Germany RTD Alcoholic Drinks – Market Dynamics 2025
Health-focused innovation and premiumisation will drive RTD alcoholic drink growth, as economic pressures and mindful drinking challenge brands to deliver value.
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THE CONSUMER
- Consumption of alcoholic RTDs
- RTD alcoholic drinks are not viewed as a permissible treat by most
- Graph 1: consumption of any RTD alcoholic drink in the last six months, by financial situation, 2025
- Consumption location of RTD alcoholic drinks
- Alcoholic RTDs are still mostly consumed at home
- Graph 2: drinking location for RTD alcoholic drinks, 2023 vs 2025
- Reasons for not drinking/drinking less RTD alcoholic drinks
- Mindful drinking impacts RTDs’ appeal
- Graph 3: reasons for not drinking/drinking less ready-to-drink alcoholic drinks in the last six months, 2025
- Concepts of interest in RTD alcoholic drinks
- Exotic flavours and healthier drinks are of interest to Germans
- Graph 4: interest in trying an RTD alcoholic drinks with certain attributes, 2025
- Attitudes and behaviours towards RTD alcoholic drinks
- Confusion over premium RTD alcoholic drinks exists in the category
- High-quality ingredients are a strong selling point for RTD alcoholic drinks
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INNOVATION
- Despite interest in low-alcohol RTDs, launch activity is limited
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THE MARKET
- Market drivers
- Alcohol’s health risks prompt demand for safer choices
- Mindful drinking may reduce the appeal of RTD alcoholic drinks
- Healthy eating intentions could drive demand for lower-calorie and -sugar RTD alcoholic drinks
- Economic pressures may negatively impact alcoholic RTDs
- Warm weather and outdoor events present opportunities for RTDs
- Market size
- Value sales remained steady while volume sales growth picked up once more
- Graph 5: volume market size for RTD alcoholic drinks, 2020-24
- Graph 6: value market size for RTD alcoholic drinks, 2020-24
- Volume sales rebounded in 2024
- Retail value sales of RTD alcoholic drinks, by segment, 2023-24
- Retail volume sales of RTD alcoholic drinks, by segment, 2023-24
- Market forecast
- Value sales of RTD alcoholic drinks are forecast to increase steadily between 2025 and 2030
- Graph 7: retail value sales of RTD alcoholic drinks, 2019-30
- Volume sales of RTD alcoholic drinks are forecast for modest growth up to 2030
- Graph 8: retail volume sales of RTD alcoholic drinks, 2019-30
- Forecast – a note on US trade disruption
- Impact of US trade disruption for the RTD alcoholic drinks market
- Market share
- Established brands Pernod Ricard and Barcadi see sales boost, while others’ value sales shrink
- Pernod Ricard sees greatest growth in volume sales, while private label declines
- Germans still turn to RTD brands during times of economic uncertainty
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations
- Methodology – consumer research
- TURF analysis methodology
- TURF analysis
- Consumer research methodology
- A note on language
- Methodology – market size and forecast
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market size – volume
- Market forecast and prediction intervals – value
- Market forecast and prediction intervals – volume
This Market Dynamics report features market data extracted from Mintel’s Germany RTD Alcoholic Drinks 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 Germany RTD market. The full report is available to purchase here.
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