Soft Drinks in Germany

Soft Drinks in Germany

EXECUTIVE SUMMARY

Health and wellness trend continues to grow

Naturalness and energy the main drivers of soft drinks value sales

Coca-Cola remains the leading player

Unique taste now more important to consumers

Smaller categories promise further growth

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2012-2017
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2012-2017
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2013-2017
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2014-2017
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2013-2017
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2014-2017
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2012-2017
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2012-2017
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 30 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 32 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022

APPENDIX

Fountain sales in Germany

Trends

DEFINITIONS

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Germany

HEADLINES

PROSPECTS

Lack of awareness the biggest challenge to category growth

On-trade continues to outperform the off-trade

Demand for plant waters could positively impact Asian speciality drinks

COMPETITIVE LANDSCAPE

Thai Agri Foods remains the leading player

Other non-alcoholic drinks pose a challenge to the growth of Asian speciality drinks

CATEGORY DATA

Table 34 Off-trade Sales of Asian Speciality Drinks: Volume 2012-2017
Table 35 Off-trade Sales of Asian Speciality Drinks: Value 2012-2017
Table 36 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2012-2017
Table 37 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2012-2017
Table 38 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2013-2017
Table 39 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2014-2017
Table 40 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2013-2017
Table 41 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2014-2017
Table 42 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2017-2022
Table 43 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2017-2022
Table 44 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2017-2022
Table 45 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2017-2022

Bottled Water in Germany

HEADLINES

PROSPECTS

Naturalness of mineral water appeals to health-conscious consumers

Functionality and flavour offer potential for future growth

Quality perceptions support the standing of established brands

COMPETITIVE LANDSCAPE

Domestic manufacturer sees an increase in volume sales despite category decline

Hansa Heemann’s acquisition of regional water brand to reshape the category

On-the-go consumption trend to offer established bottled water brands new opportunities

CATEGORY DATA

Table 46 Off-trade Sales of Bottled Water by Category: Volume 2012-2017
Table 47 Off-trade Sales of Bottled Water by Category: Value 2012-2017
Table 48 Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017
Table 49 Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017
Table 50 NBO Company Shares of Off-trade Bottled Water: % Volume 2013-2017
Table 51 LBN Brand Shares of Off-trade Bottled Water: % Volume 2014-2017
Table 52 NBO Company Shares of Off-trade Bottled Water: % Value 2013-2017
Table 53 LBN Brand Shares of Off-trade Bottled Water: % Value 2014-2017
Table 54 Forecast Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 55 Forecast Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 56 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 57 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022

Carbonates in Germany

HEADLINES

PROSPECTS

Wide range of products enables the category to grow despite ongoing sugar tax debate

Regionalism and quality to assume greater importance

Strong competition and low price elasticity leave little room for unit price growth

COMPETITIVE LANDSCAPE

Established carbonates manufacturers remain the leading players

Premiumisation opens the door for smaller carbonates players to establish a presence

Traditional carbonate variants losing share to on-trend beverages

CATEGORY DATA

Table 58 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017
Table 59 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017
Table 60 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017
Table 61 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017
Table 62 Off-trade Sales of Carbonates by Category: Volume 2012-2017
Table 63 Off-trade Sales of Carbonates by Category: Value 2012-2017
Table 64 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017
Table 65 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017
Table 66 Total Sales of Carbonates by Fountain On-trade: Volume 2012-2017
Table 67 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2012-2017
Table 68 Leading Flavours for Non-cola Carbonates: % Volume 2012-2017
Table 69 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017
Table 70 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017
Table 71 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017
Table 72 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017
Table 73 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 74 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 75 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 76 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 77 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 78 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022

Concentrates in Germany

HEADLINES

PROSPECTS

Liquid concentrates the main driver of growth due to being seen as healthier than powdered formats

Static consumer base poses a challenge to the category

Powder concentrates faces the biggest challenge

COMPETITIVE LANDSCAPE

Domestic manufacturer remains unchallenged

Consumers of powder concentrates attracted to other categories

Private label dominates powder concentrates

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 79 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 80 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 81 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 82 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 83 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2012-2017
Table 84 Leading Flavours for Off-trade Powder Concentrates: % Volume 2012-2017
Table 85 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 86 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 87 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 88 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 89 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 90 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 91 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2013-2017
Table 92 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2017
Table 93 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 94 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 95 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 96 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022

Energy Drinks in Germany

HEADLINES

PROSPECTS

Desire for energising drinks to benefit the category despite ongoing healthy lifestyle trend

Naturalness trend also impacts energy drinks

Availability in discounters benefits the leading energy drinks brands

COMPETITIVE LANDSCAPE

Rockstar and Monster take share from Red Bull

Manufacturers expanding their energy drinks portfolios with reduced- sugar variants

Strong performance of energy drinks driven by marketing activities

CATEGORY DATA

Table 97 Off-trade Sales of Energy Drinks: Volume 2012-2017
Table 98 Off-trade Sales of Energy Drinks: Value 2012-2017
Table 99 Off-trade Sales of Energy Drinks: % Volume Growth 2012-2017
Table 100 Off-trade Sales of Energy Drinks: % Value Growth 2012-2017
Table 101 NBO Company Shares of Off-trade Energy Drinks: % Volume 2013-2017
Table 102 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2014-2017
Table 103 NBO Company Shares of Off-trade Energy Drinks: % Value 2013-2017
Table 104 LBN Brand Shares of Off-trade Energy Drinks: % Value 2014-2017
Table 105 Forecast Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 106 Forecast Off-trade Sales of Energy Drinks: Value 2017-2022
Table 107 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 108 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2017-2022

Juice in Germany

HEADLINES

PROSPECTS

German consumers increasingly demanding naturalness from their soft drinks

Convenience a potential category driver

On-trend juice drinks to bring new consumers to the category

COMPETITIVE LANDSCAPE

Domestic manufacturer remains unchallenged at the top

Coconut and cashew nut-based smoothies lure consumers away from coconut and other plant waters

Growing split between premium and economy products

CATEGORY DATA

Table 109 Off-trade Sales of Juice by Category: Volume 2012-2017
Table 110 Off-trade Sales of Juice by Category: Value 2012-2017
Table 111 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017
Table 112 Off-trade Sales of Juice by Category: % Value Growth 2012-2017
Table 113 Leading Flavours for Off-trade 100% Juice: % Volume 2012-2017
Table 114 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2012-2017
Table 115 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2012-2017
Table 116 NBO Company Shares of Off-trade Juice: % Volume 2013-2017
Table 117 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017
Table 118 NBO Company Shares of Off-trade Juice: % Value 2013-2017
Table 119 LBN Brand Shares of Off-trade Juice: % Value 2014-2017
Table 120 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022
Table 121 Forecast Off-trade Sales of Juice by Category: Value 2017-2022
Table 122 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 123 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022

RTD Coffee in Germany

HEADLINES

PROSPECTS

Convenience remains the key driver of category growth

High sugar content to limit future growth

Lack of new product development remains a challenge for RTD coffee

COMPETITIVE LANDSCAPE

Nestlé Deutschland remains the leading player

Cold brew coffee fails to appeal to German consumers

Cross-category competition

CATEGORY DATA

Table 124 Off-trade Sales of RTD Coffee: Volume 2012-2017
Table 125 Off-trade Sales of RTD Coffee: Value 2012-2017
Table 126 Off-trade Sales of RTD Coffee: % Volume Growth 2012-2017
Table 127 Off-trade Sales of RTD Coffee: % Value Growth 2012-2017
Table 128 NBO Company Shares of Off-trade RTD Coffee: % Volume 2013-2017
Table 129 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2014-2017
Table 130 NBO Company Shares of Off-trade RTD Coffee: % Value 2013-2017
Table 131 LBN Brand Shares of Off-trade RTD Coffee: % Value 2014-2017
Table 132 Forecast Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 133 Forecast Off-trade Sales of RTD Coffee: Value 2017-2022
Table 134 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 135 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2017-2022

RTD Tea in Germany

HEADLINES

PROSPECTS

Strong performance in 2017 down to new innovations in carbonated RTD tea

Demand for naturalness another driver of growth

Uniformity across still RTD tea could stop the category from fulfilling its potential

COMPETITIVE LANDSCAPE

Private label leads the category

Nationwide multimedia campaign helps strengthen the position of Lipton Ice Tea

Carbonated RTD tea brands face domestic competition

CATEGORY DATA

Table 136 Off-trade Sales of RTD Tea by Category: Volume 2012-2017
Table 137 Off-trade Sales of RTD Tea by Category: Value 2012-2017
Table 138 Off-trade Sales of RTD Tea by Category: % Volume Growth 2012-2017
Table 139 Off-trade Sales of RTD Tea by Category: % Value Growth 2012-2017
Table 140 Leading Flavours for Off-trade RTD Tea: % Volume 2012-2017
Table 141 NBO Company Shares of Off-trade RTD Tea: % Volume 2013-2017
Table 142 LBN Brand Shares of Off-trade RTD Tea: % Volume 2014-2017
Table 143 NBO Company Shares of Off-trade RTD Tea: % Value 2013-2017
Table 144 LBN Brand Shares of Off-trade RTD Tea: % Value 2014-2017
Table 145 Forecast Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 146 Forecast Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 147 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 148 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022

Sports Drinks in Germany

HEADLINES

PROSPECTS

Consumer behaviour to remain unchanged when it comes to sports drinks

Wide variety of functional, energising and performance-boosting drinks poses a challenge to the category

COMPETITIVE LANDSCAPE

Coca-Cola remains the leading brand manufacturer

Competition increases from other non-alcoholic beverages

CATEGORY DATA

Table 149 Off-trade Sales of Sports Drinks: Volume 2012-2017
Table 150 Off-trade Sales of Sports Drinks: Value 2012-2017
Table 151 Off-trade Sales of Sports Drinks: % Volume Growth 2012-2017
Table 152 Off-trade Sales of Sports Drinks: % Value Growth 2012-2017
Table 153 NBO Company Shares of Off-trade Sports Drinks: % Volume 2013-2017
Table 154 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2014-2017
Table 155 NBO Company Shares of Off-trade Sports Drinks: % Value 2013-2017
Table 156 LBN Brand Shares of Off-trade Sports Drinks: % Value 2014-2017
Table 157 Forecast Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 158 Forecast Off-trade Sales of Sports Drinks: Value 2017-2022
Table 159 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 160 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2017-2022

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