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Soft Drinks in Germany

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    Report

  • 101 Pages
  • January 2023
  • Region: Germany
  • Euromonitor International
  • ID: 2619915
The soft drinks industry in Germany was particularly shaped by the pandemic during 2020 and 2021 due to related restrictions and limited mobility, which favoured home consumption and off-trade sales for some categories. On the other hand, on-trade was particularly hit hard by a number of lockdowns, closures and consumers avoiding crowds.

The Soft 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 (2018-2022), 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, packaging or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

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

Why buy this report?

  • Get a detailed picture of the Soft 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.

Table of Contents

SOFT DRINKS IN GERMANY

EXECUTIVE SUMMARY
  • Soft drinks in 2022: The big picture
  • 2022 key trends
  • Competitive landscape
  • Retailing developments
  • Foodservice vs retail split
  • What next for soft drinks?
MARKET DATA
  • Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
  • Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
  • Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
  • Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
  • Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
  • Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
  • Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
  • Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
  • Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
  • Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
  • Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
  • Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
  • Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
  • Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
  • Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2018-2022
  • Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2019-2022
  • Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2018-2022
  • Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2019-2022
  • Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
  • Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
  • Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
  • Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
  • Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2017-2022
  • Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2017-2022
  • Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
  • Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
  • Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
  • Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
  • Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
  • Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
  • Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
  • Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
  • Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
  • Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
  • Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
  • Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027
APPENDIX
  • Fountain sales in Germany
DISCLAIMER

SOURCES
  • Summary 1 Research Sources
CARBONATES IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Reduced sugar variants continue to drive category’s growth but health concerns remain
  • On-trade sales continue to recover in 2022
  • Retailing environment becomes increasingly challenging for brands
PROSPECTS AND OPPORTUNITIES
  • Competing product categories
  • Taste, innovation and transparency
  • Inflation hinders early recovery of on-trade carbonate sales
CATEGORY DATA
  • Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
  • Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
  • Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
  • Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
  • Table 41 Off-trade Sales of Carbonates by Category: Volume 2017-2022
  • Table 42 Off-trade Sales of Carbonates by Category: Value 2017-2022
  • Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
  • Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
  • Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
  • Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022
  • Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
  • Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
  • Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
  • Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
  • Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
  • Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
  • Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
  • Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
  • Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2022-2027
  • Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2022-2027
JUICE IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Sugar concerns hamper category’s growth
  • Slow recovery for on-trade juice sales
  • Rising inflation pushes up unit price of juice in 2022
PROSPECTS AND OPPORTUNITIES
  • Juice as a popular ingredient for at-home mixology trend
  • Functional juice with additional vitamins to support better immune system and beyond
  • Inflation could hinder full recovery of on-trade juice sales
CATEGORY DATA
  • Table 57 Off-trade Sales of Juice by Category: Volume 2017-2022
  • Table 58 Off-trade Sales of Juice by Category: Value 2017-2022
  • Table 59 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
  • Table 60 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
  • Table 61 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
  • Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
  • Table 63 NBO Company Shares of Off-trade Juice: % Value 2018-2022
  • Table 64 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
  • Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
  • Table 66 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
  • Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
  • Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027
BOTTLED WATER IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Bottled water continues to lose ground to tap water in Germany
  • Brands withdraw from the local market as Vittel is discontinued
  • Climate change and droughts threaten production
PROSPECTS AND OPPORTUNITIES
  • Private label to benefit from inflationary pressures heading into 2023
  • Challenges from competing soft drinks categories
  • Inflation to hinder recovery of on-trade volume sales
CATEGORY DATA
  • Table 69 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
  • Table 70 Off-trade Sales of Bottled Water by Category: Value 2017-2022
  • Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
  • Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
  • Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
  • Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
  • Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
  • Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
  • Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
  • Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
  • Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
  • Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027
SPORTS DRINKS IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Endurance sports enjoy increasing popularity in Germany
  • Competition encourages innovation within sports drinks
  • Rising inflation places consumers under increasing financial pressure
PROSPECTS AND OPPORTUNITIES
  • Increasing competition from other soft drinks
  • More sustainable formats can be explored by sports drinks players
  • Local players to expand their portfolios
CATEGORY DATA
  • Table 81 Off-trade Sales of Sports Drinks: Volume 2017-2022
  • Table 82 Off-trade Sales of Sports Drinks: Value 2017-2022
  • Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
  • Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2017-2022
  • Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2018-2022
  • Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2019-2022
  • Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2018-2022
  • Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2019-2022
  • Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2022-2027
  • Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2022-2027
  • Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2022-2027
  • Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2022-2027
ENERGY DRINKS IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • On-trade starts to recover in 2022, while off-trade demand remains stable
  • RTD tea with additional energy boost
  • Red Bull remains leading energy drink brand in Germany
PROSPECTS AND OPPORTUNITIES
  • Inflation could drive up demand for bigger pack sizes and private label
  • Energy drinks come under increasing scrutiny
  • Competition from perceived healthier soft drinks, while reduced sugar variants will remain more dynamic
CATEGORY DATA
  • Table 93 Off-trade Sales of Energy Drinks: Volume 2017-2022
  • Table 94 Off-trade Sales of Energy Drinks: Value 2017-2022
  • Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
  • Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
  • Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
  • Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
  • Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
  • Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
  • Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
  • Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
  • Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
  • Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027
CONCENTRATES IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Countertop soda machines boost off-trade volume sales of liquid concentrates
  • Increasing brand activity and innovation
  • Polarisation: Private label versus premium brands
PROSPECTS AND OPPORTUNITIES
  • Innovation will be key to driving success
  • Hydration in new formats
  • Inflation: Risks and opportunities
CATEGORY DATA
  • Concentrates Conversions
  • Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
  • Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
  • Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
  • Table 107 Off-trade Sales of Concentrates by Category: Value 2017-2022
  • Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
  • Table 109 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
  • Table 110 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
  • Table 111 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
  • Table 112 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
  • Table 113 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
  • Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
  • Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
  • Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
  • Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
  • Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
  • Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027
RTD TEA IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Demand for RTD tea in Germany is booming
  • On-trade sales well on the way to recovery
  • Health concerns drive demand for reduced sugar variants
PROSPECTS AND OPPORTUNITIES
  • Do-it-yourself iced tea
  • Hot summers will continue to drive demand for RTD tea in Germany
  • Sustainability concerns expected to increase and drive innovation
CATEGORY DATA
  • Table 120 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
  • Table 121 Off-trade Sales of RTD Tea by Category: Value 2017-2022
  • Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
  • Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
  • Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2017-2022
  • Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
  • Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
  • Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
  • Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
  • Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
  • Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
  • Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
  • Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027
RTD COFFEE IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Category slowly recovers as it returns to growth
  • Inflation places brands under pressure
  • Taste is key for RTD coffee consumers
PROSPECTS AND OPPORTUNITIES
  • Do-it-yourself iced coffee competes with RTD options
  • Sustainability will remain important for Germans
  • Innovation will be key to future success
CATEGORY DATA
  • Table 133 Off-trade Sales of RTD Coffee: Volume 2017-2022
  • Table 134 Off-trade Sales of RTD Coffee: Value 2017-2022
  • Table 135 Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
  • Table 136 Off-trade Sales of RTD Coffee: % Value Growth 2017-2022
  • Table 137 NBO Company Shares of Off-trade RTD Coffee: % Volume 2018-2022
  • Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2019-2022
  • Table 139 NBO Company Shares of Off-trade RTD Coffee: % Value 2018-2022
  • Table 140 LBN Brand Shares of Off-trade RTD Coffee: % Value 2019-2022
  • Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2022-2027
  • Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2022-2027
  • Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2022-2027
  • Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2022-2027
ASIAN SPECIALITY DRINKS IN GERMANY

KEY DATA FINDINGS

2022 DEVELOPMENTS
  • Supermarkets raise awareness of Asian speciality drinks, with off-trade driving demand
  • On-trade recovers slowly as restrictions end
PROSPECTS AND OPPORTUNITIES
  • The rise of K-pop increases consumer awareness in Germany
  • Demand for healthier beverages presents an opportunity
  • Limited consumer base in Germany
CATEGORY DATA
  • Table 145 Off-trade Sales of Asian Speciality Drinks: Volume 2017-2022
  • Table 146 Off-trade Sales of Asian Speciality Drinks: Value 2017-2022
  • Table 147 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2017-2022
  • Table 148 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2017-2022
  • Table 149 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2018-2022
  • Table 150 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2019-2022
  • Table 151 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2018-2022
  • Table 152 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2019-2022
  • Table 153 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2022-2027
  • Table 154 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2022-2027
  • Table 155 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2022-2027
  • Table 156 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2022-2027