Alcoholic Drinks in Germany

Description

A marked total volume rebound was seen for alcoholic drinks in 2022, as a result of the full reopening of on-trade channels following the lifting of measures to reduce the spread of the COVID-19 virus, implemented in 2020 and 2021. Within beer, which remained by far the largest category in total volume terms, the shift in consumption occasions in 2022 resulting from the full reopening of on-trade locations and the return of summer festivals, combined with increased mobility and more frequent out...

Euromonitor International's Alcoholic Drinks in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2018-2022), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Alcoholic Drinks market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market's major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

Product Code: ADDE

List Of Contents And Tables

EXECUTIVE SUMMARY

Alcoholic drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2017-2022

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2022

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2022
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2022
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2022
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2022
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2018-2022
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2017-2022
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2022
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2022-2027
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2022-2027
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2022-2027
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 2 Research Sources

BEER IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

Full reopening of on-trade channel leads to rebound in total volume sales
Imported lager and non alcoholic beer resilient but price pressure creates challenges
Brands see performances affected by on-trade rebound and higher price sensitivity

PROSPECTS AND OPPORTUNITIES

Non alcoholic beer expected to see continued growth
Challenges for brewers may lead to price increases and consolidation
Craft beer set to remain a niche, while still generating interest from consumers and retailers

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2022
Table 18 Number of Breweries 2017-2022

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2017-2022
Table 20 Sales of Beer by Category: Total Value 2017-2022
Table 21 Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 22 Sales of Beer by Category: % Total Value Growth 2017-2022
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2017-2022
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022
Table 27 Sales of Beer by Craft vs Standard 2017-2022
Table 28 GBO Company Shares of Beer: % Total Volume 2018-2022
Table 29 NBO Company Shares of Beer: % Total Volume 2018-2022
Table 30 LBN Brand Shares of Beer: % Total Volume 2019-2022
Table 31 Forecast Sales of Beer by Category: Total Volume 2022-2027
Table 32 Forecast Sales of Beer by Category: Total Value 2022-2027
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027

WINE IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

Pandemic rebound kicks in as on-trade channels reopen
Greater awareness drives interest in certified organic wines in Germany
Discounters continues to lead distribution in the fragmented wine category

PROSPECTS AND OPPORTUNITIES

Non alcoholic wine and alcohol reduction expected to gain popularity
Local producers set to benefit from the growth in wine tourism
Fortified wine expected to experience growth from inclusion in cocktails

CATEGORY DATA

Table 35 Sales of Wine by Category: Total Volume 2017-2022
Table 36 Sales of Wine by Category: Total Value 2017-2022
Table 37 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 38 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2017-2022
Table 44 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2017-2022
Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2017-2022
Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2017-2022
Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2019-2022
Table 50 GBO Company Shares of Champagne: % Total Volume 2018-2022
Table 51 NBO Company Shares of Champagne: % Total Volume 2018-2022
Table 52 LBN Brand Shares of Champagne: % Total Volume 2019-2022
Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2019-2022
Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2019-2022
Table 59 GBO Company Shares of Non-grape Wine: % Total Volume 2018-2022
Table 60 NBO Company Shares of Non-grape Wine: % Total Volume 2018-2022
Table 61 LBN Brand Shares of Non-grape Wine: % Total Volume 2019-2022
Table 62 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 63 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 64 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 65 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027

SPIRITS IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

On-trade rebounds, while off-trade sees a partial shift to more affordable channels
Gin, Irish whiskey, and non alcoholic spirits see a growing consumer base
Top two global companies and key German players record solid performances

PROSPECTS AND OPPORTUNITIES

Trend towards moderation may encourage spirits players to diversify their offer
Focus on flavour innovations to compete against other types of alcoholic drinks
Amongst traditional German types of spirits, korn and doppelkorn are set for renewal

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2022

CATEGORY DATA

Table 66 Sales of Spirits by Category: Total Volume 2017-2022
Table 67 Sales of Spirits by Category: Total Value 2017-2022
Table 68 Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 69 Sales of Spirits by Category: % Total Value Growth 2017-2022
Table 70 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
Table 71 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
Table 72 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 73 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
Table 74 Sales of Dark Rum by Price Platform: % Total Volume 2017-2022
Table 75 Sales of White Rum by Price Platform: % Total Volume 2017-2022
Table 76 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2017-2022
Table 77 Sales of English Gin by Price Platform: % Total Volume 2017-2022
Table 78 Sales of Vodka by Price Platform: % Total Volume 2017-2022
Table 79 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2017-2022
Table 80 GBO Company Shares of Spirits: % Total Volume 2018-2022
Table 81 NBO Company Shares of Spirits: % Total Volume 2018-2022
Table 82 LBN Brand Shares of Spirits: % Total Volume 2019-2022
Table 83 Forecast Sales of Spirits by Category: Total Volume 2022-2027
Table 84 Forecast Sales of Spirits by Category: Total Value 2022-2027
Table 85 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
Table 86 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027

CIDER/PERRY IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

Cider/perry increasingly popular with younger generations of legal drinking age
Social media and online marketing critical for engagement
Further expansion of the cider/perry portfolio

PROSPECTS AND OPPORTUNITIES

Off-trade expected to see higher growth than the on-trade
Economic situation will impact potential for growth
Cider successfully combines traditional with modern

CATEGORY DATA

Table 87 Sales of Cider/Perry: Total Volume 2017-2022
Table 88 Sales of Cider/Perry: Total Value 2017-2022
Table 89 Sales of Cider/Perry: % Total Volume Growth 2017-2022
Table 90 Sales of Cider/Perry: % Total Value Growth 2017-2022
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2017-2022
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: Value 2017-2022
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 94 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2017-2022
Table 95 GBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 96 NBO Company Shares of Cider/Perry: % Total Volume 2018-2022
Table 97 LBN Brand Shares of Cider/Perry: % Total Volume 2019-2022
Table 98 Forecast Sales of Cider/Perry: Total Volume 2022-2027
Table 99 Forecast Sales of Cider/Perry: Total Value 2022-2027
Table 100 Forecast Sales of Cider/Perry: % Total Volume Growth 2022-2027
Table 101 Forecast Sales of Cider/Perry: % Total Value Growth 2022-2027

RTDS IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

No end in sight to the boom in sales of spirit-based RTDs
Wine-based RTDs and other RTDs continue to face challenges
Private label and global brands lead RTDs, although some niche brands make gains

PROSPECTS AND OPPORTUNITIES

Launch of Coca-Cola brand in RTDs set to bring new impetus to cola-based RTDs
New product attributes to target more diverse consumption occasions
Tea-based RTDs combine low sugar recipes with a refreshing taste

CATEGORY DATA

Table 102 Sales of RTDs by Category: Total Volume 2017-2022
Table 103 Sales of RTDs by Category: Total Value 2017-2022
Table 104 Sales of RTDs by Category: % Total Volume Growth 2017-2022
Table 105 Sales of RTDs by Category: % Total Value Growth 2017-2022
Table 106 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
Table 107 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
Table 108 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 109 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
Table 110 GBO Company Shares of RTDs: % Total Volume 2018-2022
Table 111 NBO Company Shares of RTDs: % Total Volume 2018-2022
Table 112 LBN Brand Shares of RTDs: % Total Volume 2019-2022
Table 113 Forecast Sales of RTDs by Category: Total Volume 2022-2027
Table 114 Forecast Sales of RTDs by Category: Total Value 2022-2027
Table 115 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
Table 116 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027

Alcoholic Drinks in Germany

Description

Table of Contents

Why buy this report?

TABLE OF CONTENTS

EXECUTIVE SUMMARY

MARKET BACKGROUND

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

MARKET DATA

DISCLAIMER

SOURCES

BEER IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

PROSPECTS AND OPPORTUNITIES

CATEGORY BACKGROUND

CATEGORY DATA

WINE IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

PROSPECTS AND OPPORTUNITIES

CATEGORY DATA

SPIRITS IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

PROSPECTS AND OPPORTUNITIES

CATEGORY BACKGROUND

CATEGORY DATA

CIDER/PERRY IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

PROSPECTS AND OPPORTUNITIES

CATEGORY DATA

RTDS IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS

PROSPECTS AND OPPORTUNITIES

CATEGORY DATA