New research demonstrates how the sophisticated palate of the German beer drinker is influenced by a blend of category, format, origin, and colour. Notably, a third of consumers prioritise the beer’s category (33%), followed by the format (24%), the origin (21%), and the colour (15%) when making their selection.
Furthermore, there is a high level of awareness beer among consumers, with half of consumers very aware and 42% somewhat aware of the origin of the beer they consume. Similarly, two thirds are very aware, and almost a third are somewhat aware about different beer categories, such as lager, Pilsner, ale, and stout.
The thirst for knowledge about beer extends further, with 42% of consumers expressing interest in learning more about beer origins, and almost half about beer categories. But how does their knowledge of their favourite drink translate in their beer buying behaviours?
Draught beer reigns supreme when it comes to format choice when out in the On Premise, preferred by two thirds (63%) of consumers, followed by bottled beer (33%), and canned beer (4%) trailing. The Report also highlights the most popular beer types among German consumers when out, led by Pilsner (65%), wheat beers (43%), blonde ales (26%), and classic lagers (22%).
In addition, certain factors have grown in importance amongst German beer drinkers over the past year. The top five factors include high quality, trust in brand, good value for money, preference for national brands, and preference for local brands.
An intriguing find is a third of consumers have chosen holiday destinations in the past year with the main motivation of exploring new beers, visiting breweries, or attending beer festivals. This highlights the ongoing German fascination with beer and the continuous opportunities it presents for building brand loyalty and attracting new customers to the category.
Bilal Kaddouri, CGA by NIQ’s Client Solutions Director – Germany, said: “The German beer market, with its blend of tradition and innovation, continues to be a catalyst for suppliers, brewers and brands, ready to adapt and engage with consumers’ sophisticated needs and wants. Our data re–affirms Germany’s rich heritage in beer, while also demonstrating evolving preferences and consumption in the On Premise. The findings highlight notable opportunities to optimise spend and visitation amongst a discerning clientele that values category, origin, and format, coupled with an insatiable curiosity about beer. The industry can tap into this knowledge and preference to design tailored experiences, resonate with consumers, build on brand advocacy, and drive growth.”
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 and keeping a pulse on trends in the market.
CGA’s combination of sales and consumer research provides an unrivalled 360-degree of the beer category in the On Premise. To learn more about CGA’s suite of capabilities and opportunities for expert tailored analysis in Germany to help suppliers and operators gain sales and share, get in touch with Bilal Kaddouri here.
