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Hot Drinks in Germany

  • ID: 63909
  • Report
  • Region: Europe, Germany
  • 33 Pages
  • Euromonitor International
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Hot drinks in Germany record marginal retail volume growth in 2018, due to the long-lasting hot summer in 2018 and consumers’ resulting interest in colder beverages as well as a general move towards natural saturation. Demand for higher-quality products however, benefitted growth of retail current value sales, as consumers generally purchased fewer hot drinks but at a higher price.

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 2014-2018, 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 2023 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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HOT DRINKS IN GERMANY

List of Contents and Tables
Executive Summary
Hot Drinks Displays No Significant Retail Volume Growth in 2018
Fresh Coffee Beans Excel at Attracting Consumers
Mondelez Deutschland GmbH Leads Hot Drinks in 2018
Creating Exotic Flavours by Bridging Category Gaps
Hot Drinks Expected To Record Low Growth
Market Data
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
Table 3 Retail Sales of Hot Drinks by Category: Volume 2013-2018
Table 4 Retail Sales of Hot Drinks by Category: Value 2013-2018
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2013-2018
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2014-2018
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2015-2018
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2013-2018
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2013-2018
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2018
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2018-2023
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2018-2023
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2018-2023
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2018-2023
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2018-2023
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2018-2023
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2018-2023
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2018-2023
Sources
Summary 1 Research Sources
Headlines
Prospects
Fresh Coffee Beans Gains Share From Fresh Ground Coffee
Fresh Ground Coffee Pods Remains Contested
E-commerce: Small But Influential
Competitive Landscape
Mondelez Deutschland Retains Leadership of Coffee
Nespresso Creates New Promotional Activity To Attract Consumers
Nestlé and Starbucks Unite the Global and German Coffee Landscape
Category Data
Table 26 Retail Sales of Coffee by Category: Volume 2013-2018
Table 27 Retail Sales of Coffee by Category: Value 2013-2018
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2013-2018
Table 29 Retail Sales of Coffee by Category: % Value Growth 2013-2018
Table 30 Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2013-2018
Table 31 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2013-2018
Table 32 NBO Company Shares of Coffee: % Retail Value 2014-2018
Table 33 LBN Brand Shares of Coffee: % Retail Value 2015-2018
Table 34 Forecast Retail Sales of Coffee by Category: Volume 2018-2023
Table 35 Forecast Retail Sales of Coffee by Category: Value 2018-2023
Table 36 Forecast Retail Sales of Coffee by Category: % Volume Growth 2018-2023
Table 37 Forecast Retail Sales of Coffee by Category: % Value Growth 2018-2023
Table 38 Forecast Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2018-2023
Headlines
Prospects
Indulging Responsibly
Tea Reinvests in Its Function As A Natural Stimulant
Other Tea To Benefit From Consumers' Developing Taste Buds
Competitive Landscape
Teekanne GmbH Continues To Lead the Way
Ostfriesische Tee Gesellschaft Improves Sustainability Agenda
Matcha Becomes the New Premium Green Tea
Category Data
Table 39 Retail Sales of Tea by Category: Volume 2013-2018
Table 40 Retail Sales of Tea by Category: Value 2013-2018
Table 41 Retail Sales of Tea by Category: % Volume Growth 2013-2018
Table 42 Retail Sales of Tea by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Tea: % Retail Value 2014-2018
Table 44 LBN Brand Shares of Tea: % Retail Value 2015-2018
Table 45 Forecast Retail Sales of Tea by Category: Volume 2018-2023
Table 46 Forecast Retail Sales of Tea by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tea by Category: % Volume Growth 2018-2023
Table 48 Forecast Retail Sales of Tea by Category: % Value Growth 2018-2023
Headlines
Prospects
Other Hot Drinks Continues To Stagnate
Other Plant-based Hot Drinks Leaves Much Room for Growth
Indulgence Or Gluttony?
Competitive Landscape
Nestlé Deutschland Remains Clear Leader in 2018
Brand Landscape Remains Unchanged
Bridging the Gap Between Hot Chocolate and Coffee
Category Data
Table 49 Retail Sales of Other Hot Drinks by Category: Volume 2013-2018
Table 50 Retail Sales of Other Hot Drinks by Category: Value 2013-2018
Table 51 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2013-2018
Table 52 Retail Sales of Other Hot Drinks by Category: % Value Growth 2013-2018
Table 53 NBO Company Shares of Other Hot Drinks: % Retail Value 2014-2018
Table 54 LBN Brand Shares of Other Hot Drinks: % Retail Value 2015-2018
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2018-2023
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: Value 2018-2023
Table 57 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2018-2023
Table 58 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2018-2023
Note: Product cover images may vary from those shown
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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.
Note: Product cover images may vary from those shown
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