Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Coffee; Other hot drinks; Tea
Executive summary
Hot drinks continues to achieve positive value growth
Despite the maturity and saturation of German hot drinks, the market overall
remained stable in value terms in 2008 thanks primarily to the success of
coffee pods. Tea posted a further current value decline in 2008, while other
hot drinks achieved moderate growth on the back of non-chocolate-based
flavoured powder drinks. The under 40s have taken a liking to coffee pods due
to their convenience and the quality of coffee they offer, two key issues in
the coffee sector.
Dichotomisation of German consumers
Over 2008 German consumers were further split between making purchasing
decisions based primarily on price against purchasing decisions based
primarily on quality. As a result, both discounters and non-grocery retailers
experienced an increase in share in the hot drinks market in both volume and
value terms. Private label sales, particularly in coffee, were also on the
increase, signalling that consumers are increasingly seeking high-quality
products at non-branded prices.
Two giants dominate and compete for market leadership
Kraft Foods Deutschland GmbH & Co and Tchibo Frisch-Röst-Kaffee GmbH continued
their head-to-head battle for market leadership in 2008. In chocolate-based
flavoured powder drinks, Kraft Foods offers Kaba, Milka Drink and Suchard
Express, whilst Nestlé competes with Nesquik and other brands.
Health concerns influence purchasing decisions
With media reports about obesity levels in Germany increasing, health concerns
are featuring more frequently in consumers' minds when shopping. Sales of
green tea, herbal and medicinal teas recorded positive figures, while
chocolate-based powder drinks perform less well. Over the forecast period this
trend is expected to continue and increase in importance.
On-trade growth slows as smoking ban enforced
The review period' s growth of the on-trade hot drinks channel shifted gear as
Germany' s smoking ban, introduced in 2007, was extended over 2008. The full
effects of this ban are yet to be seen and growth remained stable at 2% in
2008. However, the trend towards home consumption of hot drinks, in
conjunction with consumer concerns about personal spending levels, is expected
to increasingly benefit the off-trade channel.
- HOT DRINKS IN GERMANY : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Hot drinks continues to achieve positive value growth
- Dichotomisation of German consumers
- Two giants dominate and compete for market leadership
- Health concerns influence purchasing decisions
- On-trade growth slows as smoking ban enforced
- KEY TRENDS AND DEVELOPMENTS
- Hot drinks suffer as population ages
- MARKET DATA
- Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown
2003-2008
- Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth
2003-2008
- Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
- Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
- Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
- Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
- Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
- Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth
2003-2008
- Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
- Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth
2003-2008
- Table 11 Hot Drinks Company Shares by Value 2004-2008
- Table 12 Hot Drinks Brand Shares by Value 2005-2008
- Table 13 Penetration of Private Label by Sector 2004-2008
- Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
- Table 15 Sales of Hot Drinks by Sector and Distribution Format: %
Analysis 2008
- Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume
Breakdown 2008-2013
- Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume
Growth 2008-2013
- Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
- Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
- Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth
2008-2013
- Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth
2008-2013
- Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume
2008-2013
- Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume
Growth 2008-2013
- Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume
2008-2013
- Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume
Growth 2008-2013
- APPENDIX
- Published Data Comparisons
- Production/Import/Export Data
- Table 26 Imports/Exports/Apparent Consumption of Black and Green Tea
2006/2007
- DEFINITIONS
- Summary 1 Research Sources
- LOCAL COMPANY PROFILES - GERMANY
- BüN TING TEEHANDELSHAUS GMBH & CO - HOT DRINKS - GERMANY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 2 Bün ting Teehandelshaus GmbH & Co: Key Facts
- Summary 3 Bün ting Teehandelshaus GmbH & Co: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 4 Bün ting Teehandelshaus GmbH & Co: Competitive Position 2008
- JJ DARBOVEN HOLDING AG & CO - HOT DRINKS - GERMANY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 5 JJ Darboven Holding AG & Co: Key Facts
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 6 JJ Darboven Holding AG & Co: Competitive Position 2008
- OSTFRIESISCHE TEE GESELLSCHAFT - HOT DRINKS - GERMANY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 7 Ostfriesische Tee Gesellschaft: Key Facts
- Summary 8 Ostfriesische Tee Gesellschaft: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 9 Ostfriesische Tee Gesellschaft: Competitive Position 2008
- TEEKANNE GMBH - HOT DRINKS - GERMANY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 10 Teekanne GmbH: Key Facts
- Summary 11 Teekanne GmbH: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 12 Teekanne GmbH: Production Statistics 2007
- COMPETITIVE POSITIONING
- Summary 13 Teekanne GmbH: Competitive Position 2007
- COFFEE IN GERMANY
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 27 Coffee Machine Sales: 2002-2007
- Table 28 Instant Coffee by Speciality Type 2004-2008
- Table 29 Retail Sales of Coffee by Type: Volume 2003-2008
- Table 30 Retail Sales of Coffee by Type: Value 2003-2008
- Table 31 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
- Table 32 Retail Sales of Coffee by Type: % Value Growth 2003-2008
- Table 33 Standard Vs Coffee Pods 2004-2008
- Table 34 Coffee Company Shares 2004-2008
- Table 35 Coffee Brand Shares 2005-2008
- Table 36 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
- Table 37 Forecast Retail Sales of Coffee by Type: Value 2008-2013
- Table 38 Forecast Retail Sales of Coffee by Type: % Volume Growth
2008-2013
- Table 39 Forecast Retail Sales of Coffee by Type: % Value Growth
2008-2013
- TEA IN GERMANY
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 40 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
- Table 41 Retail Sales of Tea by Subsector: Volume 2003-2008
- Table 42 Retail Sales of Tea by Subsector: Value 2003-2008
- Table 43 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
- Table 44 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
- Table 45 Tea Company Shares 2004-2008
- Table 46 Tea Brand Shares 2005-2008
- Table 47 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
- Table 48 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
- Table 49 Forecast Retail Sales of Tea by Subsector: % Volume Growth
2008-2013
- Table 50 Forecast Retail Sales of Tea by Subsector: % Value Growth
2008-2013
- OTHER HOT DRINKS IN GERMANY
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 51 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
- Table 52 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
- Table 53 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth
2003-2008
- Table 54 Retail Sales of Other Hot Drinks by Subsector: % Value Growth
2003-2008
- Table 55 Other Hot Drinks Company Shares 2004-2008
- Table 56 Other Hot Drinks Brand Shares 2005-2008
- Table 57 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume
2008-2013
- Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: Value
2008-2013
- Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: %
Volume Growth 2008-2013
- Table 60 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value
Growth 2008-2013
