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Drinks NPD - Germany - August 2009

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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Table of contents

  1. 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

                                                Companies Covered

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                                                Drinks NPD - Germany - August 2009

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