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Country Report

Soft Drinks in

Soft Drinks in Germany

Mar 2019

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Executive Summary

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German soft drinks market continues to grow despite its maturity

Soft drinks in Germany is a saturated market, with the country registering the highest per capita consumption in Western Europe in off-trade volume terms. Nevertheless, the market continued to register positive growth in 2018 in both off-trade volume and current value terms, mainly driven by higher sales of bottled water as Germans increasingly sought healthier types of soft drinks.

Naturalness and convenience remain key

One of the main topics in 2018 continued to be naturalness, which is also often associated with less sugar as well as convenience. Naturalness is something that consumers consciously demand as they are increasingly concerned about what they eat and drink.

Coca-Cola continues to lead a fragmented market

The soft drinks market in Germany remained fragmented in 2018, comprising a large number of domestic as well as international companies. Many local players appear in the company rankings due to their presence in bottled water, the largest soft drinks category.

Health and wellness the main driver of new product development

The sugar tax debate, together with consumer demand for more natural and healthier products, is heavily influencing the activities of many soft drinks manufacturers, creating more incentive for them to add reduced-sugar beverages to their portfolios. However, some soft drinks players are also choosing to reformulate all of their drinks in order to reduce sugar levels in general.

Slowdown expected over the forecast period

Over the forecast period the German soft drinks market is expected to record slower off-trade volume growth than in 2018. This will be mainly due to market saturation.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft 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 Soft 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 Soft 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
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Soft Drinks in Germany?
What are the major brands in Germany?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

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 Soft Drinks market research database.

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Soft Drinks in Germany

EXECUTIVE SUMMARY

German soft drinks market continues to grow despite its maturity

Naturalness and convenience remain key

Coca-Cola continues to lead a fragmented market

Health and wellness the main driver of new product development

Slowdown expected over the forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2014-2018
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2015-2018
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 30 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 32 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 34 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 35 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Germany

Trends

DEFINITIONS

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Germany

HEADLINES

PROSPECTS

On-trade by far outperforms the off-trade

Asian speciality drinks facing competition from other soft drinks

COMPETITIVE LANDSCAPE

Foco remains the leading brand

CATEGORY DATA

Table 36 Off-trade Sales of Asian Speciality Drinks: Volume 2013-2018
Table 37 Off-trade Sales of Asian Speciality Drinks: Value 2013-2018
Table 38 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2013-2018
Table 39 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2013-2018
Table 40 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2014-2018
Table 41 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2015-2018
Table 42 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2014-2018
Table 43 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2015-2018
Table 44 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2018-2023
Table 45 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2018-2023
Table 46 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2018-2023
Table 47 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2018-2023

Bottled Water in Germany

HEADLINES

PROSPECTS

Growth driven by virtually unprecedented weather conditions

Still bottled water volume sales boosted by younger demographics

Value growth driven by rising volume sales and the on-the-go trend

COMPETITIVE LANDSCAPE

Local players and private label lead an otherwise fragmented category

Danone benefits from the surge in still bottled water

CATEGORY DATA

Table 48 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 49 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 50 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 51 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 52 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 53 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 54 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 55 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 56 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 57 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 58 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 59 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Germany

HEADLINES

PROSPECTS

Off-trade performance drives growth

Mixers drive growth in an otherwise struggling category

Sugar reduction continues

COMPETITIVE LANDSCAPE

Coca-Cola and PepsiCo lead the category but are facing challenges

Private label continues to suffer

CATEGORY DATA

Table 60 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 61 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 62 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 63 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 64 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 65 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 66 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 67 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 68 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 69 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 70 Leading Flavours for Non-cola Carbonates: % Volume 2013-2018
Table 71 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 72 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 73 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 74 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 75 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 76 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 77 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 78 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 79 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 80 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Germany

HEADLINES

PROSPECTS

Liquid concentrates benefiting from the individualisation trend

Poor performance from powder concentrates

COMPETITIVE LANDSCAPE

Launches and promotions remain key for manufacturers

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 81 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 82 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 83 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 84 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 85 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2013-2018
Table 86 Leading Flavours for Off-trade Powder Concentrates: % Volume 2013-2018
Table 87 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 88 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 89 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 90 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 91 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 92 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 93 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 94 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 95 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 96 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 97 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 98 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Germany

HEADLINES

PROSPECTS

Energy drinks remains strong but for how long?

The importance of reduced sugar variants

Demand for naturalness increases

COMPETITIVE LANDSCAPE

Red Bull remains the clear category leader

Regular new launches help to maintain consumer interest

CATEGORY DATA

Table 99 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 100 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 101 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 102 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 103 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 104 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 105 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 106 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 107 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 108 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 109 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 110 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Germany

HEADLINES

PROSPECTS

Juice in Germany is a saturated category

Value lies in health benefits

Coconut and other plant waters is a growing niche

COMPETITIVE LANDSCAPE

Domestic player Eckes-Granini Deutschland continues to lead juice

Small players gain ground

CATEGORY DATA

Table 111 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 112 Off-trade Sales of Juice by Category: Value 2013-2018
Table 113 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 114 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 115 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018
Table 116 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2013-2018
Table 117 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2013-2018
Table 118 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 119 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 120 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 121 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 122 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 123 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 124 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 125 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Germany

HEADLINES

PROSPECTS

Cold brew coffee offers further opportunities

New strategies as flavours remain traditional

COMPETITIVE LANDSCAPE

Significant share of private label set to slowly fall?

The leading two brands face further competition from smaller players

CATEGORY DATA

Table 126 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 127 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 128 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 129 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 130 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 131 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 132 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 133 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 134 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 135 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 136 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 137 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Germany

HEADLINES

PROSPECTS

Carbonated RTD tea – a niche with potential

Demand for healthier options

COMPETITIVE LANDSCAPE

New entrants and innovations

CATEGORY DATA

Table 138 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 139 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 140 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 141 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 142 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 143 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 144 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 145 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 146 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 147 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 148 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 149 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 150 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Germany

HEADLINES

PROSPECTS

Sports drinks remains stable despite increasing competition

Sports drinks – a move towards tabs and gels?

COMPETITIVE LANDSCAPE

Little innovation expected

CATEGORY DATA

Table 151 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 152 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 153 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 154 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 155 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 156 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 157 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 158 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 159 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 160 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 161 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 162 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

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Soft Drinks in Germany

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Executive Summary

New Report Guarantee

German soft drinks market continues to grow despite its maturity

Naturalness and convenience remain key

Coca-Cola continues to lead a fragmented market

Health and wellness the main driver of new product development

Slowdown expected over the forecast period

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Overview

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Table of Contents

Soft Drinks in Germany

EXECUTIVE SUMMARY

German soft drinks market continues to grow despite its maturity

Naturalness and convenience remain key

Coca-Cola continues to lead a fragmented market

Health and wellness the main driver of new product development

Slowdown expected over the forecast period

MARKET DATA

APPENDIX

Fountain sales in Germany

DEFINITIONS

SOURCES

Asian Speciality Drinks in Germany

HEADLINES

PROSPECTS

On-trade by far outperforms the off-trade

Asian speciality drinks facing competition from other soft drinks

COMPETITIVE LANDSCAPE

Foco remains the leading brand

CATEGORY DATA

Bottled Water in Germany

HEADLINES

PROSPECTS

Growth driven by virtually unprecedented weather conditions

Still bottled water volume sales boosted by younger demographics

Value growth driven by rising volume sales and the on-the-go trend

COMPETITIVE LANDSCAPE

Local players and private label lead an otherwise fragmented category

Danone benefits from the surge in still bottled water

CATEGORY DATA

Carbonates in Germany

HEADLINES

PROSPECTS

Off-trade performance drives growth

Mixers drive growth in an otherwise struggling category

Sugar reduction continues

COMPETITIVE LANDSCAPE

Coca-Cola and PepsiCo lead the category but are facing challenges

Private label continues to suffer

CATEGORY DATA

Concentrates in Germany

HEADLINES

PROSPECTS

Liquid concentrates benefiting from the individualisation trend

Poor performance from powder concentrates

COMPETITIVE LANDSCAPE

Launches and promotions remain key for manufacturers

CATEGORY DATA

Concentrates Conversions

Energy Drinks in Germany

HEADLINES

PROSPECTS

Energy drinks remains strong but for how long?

The importance of reduced sugar variants

Demand for naturalness increases

COMPETITIVE LANDSCAPE

Red Bull remains the clear category leader

Regular new launches help to maintain consumer interest

CATEGORY DATA

Juice in Germany

HEADLINES

PROSPECTS

Juice in Germany is a saturated category