The willingness to cut back on alcoholic drinks in favour of low- or even non-alcoholic alternatives among German consumers is increasing, as they offer a guilt-free way of unwinding from a busy day.
Although German consumers aren’t willing to cut back on alcohol entirely, they are open-minded to low- and no-alcohol alternatives, with over half of them having consumed low/no-alcohol drinks in the three months to June 2024.
The cost of living crisis prompted consumers to reduce their out-of-home drinking, a change from which low- and no-alcohol brands can benefit. Compared to alcoholic drinks, low- and no-alcohol alternatives are often more affordable and most commonly consumed at home.
Low- and no-alcohol brands that can position their products as guilt-free to unwind from the day at home will resonate with key target groups, such as parents. When targeting special occasions, brands can enhance products with premium attributes, such as special manufacturing methods, fermentation or eye-catching bottle designs mimicking those of alcoholic drinks.
Key Topics Analysed in this Report
Report Scope
This Report examines consumer usage of and attitudes towards low-/no-alcohol drinks. For the purpose of this report, low- and no-alcohol drinks were defined as drinks designed as an alternative to standard alcoholic drinks, including:
This report was written by Charlotte Sander, Research Analyst at Mintel. Charlotte joined Mintel in 2023, coming from a marketing background. Her MA in Consumption, Culture, and Marketing from Royal Holloway University of London bolstered her specialisation in quantitative consumer research. This knowledge underscores her expertise in market dynamics and consumer analysis in the German Food and Drink market.
Health considerations fuel the Germany low alcohol drinks trends and subsequently the rise of low- and no-alcohol drinks. Brands can meet consumers’ expectations with low-sugar drinks that align with wider health goals like sleep health, while also preserving the joy of unwinding or socialising.
Charlotte Sander
Research Analyst
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