Beer Market in Germany - Market Research 2015-2019

Market outlook of the German beer market

Beer is the most consumed alcoholic beverage and is associated with culture and tradition in Germany. The market witnessed positive growth during 2014 due to the victory in the football world cup. Technavio’s market research analyst predicts the beer market in Germany to attain a market value of around USD 43 billion by the end of 2019.

The beer industry is however facing declining consumption amidst the increasing production. The current excess production capacity is around 35% with the brewers depending mostly on export and branching out into other new product categories. Moreover, the changing consumer demographic and rising health consciousness among the consumers is also expected to affect the market growth of beer in Germany.

Competitive landscape and key vendors

The beer market in Germany is highly fragmented with vendors competing on the basis of price, quality, innovation, service, reputation, distribution, and promotion. The German beer market is expected to witness an increased number of mergers during the forecast period. The research report also projects that the German brewers are likely to invest in the purity and quality of beer, which would increase the prices of the products.

The top five vendors in the market are –

• Anheuser-Busch
• Bitburger Braugruppe
• Krombacher
• OETTINGER
• Radeberger

Other prominent vendors in the market include Beck's Brewery, Birra Menabrea, Bitburger Brewery, Budweiser Budvar, Cesu Alus, Chimay Brewery, Diageo, Erdinger, Forst, Krombacher Brauerei, Molson Coors, Oakleaf Brewery, Paulaner Brewery, Pivovarna Laško, Royal Unibrew, Švyturys, The Brew Company, Veltins, and Warsteiner.

Product segmentation and analysis of the beer market in Germany

• Standard lager
• Premium lager
• Specialty beer
• Low alcohol
• Ales and stouts

Standard lager dominated the beer market in Germany in terms of both volume and revenue during 2014. However, the research report predicts the standard lager segment to lose its market share to other segments during the forecast period.

Segmentation by packaging and analysis of the German beer market

• Glass
• Draught
• PET bottles
• Metal

The refillable glass is the most popular packaging material in the German beer market. The refillable glass packages are made from recyclable glass bottles, thereby reducing raw material and energy consumption.

Segmentation by distribution and analysis of the German beer market

• On-trade
• Off-trade

Off-trade accounts for the largest market share due to the increased consumption of beer at home. The rise in taxes and the high price of beer in the on-trade segment has also contributed to the growth of this segment. The off-trade segment is further classified as supermarket/hypermarket, specialist retailers, and convenience stores.

Growth drivers, challenges, and upcoming trends: Popularity of craft beer

Upcoming trends such as craft beer is gaining popularity with the increase in the variety of beer and microbreweries. The demand is mostly from the young urban population in Germany. For instance, there are approximately 1,300 breweries involved in making a total of 5,000 varieties of beer. The rise in the demand for the craft beer in Germany is highly influenced by the US. Lemke, a brewing company in Berlin, is adopting American-styled logos to promote its beer.

This research report provides a number of factors contributing to the adoption, limitations, and opportunities of the beer market in Germany. It also offers an analysis of each factor and an estimation of the extent to which the factors are likely to impact the overall market growth.

Key questions answered in the report include

• What will the market size and the growth rate be in 2019?
• What are the key factors driving the beer market in Germany?
• What are the key market trends impacting the growth of the beer market in Germany?
• What are the challenges to market growth?
• Who are the key vendors in this market space?
• What are the market opportunities and threats faced by the vendors in the beer market in Germany?
• What are the key outcomes of the five forces analysis of the beer market in Germany?

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