Beer in Germany

PROSPECTS

Volume sales set to decline

The long-term trend of declining beer per capita consumption in Germany is set to continue to unfold over the forecast period. Beer in Germany was characterised by a high level of maturity and by changing consumption habits at the end of the review period.

Premium, craft, hybrid – consumption behaviour is shifting

Increasingly health-conscious consumers, more adept than previous generations at moderating their alcohol intake, seek quality in alcoholic drinks. Premiumisation is therefore expected to further shape beer over the forecast period.

Demand for non/low alcohol beer to continue to rise

Growing aspirations to live healthier lifestyles not only translated to lower overall consumption of alcoholic drinks, but also to a shift in types of drinks being consumed. Notably, non/low alcohol beer gained in popularity due to its lower ABV and carbohydrate content.

COMPETITIVE LANDSCAPE

Radeberger Gruppe remains unchallenged at the top

Radeberger Gruppe benefited from the hot summer in 2018, continuing to record total volume growth. This was particularly driven by its brands Schöfferhofer, Clausthaler, Jever Fun and the regional beer brand Ur-Krostitzer.

Krombacher posts fastest total volume growth of top five

Krombacher Brauerei Bhd Schadeberg GmbH & Co KG continued its growth path in 2018, driven by its Krombacher umbrella brand; Krombacher Radler, Krombacher Alkoholfrei and Krombacher Weizen particularly contributed to its strong performance. Its domestic premium lager Krombacher took over the leading position within beer in 2018, displacing Oettinger in total volume share terms.

Non/low alcohol beer offers new product development

Increasingly moderate alcohol consumption and the continued health and wellness trend have enabled non/low alcohol beer to record an impressive performance as players successfully capitalised on the growing consumer demand for such products. Accordingly, over the review period, non/low alcohol beer witnessed various new product developments from all major breweries, as well as from small- and medium-sized ones.

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