Executive Summary

Mar 2019
Hot drinks displays no significant retail volume growth in 2018

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.

Fresh coffee beans excel at attracting consumers

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.

Mondelez Deutschland GmbH leads hot drinks in 2018

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.

Creating exotic flavours by bridging category gaps

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.

Hot drinks expected to record low growth

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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Hot Drinks in Germany

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Germany for free:

The Hot Drinks 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 Hot Drinks in Germany?
  • What are the major brands in Germany?
  • How has an increasing desire for heart healthy or fiber-added drinks affected the hot drinks industry in Germany?
  • Are manufacturers changing packaging sizes and formats to fit an on-the-go lifestyle?
  • How have changing demographics (for example an aging population) affected the hot drinks market in Germany?

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 Hot Drinks market research database.

Hot Drinks in Germany

EXECUTIVE SUMMARY

Hot drinks displays no significant retail volume growth in 2018
Fresh coffee beans excel at attracting consumers
Mondelez Deutschland GmbH leads hot drinks in 2018
Creating exotic flavours by bridging category gaps
Hot drinks expected to record low growth

MARKET DATA

Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
Table 3 Retail Sales of Hot Drinks by Category: Volume 2013-2018
Table 4 Retail Sales of Hot Drinks by Category: Value 2013-2018
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2013-2018
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2014-2018
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2015-2018
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2013-2018
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2013-2018
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2018
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2018-2023
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2018-2023
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2018-2023
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2018-2023
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2018-2023
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2018-2023
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2018-2023
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources

Coffee in Germany

HEADLINES

PROSPECTS

Fresh coffee beans gains share from fresh ground coffee
Fresh ground coffee pods remains contested
E-commerce: Small but influential

COMPETITIVE LANDSCAPE

Mondelez Deutschland retains leadership of coffee
Nespresso creates new promotional activity to attract consumers
Nestlé and Starbucks unite the global and German coffee landscape

CATEGORY DATA

Table 26 Retail Sales of Coffee by Category: Volume 2013-2018
Table 27 Retail Sales of Coffee by Category: Value 2013-2018
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2013-2018
Table 29 Retail Sales of Coffee by Category: % Value Growth 2013-2018
Table 30 Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2013-2018
Table 31 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2013-2018
Table 32 NBO Company Shares of Coffee: % Retail Value 2014-2018
Table 33 LBN Brand Shares of Coffee: % Retail Value 2015-2018
Table 34 Forecast Retail Sales of Coffee by Category: Volume 2018-2023
Table 35 Forecast Retail Sales of Coffee by Category: Value 2018-2023
Table 36 Forecast Retail Sales of Coffee by Category: % Volume Growth 2018-2023
Table 37 Forecast Retail Sales of Coffee by Category: % Value Growth 2018-2023
Table 38 Forecast Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2018-2023

Other Hot Drinks in Germany

HEADLINES

PROSPECTS

Other hot drinks continues to stagnate
Other plant-based hot drinks leaves much room for growth
Indulgence or gluttony?

COMPETITIVE LANDSCAPE

Nestlé Deutschland remains clear leader in 2018
Brand landscape remains unchanged
Bridging the gap between hot chocolate and coffee

CATEGORY DATA

Table 39 Retail Sales of Other Hot Drinks by Category: Volume 2013-2018
Table 40 Retail Sales of Other Hot Drinks by Category: Value 2013-2018
Table 41 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2013-2018
Table 42 Retail Sales of Other Hot Drinks by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Other Hot Drinks: % Retail Value 2014-2018
Table 44 LBN Brand Shares of Other Hot Drinks: % Retail Value 2015-2018
Table 45 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2018-2023
Table 46 Forecast Retail Sales of Other Hot Drinks by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2018-2023
Table 48 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2018-2023

Tea in Germany

HEADLINES

PROSPECTS

Indulging responsibly
Tea reinvests in its function as a natural stimulant
Other tea to benefit from consumers’ developing taste buds

COMPETITIVE LANDSCAPE

Teekanne GmbH continues to lead the way
Ostfriesische Tee Gesellschaft improves sustainability agenda
Matcha becomes the new premium green tea

CATEGORY DATA

Table 49 Retail Sales of Tea by Category: Volume 2013-2018
Table 50 Retail Sales of Tea by Category: Value 2013-2018
Table 51 Retail Sales of Tea by Category: % Volume Growth 2013-2018
Table 52 Retail Sales of Tea by Category: % Value Growth 2013-2018
Table 53 NBO Company Shares of Tea: % Retail Value 2014-2018
Table 54 LBN Brand Shares of Tea: % Retail Value 2015-2018
Table 55 Forecast Retail Sales of Tea by Category: Volume 2018-2023
Table 56 Forecast Retail Sales of Tea by Category: Value 2018-2023
Table 57 Forecast Retail Sales of Tea by Category: % Volume Growth 2018-2023
Table 58 Forecast Retail Sales of Tea by Category: % Value Growth 2018-2023