|
|
Germany Food and Drink Report Q2 2008Published by: Business Monitor International Published: Apr. 24, 2008 - 74 Pages Table of Contents
AbstractWhile the German beer industry is suffering due to declining domestic demand, the country’s wineproducers are experiencing a boom as domestic drinkers increasingly prefer wine to beer and theinternational reputation of German wine grows. This growing appreciation of German wine represents anopportunity for the nations wine industry however the beer industry may need a radical new approach tocounter declining sales as discussed in BMI's newly-published Q208 Germany Food & Drink Report.Germans consume the second-largest amount of beer per capita in the world, behind the Czechs, howeversales of beer have been steadily declining over the past ten years. Germany’s health-conscious populationincreasingly prefers non-alcoholic drinks or, when they are drinking alcohol, are opting for wine whichhas less calories and offers health benefits. This lower consumption of alcohol can also be attributed tothe country’s relatively high unemployment over recent years, with many consumers not having themoney to spend on luxuries such as alcohol. Finally younger drinkers are increasingly opting foralternative alcoholic drinks such as cocktails and spirits with mixers. In December 2007 the German federal statistics office Statistisches Bundesamt Deutschland reported thatin 2007 beer sales fell to their lowest level since records began in 1993. Over the year 22bn pints of beerwere sold representing a 2.7% year-on-year (y-o-y) decline on 2006. BMI expects this trend to continuewith value sales dropping by a further 3.5% over the next five years to 2012. Diversification is onestrategy that German brewers may have to pursue if sales of beer continue to decline rapidly and localbrewer Bitburger announced in November 2007 that it would be partnering with Austrian fruit juicemaker Rauch to add a range of fruit juices to its portfolio to lessen its reliance on beer. Meanwhile, the country’s wine industry is experiencing a mini revival. Over the past five years, sales ofwine in Germany have increased by 11.1% and BMI is forecasting value sales growth of 11.3% toUS$5.14bn in 2012. Over half of the wine consumed in Germany is domestically produced and this figureis expected to rise as Germany’s wine industry continues to market itself successfully. Perhaps even morepromising is the growing international reputation of German wine with Riesling and Pinot Noir the mostsuccessful grape varieties. In 2007 German wine exports rose by 8% and since 2002 exports to ofRiesling to the US have tripled. The UK remains the country’s most important export market accountingfor a quarter of all Germany’s wine exports and here too German wine is increasingly being bought bysophisticated wine drinkers rather than just by price-conscious consumers wanting something sweet. Get Full Details About This Report >> |
|
|||
|
About MarketResearch.com
|
||||