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Germany Beer Market Insights 2013

Published By :

Canadean

Published Date : Jul 2013

Category :

Alcoholic Beverages

No. of Pages : 202 Pages


Product Synopsis

A detailed market research report on the Germany beer industry.  Researched and published by Canadean.

Introduction and Landscape

Why was the report written?

This report comprises of high level market research data on the Germany beer industry, published by Canadean.   The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing. 

What is the current market landscape and what is changing?

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.

What are the key drivers behind recent market changes?

Increasing costs for raw material and labor and threatened export volumes pose some concerns for exporters, 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.

What makes this report unique and essential to read?

The Germany Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced \'on-the-ground\' industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and Benefits

  • This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Germany Beer industry. Data includes volumes from 2008 to 2012 plus forecasts for 2013, enabling historical and current trend analysis.
  • This report provides readers with in-depth market segmentation:  mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
  • This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.
  • This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for major brewers
  • This report provides distribution channel data (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, multi-serve vs single serve.  Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.

Key Market Issues

  • Thanks to a robust German industry and stable private consumption the country endured the crisis with comparatively small damage. The federal constitutional court ruled in 2012 that Germany will participate in the permanent Euro rescue fund with an additional €190 bn.
  • 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.
  • Local breweries do exceptionally well in connecting with their customers; offering a higher perceived value (i.e. specialty beers) and have been a significant driver for innovation.
  • Especially in urban regions, the lifestyle has become more active, hectic and mobile. The meals and beverages consumed at home are decreasing as long-term consumption shifts to \'on the go\' and on-premise outlets.

Key Highlights

  • Wheat beer, now accounting for almost 10% of beer volume in Germany, saw a positive development in 2012 and outperformed the 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.
  • The average beer price in both on and off-premise channels increased in 2012. The premium prices of specialty beers, small price increases from some brands and rising costs for on-premise operators led to an overall price increase of 3%
Table of Content

Canadean Germany Beer Market Insights Report 2013
Executive Summary
Section 1 Market Context

MARKET CONTEXT
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation

MARKET PARAMETER TABLES
Table - Population Size and Growth, 1984-2015F
Table -West Europe Population Size and Growth, 2002-2013F
Table - Economic Indicators, 2004-2014F
Table - WestEurope Commercial Beverage Consumption - Per Capita, 2002-2013F
Table - WestEurope Commercial Beverage Consumption - Per Capita, % Share, 2002-2013F
Table -West Europe Beverage Consumption Per Capita, Growth, 2003-2013F

LEGISLATION AND TAXATION TABLES
Table 1.5.1 - Taxation Base
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2012
Section 2 Market Background Briefing

MARKET BACKGROUND BRIEFING
Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Section 3 Market Update

MARKET UPDATE
Beer Key Facts
Market Size
Growth
Market Value
Segmentation 2012
Distribution 2012
Packaging 2012

MARKET COMMENTARY
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2010-2012
Top 10 International Premium and Superpremium Beer Brands - Volume, 2010-2012
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importer, 2012
Market Structure
Brewers
Chart - Consumption by Pack Material/Type, 2012
Packaging Trends
Chart - Distribution by Channel, 2012
Chart - Consumption by Price Segment, 2012
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2011-2013F
Distribution Trends

DISTRIBUTION AND PRICING TABLES
Table 3.4.1 - Outlet Universe for Beer, Number/% Share, 2009-2012
Table 3.4.2 - Outlet Universe for Beer By Turnover - Value/% Share, 2009-2012
Table 3.7 - Leading Retail Groups for Beer, 2012
Table 3.8A - Leading Distributors/Drinks Wholesalers
Table 3.8B - Leading Beer Importers, 2012
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2011-2013
Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2011-2013

DATA TABLES
Commercial Beverage Consumption Per Capita, Litres, 2002-2013F
Commercial Beverage Consumption Per Capita, % Share, 2002-2013F
Commercial Beverage Consumption Per Capita, Growth, 2002-2012
Commercial Beverage Consumption, Million Litres, 2002-2013F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Beer Production/Trade/Consumption, 2002-2013F
Beer Production/Trade/Consumption, Growth, 2002-2013F
Consumption of FABs and Cider, 2000-2013F
Beer Foreign Trade by Country (Imports), 2009-2013F
Beer Foreign Trade by Country (Exports), 2009-2013F
Beer Market Valuation (Local Currency), 2011-2013F
Beer Consumption by Local Definition, 2009-2013F
Beer Consumption by Standard Price Segmentation, 2009-2013F
Beer Consumption by Alcoholic Strength, 2009-2013F
Beer Consumption by Type, 2009-2013F
Beer Consumption by Geographic Scope, 2009-2013F
Beer All Trademarks, 2008-2012
Beer Brands by Local Definition, 2008-2012
Beer Brands by Standard Price Segment, 2008-2012
Beer Brands by Alcoholic Strength, 2008-2012
Beer Brands by Type, 2008-2012
Beer Imported Brands by Origin, 2008-2012
Beer Licensed Brands, 2008-2012
Beer Private Label Brands, 2008-2012
Beer Trademark Owners, 2008-2012
Beer Local Operators, 2008-2012
Beer Leading Brewers/Importers, 2008-2012
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F
Section 4 Brewer Profiles

BREWER PROFILES

A-BINBEV GERMANY
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- A-BinBev Germany Full Brand List, ABV%, Pack Type
Table- A-BinBev Germany Brand Volumes, 2008-2012

AUGUSTINER BRAU WAGNER KG
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table- AugustinerBrau Full Brand List, ABV%, Pack Type
Table- Augustiner Brand Volumes, 2008-2012

BADISCHE STAATSBRAUEREI ROTHAUS AG
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table- Breweries, Capacity, 000s HL
Table- BadischeStaatsbrauereiRothausFull Brand List, ABV%, Pack Type
Table- BadischeStaatsbrauereiRothaus Brand Volumes, 2008-2012

BITBURGER GRUPPE
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- BitburgerGruppe Full Brand List, ABV%, Pack Type
Table- BitburgerGruppe Brand Volumes, 2008-2012

BRAU HOLDING INTERNATIONAL GmbH andCo.KGaA
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- Brau Holding International Full Brand List, ABV%, Pack Type

ERDINGER WEISSBRAU
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- Erdinger Full Brand List, ABV%, Pack Type
Table- Erdinger Brand Volumes, 2008-2012

FRANKFURTER BRAUHAUS GMBH
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- Frankfurter Brauhaus Full Brand List, ABV%, Pack Type
Table- Frankfurter Brauhaus Brand Volumes, 2008-2012

KULMBACHER BRAUEREI GRUPPE AG
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- KulmbacherBrauereiGruppeFull Brand List, ABV%, Pack Type
Table- KulmbacherBrauereiBrand Volumes, 2008-2012

PAULANER GMBH and CO KG
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- Paulaner GmbHFull Brand List, ABV%, Pack Type
Table- PaulanerBrand Volumes, 2008-2012

KARLSBERG BRAUEREI
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- KarlsbergBrauereiFull Brand List, ABV%, Pack Type
Table- KarlsbergBrand Volumes, 2008-2012

CARLSBERG DEUTSCHLAND
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- Carlsberg DeutschlandFull Brand List, ABV%, Pack Type
Table- Carlsberg DeutschlandBrand Volumes, 2008-2012

KROMBACHER BRAUEREI BERNHARD SCHADEBERG GMBH and CO KG
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- KrombacherBrauereiFull Brand List, ABV%, Pack Type
Table- KrombacherBrauereiBrand Volumes, 2008-2012

OETTINGER BRAUEREI GMBH
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- Oettinger BierFull Brand List, ABV%, Pack Type
Table- Oettinger BierBrauhausBrand Volumes, 2008-2012

RADEBERGER GRUPPE KG
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- RadebergerGruppeFull Brand List, ABV%, Pack Type
Table- RadebergerGruppeBrand Volumes, 2008-2012

BRAUEREI C and A VELTINS GMBH and CO. KG
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- Brauerei C and A Full Brand List, ABV%, Pack Type
Table- C and A VeltinsBrand Volumes, 2008-2012

WARSTEINER GRUPPE (HAUS CRAMER)
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table- Breweries, Capacity, 000s HL
Table- WarsteinerGruppeFull Brand List, ABV%, Pack Type
Table- WarsteinerGruppe (Haus Cramer)Brand Volumes, 2008-2012
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map

List of Table

Table - Population Size and Growth, 1984-2015F
Table -West Europe Population Size and Growth, 2002-2013F
Table - Economic Indicators, 2004-2014F
Table - WestEurope Commercial Beverage Consumption - Per Capita, 2002-2013F
Table - WestEurope Commercial Beverage Consumption - Per Capita, % Share, 2002-2013F
Table -West Europe Beverage Consumption Per Capita, Growth, 2003-2013F
Table 1.5.1 - Taxation Base
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2012
Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Table 2.4 - Leading Distributors/Drinks Wholesalers, 2012
Table 3.4.1 - Outlet Universe for Beer, Number/% Share, 2008-2012
Table 3.4.2 - Outlet Universe for Beer by Turnover, Value/% Share, 2008-2012
Table 3.7 - Leading Retail Groups
Table 3.8B - Leading Beer Importers, 2012
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2011-2013
Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2011-2013
Commercial Beverage Consumption Per Capita, Litres, 2002-2013F
Commercial Beverage Consumption Per Capita, % Share, 2002-2013F
Commercial Beverage Consumption Per Capita, Growth, 2002-2012
Commercial Beverage Consumption, Million Litres, 2002-2013F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Beer Production/Trade/Consumption, 2002-2013F
Beer Production/Trade/Consumption, Growth, 2002-2013F
Consumption of FABs and Cider, 2000-2013F
Beer Foreign Trade by Country (Imports), 2009-2013F
Beer Foreign Trade by Country (Exports), 2009-2013F
Beer Market Valuation (Local Currency), 2011-2013F
Beer Consumption by Local Definition, 2009-2013F
Beer Consumption by Standard Price Segmentation, 2009-2013F
Beer Consumption by Alcoholic Strength, 2009-2013F
Beer Consumption by Type, 2009-2013F
Beer Consumption by Geographic Scope, 2009-2013F
Beer All Trademarks, 2008-2012
Beer Brands by Local Definition, 2008-2012
Beer Brands by Standard Price Segment, 2008-2012
Beer Brands by Alcoholic Strength, 2008-2012
Beer Brands by Type, 2008-2012
Beer Imported Brands by Origin, 2008-2012
Beer Licensed Brands, 2008-2012
Beer Private Label Brands, 2008-2012
Beer Trademark Owners, 2008-2012
Beer Local Operators, 2008-2012
Beer Leading Brewers/Importers, 2008-2012
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2009-2013F
Beer Distribution: On-Premise v Off-Premise, 2009-2013F

List of Chart

Chart - Leading Brewers/Importer, 2012
Chart - Consumption by Pack Material/Type, 2012
Chart - Distribution by Channel, 2012
Chart - Consumption by Price Segment, 2012

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