Canned Beer Renaissance: Why Cans Are Popular Again in Germany

Who Prefers Canned Beer?

The popularity of canned beer varies significantly among different consumer groups:

• Younger Generation: Especially people under 35 are more likely to choose cans. They are already accustomed to can packaging through energy drinks and appreciate their practicality.
• Gender Distribution: While men traditionally consume more beer, canned beer shows a more balanced distribution. Women particularly appreciate the easier handling and lighter weight.
• Urban Consumers: Canned beer is more popular in urban areas than in rural regions, where returnable bottles are still more firmly established.

From Deposit Shock to Acceptance

After the introduction of the can deposit system in 2003, canned beer almost completely disappeared from shelves. Consumers initially rejected the deposit-required cans, leading to a drastic drop in sales figures. Canned beer was long considered environmentally harmful and of inferior quality.

Several developments have contributed to the renaissance of beer cans:

• Practicality: Cans are lightweight, space-saving, and quick to cool.
• Logistical Advantages: For retailers, the hauling and cleaning of crates is eliminated.
• Quality Improvement: Modern interior coatings prevent the formerly typical metallic taste.
• Lifestyle Factor: Craft breweries have established the can as a hip packaging format.
• Improved Recycling Systems: The deposit system ensures high return rates and better recycling.
  
  

Market Development and Future Prospects

Current figures show that over 11 percent of beer sold is now filled in half-liter cans. Experts expect this trend to continue, albeit with slower growth. However, the classic returnable crate remains the dominant packaging with nearly 50 percent market share.

Conclusion: A Sustainable Development?

The return of canned beer reflects changing consumer habits. While cans were formerly considered environmentally harmful, their perception has changed through improved recycling rates. Nevertheless, the returnable bottle remains more advantageous from an ecological perspective. The beer can has freed itself from its former negative image and is establishing itself as a practical alternative that particularly appeals to younger consumers and in urban areas.