Germany Beer Market Report 2023

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.

• Germany Beer Market Size: In 2022, retail sales were measured at €8.7bn.

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 – Food and Drink