Executive Summary

Aug 2018
PROSPECTS
Milk consumption set to decline in volume terms

After price increases in 2017 led to strong current value growth for milk, stabilisation was seen in 2018, with a small value decline. In volume terms, milk continued to decline in 2018.

Milk alternatives expected to see the highest value growth

As sales of cow’s milk, a traditionally highly consumed staple in German households, continued to falter, other milk alternatives vastly outperformed this category in 2018. The higher penetration and popularity of milk alternatives made these products attractive to consumers.

Flavoured milk drinks is projected to see dynamic development

Flavoured milk drinks benefited from a high level of innovation in 2017 and 2018, thus registering strong performances in both volume and current value terms. More consumers regard flavoured milk drinks as a convenient alternative to soft drinks and drinking yoghurt, with the launch of new products helping to stimulate sales.

COMPETITIVE LANDSCAPE
Private label will continue to lead

Private label lines from the four major German grocery retailers clearly lead drinking milk products. Aldi and Lidl in particular take advantage of competitive prices and promotional activities, mainly in milk.

A shift towards full fat fresh milk and milk alternatives

With the struggles of dairy milk showing no end and the competition for the limited growth heating up, it is expected that companies will seek to evolve and pursue opportunities for growth wherever they exist. It is likely that companies in cow’s milk will look to devote greater finances and production capability to the sale of full fat fresh milk; the recent demand for and projected value CAGR over the forecast period stand in stark contrast to the consistent declines for fat-free and semi-skimmed milk.

Increased focus on free-range and non-genetically modified

More Germans are anticipated to focus on quality and be increasingly aware of ethical issues regarding the treatment of animals, feeding and transportation. Therefore, so-called “Heumilch” (grass milk or pasture milk) is expected to be increasingly important, as German consumers are becoming more concerned about the feeding of cows.

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Drinking Milk Products in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Drinking milk products 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 Drinking milk products industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Drinking milk products 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 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 Drinking milk products in Germany?
  • What are the major brands in Germany?
  • How are volatile farmgate prices for milk impacting retail prices and sales performance?
  • What are the market opportunities for ethically sourced dairy items?
  • Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?

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 Packaged Food market research database.

Drinking Milk Products in Germany - Category analysis

HEADLINES

PROSPECTS

Milk consumption set to decline in volume terms
Milk alternatives expected to see the highest value growth
Flavoured milk drinks is projected to see dynamic development

COMPETITIVE LANDSCAPE

Private label will continue to lead
A shift towards full fat fresh milk and milk alternatives
Increased focus on free-range and non-genetically modified

CATEGORY DATA

Table 1 Sales of Drinking Milk Products by Category: Volume 2013-2018
Table 2 Sales of Drinking Milk Products by Category: Value 2013-2018
Table 3 Sales of Drinking Milk Products by Category: % Volume Growth 2013-2018
Table 4 Sales of Drinking Milk Products by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Drinking Milk Products: % Value 2014-2018
Table 6 LBN Brand Shares of Drinking Milk Products: % Value 2015-2018
Table 7 Distribution of Drinking Milk Products by Format: % Value 2013-2018
Table 8 Forecast Sales of Drinking Milk Products Products by Category: Volume 2018-2023
Table 9 Forecast Sales of Drinking Milk Products Products by Category: Value 2018-2023
Table 10 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2018-2023

Packaged Food in Germany - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to perform well in 2018
Higher consumer confidence promotes interest in added-value products
Strong competition, with a wide range of different players
Modern grocery retailers continue to dominate distribution
Further low annual growth expected

FOODSERVICE

Sales to Foodservice
Sales to foodservice expected to continue rising
Performance varies significantly by area
Growing number of large players with own foodservice departments
Consumer Foodservice
Continued consumer foodservice growth
Strong competition, with independent operators standing ground against chained players
Positive outlook but fears of eventual rise in price sensitivity
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: Value 2013-2018
Table 18 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 19 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 20 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 23 Penetration of Private Label by Category: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format and Category: % Value 2018
Table 26 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources