TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 7
Market definition 7
Research highlights 8
Market analysis 9
MARKET VALUE 10
MARKET VOLUME 11
MARKET SEGMENTATION I 12
MARKET SEGMENTATION II 13
MARKET SHARE 14
FIVE FORCES ANALYSIS 15
Summary 15
Buyer power 16
Supplier power 17
New entrants 18
Substitutes 19
Rivalry 21
LEADING COMPANIES 22
Oetker Gruppe 22
Anheuser-Busch InBev 24
Heineken N.V. 28
MARKET DISTRIBUTION 33
MARKET FORECASTS 34
Market value forecast 34
Market volume forecast 35
MACROECONOMIC INDICATORS 36
APPENDIX 38
Methodology 38
Industry associations 39
Related Datamonitor research 39
Disclaimer 40
ABOUT DATAMONITOR 41
Premium Reports 41
Summary Reports 41
Datamonitor consulting 41
LIST OF TABLES
Table 1: Germany alcoholic drinks market value: $ million, 2005–09 10
Table 2: Germany alcoholic drinks market volume: million liters, 2005–09 11
Table 3: Germany alcoholic drinks market segmentation I:% share, by value, 2009 12
Table 4: Germany alcoholic drinks market segmentation II: % share, by value, 2009 13
Table 5: Germany alcoholic drinks market share: % share, by volume, 2009 14
Table 6: Oetker Gruppe: key facts 22
Table 7: Anheuser-Busch InBev: key facts 24
Table 8: Anheuser-Busch InBev: key financials ($) 26
Table 9: Anheuser-Busch InBev: key financials (€) 26
Table 10: Anheuser-Busch InBev: key financial ratios 26
Table 11: Heineken N.V.: key facts 28
Table 12: Heineken N.V.: key financials ($) 30
Table 13: Heineken N.V.: key financials (€) 30
Table 14: Heineken N.V.: key financial ratios 31
Table 15: Germany alcoholic drinks market distribution: % share, by volume, 2009 33
Table 16: Germany alcoholic drinks market value forecast: $ million, 2009–14 34
Table 17: Germany alcoholic drinks market volume forecast: million liters, 2009–14 35
Table 18: Germany size of population (million), 2005–09 36
Table 19: Germany gdp (constant 2000 prices, $ billion), 2005–09 36
Table 20: Germany gdp (current prices, $ billion), 2005–09 36
Table 21: Germany inflation, 2005–09 37
Table 22: Germany consumer price index (absolute), 2005–09 37
Table 23: Germany exchange rate, 2005–09 37
LIST OF FIGURES
Figure 1: Germany alcoholic drinks market value: $ million, 2005–09 10
Figure 2: Germany alcoholic drinks market volume: million liters, 2005–09 11
Figure 3: Germany alcoholic drinks market segmentation I:% share, by value, 2009 12
Figure 4: Germany alcoholic drinks market segmentation II: % share, by value, 2009 13
Figure 5: Germany alcoholic drinks market share: % share, by volume, 2009 14
Figure 6: Forces driving competition in the alcoholic drinks market in Germany, 2009 15
Figure 7: Drivers of buyer power in the alcoholic drinks market in Germany, 2009 16
Figure 8: Drivers of supplier power in the alcoholic drinks market in Germany, 2009 17
Figure 9: Factors influencing the likelihood of new entrants in the alcoholic drinks market in Germany, 2009 18
Figure 10: Factors influencing the threat of substitutes in the alcoholic drinks market in Germany, 2009 19
Figure 11: Drivers of degree of rivalry in the alcoholic drinks market in Germany, 2009 21
Figure 12: Anheuser-Busch InBev: revenues & profitability 27
Figure 13: Anheuser-Busch InBev: assets & liabilities 27
Figure 14: Heineken N.V.: revenues & profitability 31
Figure 15: Heineken N.V.: assets & liabilities 32
Figure 16: Germany alcoholic drinks market distribution: % share, by volume, 2009 33
Figure 17: Germany alcoholic drinks market value forecast: $ million, 2009–14 34
Figure 18: Germany alcoholic drinks market volume forecast: million liters, 2009–14 35
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