Germany RTD Alcoholic Drinks Market Report 2023

Stay ahead of the curve and future-proof your business with Mintel’s Germany RTD Alcoholic Drinks Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest RTD alcoholic drinks trends in Germany and consumer behaviours affecting your industry. Get a 360° view of the German RTD alcoholic drinks market including market size, share, and forecasted growth 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 German RTD alcoholic drinks market outlook, including expert insights and market drivers.
• (Consumption) behaviour and habits of ready-to-drink alcohol.
• What formats and types of RTDs consumers buy and which purchase channels they’re using.
• Purchase factors for RTD alcoholic drinks.
• Launch activity and innovation in the alcoholic drinks industry in Germany.
• How your business can tap into opportunities to increase your RTD alcoholic drinks market share Germany.

Overview of the German RTD Alcoholic Drinks Market

Amidst rising prices and increased health awareness, which causes consumers to moderate their alcohol consumption, the growth rate of retail value and volume of ready-to-drinks will slow down noticeably.

However, inflation offers private labels opportunities to gain RTD alcoholic drinks market share Germany. Up to 2028, Mintel experts project high single-digit value growth for the German RTD alcoholic drinks market.

• RTD Alcoholic Drinks Market Size Germany: In 2023 the alcoholic drinks industry in Germany has experienced 9.8% growth.

RTD Alcoholic Drinks Trends in Germany: What Consumers Want and Why

• The Cost of Living & RTD Alcoholic Drinks Market Share Germany: As costs rise, consumers prioritise price and value, thus, opening up opportunities for private labels to gain RTD alcoholic drinks market share Germany. However, brands can promote their products as a treat through premiumisation – which is a popular trend – as 52% of RTD consumers are willing to pay more for a premium brand.
• RTD Alcoholic Drinks Trends in Germany: The rise in non-drinkers and reduced alcohol intake among consumers are reflective of the impact of the financial crisis and growing health awareness – 53% of buyers were prompted to purchase fewer RTDs than they usually do. To mitigate future decline in volume sales due to health trends, brands should add items with functional ingredients and reduced alcohol and sugar contents to their product lines. Introducing new concepts like mindful drinking and spirits can further enhance the appeal of the RTD category, cementing the market’s long-term future.

With the alcohol moderation trend offering potential for low- and non-alcohol RTDs, adjacent categories are already venturing into the RTD sector, offering a range of non-alcoholic alternatives. This strategic expansion showcases brands’ recognition of the growing demand for healthier, alcohol-free options.

• German RTD Alcoholic Drinks Market Opportunities: According to Mintel’s market research, over-35-year-olds drink significantly fewer RTDs or are more likely to be non-drinkers, as they typically take greater care of their health and prefer less-sweet drinks. Reduced or non-alcohol alternatives are thus well placed to tap into this usage gap.

To learn how to connect with your audience, purchase our Germany RTD Alcoholic Drinks Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Kult, Bombay Bramble, Nio Cocktails, Hohes C, White Claw, Smirnoff, Brown-Foreman Corporation (Jack Daniel’s), Diageo PLC (Tanqueray), Beam Suntory Inc., Davide Campari-Milano S.p.A., Pernod Ricard S.A., Dr. August Oetker KG, Engarrafamento Pitu Ltda, MBG International Premium Brands GmbH, and many more.

Products: RTD alcoholic drinks, spirits, beer, wine, seltzers, and more.

Additional Features Included with Your Purchase

• Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
• Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
• Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on the German RTD Alcoholic Drinks Market

This report, written by Katrin Förster, Research Analyst, delivers in-depth commentary and analysis to highlight RTD alcoholic drinks trends in Germany and add expert context to the numbers.

Growth in low- and non-alcohol options is expected in the alcoholic drinks industry in Germany amid the rise of mindful drinking. Our market analysis shows that premiumisation continues to drive sales and hard seltzers act as category growth catalysts.

Katrin Förster
Research Analyst – Food & Drink, Germany