Hot drinks in Germany record marginal retail volume growth in 2018, due to the long-lasting hot summer in 2018 and consumers’ resulting interest in colder beverages as well as a general move towards natural saturation. Demand for higher-quality products however, benefitted growth of retail current value sales, as consumers generally purchased fewer hot drinks but at a higher price.
For several consecutive years, fresh coffee beans have been gaining consumers from more traditional coffee categories such as fresh ground coffee. The resulting growth of espresso machines is evidence of consumers’ increased desire for fresh coffee beans.
The leading company in overall hot drinks in Germany in 2018 was Mondelez Deutschland GmbH (on behalf of global brand owner Jacobs Douwe Egberts). Through its category leadership of coffee, the company has been able to capitalise on premiumisation trends and leverage its strong product availability and distribution capabilities.
While hot drinks is much less innovative when it comes to new product development than soft drinks, recent product launches had one common factor; re-introducing old as well as launching new exotic flavours, which are once again at the top of the consumer purchase behaviour agenda. Product launches within the organic tea range of the Keika brand, the organic coffee brand Lebensbaum Kaffee-Meisterwerke and the coffee pods brand Senseo are all looking to attract consumers by offering a beverage that blends different kinds of flavours; from coffee and caramel, gooseberry and dark chocolate flavours to green tea and mulberry flavours.
Over the forecast period, hot drinks in Germany is anticipated to record only moderate retail volume growth. The marginal improvement compared to the decline over the review period will be due to growth in both coffee and tea, with the latter anticipated to record the stronger performance.
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This industry report originates from Passport, our Hot Drinks market research database.