COMPETITIVE LANDSCAPE
Private label gains momentum amidst economic pressures
Private label gained retail volume share in 2025 to maintain its dominance of RTD coffee in Germany. The ongoing impact of inflation is driving value-conscious consumer behaviour in the category.
Starbucks continues to capitalise on unique positioning in RTD coffee
Arla Foods, which offers the Starbucks brand, registered the highest retail volume share growth in RTD coffee in 2025. Starbucks continued its expansion in RTD coffee in Germany, capitalising on an image as a coffee specialist, as many other RTD coffee brands often come from dairy.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Coffee 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 RTD Coffee 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 RTD Coffee 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 RTD Coffee in Germany?
- To what extent are health considerations impacting consumption of RTD Coffee 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 RTD Coffee in Germany?
- Which are the leading brands in RTD Coffee in Germany?
- What potential exists for multinational or domestic soft drinks companies to expand in Germany?
- How are products distributed in RTD Coffee 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 RTD Coffee?
- 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?
RTD Coffee in Germany - Category analysis
KEY DATA FINDINGS
Convenience trend drives category growth
High prices limit the appeal of RTD coffee
Premiumisation shapes innovation
Iced coffee trend presents opportunities and challenges
Innovation as a growth engine for RTD coffee
Sustainability and transparency to be key factors for both consumers and producers
Private label gains momentum amidst economic pressures
Starbucks continues to capitalise on unique positioning in RTD coffee
Wide choice and proximity favour supermarkets
On-the-go consumption trend boosts sales through convenience retailers
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
RTD Coffee
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
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 RTD Coffee research and analysis database.
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