Soft Drinks in Germany

Soft Drinks in Germany

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2016-2020
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2017-2020
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2016-2020
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2017-2020
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

APPENDIX

Fountain sales in Germany

Trends

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Germany

KEY DATA FINDINGS

2020 IMPACT

On-trade sales suffer as the outbreak of Coronavirus (COVID-19) leads to the closure of clubs, bars, pubs and restaurants

Shift to one-stop shopping and promotions boost sales through supermarkets and discounters

Reduced sugar carbonates drives category as COVID-19 increases health awareness

RECOVERY AND OPPORTUNITIES

On-trade recovery and pandemic stockpiling set to hamper off-trade volume and value sales in the short term

Perceived healthier juice-infused alternatives offer added-value possibilities for carbonates

Local players tap into sustainability and premium needs of consumers to challenge global players

CATEGORY DATA

Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020
Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 41 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 42 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020
Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020
Table 47 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020
Table 48 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 49 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 50 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 51 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 52 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 53 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 55 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 57 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025

Juice in Germany

KEY DATA FINDINGS

2020 IMPACT

Off-trade sales spike as Coronavirus (COVID-19) health crisis revives interest in vitamin-high juice products

Retail sales rise as home seclusion increases time to experiment with premium juice and cocktail recipes

On-trade closures remove strong sales driver as ingredient for cocktails in bars and clubs

RECOVERY AND OPPORTUNITIES

Local juices from local fruit and vegetables offer way around supply chain concerns

Juice fits the bill as consumers look to naturally healthy options for a wider range of consumption occasions

Enduring concerns over high sugar content set to hamper retail sales of juice in the forecast period

CATEGORY DATA

Table 58 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 59 Off-trade Sales of Juice by Category: Value 2015-2020
Table 60 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 61 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 62 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020
Table 63 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020
Table 64 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020
Table 65 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 66 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 67 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 68 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 69 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 70 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 71 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 72 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

Bottled Water in Germany

KEY DATA FINDINGS

2020 IMPACT

Short-term gains in the retail channel as consumers stockpile essentials like bottled water during Coronavirus (COVID-19) pandemic

SodaStream offers convenience and sustainability to emerge as a strong competitor

Economic fallout of COVID-19 slows premium trend, although demand for safe and hygienic products boosts sales

RECOVERY AND OPPORTUNITIES

Opportunities for regional bottled water products for sustainability and safety reasons

Scrutiny over packaging set to favour local products in glass bottles, while players may find it difficult to attract new consumers due to caution over travel and impulse purchases

Water scarcity and supply concerns push consumers towards more sustainable local and regional bottled water products

CATEGORY DATA

Table 73 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 74 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 75 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 76 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 77 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 78 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 79 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 80 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 81 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 82 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 83 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 84 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

Sports Drinks in Germany

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) lockdown hampers exercise opportunities and the demand for sports drinks

Slump in on-trade sales as lockdown forces consumers to exercise at home

Higher profile of energy drinks brands threatens to cannibalise rivals in sports drinks

RECOVERY AND OPPORTUNITIES

Players increasingly look to e-commerce to maximise reach and potential in sports drinks

COVID-19 heightens awareness of the benefits of regular exercise and complementary products like sports drinks

Functional bottled water leverages more natural and healthier positioning to increase the pressure on sports drinks

CATEGORY DATA

Table 85 Off-trade Sales of Sports Drinks: Volume 2015-2020
Table 86 Off-trade Sales of Sports Drinks: Value 2015-2020
Table 87 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020
Table 88 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020
Table 89 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020
Table 90 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020
Table 91 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020
Table 92 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020
Table 93 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 94 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025
Table 95 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 96 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025

Energy Drinks in Germany

KEY DATA FINDINGS

2020 IMPACT

Retail sales rise as consumers seek energy boosts at home to replace consumption occasions in the workplace

Coca-Cola and smaller players launch new energy drinks to increase choice and availability and intensify the competition

Slump in on-trade sales as the pandemic forces clubs and bars to close in spring and winter 2020

RECOVERY AND OPPORTUNITIES

More natural caffeine sources gain traction in juice and carbonates to offer alternatives to energy drinks

A second wave of the virus and the renewed closure of clubs and bars in winter 2020-2021 set to slow on-trade recovery of energy drinks

Wider choice and at-home cocktail trend offer retail sales opportunities, while innovation and stable consumption occasions are key to on-trade performance

CATEGORY DATA

Table 97 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 98 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 99 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 100 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 101 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 102 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 103 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 104 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 105 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 106 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 107 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 108 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

Concentrates in Germany

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) lockdown favours do-it-yourself trend to accelerate sales growth in liquid concentrates

SodaStream benefits from the pandemic by offering consumers wider at-home drinks possibilities

On-trade consumption slumps due to lockdowns and residual reluctance to visits foodservice outlets

RECOVERY AND OPPORTUNITIES

Trends for do-it-yourself and new drinks experiences offer further growth opportunities for liquid concentrates

Reduced sugar and fortified/functional drinks offer growth potential as innovation is likely to be the key success factor

Liquid concentrates players set to offer new and exciting products and novel drinks experiences to lure consumers

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 109 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 110 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 111 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 112 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 113 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020
Table 114 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020
Table 115 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 116 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 117 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 118 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 119 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 120 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 121 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 122 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 123 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 124 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 125 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 126 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

RTD Tea in Germany

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) boosts retail sales of RTD tea, although lockdown restrictions hamper demand in convenience and impulse channels

On-trade sales slump as foodservice establishments close and consumers hesitate over a return to bars and restaurants in the wake of COVID-19

COVID-19 accelerates the do-it-yourself trend as consumers have more time to prepare cold tea drinks at home to the detriment of the RTD format

RECOVERY AND OPPORTUNITIES

Focus on healthier options offers growth opportunities, although lingering effects of the pandemic likely to slow on-trade recovery

Innovation is expected to contribute strongly to the growth potential of RTD tea in the forecast period

Home-made tea emerges as a serious competitor during the pandemic, although long, hot summers and a revival of impulse consumption occasions augur well for RTD tea

CATEGORY DATA

Table 127 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 128 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 129 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 130 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 131 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020
Table 132 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 133 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 134 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 135 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 136 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 137 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 138 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 139 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

RTD Coffee in Germany

KEY DATA FINDINGS

2020 IMPACT

RTD coffee slumps as Coronavirus (COVID-19) weakens the demand for impulse-driven products

Hot but shorter summer and the COVID-19-accelerated do-it-yourself trend dampen sales of RTD coffee in 2020

Strong promotional activities help the main players to minimise the negative impact of COVID-19 on impulse products

RECOVERY AND OPPORTUNITIES

Uncertain future for RTD coffee as lingering impact of COVID-19 on impulse consumption and convenience channels threatens the category

Innovation is likely to be the key avenue to growth in the short to medium term as players try to engage with younger and health-orientated consumers

Vending offers potential alternative impulse and convenience channel as the effects of the pandemic linger

CATEGORY DATA

Table 140 Off-trade Sales of RTD Coffee: Volume 2015-2020
Table 141 Off-trade Sales of RTD Coffee: Value 2015-2020
Table 142 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020
Table 143 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020
Table 144 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020
Table 145 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020
Table 146 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020
Table 147 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020
Table 148 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 149 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025
Table 150 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 151 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025

Asian Speciality Drinks in Germany

KEY DATA FINDINGS

2020 IMPACT

Shift to e-commerce maintains off-trade growth, although closure of foodservice establishments leads to slump in on-trade sales

New taste experiences increase availability and awareness of Asian speciality drinks during “staycation”

Thai Agro Foods remains the leader, but the ongoing emergence of small players boosts the share dominance of “others”

RECOVERY AND OPPORTUNITIES

Experimentation during home seclusion and rising awareness of Asian options set to boost off- and on-trade sales in the forecast period

Growing popularity of Korean culture increases awareness of and interest in Korean soft drinks to offer potential development driver in the category

Focus on healthy nutrition offers opportunities for Asian beverages like aloe drinks and coconut drinks

CATEGORY DATA

Table 152 Off-trade Sales of Asian Speciality Drinks: Volume 2015-2020
Table 153 Off-trade Sales of Asian Speciality Drinks: Value 2015-2020
Table 154 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2015-2020
Table 155 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2015-2020
Table 156 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2016-2020
Table 157 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2017-2020
Table 158 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2016-2020
Table 159 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2017-2020
Table 160 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2020-2025
Table 161 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2020-2025
Table 162 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2020-2025
Table 163 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2020-2025

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