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Germany Beer Market Insights 2013

Germany beer market: Speciality beers and regional brands perform well in 2012


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2014-04-22 04:57:02 - Germany Beer Market Insights 2013 - a new market research report on companiesandmarkets.com

Increasing costs for raw material and labor and threatened export volumes pose some concerns for exporters in the Germany beer market, especially as exports to non-European countries have been established as new growth markets. Many consumers feel that national beers are quite interchangeable in taste and image, lacking in individual character.

Beer specialties and regional brands showed a positive development in 2012, in spite of a flat beer market for the second year running. 2012 was a challenging year for the beer industry in Germany as new sales opportunities were desperately needed to stabilize the beer volume. While consumers have adopted a positive outlook for the German economy, businesses are rather skeptical.

Consumer prices rose by 2% compared to 2011, while the

 

 

available income for private households increased by 2.3%. Thus, consumers were able to spend more money as their income increased above inflation level.

Overall alcohol consumption is declining in Germany and indulgence as a driver for consumption is becoming more and more important, with wine faring particularly well in 2012.Lifestyle changes have led to overall reduced alcohol consumption which is noticeable in the German beer market.

Most of the top ten brands (Krombacher, Oettinger, Bitburger, Hasseröder, Veltins, Beck´s, Warsteiner, Radeberger, Paulaner and Erdinger) showed a stable to positive development in 2012 driven by a huge amount of marketing support.

Currently eight of the top ten brewers (i.e. as opposed to brand owners) in the German market are national brewery groups and accounted for 49% of the entire beer volume.

Premium brands are searching for ways to generate volume in the contracting market. Since 2007 more and more brand producers have launched individual glass bottles to differentiate their packaging from competitors.

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