Germany Beer Market Insights 2012




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Product Synopsis
A detailed market research report on the Germany beer industry. Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises of high level market research data on the Germany beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?

While the total market volume decreased slightly in 2011, the value for the whole market increased at a rate of over 1%. This is mainly a result of the increasing volumes in the on-premise channels. As the average price per litre also increased in these channels, a significant positive development was seen.

What are the key drivers behind recent market changes?
The off-premise channel showed a more negative development on the value side (and volume), despite the fact that a small price increase was taking place. But as especially the higher priced channels such as home delivery and specialist beverage retailers showed big decreases, the value dropped significantly.

What makes this report unique and essential to read?
The Germany Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced 'on-the-ground' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits
  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Germany Beer industry. Data includes volumes from 2007 to 2011 plus forecasts for 2012, enabling historical and current trend analysis.
  • This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2011.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles of major brewers
  • This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs. non-refillable, multi-serve vs. single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.
Key Market Issues
  • Beer mixes became a very important segment of the German beer market as it obtained consumers that traditionally would not consume beer as they do not like the taste of the traditional beer types. Due to the overall decline in beer consumption, a consolidation within this segment took place in which only the successful innovations survived. This resulted in a volume decline of nearly 2% in 2011.
  • The weather in 2011 started off very positively, with above average warm and dry spring months. Unfortunately, this positive development did not continue throughout the year as the summer months, mainly June and July, were extremely rainy. Damp cold weather lessened the thirst of the Germans during these months that are usually the main volume drivers.
  • Looking at the off-trade it is can be seen that all channels showed a negative development, amounting to a significant overall decrease of more than 1%.
  • Private Label brands performed below the category as consumers finally detached (to a certain extent) from their traditional saving patterns.
  • The positive economic situation of Germany and the declining unemployment rates led to the recovery of the hotel and restaurant industry as consumers finally increased their out of home spending. This positive development softened the impact of the weather and the ongoing decline of alcohol consumption. The overall result was static consumption of beer with a minor decline, compared to 2010.
Key Highlights
  • All five leading brewers in Germany were able to record a volume increase in 2011, despite the slight overall market contraction. Together, the five major players accounted for 45% of the entire market in 2011. 
  • Both imports and exports of beer showed a positive development in 2011. Imports were driven by the positive economic climate, the consumer desire for a unique consumption experience and the increase in drinking out. Exports, on the other hand, were driven by the strategic market development of the brewers.
  • New product innovations have been seen, especially in the beer mixes and alcohol-free segments to target new consumer groups and offer alternatives for health-conscious consumers.
  • 2011 was the first time in several years that the on-premise market outperformed the overall market development. With an increase of 2%, it showed a massive turn around in relation to the former years. This was driven by the fact that German consumers had more money in their pockets and spent more on out of home activities, hence the eating, drinking and accommodation channel developed particularly well.
  • The increase of the cans is expected to continue at significant rates due to the good development of on-premise consumption.