GERMANY · Beer & Cider Market
Germany Beer & Cider Market: Share Movements, Pricing & Trends
Explore how the German Beer & Cider category is evolving — from shifts in sub-category revenue share to average selling prices — based on real Fyre POS sell-out data.
MARKET SNAPSHOT
What stands out in Germany?
Largest published revenue segment
Pilsner & Other Lagers
42.8%
of Beer & Cider revenue
Positive share movement
Pilsner & Other Lagers
+0.3 pts
vs same period last year
Non-Alcoholic Beers share
Non-Alcoholic Beers
7.1%
current published revenue share
Highest observed average price
Dark Beers
€6.14
average selling price
Lastest comparable 26-week period
LATEST CATEGORY MOVEMENT
Pilsner & Other Lagers continue to gain share
Over the latest comparable 26-week period, Pilsner & Other Lagers gained 0.3 percentage points of revenue share, reaching 42.8% in the Fyre Germany panel.
Non-Alcoholic Beers also gained 0.2 percentage points to reach 7.1%, while Beer Cocktails & Mixed Drinks and Wheat Beers moved in the opposite direction.
Why this matters: the comparable-panel view isolates changes in category structure from outlet entries and exits within the published Fyre panel.
PRICING SIGNAL
Average selling price varies widely by sub-category
Dark Beers record the highest observed average selling price at €6.14, followed by Ciders at €5.44 and Belgian-Style Beers at €5.16.
At the lower end of the published price range, Pilsner & Other Lagers average €4.17, Specialty Beers €3.99 and Unspecified products €3.88.
Ciders
€5.44
current average selling price
YoY pricing signal
+5.8%
Ciders average price vs N-1
WHY FYRE DATA
From real receipts to actionable market intelligence.
01. Connect
POS sell-out data from connected on-trade outlets.
02 · Structure
Products and outlets enriched into comparable market segments.
03 · Reveal
Trends, shifts and opportunities translated into business insights.
