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.
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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
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Graph 1: growth/decline in retail value and volume sales of selected alcoholic drinks, 2018-22
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 2: company retail market share of RTD alcoholic drinks, by value and volume, 2022
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MARKET DRIVERS
- The German economy
- Graph 3: key economic data, in real terms, 2019-24
- Financial/personal health and demographic changes
- Graph 4: reasons to limit/reduce alcohol consumption, by top five factors, 2021
- Graph 5: population structure, by age, 2020-30
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WHAT CONSUMERS WANT AND WHY
- Consumption of ready-to-drink (RTD) alcoholic drinks
- Graph 6: consumers who have limited their alcohol consumption in the last 12 months or don’t drink alcohol, % of respondents, by age group, 2023
- Graph 7: consumers who have limited their alcohol consumption in the last 12 months or don’t drink alcohol, % of respondents, by age group, 2021
- Graph 8: consumption of RTD alcoholic drinks, 2021 vs 2023
- Place of purchase of ready-to-drink alcoholic drinks
- Graph 9: place of purchase of ready-to-drink alcoholic drinks in the last six months, 2023
- Formats of ready-to-drink alcoholic drinks used
- Graph 10: formats of RTD alcoholic drinks purchased in the last six months, 2023
- Type of base alcohol in ready-to-drink alcoholic drinks
- Graph 11: type of base alcohol in RTD drinks consumed in the last six months, 2023
- Graph 12: number of alcohol types consumed in RTD alcoholic drinks in the last six months, by age group, 2023
- Graph 13: type of alcohol consumed as RTD drinks in the last six months, by age group, 2023
- Consumption habits of ready-to-drink alcoholic drinks
- Graph 14: location where ready-to-drink alcoholic drinks have been consumed in the last six months, 2023
- Graph 15: occasions for ready-to-drink alcoholic drink consumption in the last six months, 2023
- Graph 16: consumption type of ready-to-drink alcoholic drinks in the last six months, 2023
- Priorities when choosing ready-to-drink alcoholic drinks
- Behaviours related to ready-to-drink alcoholic drinks
- Graph 17: behaviours towards ready-to-drink alcoholic drinks, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Graph 18: launches of alcoholic beverages, by top five sub-categories, 2019-23
- Graph 19: RTD alcoholic drink launches (incl low-/no-alcohol variants), by ultimate company, 2022-23
- Graph 20: RTD alcoholic drinks launches (incl low-/no-alcohol variants), by branded vs private label, 2019-23
- Graph 21: RTD alcoholic drink launches (incl low-/no-alcohol variants), by select ingredients*, 2019-23
- Graph 22: RTD alcoholic drink launches, by flavour component, 2019-23
- Graph 23: RTD alcoholic drink launches (incl low-/no-alcohol variants), by ABV levels, 2019-23
- Graph 24: RTD alcoholic drink launches (incl low-/no-alcohol variants), by top five positioning claims, 2019-23
- Graph 25: RTD alcoholic drink launches (incl low-/no-alcohol variants), by top five claim categories, 2019-23
- Graph 26: RTD alcoholic drink launches (incl low-/no-alcohol variants), by sugar-related claims, 2019-23
- Graph 27: RTD alcoholic drink launches (incl low-/no-alcohol variants), by average sugar content (g per 100g/ml), 2019-23
- Graph 28: launches of RTD alcoholic drink (incl low-/no-alcohol variants), by package size in ml, 2019-23
- Graph 29: launches of RTD alcoholic drinks (incl low-/no-alcohol variants), by format, 2019-23
- Advertising and marketing activity
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MARKET SHARE
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MARKET SIZE, SEgmentation AND FORECAST
- Market segmentation for ready-to-drink alcoholic drinks
- Market forecast for ready-to-drink alcoholic drinks
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and methodologies
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