Germany Beer Market Report 2023
[{"name":"Beer and Cider","url":"https:\/\/store.mintel.com\/industries\/drinks\/alcoholic-drink\/beer-cider"}]
The alcohol reduction trend offers potential for brands to innovate around low-/non-alcoholic beers; capitalise on their health halo and market novel flavours. Valentin Thies, Associate Director, Food & Drink…

Germany Beer Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve in the German beer market and future-proof your business with Mintel’s Germany Beer Market Report 2023. Our full report, is packed with consumer-led market intelligence, latest beer market trends in Germany, and consumer behaviours affecting your industry. Get information about the Germany beer market size, share and forecasted growth to help you align your strategy with what your audience demands. Below, we’ve handpicked some key insights from our full report.

Our Beer in Germany Market Research Delivers Key Insights for Market Professionals On

  • Drivers for beer market growth in Germany, e.g. inflation.
  • What is the consumption frequency of beer in Germany?
  • Beer market Germany purchasing factors.
  • Drinking behaviours and German consumer attitudes.
  • Recent product launch activity and innovations in the German beer market.
  • Germany beer market size, and share.

Overview of the Beer Market in Germany

The German beer market value growth is driven by inflation induced price hikes in 2023, as well as the comeback of on-trade events. However, as inflation continues to outpace wage growth, volume sales will fall.

The pressure on household incomes is expected to add momentum to the pre-existing alcohol moderation trend.

  • Beer Market Share in Germany: Radeberger Gruppe continues to be one of the dominant branded players thanks to their vast portfolio of beer brands.

Beer Market Trends in Germany: What Consumers Want and Why

The continuation of the cost of living crisis will shift consumers’ focus to price and value for money. German consumers’ financial concerns as well as a shift towards healthier lifestyles among the German population results in a decrease in alcohol consumption. Consequently, the German beer market volume is also expected to flatten. This, an ageing population, and the alcohol moderation trend are creating opportunities for low- and non-alcoholic beer launches.

Beer market trends in Germany show that many consumers find seasonal beer options appealing. Brands in the German beer market could benefit from exploring more complex and unique flavours.

  • German Beer Market Consumer Behaviour: 60% of German consumers use beer for relaxation at home.
  • Beer Market Trends in Germany: 43% of beer consumers drink beer once a week or more, however, Mintel’s Germany beer industry outlook shows that the alcohol reduction trend is set to continue.
  • German Beer Market Opportunities: Given that 42% of Germans agree that seasonal beer is appealing, beer market Germany brands have the opportunity to tap into this segment to increase their beer market share in Germany.

Germany Beer Market Outlook: What’s Next for the German Beer Market?

The Alcohol Reduction Trend in the Beer Market Germany
Established beer brands can leverage the strong brand loyalty among German consumers and respond to the alcohol reduction trend by offering low- or no-alcohol options. This will keep their beer market share in Germany high despite economic difficulties.

Seasonal Products and the Beer Market in Germany
A lot of German consumers drink beer to relax at home. Hence, it is key for brands to stay relevant at home, e.g. by providing seasonal beer options for every occasion.

To learn how to connect with your audience, purchase our full beer in Germany market research. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Looking for more information on the German Beer Market? Take a look at Beer in Germany Market Size Datasheet 2023, or explore our extensive Alcoholic Drinks Market Research.

Leading Brands in the Beer Market Germany and Products covered in this Report

Brands: Radeberger, Anheuser-Busch, Jever, Beck’s, Corona, Krombacher, Paulaner, Bittburger, Carlsberg, Veltins, Warsteiner, Augustiner-Bräu, Oettinger, and more.

Products: Non-alcoholic, fruit-flavoured, low-alcohol, spirit-flavoured, craft, gluten-free, and regular beers.

Expert Insights on the Beer Market in Germany

This report, written by Valentin Thies, Associate Director of Food and Drink, delivers in-depth commentary on the Germany beer market value, highlights beer market trends in Germany, and adds expert context to the numbers.

The alcohol reduction trend offers potential for brands to innovate around low- and non-alcoholic beers, enabling them to capitalise on their health halo and market novel flavours.

Valentin Thies, Associate Director
Valentin Thies
Associate Director – Food and Drink

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Graph 1: frequency of drinking beer in the last three months, 2022
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 2: retail market shares of beer, by value and volume, 2021

    • The German economy
    • Graph 3: key economic data, in real terms, 2019-24
    • Graph 4: reasons to limit/reduce alcohol consumption, by top five factors, 2021

    • Usage of beer
    • Graph 5: frequency of drinking beer in the last three months, 2022
    • Graph 6: frequency of beer consumption in the last three months, by age, 2022
    • Graph 7: frequency of drinking beer in the last three months, 2020-22
    • Graph 8: types of beer drunk in the last three months, by gender, 2022
    • Graph 9: repertoire of types of beer, by age, 2022
    • Graph 10: varieties of beer drunk in the last three months, 2020 vs 2022
    • Graph 11: varieties of beer drunk in the last three months, by age group, 2022
    • Occasions for drinking beer
    • Graph 12: occasions for drinking beer, 2022
    • Important factors when shopping for beer
    • Graph 13: important factors when shopping for beer, 2022
    • Behaviours related to drinking and buying beer
    • Graph 14: attitudes towards drinking and buying beer, 2022
    • Attitudes towards beer
    • Graph 15: attitudes towards beer, 2022

    • Graph 16: launches of beer, by top 10 ultimate companies, 2020-22
    • Graph 17: launches of beer, by top 10 claims, 2020-22
    • Graph 18: launches of beer, by flavour component subgroup, 2020-22
    • Graph 19: percent share of total beer launches, by alcohol by volume, 2020-22
    • Advertising and marketing activity



    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

Click to show report
Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch