Food & Beverages

Germany Beer Market Insights Report 2015

  • CAN326804
  • 157 Pages
  • August 2015
  • Food & Beverages
Summary
After years of decline the German beer market saw a flat performance, benefiting from the FiFA world cup. Price promotions were also a major driver; an estimated 70% of Pils, the largest segment, was purchased on price promotion in off-premise. Overall the key winners were alcohol-free variants and premium-end beers. Alcohol-free beers benefited strongly from marketing campaigns around the FIFA World Cup by the sponsor brewer. At the other end of the market, specialty and seasonal beers are growing on a consumer shift to consume less but higher quality, despite price increases. The international craft beer trend and appreciation of 'beer craftsmanship' is lending weight to this trend.

Key Findings
- German beer market posted minute growth after years of decline, stimulated by the FIFA World Cup

- Specialty and seasonal beer types benefited from the consumer trend to consume less but shift to higher quality

- Alcohol-free variants also a major contributor thanks to the increasing availability of product options

- Price promotions remain a major marketing tool

Synopsis
Canadean's Germany Beer Market Insights 2015 Report provides a complete overview of the German beer industry structure offering a comprehensive insight into historical background trends, 2014 performance and 2015 outlook. Covering total market (on and off-premise) the report details:

- 2010-2014 actual detailed beer consumption volume data by segment, brand, brewer, packaging and distribution (on-/off-premise), with 2015 forecasts

- Top line production, import, export and consumption volume from 2004-2014 with forecasts for 2015

- Value by distribution channel 2010-2014, with 2015 forecasts

- 2013-2015 selected on- / off-premise retail prices

- Details of key beer new product launches in 2014 by company

- Overview of the competitive landscape in the beer market, with analysis of key company performance

- Insightful and valuable analysis of the drivers behind both current and emerging trends in the beer market

- Data is also available in excel format

ReasonsToBuy
- Gain an in-depth understanding of the dynamics and structure of the German beer industry, from the latest competitive intelligence of both historical and forecast trends to enhance your corporate strategic planning

- Evaluate the current emerging trends and future growth opportunities in the German beer market to support your brand development and marketing initiatives

- Understand volume vs value trends and identify the key growth opportunities across the super-premium, premium, mainstream and discount segments to best target profitability

- Analyse domestic and imported beer brand performance and determine the key trends driving consumption preference to develop a competitive advantage

- Interrogate the unique granularity of our data to analyse the market on a variety of levels to make well-informed decisions on future threats and growth prospects in the marketplace for your company

- Use our new powerpoint add-on to quickly absorb a succinct Summary of the key trends in the German beer market

- View a selection of the key 2014 product launches and identify competitor activity and product innovation and differentiation prospects
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