Beer in Germany

Abstract
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 pandemic continued to create steep challenges for brewers in 2021, as on-trade sales remained impacted by restrictions placed on the full operations of on-trade channels, notably cafés/bars, p...

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.

Content
Beer in Germany
August 2022

List Of Contents And Tables

BEER IN GERMANY
KEY 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