Beer - D-A-CH

The Beer market in D-A-CH has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in the D-A-CH region have shown a growing preference for craft and specialty beers, as they seek unique and innovative flavors. This trend has led to an increase in the number of microbreweries and brewpubs, catering to the demand for high-quality and locally-produced beers. Additionally, health-conscious consumers are opting for low-alcohol and non-alcoholic beer options, reflecting a shift towards healthier lifestyles.

Trends in the market: One of the key trends in the German beer market is the rising popularity of craft beer. Craft breweries have gained traction among consumers who appreciate the artisanal production methods and diverse range of flavors offered by these smaller-scale operations. This trend has also been observed in Austria and Switzerland, where craft beer festivals and events have become increasingly popular. Another trend in the D-A-CH beer market is the growing demand for organic and sustainable beer options. Consumers are becoming more conscious of the environmental impact of their choices and are seeking products that are produced using organic ingredients and sustainable practices. This trend is driving breweries to adopt eco-friendly processes and ingredients, such as organic hops and barley.

Local special circumstances: Germany, Austria, and Switzerland have a strong beer culture and a long-standing tradition of brewing. This cultural heritage has contributed to the growth of the beer market in the region, with beer consumption being deeply ingrained in social gatherings and celebrations. In addition, Germany is known for its Reinheitsgebot (Beer Purity Law), which stipulates that beer can only be brewed using water, barley, and hops. This law has helped maintain the quality and authenticity of German beers, further enhancing their reputation worldwide.

Underlying macroeconomic factors: The D-A-CH region has experienced steady economic growth, which has positively impacted consumer spending power. As disposable incomes increase, consumers are more willing to spend on premium and higher-priced beer options. Additionally, the region attracts a significant number of tourists, who often seek out local beer experiences, contributing to the growth of the beer market. Furthermore, the D-A-CH region has a well-developed distribution network, with a strong presence of both traditional and online retailers. This allows breweries to reach a wide customer base and ensures easy accessibility to a variety of beer options. In conclusion, the Beer market in D-A-CH is witnessing growth due to evolving customer preferences, such as the demand for craft and specialty beers, as well as the increasing popularity of organic and sustainable options. Local special circumstances, including a strong beer culture and the Reinheitsgebot in Germany, further contribute to the market's development. The underlying macroeconomic factors, such as steady economic growth and a well-established distribution network, also play a role in driving the growth of the beer market in the D-A-CH region.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.