德国啤酒市场报告——BeerinGermany纸介版价格：英镑/篇页数：页完成日期：2008-07-30电子版价格：450英镑/篇纸介版+电子版价格：英镑附件下载：关键字：|德国|啤酒市场|Beer|Germany|发布日期：2008年2月摘要BeerinGermanymarketreportoffersacomprehensiveguidetothesizeandshapeofthemarketatanationallevel.Itprovidesthelatestretailsalesdata,allowingyoutoidentifythesectorsdrivinggrowth.Itidentifiestheleadingcompanies,theleadingbrandsandoffersstrategicanalysisofkeyfactorsinfluencingthemarket-betheynewproductdevelopments,packaginginnovations,economic/lifestyleinfluences,distributionorpricingissues.Forecastsillustratehowthemarketissettochange.ProductcoverageDarkbeer;Lagerbyorigin;Lagerbypriceplatform;Low/non-alcoholbeer;StoutExecutivesummaryThedemographicinfluenceoftheageingpopulationhasastrongimpactonthebeersectorinGermanyasolderpeopletendtodrinklessalcoholandthemiddle-agedsegmentoftraditionalbeerdrinkersisdiminishing.Growthratesinbeercanonlycomefromyoungerand,increasingly,femaleconsumers.Theseconsumergroupsturnincreasinglyawayfromthetraditionallytartbeerconsumedbytheirparentsandgrandparents,Pilsener,whichaccountsforover60%ofallbeervolumesoldinGermany,andlookfordifferenttasteselsewhere.ItisthereforenotsurprisingthatagenerationthatgrewupwithfizzydrinksandNutellaturnstosweeterandmildertastes.Malt-basedbeermixeswithlemonadeororange,lemonandfurtherexoticflavourssawastaggeringgrowthrateof24%andwillbediscussedmorethoroughlyintheRTDssectionofthisreport.Otherbeervarietieswithamildertaste,suchaswheatbeerandKölsch,adarkbeervarietyfromtheRhineregion,increasinglyappealtotheyoungerandfemaleconsumersandsawgrowthratesbetween6%and9%.However,amildertastedoesnotalwayswork,astheproducersoftheso-called“goldbeers”hadtofindout.“Goldbeers”aremildervarietiesofthetraditionalPilsener.But,apartfrommarketleaders,“Beck’sGold”and“BitSun”,allmajorbrewerieshadtostrugglewithdecliningsales.TheconsumersapparentlydonotwantamilderversionofthetraditionalPilsener,butacompletelynewtastethroughmixedingredientsoradifferentbeervariety.BeermixesareespeciallypopularinGermanyastheycanpartici