Whether classic Pils, mixed drink or non-alcoholic: In the past year, consumers in Germany averaged around 100 euros for beer and mixed beer drinks in the food retailing and beverage pick-up markets. This is the result of a recent study by the market research company Nielsen.
Overall, last year about 6.1 billion liters of beer and beer mix drinks went over the counters, 2.9 percent more than last year, said Nielsen beer market expert Marcus Strobel. Sales had even increased by seven percent to 8 billion euros, as almost all known Pils brands had increased their prices last year.
Non-alcoholic more and more popular
"Despite a good summer, the beer market is still fighting against stagnation in the long term," said Strobel. Especially the classics Pils and wheat are affected. Cyclists, specialty beers, light and non-alcoholic beers, on the other hand, are sales drivers.
According to the market researchers, beer mix drinks even achieved double-digit sales growth recently. Especially in the trend would be naturally cloudy cyclists.
Pils remained with a sales volume of about 3.2 billion liters alone in the food trade and beverage pick-up markets, although the favorite variety of Germans. But it has "with regard to the young target group an image problem," said Strobl. In addition, the brand loyalty of consumers is decreasing.
On the other hand, alcohol-free beer variants are becoming increasingly popular. "What used to be extraordinary was already established today, and there is still a lot of potential in the alcohol-free range for the beer market and also for the stumbling classics," Strobel said.
In Rhineland-Palatinate, Hesse and the Saarland, non-alcoholic beer now ranks number two in the variety-popularity scale, according to market researchers. Especially the demand for beer mix drinks is growing strongly.