PROSPECTS AND OPPORTUNITIES
Challenges ahead for drinking milk products
While value sales are expected to increase over the forecast period, volume sales are expected to stagnate or even decline in most categories. As consumer preferences evolve and plant-based alternatives continue to attract more consumers, drinking milk products will be under increasing pressure.
Players will emphasise natural and functional benefits
Health and wellness will continue to shape both consumer behaviour and product innovation in drinking milk products, with an increased focus on functional nutrition and personalised health, as well as sustainable and environmentally friendly products. Consumers are increasingly seeking products that not only satisfy dietary needs but also actively contribute to their overall well-being.
Sustainability will be a defining factor in drinking milk products
Over the forecast period, sustainability will be a defining factor for drinking milk products in Germany. There is growing demand for organic, regionally sourced, and ethically produced dairy products.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products in Germany?
- Which are the leading brands in Drinking Milk Products in Germany?
- How are products distributed in Drinking Milk Products in Germany?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Drinking Milk Products?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Germany?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Drinking Milk Products in Germany - Category analysis
KEY DATA FINDINGS
Cow’s milk sees mild revival as backlash against ultra-processed brings consumers back
Strength of private label expands the position of discounters
Price competition and broader product range boosts supermarket share
Challenges ahead for drinking milk products
Players will emphasise natural and functional benefits
Sustainability will be a defining factor in drinking milk products
Dairy Products and Alternatives in Germany - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Drinking Milk Products
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
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 Drinking Milk Products research and analysis database.
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