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Germany Cider Market Insights 2013

Published By :

Canadean

Published Date : Aug 2013

Category :

Alcoholic Beverages

No. of Pages : 78 Pages


Product Synopsis

Comprising of textual analysis and data tables, this in-depth and exclusive country report from Canadean provides a comprehensive view of the cider industry structure including analysis and profiles on trade mark owners and local operators. Brand volumes and market share are given by price segment, alcoholic strength and type. Consumption volumes are provided by pack mix (type, material, refill ability, pack size) and distribution channel (on- and off-premise). Other information includes market valuation/pricing data and new products are identified. All supported by market commentary.

Introduction and Landscape

Why was the report written?
The 2013 Germany Cider Market Insights report is a high level market research report on the German cider industry. Published by Canadean, this report provides an excellent way of gaining an in-depth understanding of the dynamics and structure of the market. The report covers total market (on- and off-premise) and includes valuable insight and analysis on cider market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?
The category has started to become more dynamic as new consumer groups are sought. In 2012 mixed cider beverages managed to attract a younger, more urban demographic. It is noteworthy that new cider products have been launched outside the core cider region. These new products are pure ciders often inspired by those from Scandinavia and the UK. 

What are the key drivers behind recent market changes?
The launch of new products further broadens the perception of cider in Germany ranging from traditional, sometimes even old fashioned for some regional brands in the Rhine-main region to modern and hip for new lifestyle variants. Additionally, due to the unfavorable weather in 2012, consumption occasions of traditional cider were scarce.

What makes this report unique and essential to read?
The Germany Cider Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the cider market. The report provides a much more granular and detailed data set than our competitors.

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 cider market.
  • This report provides readers with in-depth data on market segmentation: mainstream, premium, super premium, discount; alcoholic strength; 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 selected company profiles.
  • 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. Market valuation data and selected pricing data are also included.

Key Market Issues

  • 2012 was a rather mediocre year for cider due to the unfavorable weather which highly impacted category growth through the limitation of consumption occasions. 
  • The German cider market is driven by pure, apple cider primarily consumed in the core cider region. This segment holds almost 94% of the volume. 
  • PL products will always have a consumer base; however, growth opportunities are scarce as increasing commodity prices further diminish the price advantage and with consumers seeking more innovative lifestyle products.
  • Limited marketing support for traditional and imported brands is seen.
  • While the weather was less influential for on-premise development, 500cl cans (party kegs) clearly fell short on expectations due to the rainy and rather cold summer.

Key Highlights

  • The innovativeness of cider producers is expected to further drive the category's development in the challenging environment of decreasing alcohol consumption. 
  • Cider finally shook off its dated image and managed to attract new consumer groups.
  • Additionally, distribution is further developed with innovative and new products being available in outlets (especially on-premise) that would not even consider selling traditional cider.
  • Cider mixes benefit from the fact that their consumers are more diverse. While traditional cider is often consumed by middle-age or older consumers, cider mixes are able to attract younger consumers and consumers that do not like the rather sour taste of traditional cider. 
  • It is quite noteworthy that the German market consists of a high number of local cider producers, which together account for a market share of 21%. Individually however these producers are only producing small volumes.
Table of Content

Section 1 Market Update
KEY FACTS 

  • Market Size 
  • Growth 
  • Market Value 
  • Distribution 2012 

MARKET COMMENTARY

  • Current and Emerging Trends 
  • Outlook 
  • Imports and Exports 
  • Segmentation 

BRANDS

  • Top 10 Cider Brands - Volume, 2010-2012 
  • Top 10 International Premium and Super premium Cider Brands - Volume, 2010-2012 
  • Brand Analysis 
  • Private Label/Private Label Producers 
  • New Products Activity 

INDUSTRY STRUCTURE

  • Chart - Leading Brewers/Importers, 2012 
  • Market Structure 
  • Cider Producers/Importers 

PACKAGING

  • Chart - Consumption by Pack Material/Type, 2012 
  • Packaging Trends 

CHANNEL ANALYSIS

  • Chart - Distribution by Channel, 2012 
  • Chart - Consumption by Price Segment, 2012 
  • Market Valuation and Pricing 
  • Cider Market Valuation (Local Currency), 2011-2013F 
  • Distribution Trends 
LEGISLATION AND TAXATION TABLES

  • Table 1.2.1 - Taxation Base 
  • Table 1.2.3 - Legal Controls on Cider 

PRICING TABLES

  • Table 1.3.1 - Selected Consumer Cider Prices: Off-Premise, 2011-2013 
  • Table 1.3.2 - Selected Consumer Cider 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 
  • Cider Production/Trade/Consumption - Growth, 2006-2013F 
  • Consumption of FABs and Cider, 2002-2013F 
  • Cider Market Valuation (Local Currency), 2011-2013F 
  • Cider Consumption by Local Definition, 2009-2013F. 
  • Cider Consumption by Standard Price Segmentation, 2009-2013F 
  • Cider Consumption by Alcoholic Strength, 2009-2013F 
  • Cider Consumption by Type, 2009-2013F 
  • Cider Consumption by Geographic Scope, 2009-2013F 
  • Cider All Trademarks, 2008-2012 
  • Cider Brands by Local Definition, 2008-2012 
  • Cider Brands by Standard Price Segment, 2008-2012 
  • Cider Brands by Alcoholic Strength, 2008-2012 
  • Cider Brands by Type, 2008-2012 
  • Cider Imported Brands by Origin, 2008-2012 
  • Cider Private Label Brands, 2008-2012 
  • Cider Trademark Owners, 2008-2012 
  • Cider Local Operators, 2008-2012 
  • Cider Leading Brewers/Importers, 2008-2012 
  • Cider Consumption by Pack Mix: Refill ability/Type/Pack/Size, 2009-2013F 
  • Cider Distribution: On vs. Off Premise, 2009-2013F 
Section 2 Brewer Profiles

BREWER PROFILES

  • KELTEREI POSSMANN GmbH and Co KG 
  • Kelterei Possmann KG Brand Volumes, 2008-2012 
  • RAPP'S KELTEREI GmbH 
  • Rapp's Kelterei GmbH Brand Volumes, 2008-2012 
  • KELTEREI HEIL OHG 
  • Kelterei Heil OHG Brand Volumes, 2008-2012 
  • KELTEREI WILHELM HOEHL HOCHSTADT GmbH and Co KG 
  • Kelterei Wilhelm Hoehl Brand Volumes, 2008-2012 
Methodology

  • Beer and Cider Attributes Definitions 
  • Product Definitions 
  • Packaging Definitions 
  • Glossary 
  • Map

List of Table


Table 1: Cider Key Facts
Table 2: Top 10 Cider Brands - Volume, 2010-2012
Table 3: Top 10 International Premium and Superpremium Cider Brands - Volume, 2010-2012
Figure 1: Cider Leading Brewers/Importers, 2012
Figure 2: Cider Consumption by Pack Material/Type, 2012
Figure 3: Cider Distribution by Channel, 2012
Figure 4: Cider Consumption by Price Segment, 2012
Table 4: Cider Market Valuation (Local Currency), 2011-2013F
Table 5: - Taxation Base
Table 6: - Legal controls on Beer
Table 7: Selected Consumer Cider Prices: Off-Premise, 2011-2013
Table 8: Selected Consumer Cider Prices: On-Premise, 2011-2013
Table 9: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F
Table 10: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 11: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 12: Commercial Beverage Consumption - Million Liters, 2002-2013F
Table 13: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F
Table 14: Cider Production/Trade/Consumption, 2002-2013F
Table 15: Cider Production/Trade/Consumption - Growth, 2002-2013F
Table 16: Consumption of FABs and Cider, 2002-2013F
Table 17: Cider Market Valuation (Local Currency), 2011-2013F
Table 18: Cider Consumption by Local Definition, 2009-2013F
Table 19: Cider Consumption by Standard Price Segmentation, 2009-2013F
Table 20: Cider Consumption by Alcoholic Strength, 2009-2013F
Table 21: Cider Consumption by Type, 2009-2013F
Table 22: Cider Consumption by Geographic Scope, 2009-2013F
Table 23: Cider All Trademarks, 2008-2012
Table 24: Cider Brands by Local Definition, 2008-2012
Table 25: Cider Brands by Standard Price Segment, 2008-2012
Table 26: Cider Brands by Alcoholic Strength, 2008-2012
Table 27: Cider Brands by Type, 2008-2012
Table 28: Imported Brands by Origin, 2008-2012
Table 29: Cider Private Label Brands, 2008-2012
Table 30: Cider Trademark Owners, 2008-2012
Table 31: Cider Local Operators, 2008-2012
Table 32: Cider leading Brewers/Importers, 2008-2012
Table 33: Cider Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F
Table 34: Cider Distribution: On vs Off Premise, 2009-2013F
Table 35: Kelterei Possmann KG Brand Volumes 2008-2012
Table 36: Rapp's Kelterei GmbH Brand Volumes 2008-2012
Table 37: Kelterei Heil OHG Brand Volumes 2008-2012
Table 38: Kelterei Wilhelm Hoehl Brand Volumes 2008-2012

List of Chart


Figure 1: Cider Leading Brewers/Importers, 2012
Figure 2: Cider Consumption by Pack Material/Type, 2012
Figure 3: Cider Distribution by Channel, 2012
Figure 4: Cider Consumption by Price Segment, 2012

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