2022
9
Germany Spirits Market Report 2022
2022-06-27T15:02:03+01:00
REPB61B6648_6D33_4F7B_BBFD_D38D1007D24D
2195
152412
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Report
en_GB
To tap into the alcohol reduction trend, spirits brands can focus on "drink less but better" messaging as well as innovate with new spirits alternatives for growth. Heidi Lanschützer,…

Germany Spirits Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Spirits Market Report 2022 identifies consumers’ attitudes towards alcoholic drinks, spirit alternatives, and the impact of the rising cost of living on the spirit production in Germany. This report covers the Spirits Germany market size, market forecast, market segmentation craft spirits Germany, and industry trends for the Spirits Germany Market.

Current Market Landscape

Price rises will be unavoidable on the alcoholic drinks market Germany due to supply chain issues and this could see a bounce-back for private labels, which have been losing share during the recent trend towards premiumisation as consumers drink less, but higher quality spirits. To save money, half of all adults would turn back to private labels.

According to our Germany Spirits Market Report, Germans who are limiting/reducing their alcohol intake would prefer to enjoy a small tipple on a regular basis rather than cutting down the number of drinking occasions. In line with this alcohol reduction trend, it makes sense for luxury spirits to promote a ‘drink less but better’ message.

Spirits Germany Market Share and Key Industry Trends

Our Spirits Germany market forecast predicts that volume sales of spirit production in Germany are expected to be impacted by the alcohol reduction trend. While value sales will benefit from the continuation of premiumisation, growth will be outpaced by inflation. Gin sales, however, will continue to outperform the market, and spirit companies will gain from the rise of alcoholic RTDs.

  • 50% of Germans are spending about the same amount on alcoholic drinks as the year prior.
  • 32% of spirits buyers say that recommendations would encourage them to choose one spirit over another.
  • 49% of spirits buyers see own-label spirits as a good way to save money.
  • 25% of German adults are trying not to buy Russian products.

Future Trends in the Germany Spirits Market

Health concerns benefit sales of spirit alternatives. Subsequently, luxury spirits continue to benefit from consumers drinking less but better. Modernisation of categories such as whiskies will attract new consumers, e.g. females. Meanwhile, tequila will continue to attract NPD attention.

Since July 2021, the number of adults who have tried spirit alternatives and would drink them again has increased notably, highlighting how the low-/non-alcoholic sector is gaining favour with Germans who want to limit/reduce their alcohol intake. More launches of new spirit alternatives will therefore help to entice more people to try these products.

Read on to discover more details or take a look at all of our German Alcoholic Drinks Market Research.

Quickly Understand

  • Alcohol consumption/reduction and consumption of low-/non-alcoholic spirit alternatives.
  • Consumption of spirits by type and how spirits are consumed, i.e. on the rocks or in long drinks.
  • Change in frequency of drinking spirits compared to 2020.
  • Factors that would encourage the purchase of one spirit over another.
  • Behaviours and attitudes towards spirits, including the importance of social occasions and changes in behaviours since COVID-19.
  • Market performance, including sales by category and by brand.

Covered in this Report

Products: Dark spirits (whisky, dark rum, brandy), white spirits (vodka, gin, white rum, tequila).

Brands: Green Man Woodland Gin, Buen Vato Tequila, Canna Rviera Martinique, Momentum, Johnnie Blonde, Jack Daniels, Gorbatschow, Havana Club, Bacardi, Jim Beam, and more.

Expert Analysis from a Specialist in the Field

This report, written by Heidi Lanschützer, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends in the Germany Spirits Market, and adds expert context to the numbers.

To tap into the alcohol reduction trend, spirits brands can focus on ‘drink less but better’ messaging as well as innovate with new spirits alternatives for growth.

Heidi Lanschützer
Heidi Lanschützer
Category Director Food & Drink

Table of Contents

  1. executive summary

    • Key issues covered in this report
    • Market context
    • Graph 1: financial situation, 2022
    • Graph 2: limited/reduced alcohol in the last 12 months compared to the amount usually consumed, 2022
    • Mintel predicts
    • Opportunities
    • Competitive landscape
    • Graph 3: top five spirits brands by value and volume, 2021
  2. market drivers

    • Graph 4: key economic data, in real terms, 2019-23
    • Graph 5: financial situation, 2022
    • Graph 6: spending habits on alcoholic drinks in the last 12 months, 2022
  3. what consumers want and why

    • Alcohol reduction and low-/non alcoholic alternatives
    • Graph 7: experience with and interest in low-/non-alcoholic alternatives to spirits, 2021-22
    • Graph 8: experience with and interest in spirit alternatives, by limiting/reducing alcohol in the last 12 months, 2021
    • Consumption of spirits
    • Graph 9: consumption of white and dark spirits in the last six months, 2021-22
    • Graph 10: consumption of spirits in the last six months, by limited/reduced alcohol consumption in last 12 months, 2022
    • Graph 11: ways of drinking spirits in the last six months, 2022
    • Graph 12: spirits drunk neat or with ice in the last six months, 2022
    • Graph 13: spirits drunk as a long drink in the last six months, 2022
    • Frequency of drinking spirits
    • Graph 14: frequency of drinking spirits in the last six months, 2020 and 2022
    • Graph 15: frequency of drinking white or dark spirits in the last six months, by limited/reduced alcohol consumption in the last 12 months, 2022
    • Purchase factors for spirits
    • Graph 16: purchase of white or dark spirits in last six months, by limited/reduced alcohol consumption in last 12 months, 2022
    • Graph 17: factors that would encourage purchase of one spirit over another, 2022
    • Behaviours and attitudes towards spirits
    • Graph 18: behaviours towards spirits, 2022
    • Graph 19: COVID-19-related spirits behaviours, 2022
    • Graph 20: attitudes towards spirits, 2022
  4. launch activity and innovation

    • Graph 21: spirits NPD by launch type, 2018-22
    • Graph 22: spirits NPD with select ethical/environmental claims, 2018-21
  5. Market share

    • Brands’ retail market shares of spirits, by value, 2019-21
    • Brands’ retail market shares of spirits, by volume, 2019-21
  6. market segmentation, size and forecast

    • Market segmentation
  7. appendix

    • Appendix – products covered, abbreviations, consumer research methodology and language use
    • Appendix – market size and central forecast methodology
    • Appendix – market size – spirits & liqueurs
    • Appendix – company shares – spirits & liqueurs

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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