuing a trend observed across the categories. The extended product range, including a greater range of premium and craft alcoholic drinks, and quality perception offered by supermarkets such as Rewe and Edeka continued to persuade an increasing number of consumers to frequent this channel.
Total volume sales of alcoholic drinks are expected to remain stagnant over the forecast period, largely as a consequence of the healthy lifestyle trend and maturity of the market leading to a reduction in alcohol consumption. However, opportunities will emerge within one of the largest alcoholic drinks markets globally.
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This industry report originates from Passport, our Alcoholic Drinks market research database.