Healthy Eating and Drinking - Germany - September 2008
About this report
As the German population continues to age, demand for foods that help maintain health, including sophisticated functional products, is rising. Thus, sales of ‘healthier’ food and drink have been increasing in all five markets reviewed in this report. In 2008, sales of ‘healthier’ alternatives stood at €10 billion, up by 7% on 2007. Functional options take 22% of the healthy eating market.
Further growth in functional foods looks likely, as long as suppliers hit the right note in promotions. Progress will, however, be challenged by increasing competition from ‘natural functionals’, such as the so-called ‘superfruits’.
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Contents
Issues in the Market
Definition
Consumer research
Abbreviations
Market in Brief
Sales of healthier food and drink increase fast
Women more interested in health
Unilever and Danone noteworthy
Functional foods to grow
No compromise on taste
Internal Market Environment
Key points
Busy lifestyles help premium healthy foods
Insistence on taste helps functional alternatives
Women influence the food landscape
Older Germans are the prime target
Well thought-out promotions essential for functional foods
Comparatively high number of German smokers and drinkers
Figure 1: Lifestyle factors, by country, 2007
Figure 2: Lifestyle trends in Germany, 2003-07
High incidence of digestive problems helps probiotic products
Figure 3: Incidence of ailments in last 12 months, by country, 2007
Figure 4: Remedies taken in last 12 months, by country, 2007
Broader Market Environment
Key points
Ageing population boosts demand for functional foods
Figure 5: Trends in German population, by age, 2003-13
Support for lifestyle changes
Health claim laws get tougher
Regulation impacts healthy drinks
Who’s Innovating?
Key points
New product launches
Figure 6: Healthy food* launches, % by country, 2005-07
Figure 7: Functional food launches, % by country, 2005-07
Main focus on dairy products
Figure 8: Healthy food* launches in Germany, % by category, top 10, 2005-07
Figure 9: Functional food launches in Germany, % by category, top 10, 2005-07
Figure 10: Healthy food* launches in Germany, % by positioning, top 10, 2005-07
Multinationals in the forefront
Figure 11: Healthy food* launches, % by company, top 10, 2005-07
Figure 12: Functional food launches, by company, top 10, 2005-07
Dairy products
Soft drinks
Bakery
Confectionery
Crisps and snacks
Market Size and Forecast
Key points
Healthier options outperform overall food sales
Figure 13: German retail value sales of selected ‘healthy’ food and drinks, by type, 2003-08
Functional foods push on
Figure 14: German retail value sales of functional foods, by type, 2005-08
Forecast
Figure 15: Forecast of German retail value sales of selected ‘healthy’ food and drinks, by type, at current prices, 2003-13
Figure 16: Forecast of German retail value sales of selected ‘healthy’ food and drinks, by type, at constant 2008 prices, 2003-13
The ‘broader functional’ market diversifies
Factors used in the forecast
Segment Performance
Key points
Figure 17: Healthier products’ % share of market value, Germany, 2003, 2008 and 2013
Dairy
Many healthy innovations, but not across the board
Figure 18: German retail value sales of ‘healthy’ dairy products, by type, 2005-08
Butter loses ground
Healthier cheese lines gain in numbers
Yogurt remains a key sector
Desserts struggle to marry health and taste
Soft drinks
Figure 19: German retail value sales of ‘healthy’ soft drinks, by type, 2005-08
Near water leads growth in soft drinks
Baked goods
Comparatively low interest in healthier bread
Figure 20: German retail value sales of ‘healthy’ baked goods, by type, 2005-08
Sweet products score mainly on taste and enjoyment
Confectionery
Figure 21: German retail value sales of ‘healthy’ confectionery, by type, 2005-08
Interest by druggists and pharmacies helps confectionery sales
Crisps and snacks
Small, but growing
Figure 22: German retail value sales of ‘healthy’ crisps and snacks, by type, 2005-08
Market Share
Key points
Weight Watchers challenges staple brands for light foods
Figure 23: Popularity of selected low-calorie brands, 2004-07
Dairy – milk and white lines
Figure 24: Popularity of selected yogurt brands, top ten, 2003-07
Dairy – butter and spreads
Figure 25: Popularity of selected margarine brands, top ten, 2003-07
Soft drinks – carbonates
Figure 26: Popularity of selected cola brands, top ten, 2003-07
Figure 27: Popularity of other selected carbonated drink brands, top ten, 2003-07
Soft drinks – bottled water
Figure 28: Popularity of selected bottled water brands, top ten, 2003-07
Soft drinks – juice and Schorle
Figure 29: Popularity of selected fruit juice brands, top ten, 2003-07
Figure 30: Popularity of selected multi-vitamin juice brands, 2003-07
Figure 31: Popularity of selected Fruchtschorle brands, top ten, 2004-07
Bakery products
Figure 32: Popularity of selected sweet biscuit brands, top ten, 2003-07
Confectionery
Figure 33: Popularity of selected sugar confectionery brands, top ten, 2003-07
Crisps and snacks
Figure 34: Popularity of selected savoury snack brands, top ten, 2003-07
Companies and Products
Bahlsen
Danone
Intersnack Knabber-Gebäck
Nestlé
Unilever
Brand Communication and Promotion
Key points
Strong promotional support
Figure 35: Top 20 leading advertisers, dairy, bakery, confectionery and snacks, 2007
The Consumer – Pan-European Overview
Key points
Leading the way in bottled water consumption
Figure 36: Use of selected foods, by country, 2007
Consumer – Trends in Germany
Key points
Permission to indulge
Figure 37: Trends in penetration of selected foods, 2003-07
Those who watch their diet choose the healthiest options
Gym-goers not prepared to give up food ‘treats’
Figure 38: Use of selected foods, by lifestyle factors, 2007
Consumer – Attitudes towards Healthy Eating
Key points
Still a way to go towards healthier eating habits
Figure 39: Attitudes towards food and diet, by country, 2007
Desserts becoming more popular
Figure 40: Trends in attitudes towards food and diet in Germany, 2003-07
Women are prime targets for healthier food options
Middle-aged and elderly Germans most concerned about healthy eating
Part-time workers are most likely to eat healthily
Detailed demographics
Figure 41: Attitudes towards diet in Germany, by demographic sub-group, positive attitudes, 2007
Figure 42: Attitudes towards diet in Germany, by demographic sub-group, positive attitudes, 2007
Figure 43: Attitudes towards diet in Germany, by demographic sub-group, negative attitudes, 2007
Figure 44: Attitudes towards weight/diet in Germany, by demographic sub-group, 2007
Figure 45: Attitudes towards health and diet in Germany, by lifestyle factors, 2007
