Germany Carbonated Soft Drinks Market Report 2024
Our carbonated soft drinks industry report Germany shows that brands have the opportunity to target women and over-45-year-olds with functional CSDs.
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Overview
- The five year outlook for carbonated soft drinks
- Market context
- Focus on sugar reduction sees German consumers looking for BFY options
- Sporting events and climate change offer a boost to CSDs in 2024
- Alcohol moderation trend provides opportunity for CSDs to position themselves as viable substitutes
- Graph 1: consumers who have limited alcohol consumption in the last 12 months or don’t drink alcohol, % of respondents, by age, 2023
- Mintel predicts
- CSDs volume sales will stagnate while value sales will grow
- Value to increase as cost of ingredients likely to rise long-term
- Volume will stagnate as Germans look to healthier alternatives
- Market size and forecast
- Opportunities
- Target female Germans with CSDs with gut health benefits
- Premiumise CSDs through the use of natural ingredients
- Use novel flavours to win over Germans aged 16-34
- Appeal to Germans in all age groups with less sweet CSD flavours
- Capitalise on alcohol moderation by mimicking the taste of popular cocktails
- The competitive landscape
- Own label CSDs benefit from Germans trading down
- Graph 2: company retail value and volume shares of CSDs*, 2023
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MARKET DRIVERS
- The German economy
- 2024 is expected to be more challenging than initially predicted
- Graph 3: key economic data, in real terms, 2019-25
- The inflation rate is slowly bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 4: financial confidence index, 2022-24
- CSD brands will emphasise their superior taste to prevent consumers trading down to own labels
- BMEL’s voluntary sugar reduction strategy challenges CSDs to curb sugar content by 15%
- Proposed ban on advertising unhealthy food and drink to children likely to drive down sales of CSDs
- An increase in BMIs in Germany…
- …drives the need for better-for-you (BFY) CSDs…
- …but scrutiny of NSS casts doubt on sugar substitutes to aid weight loss
- Ultra-processed food and drink concerns could dampen interest in CSDs
- Alcohol moderation will boost sales of CSDs as a permissible alternative
- Sporting events will provide a short-term boost for CSDs in 2024
- CSDs will continue to quench thirst as summers become hotter
- Scrutiny of plastic waste will see CSD brands zero in on more recyclable packaging
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WHAT CONSUMERS WANT AND WHY
- Usage of carbonated soft drinks
- Spotlight on sugar reduction sees Germans consuming more diet CSDs in 2024
- Graph 5: consumption of carbonated soft drinks in the last three months, by type, 2024 vs 2023
- CSDs prove popular among Germans in 2024
- Graph 6: consumption of any CSDs, 2022 vs 2024
- Healthy ingredients will boost the appeal of CSDs with women and German over-65s
- Diet CSDs edge out non-diet in usage frequency
- Graph 7: frequency of drinking CSDs (either in or out-of-home) in the last three months, 2024
- Germans lean on CSDs for comfort
- Diet CSDs are drunk more often than sugary CSDs, albeit from a lower base
- Graph 8: frequency of drinking CSDs (either in or out-of-home) in the last three months, NET – weekly, 2024
- Graph 9: frequency of drinking CSDs (either in or out-of-home) in the last three months, NET – daily, 2024
- Germans aged 16-34 show more interest in diet CSDs than their older counterparts in 2024
- Graph 10: consumption of sugary CSDs in the last three months, by age, 2020 and 2024
- Graph 11: consumption of light CSDs in the last three months, by age, 2020 and 2024
- An uptick in on-the-go CSD consumption in 2024
- Graph 12: consumption of light CSDs, by location, 2020 and 2024
- Graph 13: consumption of sugary CSDs, by location, 2020 and 2024
- Use streaming tie-ins to appeal to younger German CSD drinkers who prefer to drink them at home
- Boost image of BFY soft drinks to appeal to health-conscious women
- Graph 14: consumer preference for eating/drinking healthily, by gender, 2024
- CSDs that promote gut health will appeal to Germans
- Use natural ingredients to premiumise soft drinks for younger Germans
- Premiumise CSDs’ image through use of natural ingredients
- Behaviours related to carbonated soft drinks
- Branded soft drinks are still most appealing in terms of flavour
- Graph 15: behaviours related to CSDs, 2024
- Emphasis on taste is key to winning German CSD drinkers
- Graph 16: types of carbonated soft drinks bought in the last three months, 2024
- Branded CSDs are consumed more often than own label
- Graph 17: consumption of CSD brand vs own label, by age, 2024
- Stronger in-store product presentation could further enhance own label CSD visibility
- Graph 18: attitudes towards branded and own label food and non-alcoholic drink products, 2022
- Ensure affordable own label visibility in-store to attract cash-strapped but impulsive Germans
- Target younger Germans with novel flavours to gain market shares from brands
- Graph 19: interest in trying CSDs with limited edition flavours, by age, 2024
- Look to fruit juice flavour combinations for inspiration
- Limited editions provide an opportunity for brands to try out new and exciting flavours
- Highlight reformulation of CSDs for a healthier image
- Use natural sweeteners to avoid alienating health-conscious Germans
- Naturally sweetened CSDs appeal to Germans across the board
- Cut the sugar, it’s sweet enough!
- Communicate branded CSDs’ superior taste to retain cash-strapped Germans
- Attitudes towards carbonated soft drinks
- CSDs with less plastic waste and less-sweet flavours are appealing in 2024
- Graph 20: attitudes towards CSDs, 2024
- Win over Germans with on-pack claims that communicate plastic waste prevention
- Offer in-store soft drink dispensers to cut down on plastic waste
- Attract energy-seeking Germans with CSD alternatives to energy drinks
- Graph 21: belief that CSDs are a more acceptable choice for an energy boost than energy drinks, by age, 2024
- Interest in trying CSDs with certain attributes
- Health benefits and no artificial sweeteners are top motivators for Germans when choosing CSDs
- Graph 22: attributes that would entice a consumer to try a soft drink, 2024
- Win over Germans concerned about the effects of ageing with added health benefits
- CSDs with added health benefits will provide added value to Germans wanting more from CSDs
- Natural herbs will boost image of CSDs as more permissible
- Graph 23: interest in trying CSDs with herbal ingredients, by age, 2024
- Herbal ingredients target German CSD drinkers aged 16-44
- Add an element of fun through unexpected textures
- Graph 24: interest in CSDs with textured additions, by age, 2024
- Inspire curiosity among 16-24 year old Germans with a new mouth feeling from a CSD
- A growing number of Germans are moderating their alcohol intake, broadening growth opportunities for cocktail-inspired CSDs
- Graph 25: consumers who have limited alcohol consumption in the last 12 months or don’t drink alcohol, % of respondents, by age, 2023
- Low-/no-alcohol drinks face stiff competition from CSDs in the alcohol moderation space
- Adult CSDs with the taste and look of cocktails can gain market share from alcoholic drinks
- Taste and appearance will be key in attracting moderators
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LAUNCH ACTIVITY AND INNOVATION
- The share of CSD launches overtakes juice in 2023
- Graph 26: non-alcoholic beverage launches, by sub-category, 2018-23
- Coca-Cola Company and REWE lead soft drink launch innovation
- Graph 27: CSDs launches, by top ten companies, 2021-23
- Less-sweet flavours are emerging in German CSD launches
- Sweeter flavours combined with milder flavours appease Germans with less of a sweet tooth
- PET is the most popular packaging material for CSDs
- Graph 28: CSD launches, by packaging material, 2018-23
- Branded CSDs dominate launches in 2024
- Graph 29: CSDs launches, by brand vs private label, 2013-23
- Affordability of own label appeals to price-savvy Germans aged 16-34
- Sustainability and environmentally friendly claims take a back seat in times of economic strain
- Graph 30: CSDs launches, by top claims, 2021-23
- Coca‑Cola’s ‘label-less’ packaging in the UK could streamline the recycling process
- Germans expect CSD brands to do more to prevent plastic waste
- Focus on low-calorie and sugar-free CSDs
- Graph 31: CSDs launches by leading ‘minus’ claims, 2021-23
- Low/no/reduced calorie and sugar free CSDs target Germans trying to lose weight
- Coca-Cola aims to cut calories by 2025
- Coca-Cola focuses on sugar-free launches in 2023
- Graph 32: Coca-Cola CSD launches, by avg sugar levels per 100ml, 2013-23
- Average sugar content in CSDs rose slightly in 2023 compared to 2022
- Graph 33: CSDs launches, by average sugar content, 2013-23
- PepsiCo aims to reduce sugar content by 2025
- Brands show novelty through new packaging rather than new products
- Graph 34: branded CSD launches, by type, 2021-23
- Graph 35: private-label CSD launches, by type, 2021-23
- Suntory to make all PET bottles sustainable by 2030
- Advertising and marketing activity
- Coca-Cola generates excitement with an interactive AI campaign
- Fanta stirs the senses with a mystery flavour
- fritz-kola promotes tolerance with its BVG campagin
- SodaStream emphasises its minimal plastic waste
- Pepsi highlights that zero sugar isn’t boring
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MARKET SHARE
- Own labels receive a tailwind from the income squeeze in 2023
- Own labels gain share of value sales…
- …while big players lose ground in volume sales
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MARKET SIZE, Segmentation AND FORECAST
- Expect volume sales to remain stable, while value sales will rise due to rising costs
- Retail value sales of carbonated soft drinks, by segment, 2021-23
- Retail volume sales of carbonated soft drinks, by segment, 2021-23
- Value sales will increase as price of sugar rises
- Volume sales will stagnate as Germans seek out healthier options
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
- Appendix – market size and central forecast methodology
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market size – volume
- Market forecast and prediction intervals – value
- Market forecast and prediction intervals – volume
Stay ahead of the curve and future-proof your business with Mintel’s Carbonated Soft Drinks in Germany Market Report 2024. Our full report is packed with consumer-led market intelligence, carbonated soft drink trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the carbonated soft drinks market in Germany including the market share, the carbonated soft drinks market size in Germany, and 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 on the carbonated soft drinks market in Germany, including market drivers and expert insights.
- Usage of carbonated soft drinks (CSDs) in Germany, including how to appeal to women who drink fewer CSDs compared to men.
- Consumer behaviours related to carbonated soft drinks in Germany, including how private labels can experiment with new flavour combinations to entice younger German consumers while brands can emphasise their original taste.
- Consumer attitudes towards CSDs, with demand for less plastic waste creating opportunities to communicate sustainability efforts.
- Recent product launch activity and innovations in the carbonated soft drinks market in Germany.
- How your business can tap into opportunities to increase your carbonated soft drinks market share in Germany.
An Overview of the Carbonated Soft Drinks Market in Germany
As inflation levels are expected to bounce back in 2024, CSDs are seen as a permissible treat and it is expected that the carbonated soft drinks market in Germany will receive a boost through sporting events in 2024 including the Euros hosted by Germany and the Paris Summer Olympics.
Taste and price are key for both private labels and branded CSDs to retain and win German consumers. Brands can continue to emphasise the original taste to retain loyal customers while private labels can compete with brands by tapping into exciting flavour combinations such as pineapple-dragon fruit.
Carbonated Soft Drinks Industry Report Germany: What Consumers Want and Why
- Carbonated Soft Drinks Industry Trends in Germany: The trend for alcohol moderation will help boost the carbonated soft drinks market in Germany by positioning CSDs as a viable alternative. Therefore, this trend provides an opportunity for CSD brands to target German consumers who are looking for viable alternatives that do not look dissimilar to the alcoholic beverages they are replacing.
- Market Challenges for Carbonated Soft Drinks in Germany: CSDs are more popular among German men with 87% having drunk CSDs and only 78% of women doing so. The negative health perception of carbonated soft drinks deters women, with 73% of female consumers saying they eat and drink healthily all or most of the time.
- CSDs and Better-For-You Options: Concerns about high sugar intake will cause health-conscious German consumers to curb their usage and will drive a demand for minimally sweetened and less-sweet flavours of CSDs. Consequentially, brands can grow better-for-you options that are less sweet and contain functional ingredients. Such CSDs will entice women and consumers aged 45 and older. Adding functional benefits to CSDs, such as supporting gut health, will help to further boost the health image of carbonated soft drinks.
Carbonated Soft Drinks Industry Report: A Market Forecast & Opportunities
- 55% of German consumers aged 16 to 34 believe that the use of natural ingredients in carbonated soft drinks makes them feel more premium. This provides an opportunity to use plant-based ingredients to further enhance the appeal of CSDs by imbuing a healthier image.
To learn how to connect with your audience, purchase our Carbonated Soft Drinks in Germany 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: Hip Hop Living Soda, Petal, Rewe (Beste Wahl), Lichtenauer, Capriani Bellini, The Coca-Cola Company, PepsiCo, Brauerei S.Riegele, Hassia Mineralquellen, Fritz-kulturgüter, Symrise, Mineralquellen und Getränke H. Hövelmann, Eckes-Granini Group, and more.
Products: Non-diet (sugary) carbonated soft drinks, diet/light (reduced sugar/sugar-free) carbonated soft drinks.
Expert Insights on the Carbonated Soft Drinks Market in Germany
This report, written by Khalid Peerbaccus, Senior Analyst, delivers in-depth commentary and analysis to highlight trends in the carbonated soft drinks market in Germany and add expert context to the numbers.
Our carbonated soft drinks industry report Germany shows that brands have the opportunity to target women and over-45-year-olds with functional CSDs. Less sweet flavours are also a way to spark interest among health-conscious consumers in Germany, whilst brands may gain further carbonated soft drinks market share in Germany through the alcohol moderation trend.
Khalid Peerbaccus
Senior Analyst – Food & Drink
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