Drinks NPD - Germany

Published by: Mintel International Group Ltd.

Published: Aug. 1, 2009 - 77 Pages

Table of Contents

Issues in the Market

Definition

Consumer research

Abbreviations

Market in Brief

Economic and health concerns

Healthier drinks lead for NPD

Own-label offering ever more significant

Consumer base opens up

Future prospects

Internal Market Environment

Key points

More drinking at home

Figure 1: Attitudes towards eating and drinking, by country, 2008

The young and female more open to novelty

Figure 2: Attitudes towards drinking, by demographic sub-group, 2008

Figure 3: Attitudes towards new products, by demographic sub-group, 2008

Health and wellness concerns weigh against alcohol and coffee

Sustainability

Purity law helps traditional beers for now, but a shake up may come

Figure 4: Attitudes towards alcohol and health, by country, 2008

Figure 5: Attitudes towards shopping, brands and pricing, by country, 2008

Campaigns against youth drinking take effect

Broader Market Environment

Key points

The ageing population militates against NPD

Figure 6: Trends in German population, by age, 2003-13

Economy and employment crucial for alcoholic drinks sales

Figure 7: Trends in German PDI, consumer expenditure and GDP, at current prices, 2004-14

Figure 8: Trends in German employment, by gender, 2003-08

Household size

Figure 9: Trends in number of German households, by size, 2002-06

Leading Drinks Markets for New Product Development

Key points

Alcoholic drinks

Figure 10: Top product categories for new product development in alcoholic drinks, percentage, 2006-09

Figure 11: Volume sales of alcoholic drinks, by type, 2004-09

Figure 12: Value sales of alcoholic drinks, by type, 2004-09

Beer

Figure 13: German retail volume sales of beer, 2004-14

Figure 14: German retail value sales of beer, 2004-14

Wine

Figure 15: German retail volume sales of wine, 2004-14

Figure 16: German retail value sales of wine, 2004-14

Figure 17: German retail volume sales of wine, by type, 2004-09

Spirits and liqueurs

Figure 18: German retail volume sales of spirit and liqueurs, 2004-14

Figure 19: German retail value sales of spirit and liqueurs, 2004-14

Soft and hot drinks

Figure 20: Top product categories for new product development in non-alcoholic drinks, percenatge, 2006-09

Soft drinks

Figure 21: German retail volume sales of soft drinks, by type, 2004-09

Figure 22: German retail value sales of soft drinks, by type, 2004-09

Carbonated drinks

Figure 23: German retail volume sales of carbonated and other soft drinks, 2004-14

Figure 24: German retail value sales of carbonated and other soft drinks, 2004-14

Bottled water and near-water

Figure 25: German retail volume sales of bottled water and near-water, 2004-14

Figure 26: German retail value sales of bottled water and near-water, 2004-14

Juice and juice drinks

Figure 27: German retail volume sales of juice and juice drinks, 2004-14

Figure 28: German retail value sales of juice and juice drinks, 2004-14

Coffee

Figure 29: German retail volume sales of coffee, by type, 2007-09

Figure 30: German retail value sales of coffee, by type, 2007-09

Tea

Figure 31: German retail value sales of tea, 2004-14

Figure 32: German retail value sales of tea, by type, 2004-09

Factors used in the forecast

Leading Product Claims for New Product Development

Key points

Alcoholic drinks

Figure 33: Top 20 claims for new product development in alcoholic drinks, 2006-09

Non-alcoholic drinks

Figure 34: Top 20 claims for new product development in non-alcoholic drinks, 2006-09

Leading Companies for New Product Development

Key points

Figure 35: Top companies for new product development in alcoholic drinks, percentage, 2006-09

Non-alcoholic drinks

Figure 36: Top companies for new product development in non-alcoholic drinks, percentage, 2006-09

The Consumer - Pan-European Overview

Key points

Figure 37: Alcohol consumption, by country, 2006-08

Figure 38: Consumption of non-alcoholic drinks in the last 12 months, by country, 2008

Figure 39: Frequency of consumption of non-alcoholic drinks, by country, 2008

Consumption of alcohol in Germany

Figure 40: Consumption of alcohol in last 12 months, by demographic sub-group, 2008

The Consumer - Trends in Consumption in Germany

Key points

Figure 41: Consumption of alcohol in the last 12 months, by gender and age, 2004-08

Figure 42: Frequency of drinking, 2004-08

Figure 43: Frequency of drinking alcohol, by choice of drink, 2008

Winners and losers

Figure 44: Trends in alcohol consumption, by type of drink, 2004-08

The Consumer - Attitudes

Key points

Alcoholic drinks

Figure 45: Consumption of alcohol, by type of drink, by demographic sub-group, 2008

Figure 46: Consumption of alcohol, by type of drink, by demographic sub-group, 2008

Non-alcoholic drinks

Figure 47: Penetration of non-alcoholic drinks, by type, by demographic sub-group, 2008

Attitudes of alcohol drinkers

Figure 48: Attitudes, by choice of alcoholic drink, 2008

Appendix: Research Methodology

Abstract

Although Germans are relatively receptive to new products and brands, economic uncertainty, coupled with an ageing population limits the scope for new launches. Suppliers are responding with NPD claiming health benefits, such as milder coffee, water with added minerals or vitamins and ‘superfruit’ juices. There is currently far more NPD in the non-alcoholic drinks market than in alcoholic drinks, in part due to the fact that there is greater potential to innovate in this sector. Products with an organic positioning currently top the list of claims for both alcoholic drinks and soft drinks.

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