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Germany Beer Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Beer - Germany market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

As of the end of March 2020, the new coronavirus (also known as COVID-19) continues to spread across Germany. Mintel research conducted between 3-16 March showed that 25% of Germans show higher levels of concern about the risk of being exposed to COVID-19. This level of concern will likely increase on a daily basis as the number of cases and deaths in Germany and in nearby countries continue to rise. Not only are consumers worried about the health risk but 18% are just as concerned about the impact of the outbreak on their lifestyles. As the German government has adopted measures to maximise 'social distancing', causing Germans to spend more time in their homes, this concern is likely to grow further in the coming weeks.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.

What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the 'new normal'.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Annika Janicke, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Measures put in place to control the COVID-19 outbreak, particularly social distancing, reduce occasions to drink beer and challenge the entire industry. Annika Janicke
Food & Drink Analyst


What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • [Graph] Germany: Per capita consumption of pure alcohol among adults (15+), 1997-2016
    • Mintel predicts
    • What consumers want and why
    • Opportunities
    • The competitive landscape
    • Marketing Mix
  2. Market drivers

    • [Graph] Germany: level of concern over the risk of being exposed to the coronavirus (also known as COVID-19)?, 3-16 March 2020
    • [Graph] Germany: level of concern over the affect of COVID-19 on the lifestyle, 3-16 March 2020
    • [Graph] Germany: per capita consumption of pure alcohol among adults (15+), per year, 1997-2016
    • [Graph] Germany: Number of microbreweries per year, 2012-18
    • [Graph] Germany: average temperature, April-October, 2016-19

    • Types of beer consumed and consumption frequency
    • [Graph] Germany: Frequency of beer consumption, December 2019
    • [Graph] Germany: types of beer consumed, December 2019
    • [Graph] Germany: varieties of beer drunk, December 2019
    • [Graph] Germany: Usage of selected beer varieties, by gender and age, December 2019
    • Where beer is bought
    • [Graph] Germany: places where beer was bought in the last 3 months, December 2019
    • Consumer attitudes to drinking beer
    • [Graph] Germany: consumer attitudes to drinking beer, December 2019
    • Consumer attitudes to beer
    • [Graph] Germany: Consumer attitudes to beer, December 2019
    • Attributes consumers would like to see in beer
    • [Graph] Germany: beer types consumers would like to see more, December 2019
  4. Launch activity and Innovation

    • Launch activity and innovation by leading players
    • [Graph] Germany: new launches in the beer segment per year, by launch type, 2015-19
    • [Graph] Germany: share of new launches* in the beer segment, top 10 manufacturers, 2015-19
    • Launch activity and Innovation with ethical claims
    • [Graph] Germany: NPD in the beer segment per year, by selected claim categories, 2015-19
    • [Graph] Germany: NPD in the beer segment, by ethical and environmental claims, 2015-19
    • Launch activity and innovation regarding aroma and flavour
    • [Graph] Germany: NPD* in the beer segment per year, by flavour components, 2015-19
    • Launch activity in low/no-alcohol beer
    • [Graph] Germany: NPD in the beer segment per year, by alcohol content, 2015-19
    • Launch activity in premium beer
    • Promotion and Marketing Activity
  5. Market share

    • [Graph] Germany: market share of beer brands, 2019
    • [Graph] Germany: market share growth, by top 10 companies, 2018-19
    • Germany: retail market share of beer manufacturers, by value, 2016-19
    • Germany: retail market share of beer manufacturers, by volume, 2016-19
  6. Market Segmentation, Size and Forecast

    • Forecasting during the COVID-19 pandemic
    • [Graph] Germany: changes in retail sales of beer by selected calendar weeks, compared to the average of sales between Aug 2019-Jan 2020
    • Germany: retail volume sales of beer, by segment, 2018-19
    • Germany: retail value sales of beer, by segment, 2018-19
  7. Appendix

    • Note on COVID-19
    • Appendix – products covered, abbreviations and consumer research methodology
    • Appendix – launch activity and innovation
    • [Graph]
    • Appendix – market size and forecast
    • Germany: retail sales of beer, by value, 2014-24
    • Germany: retail sales of beer, by value, 2014-24
    • Germany: retail sales of beer, by value, best- and worst-case forecast, 2019-24
    • Germany: retail sales of beer, by volume, best- and worst-case forecast, 2019-24

About the report

This interactive report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data carried out across Germany, but our industry experts put that data into context and you’ll quickly understand:

  • The Consumer

    What They Want. Why They Want It.

  • The Competitors

    Who’s Winning. How To Stay Ahead.

  • The Market

    Size, Segments, Shares And Forecasts: How It All Adds Up.

  • The Innovations

    New Ideas. New Products. New Potential.

  • The Opportunities

    Where The White Space Is. How To Make It Yours.

  • The Trends

    What’s Shaping Demand – Today And Tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.