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.
Non-Alcoholic Drinks Market – Current Landscape
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.
Low Alcohol Drinks Trend Germany – Market Statistics
- Non-Alcoholic Drinks Market Behaviour: In 2024, 78% of Germans consume alcohol while 32% reduce or limit their alcohol intake.
- Germany Low Alcohol Drinks Trends: 34% of Germans note that concerns over the sugar content in low- and no-alcohol drinks puts them off drinking them, or prevents them from drinking them more often, creating opportunities for brands to counteract this narrative.
Germany Low Alcohol Drinks Market Report – What’s Inside?
Key Topics Analysed in this Report
- The short-, medium- and long-term impact of the economy on the consumption of low/no-alcohol drinks in Germany.
- The Germany non-alcoholic drinks trend and its growing popularity.
- Types of alcoholic/low-alcohol/non-alcoholic drinks consumed in Germany.
- Frequency and occasions for consuming low/no-alcohol drinks.
- Consumer behaviours towards low/no-alcohol drinks, including interest in healthy options.
- Launch activity and innovation in the (low/) non-alcoholic drinks market.
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:
- Beer
- Cider
- Wine
- Pre-mixed drinks
- Soft drinks designed specifically as an alternative to alcoholic drinks (Seedlip non-alcoholic spirit)
Meet the Expert Behind the Analysis
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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EXECUTIVE SUMMARY
- The five-year outlook for low/no-alcohol drinks
- Market context
- The health risks of alcohol create incentives to moderate
- Drinking habits are based on social setting
- Highlighting quality to justify rising prices
- Opportunities
- Market low/no-alcohol as guilt-free at-home drinks
- Highlight low sugar and calories
- Target 18-24s with fortification for healthy effects
- Highlight manufacturing methods and aesthetic elements
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MARKET DRIVERS
- The German economy
- 2024 remains challenging
- Graph 1: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 2: financial confidence index, 2022-24
- The impact of the economy on the low/no-alcohol drinks market
- Graph 3: consumer price index for individual consumption of beverages by type, 2020-23
- Health
- The German Nutrition Society advocates for alcohol abstinence
- Alcohol consumption increases, despite health awareness
- The BMEL’s nutrition strategy encourages mindful drinking and health trends
- Drinking experience
- Peer pressure presents a challenge for low- & no-alcohol brands
- Out-of-home drinking offers opportunities to gain brand recognition
- Revolution of quality
- Environment
- Droughts and ingredient shortages create challenges
- Packaging regulations change the market
-
WHAT CONSUMERS WANT AND WHY
- Alcohol reduction and drinks consumed as alcohol alternatives
- One in two Germans don’t drink alcohol or limit their consumption
- Weaker servings and low-alcohol drinks grow…
- Graph 4: drinks consumed instead of alcoholic drinks to limit/reduce alcohol consumption in the last 12 months, 2023-24
- …but water is the number-one alcohol alternative
- Counter water and CSDs with flavourful alternatives
- The juice category has tapped into the alcohol alternative market
- Highlight (di)vine manufacturing methods
- Balance sugar content alongside alcohol
- 18-24s seek energising effects…
- …which brands can pick up on
- Parents are the top usage group for low(er) alcohol drinks
- Migros supports its alcohol-free drinks range with a series of ad campaigns
- Types of alcoholic and low/no-alcohol drinks consumed
- Three in five Germans drink low- or no-alcohol drinks
- Graph 5: consumption of low/no/standard-alcohol drinks, NET, 2023-24
- Low-alcohol present opportunities for brands
- Beer is Germans’ favourite drink
- Graph 6: types of alcohol-related drinks consumed in the last three months, 2024
- Beer remains the safe choice in low/no-alcohol drinks
- Shift the perception of drinking low- or no-alcohol drinks towards greater social acceptance
- Don’t bail on your mates
- Target women with drinks suited for special occasions
- Create high-quality associations with bottle design and ingredients
- Take international examples on fermented no-alcohol drinks
- Fortify drinks with electrolytes as an in-between solution for 18-34s
- Frequency of consuming non-alcoholic/alcohol-free drinks
- Half of category consumers drink non-alcoholic drinks less than once a week
- Create personalised rewards to increase drinking frequency
- Sell non-alcoholic drinks as guilt-free at-home versions of alcoholic ones
- Create premium pre-mixed drinks
- Respond to the preferences of affluent category consumers with RTD launches
- Use distilled spirits as a base for mixing alcohol imitations yourself
- Occasions for drinking low/lower-alcohol or non-alcohol/alcohol-free drinks
- Alcohol alternatives are more commonly enjoyed on regular days
- Graph 7: occasions for drinking low/lower-alcohol or non-alcoholic/alcohol-free drinks, 2024
- Turn ordinary evenings into something special
- Pair restaurant food with alcohol alternatives…
- …and create sensory drinking experiences
- Men enjoy their drinks outside of the home
- 18-24s drink on special occasions at home most often
- Behaviour towards low- and no-alcohol drinks
- Health concerns make Germans resort to low- and no-alcohol drinks
- Graph 8: behaviour towards low- and no-alcohol drinks, 2024
- Reduce(d) sugar and calorie concerns…
- …with on-pack claims
- Offer botanical bitters to mix with low-calorie drinks
- Hone in on sleep health benefits for no-alcohol drinks
-
LAUNCH ACTIVITY AND INNOVATION
- No-alcohol alternatives taking greater share of alcoholic drinks launches
- Graph 9: % of alcoholic drinks launches with ABV of 0.5% or less, 2019-24
- …with beer leading the sub-categories
- Graph 10: alcoholic drink launches, by sub-category, 2019-24
- Non-alcoholic beer companies lead product launches
- Graph 11: alcohol launches with ABV of 0.5% or less, by ultimate company, 2021-24
- Alcohol-free beer calls for unique selling points to stand out
- Private-label launches remain low…
- …creating opportunities for private-label launches
- Put the spotlight on low-sugar and -calorie claims
- Graph 12: alcohol launches with ABV between 0% and 0.5% by sugar/calorie-related claim, 2021-24
- Jever centres upon no sugar content
- Munich opens collaborative alcohol-free beer garden
- Beer mixes elevate launch rate of low-alcoholic beer drinks
- Graph 13: % of low-alcoholic drinks launches within selected sub-categories, 2019-24
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
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