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

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

Published: October 2013
Publisher: Canadean Ltd
Product ref: 185304
Pages: 81
Format: PDF
Delivery: By product vendor

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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.

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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)

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