PROSPECTS AND OPPORTUNITIES
Beer sales set to weaken as moderate drinking trend gains traction
Total volume sales of beer are expected to decline marginally in 2025, setting the trend for the rest of the forecast period. The longer-term trend towards more moderate alcohol consumption among young adults, due to the rise of home entertainment and greater heath awareness, is expected to continue undermining beer sales.
Flavour innovations may help beer compete against RTDs
As beer consumption comes under pressure, brewers are expected to develop new products that compete more closely with RTDs. This may be achieved through co-branding partnerships outside the beer category, such as spirits.
Non-alcoholic beer will benefit from wider product variety
The shift towards moderate alcohol consumption in Germany, especially among young adults, offers further growth opportunities for non-alcoholic beer. Beer styles which are rarely available under non-alcoholic variants are expected to benefit from new product development.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer 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 Beer 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 Beer 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 Beer in Germany?
- Where is consumer demand for Beer focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Beer in Germany - Category analysis
KEY DATA FINDINGS
Modest decline in beer volume sales despite the growth of non alcoholic beer
Fragmented competitive landscape built around regional brands
Discounters is the most dynamic channel as German economy stagnates
Beer sales set to weaken as moderate drinking trend gains traction
Flavour innovations may help beer compete against RTDs
Non-alcoholic beer will benefit from wider product variety
Lager price band methodology
Alcoholic Drinks in Germany - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
The following categories and subcategories are included:
Beer
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
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 Beer research and analysis database.
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