Asian Speciality Drinks in Germany

PROSPECTS

On-trade is the main channel for Asian speciality drinks

Asian speciality drinks was the only soft drinks category in 2019 where the on-trade heavily outperformed the off-trade in terms of both current value and volume growth. There were two main reasons for this.

Consumer demand is driven by the search for new experiences

In recent years, consumer demand has been moving from traditional refreshments to sophisticated drinks that occasionally provide consumers with an emotional connection. Indeed, Germans are looking for new innovative products and different tastes among all sorts of soft drinks.

Better distribution and the increasing Asian community could push up volume sales over the forecast period

Due to the limited availability of Asian speciality drinks, the category is set to remain small over the forecast period. Nonetheless, the increasing use of internet retailing and the rising number of specialised distributors can boost Asian speciality drinks sales over the forecast period in Germany.

COMPETITIVE LANDSCAPE

Thai Agri Foods Public Co Ltd is the leader in Asian speciality drinks

Thai Agri Foods continued to grow in off-trade volume and value terms in 2019, with its Foco brand, remaining the only significant company in Asian speciality drinks. However, the category in Germany shows a high level of fragmentation due to the presence of many smaller players.

New brands try to enter German market

Thanks to the rising number of specialised internet retailers in Germany, new players are trying to launch their Asian speciality drink brands in the country but without strong distribution strategies. Consequently, the internet retailing channel is not sufficient to achieve significant sales.

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