Your Market Research Library
 

Ask For A FREE Membership Here !
 


Your Market Research starts at Allbizreport !
Order here all your market reports, company profiles, country analysis, competitive intelligence ... upon any industries and countries :
20.000 market research, 5.000 company profiles, 150 industry monitor

   
  
   
   
   Advanced Search     

   
  
   
  
   
   


Home

Drinking Habits Germany
Market Report, February 2005, 535  €


Description

About this reportMintel’s findings show a significant rise of the overall consumption per head of beverages in Germany between 1999 and 2003.
However the alcoholic drinks consumption has declined considerably, proving an important change in consumers’ behaviour, favouring soft drinks to alcohol.
Over the same period of time, Mintel measured that beer and spirits faced losses in value and volume, wine was at least able to boost sales in volume terms.Using the latest consumer research, market size data and trend analysis, this report provides vital new insight into the current state of the market and its prospects, investigating its drivers, segmentation and sales forecasts.
Mintel’s findings offer you a unique way of understanding consumer trends and the attitudes of the market’s key target audiences, enabling you to tailor your marketing to real demand, both tactically and strategically.
Use Mintel’s research to avoid market pitfalls, discover sector opportunities, identify growth potential and achieve the best possible results.Should you wish to order more than one market report, please call us to discuss potential multiple-purchase discounts.`` Drinking habits - Germany`` is part of ``Drinking habits in Europe``, a Consumer Goods Intelligence title.
Should you wish to order more than one market report from with the title, please call the Mintel Information Team to discuss potential multiple-purchase discounts.

Sommaire
 
Contents
 

 
Introduction
 

 
Definitions
 
Abbreviations
 
Executive Summary
 
Steady overall decline continues
 
Consumption of beer is hit the worst…
 
…but some growth areas still exist
 
Changing drinking habits favour the off-trade
 
Fragmented shares
 
New products reflect changing consumer preferences
 
Seven in ten Germans drink alcohol
 
More problems ahead for beer; wine and spirits will do slightly better
 
Market Drivers
 
Growing health awareness and fashions dent sales
 
Spread of discounters can damage cachet
 
Regulation on opening hours favours the on-trade
 
Greater female employment encourages women’s Horeca consumption
 
Figure 1: Trends in German employment, 1999-2003
 
The weather impacts sales of alcoholic drinks
 
Economic worries reduce discretionary spending…
 
Figure 2: Trends in German PDI and consumer expenditure, at current and constant prices, 1998-2003
 
…but in alcoholic drinks fun sells as a form of escapism
 
New deposit regulations have affected beer sales
 
Many Germans are still reluctant to accept PET bottles for beer
 
The purity law, although modified, still protects local beer
 
Changing demographics are hampering sales of beer, Germans’ traditional choice of alcoholic drink
 
Figure 3: Projections in German population, by age, 2003-07
 
New tax damages sales of previously trendy FABs
 
Market Size and Trends
 
Health-conscious consumers are drinking less alcohol
 
Figure 4: German volume sales of alcoholic drinks, 1999-2004
 
Figure 5: German value sales of alcoholic drinks, at current and constant prices, 1999-2004
 
Figure 6: Indexed German sales of alcoholic drinks, 1999-2004
 
Germans are drinking more wine, but beer remains number-one
 
Figure 7: German volume sales of alcoholic drinks, by sector, 1999-2004
 
Figure 8: German value sales of alcoholic drinks, by sector, 1999-2004
 
Market Segmentation
 
Beer
 
Figure 9: German volume sales of beer, 1999-2004
 
Figure 10: German value sales of beer, at current and constant prices, 1999-2004
 
Figure 11: German volume sales of beer, by type, 2002-04
 
Figure 12: German value sales of beer, by type, 2002-04
 
Figure 13: German volume sales of beer, % share by sector, 2004
 
Wine
 
Figure 14: German volume sales of wine, 1999-2004
 
Figure 15: German value sales of wine, at current and constant prices, 1999-2004
 
Figure 16: German volume sales of wine, by type, 2002-04
 
Figure 17: German value sales of wine, by type, 2002-04
 
Figure 18: German volume sales of sherry, by taste, 2002-04
 
Figure 19: German volume sales of wine, % share by sector, 2004
 
Spirits and liqueurs
 
Figure 20: German volume sales of spirits and liqueurs, 1999-2004
 
Figure 21: German value sales of spirits and liqueurs, at current and constant prices, 1999-2004
 
Figure 22: German volume sales of spirits and liqueurs, by type, 2002-04
 
Figure 23: German value sales of spirits and liqueurs, by type, 2002-04
 
Figure 24: German volume sales of spirits and liqueurs, % share by sector, 2004
 
Figure 25: German volume and value sales of FABs, 2002-04
 
Distribution
 
The off-trade gains further ground
 
Figure 26: German volume sales of alcoholic drinks, by distribution channel, 1999-2004
 
Figure 27: German value sales of alcoholic drinks, by distribution channel, 1999-2004
 
Beer is the biggest seller in the on-trade
 
Figure 28: German volume sales of beer, by distribution channel, 1999-2004
 
Figure 29: German value sales of beer, by distribution channel, 1999-2004
 
The Germans are drinking more wine at home
 
Figure 30: German volume sales of wine, by distribution channel, 1999-2004
 
Figure 31: German value sales of wine, by distribution channel, 1999-2004
 
Price stability for spirits and liqueurs
 
Figure 32: German volume sales of spirits and liqueurs, by distribution channel, 1999-2004
 
Figure 33: German value sales of spirits and liqueurs, by distribution channel, 1999-2004
 
Figure 34: German volume and value sales of alcoholic drinks, by distribution channel, 2004
 
The Supply Structure
 
Beer
 
Figure 35: Manufacturers’ volume shares of beer, 2002-04
 
Figure 36: Brands’ volume shares of beer, 2004
 
Figure 37: Popularity of beer brands, 2000-04
 
Wine
 
Still wine
 
Figure 38: Popularity of still wine brands, 2000-04
 
Sparkling wine
 
Figure 39: Manufacturers’ volume shares of sparkling wine, 2004
 
Figure 40: Popularity of sparkling wine brands, 2000-04
 
Champagne
 
Spirits and liqueurs
 
Figure 41: Manufacturers’ volume shares of spirits and liqueurs, 2004
 
Figure 42: Popularity of schnapps brands, 2000-04
 
Figure 43: Popularity of vodka brands, 2000-04
 
Figure 44: Popularity of white rum brands, 2000-04
 
Figure 45: Popularity of dark rum brands, 2000-04
 
Figure 46: Popularity of brandy, weinbrand and cognac brands, 2000-04
 
Figure 47: Popularity of whisky brands, 2000-04
 
Figure 48: Popularity of herbal liqueur and bitter brands, 2000-04
 
Figure 49: Popularity of cream and other liqueur brands, 2000-04
 
Figure 50: Popularity of FAB brands, 2004
 
Companies and brands – international players
 
Allied Domecq Spirits & Wine Deutschland GmbH & Co KG
 
Figure 51: Allied Domecq’s market presence, 2004
 
Bacardi Deutschland GmbH
 
Figure 52: Bacardi’s market presence, 2004
 
Carlsberg AG
 
Figure 53: Carlsberg’s market presence, 2004
 
InBev Deutschland GmbH
 
Figure 54: InBev’s market presence, 2004
 
Companies and brands – local players
 
Bitburger Brauerei Th. Simon GmbH
 
Brauholding GmbH (Oetker)
 
Henkell & Söhnlein Sektkellereien KG
 
Sektkellerei Schloss Wachenheim AG
 
New Product Development
 
Growing health awareness is reflected in beer launches
 
Wine suppliers concentrate on line extensions
 
Attractive packing is a key feature in spirits and liqueurs
 
New product launches 2004
 
Beer
 
Wine
 
Spirits & liqueurs
 
The Consumer
 

 
Figure 55: Consumption of alcohol, by country, 2004
 
Trends in alcohol consumption – winners and losers
 
Figure 56: Trends in alcohol consumption, 2002-04
 
Figure 57: Trends in alcohol consumption, by type of drink, 2002-04
 
Current consumption patterns
 
Figure 58: Consumption of alcohol, by gender and age, 2004
 
Figure 59: Consumption of alcohol, by income and working status, 2004
 
Figure 60: Consumption of alcohol, by region, 2004
 
Figure 61: Consumption of alcohol, by presence of children and household size, 2004
 
Consumption by type of drink – beer and wine
 
Figure 62: Penetration of beer and wine, by type, by gender, 2004
 
Figure 63: Consumption of beer and wine, by type, by gender and age, 2004
 
Figure 64: Consumption of beer and wine, by type, by income and working status, 2004
 
Figure 65: Consumption of beer and wine, by type, by region, 2004
 
Figure 66: Consumption of beer and wine, by type, by presence of children and household size, 2004
 
Consumption by type of drink – spirits and liqueurs
 
Figure 67: Penetration of spirits and liqueurs, by type, by gender, 2004
 
Figure 68: Consumption of spirits and liqueurs, by type, by gender and age, 2004
 
Figure 69: Consumption of spirits and liqueurs, by type, by income and working status, 2004
 
Figure 70: Consumption of spirits and liqueurs, by type, by region, 2004
 
Figure 71: Consumption of spirits and liqueurs, by type, by presence of children and household size, 2004
 
Frequency of drinking
 
Figure 72: Frequency of drinking alcohol, by choice of drink, 2004
 
Lifestyle statements
 
Figure 73: Attitudes towards media, by choice of alcoholic drink, 2004
 
Figure 74: Attitudes towards eating and drinking, by choice of alcoholic drink, 2004
 
Figure 75: Attitudes towards quality and price, by choice of alcoholic drink, 2004
 
Figure 76: Attitudes towards brands and shopping, by choice of alcoholic drink, 2004
 
Figure 77: Attitudes towards drinking habits, by choice of alcoholic drink, 2004
 
Prospects
 
Stricter regulations likely
 
Discounters to gain further ground
 
A generally cloudy outlook for beer
 
New World wines appeal to the German palate
 
Discounters are shaping the wine market
 
Still potential in champagne and sparkling wine
 
Overall troubled prospects for spirits
 
The comeback of the cocktail may help spirits
 
FABs might just survive, but teenage drinking is set to continue
 
Forecast
 
Going soft
 
Figure 78: Forecast for German volume sales of alcoholic drinks, 2004-09
 
Alcohol loses some desirability as soft drinks sparkle
 
Grape performs better than grain
 
Sliding value
 
Figure 79: Forecast for German value sales of alcoholic drinks, at current prices, 2004-09
 
Price pressure on wines
 
Real gloom in real terms
 
Figure 80: Forecast for German value sales of alcoholic drinks, at 2004 prices, 2004-09
 
A decline of 21% may sound bad…
 
Limited economic revival will not be useful
 
[ Home ] [ Contact ] [ Site Map ]
© UBIQUICK SARL tous droits réservés