The Report reveals notable trends shifting in the German drinking landscape compared to last year. Aperol has emerged as the most on trend drink category, with a substantial increase of 9% in consumer preference. Similarly, the no/low alcohol beer category also saw a 9% rise, reflecting the growing consumer inclination towards healthier moderation alternatives. In addition, local beers have experienced an 8% uplift, underling the trend of consumers favouring authentic, locally sourced beverages.
Conversely, certain drink categories have seen a decline in their trend status. Herbal liqueurs have experienced a 9% decline, and champagne, once a staple of celebratory occasions, has seen its popularity drop by 8%. Other categories facing reduced consumer interest include vodka (-7%), tequila (-5%), and cream liqueurs (-5%).
When it comes to cocktails, Aperol once again reigns supreme. The Aperol Spritz has maintained its position as the most on trend cocktail, experiencing a tremendous 20% increase in popularity compared to last year. The Little Wild Berry (+13%) also features prominently with an increase. These findings suggest a clear consumer preference for refreshing and vibrant cocktail choices, while the Zombie (-7%) and White Russian (-5%) are losing momentum.
Drinks brands, suppliers and venue operators in aligning their drinks offerings and menus will help meet evolving consumer preferences. With the increased popularity of Aperol and no/low alcohol beer signifying a shift towards lighter, more versatile beverages that cater to health-conscious consumers. Significantly, while resonance with current consumer preferences boosts customer satisfaction and drives sales, it can additionally attract a broader demographic, including those who prefer a healthier lifestyle without compromising on the social experience.
Bilal Kaddouri, CGA by NIQ’s Client Solutions Director – Germany, said: “It’s paramount for success in the fast-moving German On Premise market to understand and adapt to evolving consumer preferences. The latest trends clearly demonstrate a shift towards lighter, more health-conscious drink choices, and brands and venue operators who harness these insights will be well-positioned to thrive. Ultimately, industry players can not only meet consumer demands but also drive growth and innovation within the sector by staying attuned to these changing and increasingly nuanced preferences.”
You can download the full Germany On Premise Consumer Pulse Report for free here.
CGA by NIQ’s Pulse report offers invaluable insights for suppliers, brands, and operators, delving into consumer behaviour and motivations by keeping a pulse on regular trends in the market.
To learn more about CGA’s suite of capabilities and opportunities for expert tailored analysis in Germany, get in touch with Bilal Kaddouri here.
