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Hot Drinks in Germany

  • ID: 63909
  • Report
  • January 2017
  • Region: Europe, Germany
  • 46 Pages
  • Euromonitor International
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FEATURED COMPANIES

  • Alois Dallmayr oHG
  • Castle Tea Co GmbH
  • Krüger GmbH & Co KG
  • Lavazza Deutschland GmbH
  • Nestlé Deutschland AG
  • Teekanne GmbH
  • MORE
Fresh ground coffee pods continued to perform well in 2016 in both retail volume and current value terms, largely due to the growing popularity of hard pods. This can be attributed to improving product quality and convenience. Furthermore, the entrance of new manufacturers and brands, including relatively low-priced private label options, led to a decline in unit price, in turn enabling the category to recruit new consumers.

The Hot Drinks in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2012-2016, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2021 illustrate how the market is set to change.

Product coverage: Coffee, Other Hot Drinks, Tea.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
- Get a detailed picture of the Hot Drinks market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Alois Dallmayr oHG
  • Castle Tea Co GmbH
  • Krüger GmbH & Co KG
  • Lavazza Deutschland GmbH
  • Nestlé Deutschland AG
  • Teekanne GmbH
  • MORE
HOT DRINKS IN GERMANY

January 2017

LIST OF CONTENTS AND TABLES

Executive Summary
Fresh Ground Coffee Pods Continues To Record Strong Growth in 2016
Tea Reaches A New Consumption Peak Thanks To Growing Health Awareness
Mondelez Remains the Leading Company in Hot Drinks in Germany
Sustainability Becomes An Increasingly Important Factor for Consumers and Manufacturers Alike
Hot Drinks Expected To Register Positive Growth Over the Forecast Period
Key Trends and Developments
Increasing Sales of Coffee Pods
Tea Consumption Reaches A New High As It Benefits From Recent Trends
Sustainability A Growing Concern for Both Consumers and Manufacturers
Market Data
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2011-2016
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2011-2016
Table 3 Retail Sales of Hot Drinks by Category: Volume 2011-2016
Table 4 Retail Sales of Hot Drinks by Category: Value 2011-2016
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2011-2016
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2011-2016
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2011-2016
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2011-2016
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2011-2016
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2011-2016
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2012-2016
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2013-2016
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2011-2016
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2011-2016
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2016
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2016-2021
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2016-2021
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2016-2021
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2016-2021
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2016-2021
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2016-2021
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2016-2021
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2016-2021
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2016-2021
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2016-2021
Sources
Summary 1 Research Sources
Ostfriesische Tee Gesellschaft in Hot Drinks (germany)
Strategic Direction
Key Facts
Summary 2 Ostfriesische Tee Gesellschaft: Key Facts
Summary 3 Ostfriesische Tee Gesellschaft: Operational Indicators
Competitive Positioning
Summary 4 Ostfriesische Tee Gesellschaft: Competitive Position 2016
Tchibo GmbH in Hot Drinks (germany)
Strategic Direction
Key Facts
Summary 5 Tchibo GmbH: Key Facts
Competitive Positioning
Summary 6 Tchibo GmbH: Competitive Position 2016
Teekanne GmbH & Co Kg in Hot Drinks (germany)
Strategic Direction
Key Facts
Summary 7 Teekanne GmbH & Co KG: Key Facts
Summary 8 Teekanne GmbH & Co KG: Operational Indicators
Competitive Positioning
Summary 9 Teekanne GmbH & Co KG: Competitive Position 2016
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 26 Retail Sales of Coffee by Category: Volume 2011-2016
Table 27 Retail Sales of Coffee by Category: Value 2011-2016
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2011-2016
Table 29 Retail Sales of Coffee by Category: % Value Growth 2011-2016
Table 30 Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2011-2016
Table 31 Retail Sales of Fresh Ground Coffee by Standard vs Pods: % Volume 2011-2016
Table 32 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2011-2016
Table 33 Retail Sales of Instant Coffee by Standard vs Pods: % Volume 2011-2016
Table 34 Retail Sales of Instant Coffee Mixes by Type: % Volume 2011-2016
Table 35 NBO Company Shares of Coffee: % Retail Value 2012-2016
Table 36 LBN Brand Shares of Coffee: % Retail Value 2013-2016
Table 37 Forecast Retail Sales of Coffee by Category: Volume 2016-2021
Table 38 Forecast Retail Sales of Coffee by Category: Value 2016-2021
Table 39 Forecast Retail Sales of Coffee by Category: % Volume Growth 2016-2021
Table 40 Forecast Retail Sales of Coffee by Category: % Value Growth 2016-2021
Table 41 Forecast Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2016-2021
Table 42 Forecast Retail Sales of Fresh Ground Coffee by Standard vs Pods: % Volume 2016-2021
Table 43 Forecast Retail Sales of Instant Coffee by Standard vs Pods: % Volume 2016-2021
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 44 Retail Sales of Tea by Category: Volume 2011-2016
Table 45 Retail Sales of Tea by Category: Value 2011-2016
Table 46 Retail Sales of Tea by Category: % Volume Growth 2011-2016
Table 47 Retail Sales of Tea by Category: % Value Growth 2011-2016
Table 48 Retail Sales of Tea by Standard Vs Pods: % Volume 2011-2016
Table 49 NBO Company Shares of Tea: % Retail Value 2012-2016
Table 50 LBN Brand Shares of Tea: % Retail Value 2013-2016
Table 51 Forecast Retail Sales of Tea by Category: Volume 2016-2021
Table 52 Forecast Retail Sales of Tea by Category: Value 2016-2021
Table 53 Forecast Retail Sales of Tea by Category: % Volume Growth 2016-2021
Table 54 Forecast Retail Sales of Tea by Category: % Value Growth 2016-2021
Table 55 Forecast Retail Sales of Tea by Standard Vs Pods: % Volume 2016-2021
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 56 Retail Sales of Other Hot Drinks by Category: Volume 2011-2016
Table 57 Retail Sales of Other Hot Drinks by Category: Value 2011-2016
Table 58 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2011-2016
Table 59 Retail Sales of Other Hot Drinks by Category: % Value Growth 2011-2016
Table 60 Retail Sales of Other Hot Drinks by Standard Vs Pods: % Volume 2011-2016
Table 61 NBO Company Shares of Other Hot Drinks: % Retail Value 2012-2016
Table 62 LBN Brand Shares of Other Hot Drinks: % Retail Value 2013-2016
Table 63 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2016-2021
Table 64 Forecast Retail Sales of Other Hot Drinks by Category: Value 2016-2021
Table 65 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2016-2021
Table 66 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2016-2021
Table 67 Forecast Retail Sales of Other Hot Drinks by Standard Vs Pods: % Volume 2016-2021
Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Alois Dallmayr oHG
  • Castle Tea Co GmbH
  • Krüger GmbH & Co KG
  • Lavazza Deutschland GmbH
  • Nestlé Deutschland AG
  • Teekanne GmbH
  • MORE
Declining demand for hot drinks

The demand for hot drinks significantly declined in 2005. This decline was mainly caused by the poor performance of coffee, which accounts for by far the largest proportion of hot drinks volume sales. Coffee suffers from changing consumer habits and an unhealthy image. Furthermore, strongly growing coffee prices contributed to the decline in 2005. Overall tea sales remained stable in 2005, with a shift in demand from black tea to fruit and herbal tea. Sales of other hot drinks, which are mainly targeted at children, are also declining, mainly due to a declining birth rate and the unhealthy image of the products.

Exploding coffee prices result in value growth

Due to a more than 25% price increase for fresh coffee, value sales of hot drinks grew strongly in 2005. Following big price rises for raw coffee on the world market, the leading manufacturers almost simultaneously implemented price increases at the beginning of 2005. The discounters followed and also raised prices for their private label products. These figures show that most consumers do not want to do without coffee and therefore accept the higher prices for coffee. Although all manufacturers raised prices in 2005, the coffee sector is highly competitive and prices are still under pressure. Coffee is a product that is typically featured in a significant number of promotions in Germany. Discounters and supermarkets use big price cuts for coffee to attract consumers into their stores. Due to the strong competition in the retail sector, supermarkets and discounters try hard to undercut each other. Around 80% of fresh coffee sales are made via price promotions.

Coffee pods the winner in 2005

Coffee pods were the clear winner in 2005. In a declining sector, volume sales of coffee pods almost tripled, albeit from a small base. More and more consumers prefer coffee pods instead of standard coffee due to their inherent convenience factor. A coffee pod machine is not only much quicker than a standard coffee machine. Manufacturers also emphasise the better taste and the individuality of coffee pods. In 2005, volume sales of coffee pods were also boosted by the introduction of several individual pod systems by the leading coffee companies. Manufacturers are very interested in the success of coffee pods as they are much more expensive than filter coffee and consumers of these products are less price sensitive.

Fruit/herbal tea displaces black tea

In tea, there is still a clear trend towards the growing popularity of fruit/herbal tea at the expense of classic black teas. While volume sales of black tea declined in 2005, fruit/herbal tea grew slightly. Herbal tea in particular is benefiting from the growing health consciousness of German consumers. Both fruit and herbal teas also attract more and more consumers as a caffeine-free alternative to black tea and coffee. The plethora of flavours available is also increasingly appealing to German consumers. In recent years, the leading manufacturers introduced a wide variety of new flavours. Most new products are mixes of fruit or herbal flavours or exotic single flavours. Manufacturers have also responded to the health and wellness trend and emphasise the health benefits and wellness aspects of their products. Products like camomile and peppermint tea are renowned for their medicinal and health benefits and also play a role as ingredients of the new “wellness teas”, which have come onto the market in recent years.

Kraft Foods and Tchibo lead hot drinks

Kraft Foods and Tchibo are the only two companies with a double-digit value share in overall hot drinks sales. Both companies mainly owe their leading position to their dominance in fresh coffee. While Tchibo is only present in coffee, Kraft Foods is also strong in chocolate-based powder hot drinks. Due to the growing success of private label coffee, the leading manufacturers lost share in 2005.
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Companies Mentioned Include:
- Kraft Foods Deutschland GmbH & Co
- Tchibo Frisch-Röst- Kaffee GmbH
- Nestlé Deutschland AG
- Melitta Unternehmensgruppe Bentz KG
- Ostfriesische Tee Gesellschaft
- Teekanne GmbH
- Alois Dallmayr oHG
- Krüger GmbH & Co KG
- Bad Heilbrunner Reform- Diät-Arznei GmbH & Co
- JJ Darboven Holding AG & Co
- Castle Tea Co GmbH
- Bünting Teehandelshaus GmbH & Co
- Lavazza Deutschland GmbH
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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