2024
9
Germany Attitudes towards Out-of-home Drinking Market Report 2024
2024-02-20T12:01:29+00:00
REP115FAF32_11F8_4274_B958_C73252CA4F65
2195
170713
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Report
en_GB
Brands can help German consumers justify their spending by providing unique drink-focused experiences via innovative flavours, advanced preparation techniques, and specially sourced drinks. Eliana Riera-McInnes, Research Analyst - Foodservice…

Germany Attitudes towards Out-of-home Drinking Market Report 2024

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s Germany Attitudes Towards Out-Of-Home Drinking Market Report 2024. Our full report is packed with consumer-led market intelligence, out-of-home drinking trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the out-of-home drinks market in Germany including a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook of the out-of-home drinks market in Germany, including market drivers and expert insights.
  • Out-of-home venues where drinks are consumed.
  • Type of alcoholic and non-alcoholic drinks consumed out of home.
  • Consumer attitudes towards out-of-home drinks, such as factors when choosing drinks at an out-of-home venue (flavour, low price, and brand), or interest in experiences (tastings), and more.
  • Alcohol drinking occasions at restaurants, pubs or bars.

An Overview of the Out-of-Home Drinks Market in Germany

Out-of-home drinking continues to be impacted by inflation and entrenched at-home drinking habits post-pandemic, with 70% of Germans reducing their spending at drinks venues. The knock-on effect of the 19% VAT return in the Germany foodservice market may only worsen this.

As inflation eases and consumer sentiment recovers, spending on out-of-home drinking is expected to pick up. In the meantime, proving value via a drink-focused experience that is hard to replicate at home, operators can encourage spending.

Out-of-Home Drinks in Germany: What Consumers Want and Why

  • Consumer Attitudes Towards Out-of-Home Drinks: Due to tighter purse strings as well as the rising alcohol moderation trend, 95% of German consumers opt for non-alcoholic drinks at out-of-home venues.
  • Quality Over Quantity: As German consumers spend more intentionally and consume more consciously, 55% prioritise fewer but better quality drinks when frequenting out-of-home venues. Operators can encourage trading up through less traditionally premium categories like flavoured water and beer.
  • Out-of-Home Drinks in Germany: High expectations will linger, with consumers more open to experimenting, thus creating opportunities for bold flavour innovation, as flavour is one of the main factors when choosing a drink. Operators and brands can draw inspiration from world flavours to tap into escapism or highlight local flavours in drinks to resonate with a reawakening of German localism.

Consumer Attitudes Towards Out-of-Home Drinks: A Market Forecast

  • Adding value via hard-to-replicate attributes, such as specially sourced drinks or advanced preparations, and experiences can boost sales and enhance social occasions.
  • Developments in AI and robotics will see an increasing use of drink-serving tech at venues. Nevertheless, an appreciation of craftsmanship will remain, with tech used to support bartenders, rather than replacing them entirely.

To learn how to connect with your audience, purchase our Germany Attitudes Towards Out-of-Home Drinking Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Slug & Lettuce, Jack Daniels, FABELEI, SQWZ, Chilled, Lucky Saint’s, Diageo, Juniper, Lager Lager, The Shell, Wilde Guru, Muri, Jing Jing, Little Red Door, Velvet, Lumin Air, Proxies, Garten Glück, Paradiso Bar, Honest Greens, Kult, Flax & Kale, Flight Club, and many more.

Products: Sodas, water (still, sparkling, flavoured), beer, wine, mixed alcoholic drinks, spirits, liqueurs, sparkling wine, ciders, hot drinks, juices, ready-made soft drinks, lemonades, non-alcoholic beer, non-alcoholic mixed drinks, non-alcoholic (sparkling) wine.

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Expert Insights Consumer Attitudes Towards Out-of-Home Drinks

This report, written by Eliana Riera-McInnes, Research Analyst, delivers in-depth commentary and analysis to highlight out-of-home drinking trends in Germany and add expert context to the numbers.

Brands can help German consumers justify their spending by providing unique drink-focused experiences via innovative flavours, advanced preparation techniques, and specially sourced drinks.

Eliana Riera-McInnes, Research Analyst
Eliana Riera-McInnes
Research Analyst – Foodservice

Table of Contents

    • Key issues covered in this Report
  1. EXECUTIVE SUMMARY

    • Market context
    • Mintel predicts
    • Graph 1: consumers who have limited alcohol consumption in the last 12 months or don’t drink alcohol, by age, 2023
    • Opportunities
  2. MARKET DRIVERS

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-25
    • Graph 3: financial confidence index, 2022 – 23
    • Graph 4: CPI, individual consumption by purpose, 2020-2023
    • Graph 5: low price as a main factor for deciding on buying drinks at an out-of-home venue, by financial health, 2023
    • Graph 6: change in number of taxable companies in the catering industry, 2018-21
    • Graph 7: consumers who have limited alcohol consumption in the last 12 months or don’t drink alcohol, by age, 2023
  3. WHAT CONSUMERS WANT AND WHY

    • Out-of-home venues where drinks are consumed
    • Graph 8: venues used for out-of-home drinking, by gender, 2023
    • Graph 9: venues used for out-of-home drinking, by financial situation, 2023
    • Types of alcoholic and non-alcoholic drinks consumed out of home
    • Graph 10: repertoire of non-alcoholic drinks consumed at out-of-home venues, by age, 2023
    • Graph 11: repertoire of alcoholic drinks consumed at out-of-home venues, by age, 2023
    • Graph 12: type of alcoholic drinks consumed in out-of-home venues, 2023
    • Graph 13: mixed alcoholic drinks consumption at out-of-home venues, by age, 2023
    • Graph 14: type of non-alcoholic drinks consumed at out-of-home venues, 2023
    • Graph 15: type of non-alcoholic drinks consumed at out-of-home venues, 2023
    • Graph 16: consumption of non-alcoholic alternatives at out-of-venues, by age, 2023
    • Most important factors when choosing drinks at an out-of-home venue
    • Graph 17: most important factors when choosing drinks to buy at an out-of-home venue, 2023
    • Alcohol drinking occasions at restaurants or pubs/bars
    • Graph 18: occasions when alcoholic drinks are typically consumed at restaurants or pubs/bars, by gender, 2023
    • Behaviours towards out-of-home drinking
    • Graph 19: behaviours towards drinking at out-of-home venues, 2023
    • Graph 20: consumers who would be comfortable with a robot making their drink at out-of-home venues, by venue where drinks are consumed, 2023
  4. LAUNCH ACTIVITY AND INNOVATION

  5. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

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