Country Profile: Spirits Sector in Germany

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Published: August 31, 2017 Report Code: CS4763MF-ST

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GlobalData’s "Country Profile: Spirits Sector in Germany", provides insights on high growth markets to target, trends in the usage of packaging materials, category level distribution channel data and market share of brands.

The Spirits sector in Germany is driven by increasing disposable income level among consumers which is empowering them to trade up within the Spirits sector in the country. Of all the markets, Liqueurs is the largest in value terms, while Brandy is forecast to register the fastest growth during 2016-2021. Hypermarkets & Supermarkets is the leading channel for distribution of Spirits in the country. Glass is the most commonly used package material in the sector, while Rigid Plastics is forecast to register the fastest growth during 2016-2021. Nordbrand Nordhausen, Bacardi, and Mast-Jägermeister are the leading market players in the German Spirits sector.

What else is contained?
– Market data: Overall market value and volume data with growth analysis for 2011-2021. The overall market value and volume included in the report is split on the basis of On-trade and Off-trade
– Category coverage: Value and growth analysis for Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, and Whiskey with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
– Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
– Distribution data: Percentage of sales within each market through distribution channels such as On-trade, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others
– Packaging data: consumption breakdown for package materials and pack types in each market, in terms of percentage share of number of units sold. Package material data for Glass, Flexible Packaging, Rigid Metal and others; pack type data for: Bottle and Stand Up Pouch.

Scope

– The Spirits sector in Germany is forecast to grow at 1.9% CAGR in value terms during 2016-2021

– The Brandy market is forecast to register the fastest growth during 2016-2021

– Hypermarkets & Supermarkets accounted for the leading share in the distribution of Spirits in Germany

– Asbach – Uralt is the leading brand in the German Brandy market

– Glass is the most commonly used package material in the German Spirits sector.

Reasons to Buy

– Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

– Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

– Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

– Access the key and most influential consumer trends driving Spirits consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

– Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

– The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector

– Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.

Arcus AS
Asbach GmbH
Bacardi Limited
Davide Campari-Milano S.p.A.
Diageo plc
Eckes AG
Nordbrand Nordhausen GmbH
Pernod Ricard S.A.
SPI Group Limited
Waldemar Behn Gmbh

Table of Contents

1. Report Scope 1

2. Executive summary 2

3. Germany in the global and regional context 3

3.1. Germany’s share in the Global and Western European Spirits sector 3

3.2. Germany compared to other leading countries in Western Europe 4

4. Market size analysis – Spirits sector 5

4.1. Value and volume analysis – Spirits sector in Germany 5

4.2. Per capita consumption – Germany compared to Western Europe and globally 6

4.3. Extent to which consumers are trading up/down 7

4.4. Value and volume analysis of markets in the Spirits sector 8

4.5. Growth analysis by markets 9

5. Market and category analysis 10

5.1. Per capita consumption analysis by markets 10

5.2. Market analysis: Brandy 11

5.3. Market analysis: Gin & Genever 13

5.4. Market analysis: Liqueurs 14

5.5. Market analysis: Rum 16

5.6. Market analysis: Specialty Spirits 18

5.7. Market analysis: Tequila & Mezcal 20

5.8. Market analysis: Vodka 21

5.9. Market analysis: Whiskey 23

6. Distribution analysis 25

6.1. Distribution channel share analysis: Spirits 25

6.2. Distribution channel share analysis: Brandy 26

6.3. Distribution channel share analysis: Gin & Genever 27

6.4. Distribution channel share analysis: Liqueurs 28

6.5. Distribution channel share analysis: Rum 29

6.6. Distribution channel share analysis: Specialty Spirits 30

6.7. Distribution channel share analysis: Tequila & Mezcal 31

6.8. Distribution channel share analysis: Vodka 32

6.9. Distribution channel share analysis: Whiskey 33

7. Competitive landscape 34

7.1. Brand share analysis by sector 34

7.2. Brand share analysis by markets 40

7.3. Brand share analysis by category 54

7.3.1. Brandy 54

7.3.2. Liqueurs 56

7.3.3. Rum 59

7.3.4. Specialty Spirits 61

7.3.5. Vodka 62

7.3.6. Whiskey 64

7.4. Private label share analysis 66

8. Packaging analysis 68

8.1. Packaging share and growth analysis by package material 68

8.2. Packaging share analysis by package material 69

8.3. Packaging share and growth analysis by pack type 70

8.4. Packaging share analysis by pack type 71

8.5. Packaging share and growth analysis by closure type 72

8.6. Packaging share analysis by closure type 73

8.7. Packaging share and growth analysis by primary outer type 74

8.8. Packaging share analysis by primary outer type 75

9. Macroeconomic analysis 76

9.1. GDP per Capita 79

9.2. Population and population growth 80

9.3. Consumer Price Index 81

9.4. Population breakdown by age 82

10. Consumergraphics 83

10.1. Consumption by Gender 83

10.2. Consumption by Age 84

10.3. Consumption by Education 85

10.4. Consumption by Degree of Urbanization 86

11. Methodology 87

12. Definitions 88

13. Appendix 92

14. About GlobalData 106

15. Disclaimer 107

16. Contact Us 108

Table

List of Tables

Table 1: Volume share of Germany in the global and Western Europe Spirits sector, 2011-2021 3

Table 2: Growth analysis by markets, 2016-2021 9

Table 3: Value analysis by of Brandy market categories, 2011-2021 12

Table 4: Volume analysis of Brandy market by categories, 2011-2021 12

Table 5: Value analysis of Liqueurs market by categories, 2011-2021 15

Table 6: Volume analysis of Liqueurs market by categories, 2011-2021 15

Table 7: Value analysis by of Rum market categories, 2011-2021 17

Table 8: Volume analysis of Rum market by categories, 2011-2021 17

Table 9: Value analysis of Speciality Spirits market by categories, 2011-2021 19

Table 10: Volume analysis of Speciality Spirits market by categories, 2011-2021 19

Table 11: Value analysis by of Vodka market categories, 2011-2021 22

Table 12: Volume analysis of Vodka market by categories, 2011-2021 22

Table 13: Value analysis of Whiskey market by categories, 2011-2021 24

Table 14: Volume analysis of Whiskey market by categories, 2011-2021 24

Table 15: Brand Volume – Spirits sector, 2016 35

Table 16: Brand Volume – Brandy market, 2016 40

Table 17: Brand Volume – Gin & Genever market, 2016 42

Table 18: Brand Volume – Liqueurs market, 2016 43

Table 19: Brand Volume – Rum market, 2016 45

Table 20: Brand Volume – Specialty Spirits market, 2016 47

Table 21: Brand Volume – Tequila & Mezcal market, 2016 49

Table 22: Brand Volume – Vodka market, 2016 50

Table 23: Brand Volume – Whiskey market, 2016 52

Table 24: Brand Volume – Armagnac category 54

Table 25: Brand Volume – Cognac category 54

Table 26: Brand Volume – Fruit Brandy category 54

Table 27: Brand Volume – Other Grape Brandy category, 2016 55

Table 28: Brand Volume – Bitters category, 2016 56

Table 29: Brand Volume – Cream Liqueurs category, 2016 56

Table 30: Brand Volume – Fruit Liqueurs category, 2016 56

Table 31: Brand Volume – Other Liqueurs category, 2016 57

Table 32: Brand Volume – Dark Rum category, 2016 59

Table 33: Brand Volume – Light Rum category, 2016 59

Table 34: Brand Volume – Ouzo category, 2016 61

Table 35: Brand Volume – Raki category, 2016 61

Table 36: Brand Volume – Other Specialty Spirits category, 2016 61

Table 37: Brand Volume – Flavored Vodka category, 2016 62

Table 38: Brand Volume – Unflavored Vodka category, 2016 63

Table 39: Brand Volume – American Whiskey category, 2016 64

Table 40: Brand Volume – Canadian Whiskey category, 2016 64

Table 41: Brand Volume – Irish Whiskey category, 2016 64

Table 42: Brand Volume – Scotch Whisky category, 2016 65

Table 43: Brand Volume – Other Whiskey category, 2016 65

Table 44: Consumption of Spirits by gender and markets (Million Liters, 2016) 83

Table 45: Consumption of Spirits by age and markets (Million Liters, 2016) 84

Table 46: Consumption of Spirits by education and markets (Million Liters, 2016) 85

Table 47: Consumption of Spirits by degree of urbanization and markets (Million Liters, 2016) 86

Table 48: Market Definitions 88

Table 49: Category Definitions 89

Table 50: Channel Definitions 91

Table 51: Market Value for Brandy – by category (€ Million) 2011-2021 92

Table 52: Market Value for Brandy – by category (US$ Million) 2011-2021 92

Table 53: Market Volume for Brandy – by category (Million Liters) 2011-2021 93

Table 54: Market Value for Liqueurs – by category (€ Million) 2011-2021 93

Table 55: Market Value for Liqueurs – by category (US$ Million) 2011-2021 94

Table 56: Market Volume for Liqueurs – by category (Million Liters) 2011-2021 94

Table 57: Market Value for Rum – by category (€ Million) 2011-2021 95

Table 58: Market Value for Rum – by category (US$ Million) 2011-2021 95

Table 59: Market Volume for Rum – by category (Million Liters) 2011-2021 96

Table 60: Market Value for Specialty Spirits – by category (€ Million) 2011-2021 96

Table 61: Market Value for Specialty Spirits – by category (US$ Million) 2011-2021 97

Table 62: Market Volume for Specialty Spirits – by category (Million Liters) 2011-2021 97

Table 63: Market Value for Vodka – by category (€ Million) 2011-2021 98

Table 64: Market Value for Vodka – by category (US$ Million) 2011-2021 98

Table 65: Market Volume for Vodka – by category (Million Liters) 2011-2021 98

Table 66: Market Value for Whiskey – by category (€ Million) 2011-2021 99

Table 67: Market Value for Whiskey – by category (US$ Million) 2011-2021 99

Table 68: Market Volume for Whiskey – by category (Million Liters) 2011-2021 100

Table 69: Components of change – by Market 101

Table 70: Spirits Sales Distribution in Germany – by Markets (Million Liters), 2016 102

Table 71: Package Material (in Million pack units) 102

Table 72: Pack Type (in Million pack units) 103

Table 73: Closure Type (in Million pack units) 103

Table 74: Primary Outer Type (in Million pack units) 103

Table 75: Exchange Rates: (US$-€), 2011-2021 104

Table 76: GDP Per Capita (€) 104

Table 77: Population 104

Table 78: Consumer Price Index 104

Table 79: Age Profile (Millions of Persons) 105

Figures

List of Figures

Figure 1: Germany compared to other top four countries in Western Europe – market size, growth, and competitive landscape 4

Figure 2: Market size analysis by value and volume, Spirits sector, 2011-2021 5

Figure 3: Per capita consumption* in Germany compared to global and Western European average, 2011-2021 6

Figure 4: Degree of trading up/down in the German Spirits sector, 2015-2016 7

Figure 5: Value and volume growth analysis by markets, 2016-2021 8

Figure 6: Per capita consumption* (by markets) in Germany compared to global and Western European average, 2016 10

Figure 7: Value and volume growth analysis, Brandy market, 2011-2021 11

Figure 8: Value and volume growth analysis, Gin & Genever market, 2011-2021 13

Figure 9: Value and volume growth analysis, Liqueurs market, 2011-2021 14

Figure 10: Value and volume growth analysis, Rum market, 2011-2021 16

Figure 11: Value and volume growth analysis, Specialty Spirits market, 2011-2021 18

Figure 12: Value and volume growth analysis, Tequila & Mezcal market, 2011-2021 20

Figure 13: Value and volume growth analysis, Vodka market, 2011-2021 21

Figure 14: Value and volume growth analysis, Whiskey market, 2011-2021 23

Figure 15: Distribution channel share (Volume), Spirits, 2011-2016 25

Figure 16: Distribution channel share (Volume), Brandy market, 2011-2016 26

Figure 17: Distribution channel share (Volume), Gin & Genever market, 2011-2016 27

Figure 18: Distribution channel share (Volume), Liqueurs market, 2011-2016 28

Figure 19: Distribution channel share (Volume), Rum market, 2011-2016 29

Figure 20: Distribution channel share (Volume), Specialty Spirits market, 2011-2016 30

Figure 21: Distribution channel share (Volume), Tequila & Mezcal market, 2011-2016 31

Figure 22: Distribution channel share (Volume), Vodka market, 2011-2016 32

Figure 23: Distribution channel share (Volume), Whiskey market, 2011-2016 33

Figure 24: Leading brands in the German Spirits sector, volume share, 2016 34

Figure 25: Leading brands in the Brandy market, volume share, 2016 40

Figure 26: Leading brands in the Gin & Genever market, volume share, 2016 42

Figure 27: Leading brands in the Liqueurs market, volume share, 2016 43

Figure 28: Leading brands in the Rum market, volume share, 2016 45

Figure 29: Leading brands in the Specialty Spirits market, volume share, 2016 47

Figure 30: Leading brands in the Tequila & Mezcal market, volume share, 2016 49

Figure 31: Leading brands in the Vodka market, volume share, 2016 50

Figure 32: Leading brands in the Whiskey market, volume share, 2016 52

Figure 33: Private label penetration by markets (volume terms), 2016 66

Figure 34: Growth analysis, private label and brands, (2011-2016) 67

Figure 35: Packaging share and growth analysis by package material, 2011-2021 68

Figure 36: Use of package material by markets (in pack units), 2016 69

Figure 37: Packaging share and growth analysis by pack type, 2011-2021 70

Figure 38: Use of pack type by markets (in pack units), 2016 71

Figure 39: Packaging share and growth analysis by closure type, 2011-2021 72

Figure 40: Use of closure type by markets (in pack units), 2016 73

Figure 41: Packaging share and growth analysis by primary outer type, 2011-2021 74

Figure 42: Use of primary outer type by markets (in pack units), 2016 75

Figure 43.1: Relative comparison of countries based on PEST analysis 76

Figure 44: Germany’s GDP per capita, 2011-2016 79

Figure 45: Population growth in Germany, 2011-2016 80

Figure 46: Consumer Price Index, Germany, 2010-2016 81

Figure 47: Age Profile, Germany, 2016 82

Figure 48: Consumption of Spirits by gender, Germany, 2016 83

Figure 49: Consumption of Spirits by age, Germany, 2016 84

Figure 50: Consumption of Spirits by education, Germany, 2016 85

Figure 51: Consumption of Spirits by degree of urbanization, Germany, 2016 86

Figure 52: About GlobalData 106

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