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.
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.
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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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
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 definitionsThis report originates from Passport, our Beer research and analysis database.
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