Soft Drinks in Germany

Abstract
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. However, in 2022, in line with an easing of restrictions in the early part of the year and greater mobility, demand for soft drinks through on-trade has notably...

Euromonitor International's 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.

Content
Soft Drinks in Germany
January 2023

List Of Contents And Tables

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