COMPETITIVE LANDSCAPE
Thai Agri Foods leverages a strong brand name and accessibility to consolidate leadership
The most dynamic player, Thai Agri Foods, continued to gain retail volume share in 2025 to consolidate its clear leadership of Asian speciality drinks in Germany. The company’s Foco enjoys strong brand recognition and a long-standing association with authentic Asian flavours.
Mogu Mogu sees innovation and fosters consumer engagement
Second-ranked Mogu Mogu Deutschland stabilised, with only a very marginal drop in retail volume share in 2025. The company’s performance was driven by strategic innovation and marketing initiatives that strengthened its eponymous brand’s consumer appeal.
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Overview:
Understand the latest market trends and future growth opportunities for the Asian Speciality 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.
If you're in the Asian Speciality 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 Asian Speciality 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 Asian Speciality Drinks in Germany?
- To what extent are health considerations impacting consumption of Asian Speciality 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 Asian Speciality Drinks in Germany?
- Which are the leading brands in Asian Speciality Drinks in Germany?
- What potential exists for multinational or domestic soft drinks companies to expand in Germany?
- How are products distributed in Asian Speciality 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 Asian Speciality 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?
Asian Speciality Drinks in Germany - Category analysis
KEY DATA FINDINGS
Asian speciality drinks see volume sales decline amid shifting consumer priorities and competition
Economic factors and limited availability and awareness hinder retail demand
Asian speciality drinks remain niche in foodservice
Limited availability and awareness to continue to constrain growth potential
Digital and technological advancements to drive innovation and efficiencies
Social media and influencer marketing to gain influence in Asian speciality drinks
Thai Agri Foods leverages a strong brand name and accessibility to consolidate leadership
Mogu Mogu sees innovation and fosters consumer engagement
Regional demographics continue to shape the distribution landscape while large modern grocery retailers emerge in the category
E-commerce remains significant but cedes ground to small local grocers
Soft Drinks in Germany - Industry Overview
Health and wellness, price and nostalgia are key factors in consumers’ purchasing decisions
KEY DATA FINDINGS
Cost-savings without compromising on quality
Health and wellness increasingly shapes offer and demand
Changing foodservice consumption supports a demand for soft drinks
Sober trend to favour soft drinks consumption
Diversfication to cover consumers’ needs
Retail to maintain dominance despite recovery of foodservice
Aldi is adding premium value to diversify its offer
Paulaner Brauerei shows dynamism through a retro and nostalgia appeal
Discounters respond to the affordability dynamic while developing higher-quality assortments
Strategic locations and wide and varied offers support strong position of supermarkets
Fountain sales in Germany
COUNTRY REPORTS DISCLAIMER
Asian Speciality Drinks
This category includes all traditional Asian drinks not included in RTD tea or juice drinks, including products such as Bandung (rose syrup with milk), bird’s nest, tamarind juice, ginger, lemongrass, roselle, zalaka, jelly drinks including grass jelly (cincau), sugar cane, and vinegar drinks. Lactic acid drinks, such as Calpis, are included here. Drinks containing a limited amount of yogurt (generally 3% or less) such as Bikkle, are included here, though drinking yogurts such as Yakult are excluded. While both products are highly popular in markets like Japan, drinking yogurts will contain mostly yogurt with a very short shelf life (two weeks or less), while yogurt drinks will contain less than 3% dairy and remain on the shelves for up to 9 months. All nut or pulse-based products, such as peanut milk, almond juice, or soy drinks are tracked in Non-Dairy Milk alternatives in Passport Packaged Food.
See all of our definitionsWhy 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 report originates from Passport, our Asian Speciality Drinks research and analysis database.
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