Supermarkets and discounters pose a threat to specialist retailers’ drinks retailing market share by offering higher convenience and affordability. Specialist retailers are particularly challenged during uncertain economic periods when consumers increase their focus on value.
German Drinks Retailing — Current Landscape
Bottled water is the most widely purchased drink in Germany, surpassing soft drinks and beer, in line with growing health trends. Shopping preferences differ significantly depending on the type of retailer though. At grocery stores, value and convenience take priority, while speciality retailers cater more to those seeking novelty, social interaction, and impulse purchases.
To avoid competing directly against supermarkets or discounters on price, specialist retailers can target younger demographics and families with special products and perks like limited-editions, in-store tastings, and personalised subscriptions. Younger shoppers’ preference for social experiences also creates the potential to turn stores into hubs for discovery and socialising.
Drinks Retailing in Germany — Statistics
- Drinks Retail Trends in Germany: 95% of Germans purchase drinks from retailers and 92% regularly return empty containers through the “Pfandsystem”, showing how widespread the system is.
- Drinks Retailing Market Share: 89% of drinks shoppers make their purchases at supermarkets and discounters, posing a significant threat to specialist retailers’ growth.
Germany Drinks Retailing Report — What’s Inside?
Key Topics Analysed in this Report
- Overview of the performance of the German drinks retailing industry and five-year outlook.
- How German consumers purchase drinks and what products they purchase.
- Channel usage and the importance of omnichannel retailing.
- Customer satisfaction with their chosen retailers.
- Consumer interest in specific features when choosing a retailer.
- Consumer behaviour when purchasing drinks, including attitudes and interest in limited-editions, socialising, and the convenience of subscriptions and home delivery.
Meet the Expert Behind the Analysis
This report is written by Armando Falcao, Associate Director. Armando had over 15 years of experience in market research when he joined Mintel in 2019 to focus on European retail reports. He rejoined Mintel in 2023 as Associate Director, focusing on the German market. Armando studied Business and Economics at University of São Paulo and managed his own research business for 11 years prior to joining Mintel.
Grocers dominate drinks retailing in Germany, but premium products and in-store experiences offer opportunities to target younger consumers with novelty flavours and personalisation.
Armando Falcao
Associate Director, Retail Reports
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Market size and forecast
- Outlook
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OPPORTUNITIES
- Entice shoppers with home delivery and subscriptions
- Unlock home delivery potential among Empty Nesters
- Revitalise drinks retailing with personalised subscriptions
- Improve the at-home drinks experience for families
- Entice families with an elevated at-home drinks experience for their guests
- Unlock the affordability of bundles for eveyday family convenience
- Fully unlock youthful socialising and impulse-buys
- Revamp retail spaces to encourage social dynamics and lingering
- Unlock impulse-buys with younger shoppers’ love for discovery and socialising
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CONSUMER
- Drinks purchased at retailers
- Bottled water is the most widely purchased drink, followed by CSDs
- Niche drinks categories might offer better opportunities for NPD
- Graph 1: drinks purchased from retailers in the last three months, 2025
- Shifting drink preferences spark new opportunities for niche categories
- Virtually all Germans buy drinks at retailers
- Capture the senior market with home delivery of bottled water
- Graph 2: purchase of bottled water, by generation, 2025
- Value packs and healthier options to target carbonated drinks buyers
- Entice families and wealthier households with variety across categories
- Graph 3: repertoire of drinks purchased, by household type, 2025
- The in-store shopping experience is crucial
- Drinks are overwhelmingly purchased in-store
- Graph 4: channels used to purchase drinks at retailers, 2025
- Retailers used to shop for drinks
- Supermarkets and food discounters dominate drinks retailing
- Graph 5: retailers used to purchase drinks, 2025
- Shape the factors that drive consumers’ choices on where to purchase drinks
- Retailer preferences vary depending on what shoppers are buying
- Graph 6: drinks purchased at retailers, by retailer category, 2025
- Where they shop depends on their drink of choice and the occasion
- Where they shop for drinks determines how they shop
- Younger Germans drive sales at kiosks and drinks specialists
- Graph 7: retailers used to purchase drinks, by generation, 2025
- Capture Gen Z and Millennials with trendy drinks shopping experiences
- Most drink purchases happen at grocery retailers
- Make the drinks specialist experience more appealing to older shoppers
- Satisfaction with drinks retailers
- Satisfaction with drinks retailers is high
- Graph 8: satisfaction* with the drinks retailer used most recently, 2025
- Target older shoppers with enticing new drink launches to boost satisfaction
- Nine in 10 are satisfied with their drinks retailer
- Unlock growth by enhancing grocery drink services
- Attract smaller households with exciting new products that match their lifestyle
- Graph 9: satisfaction with newly launched drinks, by household, 2025
- Variety, ease and value are key to drive volume sales for drinks
- Drive sales with a more-convenient buying process
- Reasons to favour one retailer over another
- Drinks shoppers want easy access, variety and customer support
- Graph 10: reasons to favour one drinks retailer over another, 2025
- Leverage drinks shoppers’ interest in variety, tailored support and loyalty benefits
- Product variety is key to target higher-earners
- Target families with loyalty rewards and tailored delivery of premium drinks
- Leverage premium drinks sales with exciting experiences
- Graph 11: relevant features, by where they shopped for drinks, 2025
- Deliver the best of both worlds
- Boost engagement combining ease of access and variety with friendly support
- Behaviours and attitudes towards drinks retailing
- Unlock the impulse-buy potential with enticing limited-edition drinks
- Graph 12: consumer behaviours when shopping for drinks at retailers, 2025
- Encourage impulse-buys with frequent launches, tastings and bulk-buy offers
- Leverage bulk-buying with enticing offers and fast home delivery for drinks
- Graph 13: behaviours when shopping for drinks, by household, 2025
- Impulse buying is more frequent among the young
- Encourage families to buy with limited-edition no- or low-alcohol drinks
- Facilitate the process of returning empty drinks containers for older Germans
- Graph 14: consumers who regularly return empty containers in store, by age group, 2025
- Supermarkets and food discounters are perceived as cheaper
- Graph 15: attitudes towards shopping for drinks at retailers, 2025
- Tap into younger households’ interest in products for entertaining at home
- Drinking outside kiosks is popular among the young
- Transform drinks stores into hubs for social connection and discovery
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RETAILER ACTIVITY
- Leading specialists
- Leading drinks specialists are growing at different paces
- Trinkgut leads Germany’s drinks retailing
- Getränke Hoffmann focuses on expansion and product innovation
- Family group Orterer emphasises quality and variety
- Fristo seeks to shore up its foothold in the South and Southeast
- Elevating wine retail with a global selection and digital innovation
- Market share
- Trinkgut’s and Hoffmann’s combined share is 40%, but specialist drinks sales are fragmented
- Graph 16: leading specialist drinks retailers’ share of the specialist market, 2024
- Market share evolution
- Retail innovation
- AI Smart Carts will link inspiration and purchase
- Trinkgut aims to stand out by creating the ‘drinks store for all senses’
- AI-powered smart screens can improve the in-store experience
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market
- Market drivers
- Consumer confidence is rising, but shopping remains value-driven
- Graph 17: changes in financial situation vs previous year, 2023-25
- Health and wellness concerns are reshaping the drinks market
- The Pfandsystem drives recycling and environmental responsibility in drinks
- Premiumisation and indulgence are shaping choices
- Generative AI is changing the retail landscape
- Market size and forecast
- Shifting trends are reshaping German drinks retail
- Cautious spending resulted in only marginal growth in drinks sales
- Graph 18: retail sales of alcoholic and non-alcoholid drinks* (inc VAT), 2016-25
- Evolving consumer preferences are challenging drinks retailers to adapt
- Drinks retail sales to see 15% growth over the five coming years
- Graph 19: total drinks retailing sales* and forecast (exc VAT), 2019-30
- Forecast – note on US trade disruption
- Impact of US trade disruption for the drinks retailing market
- Market segmentation
- Discounters account for a growing share of drinks retailing
- Graph 20: breakdown of drinks retail sales* by retailer category, 2019-25
- The importance of delivering value as a priority
- Health-conscious lifestyles are leading to lower alcohol intake
- Graph 21: breakdown of drinks retail sales* into alcoholic and non-alcoholic, 2016-25
- Germany embraces low- and no-alcohol trend
- Carbonated soft drinks surpass coffee in non-alcoholic drinks sales
- Graph 22: breakdown of retail sales of non-alcoholic drinks, 2019-25
- RTD beverages are shaking up the German alcoholic drinks market
- Graph 23: breakdown of retail sales of alcoholic drinks, 2019-25
- Specialist segment
- German drinks specialists face post-pandemic growth struggles
- Graph 24: estimated retail sales from drinks specialists (exc VAT), 2019-25
- Specialists must focus on product diversity and strong logistics
- Drinks specialists are adapting to the changes
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APPENDIX
- Report scope and definitions
- Market definition
- Generations
- Abbreviations
- Methodology – consumer research
- Consumer research methodology
- A note on language
- Methodology – TURF analysis
- TURF Analysis methodology
- Methodology – Key Driver Analysis
- Key Driver Analysis (KDA) methodology
- Key Driver Analysis methodology
- Methodology – market size and forecast
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value – drinks retailing sales
- Market forecast and prediction intervals – value
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