Germany

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 ...

Cider is gaining momentum in Germany and is growing rapidly from a low base. However, compared with Western European counterparts, cider per capita consumption in Germany remains very low. In on-trade channels, cider is still mostly only available in...

In 2018, alcoholic drinks in Germany recorded its strongest total volume growth of the review period. This development was on the one hand, driven by the long and hot summer and on the other, by various new product launches in trending categories. ...

The outlook for spirits remains pessimistic in total volume terms. The trends which are expected to continue to negatively impact the category over the forecast period, are mainly rising consumer awareness of health and wellbeing, resulting in lower ...

The changing demographic in Europe and Germany is influencing demand for wine. As the population of the older wine-drinking generation is shrinking, volume and value sales are also declining. Even though young adult Germans consume wine, they do not ...

Gardening saw healthy current value growth in Germany in 2018, as German consumers see gardening as being more for leisure or meditation rather than as a chore. Also, the garden is seen as a place of shelter, to escape the grind of daily life, which ...

“Going green” is becoming increasingly attractive as a business strategy, and home furnishings is no exception. Manufacturers are offering more sustainable and eco-friendly products made of natural fibres, which in principle are more sustainable than...

Home improvement continued to see current value growth in Germany in 2018. Growth was favoured by the performance of the German economy, and despite facing changing consumer behaviour from do-it-yourself (DIY) to do-it-for-me (DIFM), due to ...

Homewares continued to enjoy healthy current value growth in 2018, fuelled by premiumisation and continued volume growth. A key trend across homewares was demand from millennials who live in small spaces in the city, often rented apartments. This ...

Current value growth in home and garden strengthened in 2018, with higher increases seen in all categories than in the previous year. With an overall increase in volume sales and stable unit prices, healthy value growth was seen in 2018. Another ...

Cigarettes sales are negatively affected by the increased public awareness of health-related issues, as the smoking prevalence rate in Germany further declined in 2018. One of the eight global megatrends identified by Euromonitor International ...

Over the forecast period, most areas of cigars, cigarillos and smoking tobacco will continue declining in retail volume terms. Growth will be limited as the key issue is the overall drop in smoking prevalence in Germany, which continues its downward ...

As Germans slowly continued to reduce their tobacco consumption, the German tobacco market saw a decline in volume sales across almost all categories in 2018, with e-vapour products and heated tobacco being two of the major exceptions to this. ...

The established tobacco companies are expected to gain share in the e-vapour products category. For example, BAT has managed to quickly gain share with its Vype brand, leading closed vaping systems, and other companies are following suit. The main ...

In the past, Germany had a relatively stagnant birth rate, which naturally translated into a smaller population aged between 0-4 compared with previous generations. However, mostly due to the impact of immigration, the birth rate increased in recent ...

In 2018, bar soap and bath additives saw growth in bath and shower. Both categories saw positive performances in current value terms, in spite of the overall negative performance of bath and shower. As seen in 2018, the growth of bar soap is expected...

Colour cosmetics is already a well-established category in the country, with many players, both foreign and German, offering a wide variety of products. However, there are still various avenues for growth, and its positive performance continued in ...

Deodorants saw current value and volume growth in 2018, but some individual categories performed better than others. Deodorant sprays remained the largest category, followed by deodorant roll-ons, although the latter saw the highest current value ...

Depilatories is relatively small, but is still developing in Germany. Growth is being fuelled by the growing attention to personal appearance amongst women of different ages – including professionals, teenagers and older women. 2018 saw the ...

Fragrances recorded volume growth in most categories in 2018, but intensive promotional actions hampered current value growth. This resulted from a slight decrease in the average unit price, which is likely to continue over the forecast period within...