Packaging trends
Can beer climbs
Beer in Germany is mainly sold in reusable glass bottles. However, the beer can has gained popularity over the years. She also owes that: energy drinks.
Beer is bought more often in cans. Make food retail, beverage markets and petrol stations together, more than ten percent of the amount of beer in half -liter cans are now putting out, as can be seen from data from the market research company Nielseniq. The quantity of cans has grown steadily for many years, although the beer sales are shrinking in Germany as a whole.
Beverage expert Marcus Strobl from Nielseniq sees a reason for the trend towards the can that young people are used to doses through the energy drinks. In addition, handling for trade is easy, among other things because no boxes are required. The beer box with 20 half-liter reusable glass bottles remains dominant with almost 50 percent of the amount of beer sold in the trade. In the first five months of 2025, almost ten million hectoliters were sold in large boxes.
“The can was almost gone with the canned deposit in 2003,” said Strobl of the German Press Agency. At that time, doses were listed in many places. Beer in plastic bottles, which filled the gaps on discounter shelves, experienced an upswing. Doses beer, after constant growth, do not make big leaps over many years. “We rather see that growth weakens,” said Strobl.
Third liter bottles made of glass have also increased
In the first five months of the current year, the analysis sold grew by 0.4 percent to 2.2 million hectoliters in grocery stores, beverage markets and petrol stations. The market share of the can beer therefore increased by 0.4 points to 11.1 percent compared to the same period of the previous year. In addition to beer, these figures also contain mixed beer.
In addition to the canned beer, only the beer box with 24 third-line reusable glass bottles has increased slightly. The amount grew by 0.4 percent to almost 1.7 million hectoliters, the market share increased by 0.3 points to 8.3 percent. However, all other containers lost. The beer in plastic bottles mostly located in the lowest price range comes to a share of 4.7 percent in beer sales in grocery stores, beverage markets and petrol stations with almost one million hectoliters, as can be seen from the data.
According to Strobl, the large beer box with 20 half-liter reusable glass bottles does not lose ground for several reasons. Actually, the aging society with rather smaller consumers and a lower beer consumption of young people speak against the flagship under the containers. The many price campaigns for large brands of the Pils beer variety in retail were just about the large beer box. In addition, there is the climb of the light beers. “That gave him a breath,” says Strobl.
dpa
Source: Stern
