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Published by: Mintel International Group Ltd.
Published: Feb. 1, 2008 - 75 Pages
Table of Contents
- Issues in the Market
- Definition
- Beer
- Wine
- Spirits & liqueurs
- Consumer research
- Abbreviations
- Market in Brief
- Overall value sales hold steady
- Rising penetration does not translate into growing volume sales
- Some segments soar with current trends
- Innovative NPD and the right message crucial to staying in the lead
- Internal Market Environment
- Key points
- Per capita consumption of alcohol falls as part of greater health awareness
- Figure 1: Per capita volume consumption of alcoholic beverages among the German adult population aged 15+, by type, 2002-07
- Purity law encourages loyalty to German beers
- Initiatives to prevent alcohol abuse
- Regulation on opening hours favours the on-trade, smoking ban does not
- Broader Market Environment
- Key points
- Current age patterns are challenging
- Figure 2: Trends in German population, by age, 2002-12
- Healthy employment setting is crucial for market growth
- Figure 3: Trends in German employment, by gender, 2002-12
- Recovering economy is good news
- Figure 4: Trends in German PDI, consumer expenditure and GDP, at current prices, 2002-12
- Who’s Innovating?
- Key points
- Focus on spirits and beer
- Figure 5: New product launches in alcoholic drinks, by sector, by country, 2007
- Increasing premiumisation
- Figure 6: Trends in new premium product launches in alcoholic drinks, by country, 2002-07
- Figure 7: Trends in new product launches in alcoholic drinks in Germany, % by sector, 2002-07
- New product development - beer
- Wine
- Spirits & liqueurs
- Market Size and Forecast
- Key points
- Both volume and value sales decline in 2007
- Figure 8: German volume sales of alcoholic drinks, 2002-12
- Figure 9: German value sales of alcoholic drinks, at current and constant prices, 2002-12
- Beer continues to generate the bulk of sales
- Figure 10: German volume sales of alcoholic drinks, by type, 2002-12
- Figure 11: German value sales of alcoholic drinks, by type, 2002-12
- Forecast
- Figure 12: German volume sales of alcoholic drinks and per capita consumption (adults aged 15+), 2002-12
- Beer
- Wine
- Spirits & liqueurs
- Factors used in the forecast
- Segment Performance
- Key points
- Beer
- 2006 was the only growth year within the last five years
- Figure 13: German volume sales of beer, 2002-12
- Figure 14: German value sales of beer, at current and constant prices, 2002-12
- Polarised market place
- Wine
- Best-performing sector
- Figure 15: German volume sales of wine, 2002-12
- Figure 16: German value sales of wine, at current and constant prices, 2002-12
- Figure 17: German volume sales of wine, by type, 2005-07
- Discounters increase their share and hold back value growth
- Spirits & liqueurs
- Declining sales by volume and value
- Figure 18: German volume sales of spirits & liqueurs, 2002-12
- Figure 19: German value sales of spirits & liqueurs, at current and constant prices, 2002-12
- More spirits being drunk as long drinks, rather than neat
- Market Share
- Key points
- Familiar names stay in the lead in beer sales
- Fragmented still wine segment, concentrated sparkling sales
- Local brands and international names compete in spirits & liqueurs
- Companies and Products
- Bacardi
- Berentzen Gruppe
- InBev
- A. Racke
- Radeberger Gruppe
- Rotkäppchen-Mumm Sektkellereien
- Brand Communication and Promotion
- Key points
- Top brewers are also top advertisers
- Figure 20: Main monitored media advertising expenditure on alcoholic drinks, by country, 2005-07
- Figure 21: Main monitored media advertising expenditure on alcoholic drinks in Germany, by company, Jan-Sept 2007
- Channels to Market
- Key points
- Off-trade responsible for over three-quarters of volume sales…
- Figure 22: German volume sales of alcoholic drinks, by sector, by distribution channel, 2002-07
- Figure 23: German volume sales of alcoholic drinks, % share by distribution channel, by sector, 2007
- …but the on-trade generates the bulk of value
- Figure 24: German value sales of alcoholic drinks, by sector, by distribution channel, 2002-07
- Figure 25: German value sales of alcoholic drinks, % share by distribution channel, by sector, 2007
- The Consumer - Pan-European Overview
- Key points
- Penetration sees the biggest increase among German consumers
- Figure 26: Alcohol consumption, by country, 2005-07
- Good opportunities for new drinks in Germany
- Figure 27: Indexed attitudes towards eating and drinking, by all adults, by country, 2007
- Penny-pinchers
- Figure 28: Indexed attitudes towards shopping, brands and pricing, by all adults, by country, 2007
- The Consumer - Alcohol Consumption in Germany
- Key points
- Full-time employment and affluence increase penetration
- Figure 29: Alcohol consumption in last 12 months, by demographic sub-group, 2007
- Beer and spirits appeals to men, wine and liqueurs to women
- Figure 30: Consumption of beer and wine, by demographic sub-group, 2007
- Figure 31: Consumption of spirits and liqueurs, by demographic sub-group, 2007
- More women drinking alcohol
- Figure 32: Trends in alcohol consumption, by gender and age, 2002-07
- Liqueurs and wines benefit from female drinkers
- Figure 33: Trends in alcohol consumption, by type of drink, 2002-07
- More light drinkers
- Figure 34: Trends in frequency of drinking, 2002-07
- Beer is enjoyed on the most regular basis
- Figure 35: Frequency of drinking alcohol, by choice of drink, 2007
- Consumer Attitudes
- Key points
- Good prospects for new drinks
- Targeting women with in-home promotions
- Helping alcohol fit within a healthy lifestyle
- Figure 36: Attitudes towards eating and drinking, by choice of alcoholic drink, 2007
- Figure 37: Attitudes towards shopping, brands and pricing, by choice of alcoholic drink, 2007
AbstractOver the review period, health concerns of an ageing population, coupled with financial worries, resulted in declining volume sales of alcoholic drinks, while value sales remained virtually stable at around €49 billion. Wines performed best, with even volume sales growing, helped by emerging brands and lower prices overall; value sales were boosted too by a shift to local wines, which are higher priced. In the declining beer sector, innovative mixes are growing in popularity.
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