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Beer in Germany

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    Report

  • 29 Pages
  • July 2025
  • Region: Germany
  • Euromonitor International
  • ID: 2477288
Volume sales of beer decreased marginally in 2024 but showed a slight improvement on the previous year. The FIFA European Football Championship partially supported this recovery, with the event held in 10 German cities during the summer of 2024. Beer volumes continued to suffer from the general decline in alcoholic drinks consumption among young adults, alongside the shift away from beer towards other types of alcoholic drinks such as RTDs.

The Beer 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 (2020-2024), 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 2029 illustrate how the market is set to change.

Product coverage: Dark Beer, Lager, Non/Low Alcohol Beer, Stout.

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

Why buy this report?

  • Get a detailed picture of the Beer 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.

Table of Contents

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Modest decline in beer volume sales despite the growth of non alcoholic beer
  • Fragmented competitive landscape built around regional brands
  • Discounters is the most dynamic channel as German economy stagnates
PROSPECTS AND OPPORTUNITIES
  • Beer sales set to weaken as moderate drinking trend gains traction
  • Flavour innovations may help beer compete against RTDs
  • Non-alcoholic beer will benefit from wider product variety
CATEGORY BACKGROUND
  • Lager price band methodology
  • Summary 1 Lager by Price Band 2024
CATEGORY DATA
  • Table 1 Sales of Beer by Category: Total Volume 2019-2024
  • Table 2 Sales of Beer by Category: Total Value 2019-2024
  • Table 3 Sales of Beer by Category: % Total Volume Growth 2019-2024
  • Table 4 Sales of Beer by Category: % Total Value Growth 2019-2024
  • Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
  • Table 6 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
  • Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
  • Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
  • Table 9 Sales of Beer by Craft vs Standard 2019-2024
  • Table 10 GBO Company Shares of Beer: % Total Volume 2020-2024
  • Table 11 NBO Company Shares of Beer: % Total Volume 2020-2024
  • Table 12 LBN Brand Shares of Beer: % Total Volume 2021-2024
  • Table 13 Forecast Sales of Beer by Category: Total Volume 2024-2029
  • Table 14 Forecast Sales of Beer by Category: Total Value 2024-2029
  • Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
  • Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029
ALCOHOLIC DRINKS IN GERMANY
EXECUTIVE SUMMARY
  • Alcoholic drinks in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • On-trade vs off-trade split
  • What next for alcoholic drinks?
MARKET BACKGROUND
  • Legislation
  • Legal purchasing age and legal drinking age
  • Drink driving
  • Advertising
  • Smoking ban
  • Opening hours
  • On-trade establishments
OPERATING ENVIRONMENT
  • Contraband/parallel trade
  • Duty free
  • Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
  • Outlook
MARKET INDICATORS
  • Table 17 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024
MARKET DATA
  • Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
  • Table 19 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
  • Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
  • Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
  • Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
  • Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
  • Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
  • Table 25 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
  • Table 26 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
  • Table 27 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
  • Table 28 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
  • Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
  • Table 30 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
  • Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 2 Research Sources