Germany Beer – Market Dynamics 2025
Celebrate heritage for community-led differentiation as high demand for authentic beer reflects a pull toward regional identity.
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THE MARKET
- Market size and forecast for beer
- Market drivers
- Germany’s economy stumbles as optimism fades in 2025
- Graph 1: GDP growth and consumer price index, 2020-27
- Beer prices remain the lowest among other alcoholic drinks in spite of increases
- Graph 2: price of selected alcoholic drinks in EUR per litre, 2020-24
- Alcohol consumption moderation grows as Germany sips smarter
- Graph 3: share of consumers reducing their alcohol consumption, 2021 vs 2025
- German demographic evolution to further impact alcohol consumption
- Graph 4: share of population aged 55+ and <24 years old, 1985-2035
- Health awareness creates a dual impact on the industry
- Market size and forecast
- Market growth plateaus in Germany’s beer industry
- Graph 5: value market size for beer, 2020-25
- Graph 6: volume market size for beer, 2020-24
- Germany’s beer market stagnates as consumption falls
- Value sales stagnation remains inevitable in the forecast period
- Graph 7: retail value sales of beer, 2019-30
- Volume sales of beer projected to see -10.2% decline from 2024-30
- Graph 8: retail volume sales of beer, 2019-30
- Most projections point to a continued market decline ahead
- Low-/no-alcohol beer grows while standard recedes
- Graph 9: value retail sales for beer, by segment, 2022-24
- Graph 10: volume retail sales for beer, by segment, 2022-24
- Market share
- Market shares see little development when it comes to value shares
- Consumption remains conservative when it comes to brand share development
- Private label slows as Paulaner gains with few other shifts
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CONSUMER
- Consumption of beer
- Consumption frequency holds steady despite drop in consumption
- Graph 11: frequency of beer consumption in the last three months, 2024-25
- Pilsner prevails as Germany’s beer icon
- Graph 12: types of beer consumed in the last three months, 2023-25
- Reasons for reduced beer consumption
- Moderation, health concerns and budgeting shape beer consumption
- Graph 13: reasons for drinking less beer at home/out-of-home compared to a year ago, 2025
- Attitudes and behaviours
- Beer: a ‘cheers’ to German tradition, socialising and the economy
- Graph 14: selected attitudes towards beer, 2025
- Beer preferences, from regional sentiment to foreign appeal
- Graph 15: selected behaviours towards beer, 2025
- The ‘Reinheitsgebot’ proves to still be appreciated by most consumers
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PRODUCT, INNOVATION AND MARKETING
- Germany’s beer scene booms with alcohol-free brews
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APPENDIX
- Market definition
- The market
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market size – volume
- Market forecast and prediction intervals – value
- Market forecast and prediction intervals – volume
- The consumer
- Consumer research methodology
- Generations
- Other data source methodologies
- Mintel Spark
- Abbreviations
- A note on language
This Market Dynamics report features market data extracted from Mintel’s Germany Beer Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the German beer market. The full report is available to purchase here.
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