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Country Report

Beer in

Beer in Germany

27 pages, Jun 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

High number of beer brands creates space shortage for retailers

The natural saturation of beer and its resulting decline in demand are expected to force retailers to reduce their display space for many beer brands and to no longer accept the many line extensions that have emerged. There were 14,000 breweries and more than 6,000 beer brands in Germany in 2017, which are expected to grow even further over the forecast period, especially due to the many craft breweries and other speciality brewers.

Demand for healthier variants rises

The health and wellness trend has been a phenomenon present in most food and drinks categories in Germany, also transcending to alcoholic drinks. While non alcoholic beer is expected to record further growth over the forecast period, beer mixes have more work to do to attain the same performance.

Regionality trend supported by discounters

German consumers have always enjoyed products that originate from their own region or country, a trend that is also visible in beer. As many international brands are struggling to set foot in German beer, domestic manufacturers are working hard to maintain their presence and provide many different domestic beer variants to the German consumer.

COMPETITIVE LANDSCAPE

Radeberger Gruppe retains leadership in 2017

Radeberger Gruppe continued to lead beer in 2017, due to its highly successful regional premium brands, as well as its imported premium brands. In particular, beer such as stout, non alcoholic and flavoured lager have proven to be the main growth drivers of the brewery due to its flagship brands Jever, Schöfferhofer and Radeberger and its imported brand Guinness.

Premium speciality beers continue to attract attention

While premium speciality and craft beers are continuing to attract greater attention from consumers and proving to be a crucial competitor to the more traditional beer brands, their growth in Germany remains organic and is expected to grow at the same rates over the forecast period. As German consumers are not as open to newer product developments and categories as their European neighbours, the craft industry will have to exercise patience to acclimatise consumers to their products.

Price increases put forward by large breweries change beer landscape

The price of beer in Germany is really low compared to its European neighbours and is likely to remain this way in the future. However, manufacturers have to pay the price for the cheap beer and earn relatively little compared to manufacturers in other countries, which might have smaller volume sales but compensate for this in value terms.

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Beer Market Sample Report Beer Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in Germany market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market volume shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Beer in Germany?
What are the major brands in Germany?
How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
What are the most popular flavours within non-alcoholic beer?
What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
Has the recession benefited domestic lager over imported lager?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

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Beer in Germany - Category analysis

HEADLINES

PROSPECTS

High number of beer brands creates space shortage for retailers

Demand for healthier variants rises

Regionality trend supported by discounters

COMPETITIVE LANDSCAPE

Radeberger Gruppe retains leadership in 2017

Premium speciality beers continue to attract attention

Price increases put forward by large breweries change beer landscape

CATEGORY BACKGROUND

Lager price band methodology

Summary 1 Lager by Price Band 2017
Table 1 Number of Breweries 2012-2017

CATEGORY DATA

Table 2 Sales of Beer by Category: Total Volume 2012-2017
Table 3 Sales of Beer by Category: Total Value 2012-2017
Table 4 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 5 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 10 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 11 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 12 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 13 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 14 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022

Alcoholic Drinks in Germany - Industry Overview

EXECUTIVE SUMMARY

Quality over quantity

On-trend drinks show fastest growth

Beer brewers dominate total volume sales of alcoholic drinks

Competition between supermarkets and discounters intensifies

Bright spots in a declining market

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 17 Number of On-trade Establishments by Type 2012-2017

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

Summary 3 Key New Product Developments 2016-2017

MARKET INDICATORS

Table 18 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 20 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 27 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 28 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 29 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

Megatrends

Country Report

Beer in Germany

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Executive Summary

New Report Guarantee

PROSPECTS

High number of beer brands creates space shortage for retailers

Demand for healthier variants rises

Regionality trend supported by discounters

COMPETITIVE LANDSCAPE

Radeberger Gruppe retains leadership in 2017

Premium speciality beers continue to attract attention

Price increases put forward by large breweries change beer landscape

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Beer in Germany - Category analysis

HEADLINES

PROSPECTS

High number of beer brands creates space shortage for retailers

Demand for healthier variants rises

Regionality trend supported by discounters

COMPETITIVE LANDSCAPE

Radeberger Gruppe retains leadership in 2017

Premium speciality beers continue to attract attention

Price increases put forward by large breweries change beer landscape

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Alcoholic Drinks in Germany - Industry Overview

EXECUTIVE SUMMARY

Quality over quantity

On-trend drinks show fastest growth

Beer brewers dominate total volume sales of alcoholic drinks

Competition between supermarkets and discounters intensifies

Bright spots in a declining market

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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