The German Beer, Cider & Pre-mixed Spirits Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185304

Pages: 81

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Beer, Cider & Pre-mixed Spirits market in Germany from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape
Why was the report written?
Marketers in the Beer, Cider & Pre-mixed Spirits market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Beer, Cider & Pre-mixed Spirits market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Beer and Ale, Cider, Flavoured Alcoholic Beverages, Lager, and Low Alcohol Beer and Lager are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Beer and Ale, Cider, Flavoured Alcoholic Beverages, Lager, and Low Alcohol Beer &Lager.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Consumption of Flavoured Alcoholic Beverages in Germany is low, particularly amongst older age groups. Consumption of Beer, Ciders, and Pre-Mixed Spirits can be strongly habitual. Flavoured Alcoholic Beverages are a recent innovation to the market and, as such, have not had the opportunity to develop loyalty among consumers in older age groups who already have an established range of preferred beverages.

Group analysis by age reveals that German Older Consumers account for over one-third of Beer, Cider, and Pre-Mixed Spirits consumption in value terms. This is almost double the consumption share of the next largest group of Mid-Lifers. Market share progressively increases with age and is lowest for the Early Young Adults age group and highest for Older Consumers. This indicates that marketing planners are likely to target marketing campaigns at higher age groups.

Germany’s urban dwellers account for double the consumption of Beer, Cider, and Pre-Mixed Spirits in value terms than rural dwellers.

Key Highlights
Market value analysis reveals that Lager alone accounts for over three-quarters of the Beer, Cider, and Pre-Mixed Spirits market in Germany in value terms. Beer and Ale is the next largest, followed by Low Alcohol Beer And Lager. This highlights the concentration of the overall market among beer products.

Brand analysis reveals that while private label penetration is the highest for Cider at 42% by volume, it is the lowest for Low Alcohol Beer & Lager. However, Low Alcohol Beer & Lager's market size is much larger than Cider and, as such; the category might attract increased interest from retailers.

German retailers such as Rewe Group, Edeka, and Metro Group account for more than half the volume sales of Beer, Cider, and Pre-Mixed Spirits. This indicates that breweries are dependent on these retailers for their product sales.

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Beer, Cider & Pre-mixed Spirits Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Beer & Ale
3.2.2 Cider
3.2.3 Flavoured Alcoholic Beverages
3.2.4 Lager
3.2.5 Low Alcohol Beer & Lager
3.3 Behavioral Trends and Market Value
3.3.1 Beer & Ale
3.3.2 Cider
3.3.3 Flavoured Alcoholic Beverages
3.3.4 Lager
3.3.5 Low Alcohol Beer & Lager
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Beer & Ale
4.1.2 Cider
4.1.3 Flavoured Alcoholic Beverages
4.1.4 Lager
4.1.5 Low Alcohol Beer & Lager
4.2 Consumer Profiles by Product Category
4.2.1 Beer & Ale
4.2.2 Cider
4.2.3 Flavoured Alcoholic Beverages
4.2.4 Lager
4.2.5 Low Alcohol Beer & Lager
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Beer, Cider & Pre-mixed Spirits Brand Choice and Private Label Consumer Penetration
5.2.1 Beer & Ale
5.2.2 Cider
5.2.3 Flavoured Alcoholic Beverages
5.2.4 Lager
5.2.5 Low Alcohol Beer & Lager
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Beer, Cider & Pre-mixed Spirits
6.1.2 Beer & Ale
6.1.3 Cider
6.1.4 Flavoured Alcoholic Beverages
6.1.5 Lager
6.1.6 Low Alcohol Beer & Lager
7 Consumption Impact: Market Valuation
7.1 Beer, Cider & Pre-mixed Spirits Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Beer, Cider & Pre-mixed Spirits Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Beer, Cider & Pre-mixed Spirits Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Beer, Cider & Pre-mixed Spirits
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Beer & Ale
8.2.2 Retail Share by Volume - Cider
8.2.3 Retail Share by Volume - Flavoured Alcoholic Beverages
8.2.4 Retail Share by Volume - Lager
8.2.5 Retail Share by Volume - Low Alcohol Beer & Lager
8.3 Profiles of End-Consumers of Beer, Cider & Pre-mixed Spirits, by Retailer Used
8.3.1 Aldi
8.3.2 Coop (DE)
8.3.3 Edeka
8.3.4 Globus
8.3.5 Metro Group
8.3.6 Norma
8.3.7 Rewe Group
8.3.8 Schwarz Group
8.3.9 Tengelmann
8.3.10 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Beer, Cider & Pre-mixed Spirits Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Germany Survey Respondent profile (weighted), 2012
Table 4: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Table 5: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2012
Table 6: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Table 9: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Table 10: Germany Beer & Ale Consumer Group Share (% market value), 2012
Table 11: Germany Cider Consumer Group Share (% market value), 2012
Table 12: Germany Flavoured Alcoholic Beverages Consumer Group Share (% market value), 2012
Table 13: Germany Lager Consumer Group Share (% market value), 2012
Table 14: Germany Low Alcohol Beer & Lager Consumer Group Share (% market value), 2012
Table 15: Germany Total Beer & Ale Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Germany Total Cider Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Germany Total Flavoured Alcoholic Beverages Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Germany Total Lager Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Germany Total Low Alcohol Beer & Lager Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Germany Beer & Ale Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Germany Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Germany Cider Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Germany Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Germany Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Germany Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Germany Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Germany Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Germany Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Germany Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Germany Beer & Ale Consumer Profiles (% consumers by sub-group), 2012
Table 31: Germany Cider Consumer Profiles (% consumers by sub-group), 2012
Table 32: Germany Flavoured Alcoholic Beverages Consumer Profiles (% consumers by sub-group), 2012
Table 33: Germany Lager Consumer Profiles (% consumers by sub-group), 2012
Table 34: Germany Low Alcohol Beer & Lager Consumer Profiles (% consumers by sub-group), 2012
Table 35: Germany Beer, Cider & Pre-mixed Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: Germany Beer & Ale Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Germany Cider Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Germany Flavoured Alcoholic Beverages Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Germany Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Germany Low Alcohol Beer & Lager Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Germany Beer, Cider & Pre-mixed Spirits: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Germany Beer & Ale: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Germany Cider: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Germany Flavoured Alcoholic Beverages: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Germany Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Germany Low Alcohol Beer & Lager: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Germany Beer, Cider & Pre-mixed Spirits Market Value (Euro million), by Category, 2012
Table 48: Germany Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 49: Germany Beer, Cider & Pre-mixed Spirits Market Volume by Category, 2012
Table 50: Germany Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Table 51: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (Euro), by Category, 2012
Table 52: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Table 53: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Household (Euro), by Category
Table 54: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Table 55: Germany Beer, Cider & Pre-mixed Spirits Market Volume (Ltr m) by Category, 2012
Table 56: Germany Beer, Cider & Pre-mixed Spirits Consumption Per Capita (Ltr ) by Category, 2012
Table 57: Germany Beer, Cider & Pre-mixed Spirits Consumption Per Household (Ltr )by Category, 2012
Table 58: Germany Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 59: Germany Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 60: Germany Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 61: Germany Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 62: Germany Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 63: Germany Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 64: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2012
Table 65: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Coop (DE) (% by Subgroup, as tracked by the Survey), 2012
Table 66: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2012
Table 67: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2012
Table 68: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 69: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2012
Table 70: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2012
Table 71: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2012
Table 72: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2012
Table 73: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2012
Figure 3: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2012
Figure 4: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2012
Figure 7: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2012
Figure 8: Germany Beer & Ale Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Germany Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Germany Cider Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Germany Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Germany Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Germany Flavoured Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Germany Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Germany Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Germany Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Germany Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Germany Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2012
Figure 19: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2012
Figure 20: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Figure 21: Germany Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 22: Germany Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 23: Germany Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 24: Germany Flavoured Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 25: Germany Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 26: Germany Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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Related research categories

By sector: Spirits, Beer (in Beer & Cider), Cider (in Beer & Cider), General drinks

By market: Germany (in Europe)