COMPETITIVE LANDSCAPE
Private label enjoys consumer trust
Private label continued to account for a large share of retail volume sales of bottled water in Germany in 2025. Aldi Einkauf (Quellbrunn / Aqua Culinaris), Lidl Stiftung (Saskia) and Rewe Markt (Ja!) remained the top three players in bottled water at the end of the review period.
Regional brands gain momentum
There is also a huge variety of regional brands that are only available and popular in their respective regions. Their products are growing in popularity as consumers trust the source and quality of their regional brands and their sustainability credentials.
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Overview:
Understand the latest market trends and future growth opportunities for the Bottled Water 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 Bottled Water 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 Bottled Water 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 Bottled Water in Germany?
- To what extent are health considerations impacting consumption of Bottled Water 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 Bottled Water in Germany?
- Which are the leading brands in Bottled Water in Germany?
- What potential exists for multinational or domestic soft drinks companies to expand in Germany?
- How are products distributed in Bottled Water 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 Bottled Water?
- 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?
Bottled Water in Germany - Category analysis
KEY DATA FINDINGS
Natural mineral bottled water dominates demand
Bottled water remains number one for hydration but the competition intensifies
Functional bottled water benefits from the demand for hydration with specific nutritional value
Hydration to continue to stimulate the use of natural mineral bottled water
Bottled water as part of a healthy and sustainable diet
Hotter summers to increase in consumption
Private label enjoys consumer trust
Regional brands gain momentum
Price and convenience favour discounters
Supermarkets leverage price promotions, convenient locations and appealing assortments
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
The following categories and subcategories are included:
Bottled Water
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- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
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- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
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 Bottled Water research and analysis database.
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