mafowerk GmbH | Gustav-Weisskopf-Straße 12 | 90768 Fürth | Tel: +49 (0) 911 20 01 840 |

Consumer Insights RTD Milk-Based Beverages 2023 in Germany

Ready-to-drink milk-based beverages are a high-frequency product category: as of 2021, 57% of users purchased milk-based beverages at least once a week.

Ready-to-drink milk-based beverages are becoming increasingly popular and continue to grow: on-the-go milk consumption is considered a dynamic segment where the range of offerings is becoming more diverse.

What are consumer habits in the consumption of ready-to-drink milk-based beverages?

What are the preferences and expectations of consumers?

How much demand is there for milk alternatives as a base for milk-based beverages? What are the motivators and purchase barriers?

The mafowerk Trend Evaluation Study “Consumer Insights Milk-Based Beverages 2023” illustrates the influence and impact of the three key factors “POS – Product – Consumer” and examines the development potential compared to 2016 and 2021.


Our studies can be provided in English upon request. For additional details, please reach out to us.


Image: © shutterstock / LightField Studios

The aim of the study is to examine the purchasing and consumption behavior of ready-to-drink milk-based beverages.

Publication: 12/2023
Industry: Dairy Products
Type: Consumer Insights
Region/Language: Germany/German
(This study is also available in English upon request.)


You can always order the results of the Consumer Insights Milk-Based Beverages 2023 from mafowerk. The results are available and can be delivered within two business days after ordering.

The fee for the current study is: 4,100 euros (net plus VAT).

The fee for the current Consumer Insights 2023, including the comparative data for 2016/2021, is: 4,900 euros (net plus VAT).

Request Consumer Insights Milk-Based Beverages 2023

Delivery of the complete study results in electronic pptx format in German, including comprehensive interpretations of the findings. Personal results presentation is optional (at an additional cost). The terms and conditions of mafowerk GmbH can be found at:

Weitere Studien aus dem Bereich Food

Consumer Insights – Snack Bars 2024

The "out of home" consumption of snack bars has increased significantly compared to 2022.

Shopper Insights – 24/7 Smart Stores 2024

24/7 Smart Stores: The Future of Retail or Just an Interesting Niche?

Shopper Insights Retail to Shopper Communication 2023/2024

Mehr als 60 % finden das Lesen von gedruckten Handzetteln bzw. Werbeprospekten interessant und praktisch