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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
MARKET INDICATORS
Table 18 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020
MARKET DATA
Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 20 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 27 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 28 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 29 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025
SOURCES
Summary 2 Research Sources
CATEGORY DATA
Table 34 Sales of Beer by Category: Total Volume 2015-2020
Table 35 Sales of Beer by Category: Total Value 2015-2020
Table 36 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 37 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 38 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 39 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 40 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 41 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 42 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 43 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 44 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 45 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 46 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 47 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 48 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025
CATEGORY DATA
Table 49 Sales of Wine by Category: Total Volume 2015-2020
Table 50 Sales of Wine by Category: Total Value 2015-2020
Table 51 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 52 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 53 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 54 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 55 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 56 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 57 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020
Table 58 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020
Table 59 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020
Table 60 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020
Table 61 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 62 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 63 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020
Table 64 GBO Company Shares of Champagne: % Total Volume 2016-2020
Table 65 NBO Company Shares of Champagne: % Total Volume 2016-2020
Table 66 LBN Brand Shares of Champagne: % Total Volume 2017-2020
Table 67 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 68 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 69 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020
Table 70 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 71 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 72 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020
Table 73 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 74 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 75 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020
Table 76 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 77 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 78 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 79 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025
CATEGORY DATA
Table 80 Sales of Spirits by Category: Total Volume 2015-2020
Table 81 Sales of Spirits by Category: Total Value 2015-2020
Table 82 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 83 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 84 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 85 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 86 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 87 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 88 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020
Table 89 Sales of White Rum by Price Platform: % Total Volume 2015-2020
Table 90 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020
Table 91 Sales of English Gin by Price Platform: % Total Volume 2015-2020
Table 92 Sales of Vodka by Price Platform: % Total Volume 2015-2020
Table 93 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020
Table 94 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 95 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 96 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 97 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 98 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 99 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 100 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025
CATEGORY DATA
Table 101 Sales of Cider/Perry: Total Volume 2015-2020
Table 102 Sales of Cider/Perry: Total Value 2015-2020
Table 103 Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 104 Sales of Cider/Perry: % Total Value Growth 2015-2020
Table 105 Sales of Cider/Perry: Total Volume 2017-2020
Table 106 Sales of Cider/Perry: Total Value 2017-2020
Table 107 Sales of Cider/Perry: % Total Volume Growth 2017-2020
Table 108 Sales of Cider/Perry: % Total Value Growth 2017-2020
Table 109 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020
Table 110 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020
Table 111 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 112 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020
Table 113 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2017-2020
Table 114 Sales of Cider/Perry by Off-trade vs On-trade: Value 2017-2020
Table 115 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2017-2020
Table 116 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2017-2020
Table 117 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 118 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 119 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020
Table 120 Forecast Sales of Cider/Perry: Total Volume 2020-2025
Table 121 Forecast Sales of Cider/Perry: Total Value 2020-2025
Table 122 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025
Table 123 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025
CATEGORY DATA
Table 124 Sales of RTDs by Category: Total Volume 2015-2020
Table 125 Sales of RTDs by Category: Total Value 2015-2020
Table 126 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 127 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 128 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 129 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 130 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 131 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 132 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 133 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 134 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 135 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 136 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 137 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 138 Forecast Sales of RTDs 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 139 Number of On-trade Establishments by Type 2015-2020
TAXATION AND DUTY LEVIES
Summary 3 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 140 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020
MARKET DATA
Table 141 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 142 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 143 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 144 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 145 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 146 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 147 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 148 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 149 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 150 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 151 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 152 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 153 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 154 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 155 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025
DISCLAIMER
SOURCES
Summary 4 Research Sources