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Soft Drinks in Germany

January 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks 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 the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks 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 Soft Drinks 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 Soft Drinks in Germany?
  • To what extent are health considerations impacting consumption of Soft Drinks in Germany?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Germany?
  • Which are the leading brands in Soft Drinks in Germany?
  • What potential exists for multinational or domestic soft drinks companies to expand in Germany?
  • How are products distributed in Soft Drinks in Germany?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?

Soft Drinks in Germany

Soft drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2018-2022
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2019-2022
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2018-2022
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2019-2022
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2017-2022
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2017-2022
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027
Fountain sales in Germany

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Germany

KEY DATA FINDINGS

Bottled water continues to lose ground to tap water in Germany
Brands withdraw from the local market as Vittel is discontinued
Climate change and droughts threaten production
Private label to benefit from inflationary pressures heading into 2023
Challenges from competing soft drinks categories
Inflation to hinder recovery of on-trade volume sales
Table 37 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 38 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 39 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 40 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 41 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 42 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 43 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 44 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 45 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 46 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 47 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 48 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027

Carbonates in Germany

KEY DATA FINDINGS

Reduced sugar variants continue to drive category’s growth but health concerns remain
On-trade sales continue to recover in 2022
Retailing environment becomes increasingly challenging for brands
Competing product categories
Taste, innovation and transparency
Inflation hinders early recovery of on-trade carbonate sales
Table 49 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 50 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 51 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 52 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 53 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 54 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 55 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 56 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 57 Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 58 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022
Table 59 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 60 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 61 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 62 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 63 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 64 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 65 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 66 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
Table 67 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2022-2027
Table 68 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2022-2027

Concentrates in Germany

KEY DATA FINDINGS

Countertop soda machines boost off-trade volume sales of liquid concentrates
Increasing brand activity and innovation
Polarisation: Private label versus premium brands
Innovation will be key to driving success
Hydration in new formats
Inflation: Risks and opportunities
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 69 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 70 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 71 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 72 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 73 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 74 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 75 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 76 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 77 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 78 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 79 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 80 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 81 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 82 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 83 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027

Juice in Germany

KEY DATA FINDINGS

Sugar concerns hamper category’s growth
Slow recovery for on-trade juice sales
Rising inflation pushes up unit price of juice in 2022
Juice as a popular ingredient for at-home mixology trend
Functional juice with additional vitamins to support better immune system and beyond
Inflation could hinder full recovery of on-trade juice sales
Table 84 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 85 Off-trade Sales of Juice by Category: Value 2017-2022
Table 86 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 87 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 88 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 89 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 90 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 91 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 92 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 93 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 94 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 95 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027

RTD Coffee in Germany

KEY DATA FINDINGS

Category slowly recovers as it returns to growth
Inflation places brands under pressure
Taste is key for RTD coffee consumers
Do-it-yourself iced coffee competes with RTD options
Sustainability will remain important for Germans
Innovation will be key to future success
Table 96 Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 97 Off-trade Sales of RTD Coffee: Value 2017-2022
Table 98 Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 99 Off-trade Sales of RTD Coffee: % Value Growth 2017-2022
Table 100 NBO Company Shares of Off-trade RTD Coffee: % Volume 2018-2022
Table 101 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2019-2022
Table 102 NBO Company Shares of Off-trade RTD Coffee: % Value 2018-2022
Table 103 LBN Brand Shares of Off-trade RTD Coffee: % Value 2019-2022
Table 104 Forecast Off-trade Sales of RTD Coffee: Volume 2022-2027
Table 105 Forecast Off-trade Sales of RTD Coffee: Value 2022-2027
Table 106 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2022-2027
Table 107 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2022-2027

RTD Tea in Germany

KEY DATA FINDINGS

Demand for RTD tea in Germany is booming
On-trade sales well on the way to recovery
Health concerns drive demand for reduced sugar variants
Do-it-yourself iced tea
Hot summers will continue to drive demand for RTD tea in Germany
Sustainability concerns expected to increase and drive innovation
Table 108 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 109 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 110 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 111 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 112 Leading Flavours for Off-trade RTD Tea: % Volume 2017-2022
Table 113 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 114 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 115 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 116 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 117 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 118 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 119 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 120 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027

Energy Drinks in Germany

KEY DATA FINDINGS

On-trade starts to recover in 2022, while off-trade demand remains stable
RTD tea with additional energy boost
Red Bull remains leading energy drink brand in Germany
Inflation could drive up demand for bigger pack sizes and private label
Energy drinks come under increasing scrutiny
Competition from perceived healthier soft drinks, while reduced sugar variants will remain more dynamic
Table 121 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 122 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 123 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 124 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 125 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 126 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 127 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 128 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 129 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 130 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 131 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 132 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027

Sports Drinks in Germany

KEY DATA FINDINGS

Endurance sports enjoy increasing popularity in Germany
Competition encourages innovation within sports drinks
Rising inflation places consumers under increasing financial pressure
Increasing competition from other soft drinks
More sustainable formats can be explored by sports drinks players
Local players to expand their portfolios
Table 133 Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 134 Off-trade Sales of Sports Drinks: Value 2017-2022
Table 135 Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 136 Off-trade Sales of Sports Drinks: % Value Growth 2017-2022
Table 137 NBO Company Shares of Off-trade Sports Drinks: % Volume 2018-2022
Table 138 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2019-2022
Table 139 NBO Company Shares of Off-trade Sports Drinks: % Value 2018-2022
Table 140 LBN Brand Shares of Off-trade Sports Drinks: % Value 2019-2022
Table 141 Forecast Off-trade Sales of Sports Drinks: Volume 2022-2027
Table 142 Forecast Off-trade Sales of Sports Drinks: Value 2022-2027
Table 143 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2022-2027
Table 144 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2022-2027

Asian Speciality Drinks in Germany

KEY DATA FINDINGS

Supermarkets raise awareness of Asian speciality drinks, with off-trade driving demand
On-trade recovers slowly as restrictions end
The rise of K-pop increases consumer awareness in Germany
Demand for healthier beverages presents an opportunity
Limited consumer base in Germany
Table 145 Off-trade Sales of Asian Speciality Drinks: Volume 2017-2022
Table 146 Off-trade Sales of Asian Speciality Drinks: Value 2017-2022
Table 147 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2017-2022
Table 148 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2017-2022
Table 149 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2018-2022
Table 150 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2019-2022
Table 151 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2018-2022
Table 152 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2019-2022
Table 153 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2022-2027
Table 154 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2022-2027
Table 155 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2022-2027
Table 156 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2022-2027
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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This report originates from Passport, our Soft Drinks research and analysis database.

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