Competitive Landscape
Aldi and Lidl Consolidate Share as Discounters Attract Value-Focused Shoppers
Drinking milk products is highly concentrated, with the combined share of the top four companies, Aldi Einkauf GmbH & Co oHG (22%), Lidl Stiftung & Co KG (16%), Rewe Markt GmbH (14%), and Edeka Zentrale AG & Co KG (10%), set to reach 61% in 2026. This concentration has increased slightly since 2021, when the same four companies collectively held 59% share.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products in Germany?
- Which are the leading brands in Drinking Milk Products in Germany?
- How are products distributed in Drinking Milk Products in Germany?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Drinking Milk Products?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Germany?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Drinking Milk Products in Germany - Category analysis
Key Data Insights
Drinking Milk Products Summary
Berchtesgadener Land Leverages Sustainability Messaging to Counter Price Erosion
Functional Flavoured Milk Drinks Target Health-Conscious Consumers for Incremental Growth
Full Fat Milk Benefits From Naturalness Perception as Consumer Preferences Evolve
Producers Set to Embrace Sustainability to Offset Declining Consumption
Functional Flavoured Milk Drinks to Attract New Health-Focused Consumers
Producers Look to Offset Rising Threat of Plant-Based Milk
Aldi and Lidl Consolidate Share as Discounters Attract Value-Focused Shoppers
Supermarkets Leverage Pricing Strategy to Outperform Leading Channel Discounters
Retail E-Commerce Gains Traction but Remains a Minor Channel for Staple Milk
Shifting Consumer Priorities Shape New Product Development
Retailers and Brands Introduce Value-Driven and Ethical Offerings
Evolving Retail Dynamics and Competitive Strategies Redefine the Market
Dairy Products and Alternatives in Germany - Industry Overview
2026 Developments
Key Data Insights
Cheese and Plant-Based Milk Drive Value Growth in a Mature German Dairy Market
Sustainability Concerns Fuel a Plant-Based Reset in Dairy Alternatives
Bunge Deutschland Leverages Clean Label to Compete with Butter
Premiumisation and Health Trends to Drive Value Growth in German Dairy Despite Volume Stagnation
Plant-Based Dairy Set to Capitalise on Health and Ethical Priorities
Innovation and Functionality to Shape Business Strategies for Growth
Aldi Retains Lead as Private Label Widens Its Advantage
Arla and Dmk Merger Reshapes Competition and Scale
Discounters Sustain Lead as Supermarkets Close the Gap
E-Commerce Faces Barriers as Chilled Logistics Limit Reach
Evolving Wellness Demands and Ecological Scrutiny Dictate New Formulations
Novel Crop Utilisation and Recipe Purification Lead Recent Launches
Strategic Consolidation and Premiumisation Defend against Private Label Threats
Country Reports Disclaimer
The following categories and subcategories are included:
Drinking Milk Products
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
See all of our definitionsWhy 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 report originates from Passport, our Drinking Milk Products research and analysis database.
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