Beer in Germany

June 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Beer 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.

If you're in the Beer 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 Beer 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 Beer in Germany?
  • Where is consumer demand for Beer focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Germany?
  • How are products distributed in Germany?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

Beer in Germany - Category analysis

KEY DATA FINDINGS

2020 IMPACT

Robust off-trade sales fail to alleviate deep crisis facing many brewers
Resilience of domestic premium lager helps mitigate overall decline in beer sales
Premium and craft beer brands make gains, while the largest brands face intense off-trade price battles and on-trade losses

RECOVERY AND OPPORTUNITIES

Overall beer sales set to remain undermined by struggling on-trade channel
The upheaval created by COVID-19 expected to have a longer-lasting ripple effect
Further premiumisation through local positioning and craft beer

CATEGORY BACKGROUND

Lager price band methodology
Summary 1 Lager by Price Band 2020 Table 1 Number of Breweries 2014-2019

CATEGORY DATA

Table 2 Sales of Beer by Category: Total Volume 2015-2020 Table 3 Sales of Beer by Category: Total Value 2015-2020 Table 4 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 5 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 7 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 10 Sales of Beer by Craft vs Standard 2015-2020 Table 11 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 12 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 13 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 14 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 16 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Alcoholic Drinks in Germany - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age Drink driving Advertising Smoking ban Opening hours On-trade establishments Table 18 Number of On-trade Establishments by Type 2015-2020

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 19 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 20 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 21 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 22 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 23 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 27 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 28 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 29 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 30 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 32 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 34 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 3 Research Sources
The following categories and subcategories are included:

Beer

    • Ale
    • Sorghum
    • Weissbier/Weizen/Wheat Beer
    • Flavoured/Mixed Lager
        • Domestic Premium Lager
        • Imported Premium Lager
        • Domestic Mid-Priced Lager
        • Imported Mid-Priced Lager
        • Domestic Economy Lager
        • Imported Economy Lager
        • Domestic Premium Lager
        • Domestic Mid-Priced Lager
        • Domestic Economy Lager
        • Imported Premium Lager
        • Imported Mid-Priced Lager
        • Imported Economy Lager
    • Low Alcohol Beer
    • Non Alcoholic Beer
  • Stout

Beer

An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.

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This report originates from Passport, our Beer research and analysis database.

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