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Beer in Germany

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    Report

  • 35 Pages
  • August 2022
  • Region: Germany
  • Euromonitor International
  • ID: 63809
Following the strong growth of off-trade beer sales in 2020, mostly driven by a temporary shift from on-trade to off-trade consumption due to pandemic-related restrictions, the longer-term trend towards declining beer sales through the off-trade channel resumed in 2021, while on-trade sales stabilised.

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 (2017-2021), 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 2026 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

BEER IN GERMANYKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Focus on off-trade channel defined by price pressures creates challenges for brewers
  • Premiumisation strategies focus on retro-style and authenticity to evade price battles
  • Premium regional brands and craft beer make gains but remain strongly involved in price battles
PROSPECTS AND OPPORTUNITIES
  • Off-trade sales set to stagnate but differentiation strategies may boost premium lager
  • Flavoured/mixed lager and non-alcoholic beer set to remain driven by innovation
  • Personalisation, sustainability and e-commerce strategies to boost consumer loyalty
CATEGORY BACKGROUND
  • Lager price band methodology
  • Summary 1 Lager by Price Band 2021
  • Summary 2 Number of Breweries 2016-2021
CATEGORY DATA
  • Table 1 Sales of Beer by Category: Total Volume 2016-2021
  • Table 2 Sales of Beer by Category: Total Value 2016-2021
  • Table 3 Sales of Beer by Category: % Total Volume Growth 2016-2021
  • Table 4 Sales of Beer by Category: % Total Value Growth 2016-2021
  • Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021
  • Table 6 Sales of Beer by Off-trade vs On-trade: Value 2016-2021
  • Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021
  • Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021
  • Table 9 Sales of Beer by Craft vs Standard 2016-2021
  • Table 10 GBO Company Shares of Beer: % Total Volume 2017-2021
  • Table 11 NBO Company Shares of Beer: % Total Volume 2017-2021
  • Table 12 LBN Brand Shares of Beer: % Total Volume 2018-2021
  • Table 13 Forecast Sales of Beer by Category: Total Volume 2021-2026
  • Table 14 Forecast Sales of Beer by Category: Total Value 2021-2026
  • Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026
  • Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026
  • CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026
  • CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026
  • CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2019-2026
  • CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2019-2026
ALCOHOLIC DRINKS IN GERMANY
EXECUTIVE SUMMARY
  • Alcoholic drinks in 2021: The big picture
  • 2021 key trends
  • Competitive landscape
  • Retailing 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
  • Summary 3 Number of On-trade Establishments by Type 2016-2021
TAXATION AND DUTY LEVIES
  • Summary 4 Taxation and Duty Levies on Alcoholic Drinks 2021
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 2016-2021
MARKET DATA
  • Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021
  • Table 19 Sales of Alcoholic Drinks by Category: Total Value 2016-2021
  • Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021
  • Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021
  • Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021
  • Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021
  • Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021
  • Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021
  • Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021
  • Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021
  • Table 28 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021
  • Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026
  • Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026
  • Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026
  • Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026
DISCLAIMER
SOURCES
  • Summary 5 Research Sources