German Attitudes towards Out-of-home Drinking Consumer Report 2024

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 – Foodservice