April 7, 2025 – Globally, beer and cider are often opted for their refreshing taste, versatility, and diverse flavors. Innova’s 360 research highlights key trends shaping the German market for beer and cider, from macro-level influences to category and product-level trends. It also reveals innovation opportunities that may develop in the future.
Consumer Beer and Cider Preferences
Germans over-index the global average in beer consumption, with 32% buying beer, aligning with the global average purchase rate. However, only 5% buy cider, which is lower than the global average rate of 9% over the past year. Younger consumers like Generation Z and Millennials are more likely to increase their consumption of beer, while Boomers are showing a net rise in their consumption of cider.
Changes in occasions and the evolving nature of treating are significant factors influencing the beer and cider categories. Taste enjoyment is the key driver for beer and cider consumption, with 1 in 2 consumers drinking them for simple pleasure. They are also seeking more everyday moments of happiness and indulging in these alcoholic beverages for an emotional boost in an affordable way.
There is a preference for natural, locally sourced, and indulgent claims in beer, while cider consumers also seek product safety and non-GMO claims. 35% of German consumers drink beer with friends or family rather than at parties. Meanwhile, 26% enjoy cider with dinner at home and 24% in restaurants. They drink all these alcoholic beverages in the evening, exceeding the global average.
Market Size and Trends
The German market value sales show a 3% CAGR growth, whereas volume sales are slowing down over the past five years. The country’s per capita consumption of beer ranks among the global top 20. It represents 6% of the global beer market value and 2% volume. In Western Europe, it displays 19% value and 13% volume.
The sales and volume of cider and perry market value have been steadily rising throughout the past five years, by 4% CAGR, each. The per capita consumption reached 1.1 liters in the past year and is forecast to rise to 1.2 liters till 2027.
Top Brands and Companies
The German beer industry has become condensed in recent years, with the top 10 innovators accounting for 58% of new introductions in the past five years. The multinational companies of Heineken and AB InBev accounted for 2% of launches each, with the remaining companies showcasing the influence of craft brewers.
AB InBev is a leading global brewer that recently launched Becks Autonomous. It claims to be the world’s first beer and full marketing campaign developed entirely by artificial intelligence. This limited edition produced only 450 cans, available in Germany, the UK, and Italy. This aligns with Innova’s top trends of 2025, ‘Bytes to Bites,’ highlighting that brands are beginning to unlock the full power of AI, moving from infinite capabilities to concrete applications that elevate consumer experiences.
Carlsberg has been the leading innovator over the past year, but craft or smaller producers are also active in the category. For instance, Fraugruber Craft Brewing Company’s portfolio includes a range of styles like IPA, stout, and pale ale. It also highlights key market trends and displays collaboration, seasonal and limited edition new product development.
Product Launch Trends
Overall, new product development activity across the category is struggling. Beer has fared the best, experiencing consistent, stable launches in recent years. Conversely, launches of low/no alcohol beverages display a fluctuating launch trend, covering both beer and cider. Cider’s new product development displays a small rise in 2024.
On a wider European scale, Germany ranks sixth most active with 7% launches of beer in 2024 compared to the UK’s dominant 32%, due to the rapid expansion of craft and small brewers. Germany ranked second in cider with 7% launches, far behind the UK.
Claims and Positionings Trends
There has been a significant rise in vegan, co-branding, traditional, and seasonal — other positioning claims launches in the past year. Vegan claims have displayed 30% CAGR growth over the past five years. The developing vegan movement and increased messaging in the beer and cider categories, leading to a rise in penetration for new product development. While many beer and cider products are inherently vegan, it does depend on the production process, with some producers using animal by-products.
Traditional claims are important in this market. However, penetration has remained stable in recent years. Co-branding claims are gaining attention, with launches focusing on collaborations with other brewers or hop suppliers.
Beer and Cider Flavor Trends
Grapefruit, lemon, fruit, lime, and blood orange are the top flavors in the category. Traditional beer production is the cornerstone of new product development in Germany, so flavor development is minimal in the category. Most flavor innovations are largely confined to mixed beer drinks and Radler-style beers. However, some craft producers are innovating beyond the German Purity Law confinements, leading to more creatively flavored beers.
What’s Next in Beer and Cider Trends?
Taste is the key factor in beer and cider, with unflavored products leading this traditional market. However, experimentation with hops and brewing techniques offers opportunities for new flavors and premium quality claims. At the same time, classic citrus flavors are important in mixed beer drinks, and innovation in this arena could see further development.
Younger consumers are most likely to be increasing their beer consumption. Brands can look at various strategies like on-trend ingredient development, exciting branding, packaging, and co-branding initiatives to appeal to this generation.
Traditional production and tastes are important to German consumers. While novelty adds excitement, new product development should focus on credentials such as brewing techniques and local or regional beer types. Brands that blend authenticity with innovation, offering bold flavors, sustainable practices, and culturally rooted experiences, are likely to lead in the German beer and cider market.
This article is based on Innova’s Beer & Cider – Germany report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
