Health and Wellness Beverages in Germany
Euromonitor International's Health and Wellness Beverages in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Get immediate access to strategic market analysis when you buy reports online
Chapters: 12 | Tables: 118 | Publication date: Oct 2006
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Breakdown by beverages sector; Breakdown by health and wellness category
Table of contents
1. INTRODUCTION
2. EXECUTIVE SUMMARY
Growing health consciousness of German consumers
Bottled water is the winner
Wellness teas a response to the health trend
Half of Germans still drink insufficient fluids
3. MARKET BACKGROUND
3.1 LEGISLATION
National legislation
EU legislation
3.2 LIFESTYLES
Greater health awareness has limited impact on lifestyles
No time for healthy living
Retailer and manufacturer responsibility?
3.3 BEVERAGES CONSUMPTION HABITS
Germans are switching from alcoholic drinks to soft drinks
Half of all Germans still drink insufficient fluids
Wellness drinks – trendy and healthy
"Light" – pleasure without the consequences
Established coffee culture
Caffeine is still popular
Healthy tea is on the rise
3.4 OBESITY RATES
Growing obesity becomes an important issue
Increasing media focus on obesity
3.5 HEALTH AND WELLNESS DRINKS IN THE ON-TRADE
4. HEALTH AND WELLNESS SOFT DRINKS SALES
4.1 MARKET PERFORMANCE
Declining HW sales in 2005
Well-established naturally healthy products
Non-uniform development of functional soft drinks
BFY is the domain of carbonates
Strong growth from organic juices
Table 1 Retail Sales of Soft Drinks by Health and Wellness Category: Value 2002-2005
Table 2 Retail Sales of Soft Drinks by Health and Wellness Category: % Value Growth 2002-2005
4.2 KEY TRENDS AND DEVELOPMENTS
Wellness is gaining in importance
Bottled water is the winner
4.3 KEY FUNCTIONAL INGREDIENTS
Vitamins remain the most important
4.4 RETAIL DISTRIBUTION
Retail distribution trends
4.5 RETAILER ACTIVITY AND PRIVATE LABEL TRENDS
Retailer activity
Private label trends
4.6 FORECAST MARKET PERFORMANCE
Further potential for growth
Growth drivers – young, urban, active, female
Less sugar instead of artificial sweeteners
Trends from the US influence the German market
Table 3 Forecast Retail Sales of Soft Drinks by Health and Wellness Category: Value 2005-2010
Table 4 Forecast Retail Sales of Soft Drinks by Health and Wellness Category: % Value Growth 2005-2010
5. CARBONATES
5.1 CARBONATES BY HEALTH AND WELLNESS CATEGORY
Established "light" products are most common
BFY means reduced sugar
Schorlen – the naturally healthy alternative
Limited prospects for HW carbonates
Table 5 Retail Sales of Carbonates by Health and Wellness Category: Value 2002-2005
Table 6 Retail Sales of Carbonates by Health and Wellness Category: % Value Growth 2002-2005
Table 7 Forecast Retail Sales of Carbonates by Health and Wellness Category: Value 2005-2010
Table 8 Forecast Retail Sales of Carbonates by Health and Wellness Category: % Value Growth 2005-2010
5.2 COMPANY AND BRAND ANALYSIS
Coca-Cola responds to the health and wellness trend
Bionade – an organic success story
Summary 1 Health and Wellness Carbonates: Major Players 2004/2005
Table 9 Cola Carbonates - BFY Reduced Sugar: Brand Rankings 2005
Table 10 Cola Carbonates - BFY Combination: Brand Rankings 2005
Table 11 Non-cola Carbonates - Fortified/Functional: Brand Rankings 2005
Table 12 Non-cola Carbonates - BFY Reduced Sugar: Brand Rankings 2005
5.3 KEY FUNCTIONAL INGREDIENTS
5.4 NEW PRODUCT DEVELOPMENTS
Coca-Cola introduces a mid-calorie Fanta
Schorlen with lower fruit content enters the market
Summary 2 Health and Wellness Carbonates: New Product Launches 2004/2005
5.5 PRICING STRATEGIES
No price differences between standard and HW products
Summary 3 Pricing: Standard vs HW Carbonates 2005
6. FRUIT/VEGETABLE JUICE
6.1 FRUIT/VEGETABLE JUICE BY HEALTH AND WELLNESS CATEGORY
Germans prefer naturally healthy juice
Naturally healthy juices suffer from competition from mineral water
Organic juices benefit from growing distribution
Declining demand for functional ACE drinks
Reduced-sugar juices suffer from a poor reputation
Future outlook
Table 13 Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: Value 2002-2005
Table 14 Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: % Value Growth 2002-2005
Table 15 Forecast Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: Value 2005-2010
Table 16 Forecast Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: % Value Growth 2005-2010
6.2 COMPANY AND BRAND ANALYSIS
Eckes-Granini drives innovation
Summary 4 Health and Wellness Fruit/Vegetable Juice: Major Players 2004/2005
Table 17 100% Juice - Organic: Brand Rankings 2005
Table 18 100% Juice - Fortified/functional: Brand Rankings 2005
Table 19 NH 100% Juice: Brand Rankings 2005
Table 20 NH 100% Cranberry Juice: Brand Rankings 2005
Table 21 Nectars (25-99% juice) - Organic: Brand Rankings 2005
Table 22 Nectars (25-99% juice) - Fortified/functional: Brand Rankings 2005
Table 23 Nectars (25-99% juice) - BFY Reduced Sugar: Brand Rankings 2005
Table 24 Juice Drinks (up to 24% juice) - Fortified/functional: Brand Rankings 2005
Table 25 Juice Drinks (up to 24% juice) - BFY Reduced Sugar: Brand Rankings 2005
6.3 KEY FUNCTIONAL INGREDIENTS
6.4 NEW PRODUCT DEVELOPMENTS
Mild juices – apple follows orange
RhönSprudel comes with Benecol nectar
Summary 5 Health and Wellness Fruit/Vegetable Juice: New Product Launches 2004-2006
6.5 PRICING STRATEGIES
Summary 6 Pricing: Standard vs HW Fruit/Vegetable Juice 2005
7. BOTTLED WATER
7.1 BOTTLED WATER BY HEALTH AND WELLNESS CATEGORY
Mineral water is the standard
Spring water is only a small niche
Functional water becomes affordable
Reduced-sugar flavoured water enters the marketplace
Further volume growth expected
Table 26 Retail Sales of Bottled Water by Health and Wellness Category: Value 2002-2005
Table 27 Retail Sales of Bottled Water by Health and Wellness Category: % Value Growth 2002-2005
Table 28 Forecast Retail Sales of Bottled Water by Health and Wellness Category: Value 2005-2010
Table 29 Forecast Retail Sales of Bottled Water by Health and Wellness Category: % Value Growth 2005-2010
7.2 COMPANY AND BRAND ANALYSIS
Nestlé Waters holds leading positions in all areas
Adelholzener Alpenquellen – a pioneer in functional water
Summary 7 Health and Wellness Bottled Water: Major Players 2004/2005
Table 30 Bottled Water - Fortified/functional: Brand Rankings 2005
Table 31 NH Natural Mineral Water - Still: Brand Rankings 2005
Table 32 NH Spring Water - Still: Brand Rankings 2005
Table 33 NH Natural Mineral Water - Carbonated: Brand Rankings 2005
Table 34 NH Spring Water - Carbonated: Brand Rankings 2005
Table 35 Flavoured Bottled Water - BFY Reduced Sugar: Brand Rankings 2005
7.3 KEY FUNCTIONAL INGREDIENTS
Vitamins, minerals and herbal extracts
7.4 NEW PRODUCT DEVELOPMENTS
Reduced-sugar flavoured water enter the marketplace
Summary 8 Health and Wellness Bottled Water: New Product Launches 2004/2005
7.5 PRICING STRATEGIES
Higher prices for functional water
Summary 9 Pricing: Standard vs HW Bottled Water 2005
8. SOFT DRINKS SECTOR SUMMARIES
8.1 SPORTS DRINKS
Sports drinks benefit from fitness trend
Powerade is changing its image
Table 36 Retail Sales of Sports Drinks: Value 2002-2005
Table 37 Retail Sales of Sports Drinks: % Value Growth 2002-2005
Table 38 Forecast Retail Sales of Sports Drinks by: Value 2005-2010
Table 39 Forecast Retail Sales of Sports Drinks by: % Value Growth 2005-2010
Table 40 Sports Drinks - Fortified/functional: Brand Rankings 2005
Summary 10 Health and Wellness Sports Drinks: New Product Launches 2004/2005
8.2 ENERGY DRINKS
Energy drinks have recovered from the impact of the deposit issue
Red Bull and private label dominate energy drinks
Table 41 Retail Sales of Energy Drinks: Value 2002-2005
Table 42 Retail Sales of Energy Drinks: % Value Growth 2002-2005
Table 43 Forecast Retail Sales of Energy Drinks: Value 2005-2010
Table 44 Forecast Retail Sales of Energy Drinks: % Value Growth 2005-2010
Table 45 Energy Drinks - Fortified/functional: Brand Rankings 2005
8.3 CONCENTRATES
Wellness trend reaches liquid concentrates
Table 46 Retail Sales of Concentrates by Health and Wellness Category: Value 2002-2005
Table 47 Retail Sales of Concentrates by Health and Wellness Category: % Value Growth 2002-2005
Table 48 Forecast Retail Sales of Concentrates by Health and Wellness Category: Value 2005-2010
Table 49 Forecast Retail Sales of Concentrates by Health and Wellness Category: % Value Growth 2005-2010
Table 50 Concentrates - Organic: Brand Rankings 2005
Table 51 Concentrates - Fortified/functional: Brand Rankings 2005
Table 52 Concentrates - BFY Reduced Sugar: Brand Rankings 2005
Summary 11 Health and Wellness Concentrates: New Product Launches 2004/2005
8.4 RTD TEA
Green and red tea complement health and wellness trend
Table 53 Retail Sales of RTD Tea by Health and Wellness Category: Value 2002-2005
Table 54 Retail Sales of RTD Tea by Health and Wellness Category: % Value Growth 2002-2005
Table 55 Forecast Retail Sales of RTD Tea by Health and Wellness Category: Value 2005-2010
Table 56 Forecast Retail Sales of RTD Tea by Health and Wellness Category: % Value Growth 2005-2010
Table 57 RTD Tea - BFY Reduced Sugar: Brand Rankings 2005
Table 58 NH Green RTD Tea: Brand Rankings 2005
Table 59 NH Other RTD Tea: Brand Rankings 2005
Summary 12 Health and Wellness RTD Tea: New Product Launches 2004/2005
8.5 RTD COFFEE
Table 60 Retail Sales of RTD Coffee by Health and Wellness Category: Value 2002-2005
Table 61 Retail Sales of RTD Coffee by Health and Wellness Category: % Value Growth 2002-2005
Table 62 Forecast Retail Sales of RTD Coffee by Health and Wellness Category: Value 2005-2010
Table 63 Forecast Retail Sales of RTD Coffee by Health and Wellness Category: % Value Growth 2005-2010
9. HEALTH AND WELLNESS HOT DRINKS SALES
9.1 MARKET PERFORMANCE
Sharp price increases in coffee distort the overall picture
Naturally healthy products are most important
Table 64 Retail Sales of Hot Drinks by Health and Wellness Category: Value 2002-2005
Table 65 Retail Sales of Hot Drinks by Health and Wellness Category: % Value Growth 2002-2005
9.2 KEY TRENDS AND DEVELOPMENTS
Health and wellness becomes more important
Wellness teas a response to health trend
Fair Trade drives sales of organic hot drinks
9.3 KEY FUNCTIONAL INGREDIENTS
Vitamins, minerals and herbs are the most important
9.4 RETAIL DISTRIBUTION
Retail distribution trends
9.5 RETAILER ACTIVITY AND PRIVATE LABEL TRENDS
Retailer activity
Private label trends
9.6 FORECAST MARKET PERFORMANCE
Potential for natural and healthy hot drinks
Best opportunities for HW tea
Table 66 Forecast Retail Sales of Hot Drinks by Health and Wellness Category: Value 2005-2010
Table 67 Forecast Retail Sales of Hot Drinks by Health and Wellness Category: % Value Growth 2005-2010
10. COFFEE
10.1 COFFEE BY HEALTH AND WELLNESS CATEGORY
Sharp price increases lead to substantial current value growth in 2005
Decline in demand for reduced-caffeine coffee
Organic coffee is a small niche
Table 68 Retail Sales of Coffee by Health and Wellness Category: Value 2002-2005
Table 69 Retail Sales of Coffee by Health and Wellness Category: % Value Growth 2002-2005
Table 70 Forecast Retail Sales of Coffee by Health and Wellness Category: Value 2005-2010
Table 71 Forecast Retail Sales of Coffee by Health and Wellness Category: % Value Growth 2005-2010
10.2 COMPANY AND BRAND ANALYSIS
Kaffee Hag – a synonym for decaffeinated coffee
Gepa Fair Handelshaus – the leading Fair Trade company
Summary 13 Health and Wellness Coffee: Major Players 2004/2005
Table 72 Fresh Coffee - Organic: Brand Rankings 2005
Table 73 Fresh Coffee - BFY Reduced Caffeine: Brand Rankings 2005
Table 74 Instant Coffee - Organic: Brand Rankings 2005
Table 75 Instant Coffee - BFY Reduced Caffeine: Brand Rankings 2005
10.3 NEW PRODUCT DEVELOPMENTS
Lack of activity in the coffee sector
Summary 14 Health and Wellness Coffee: New Product Launches 2005/2006
10.4 PRICING STRATEGIES
High price premium for organic products
No premium for decaffeinated fresh coffee
Summary 15 Pricing: Standard vs HW Coffee 2005
11. TEA
11.1 TEA BY HEALTH AND WELLNESS CATEGORY
Health and wellness is a key issue in tea
Naturally healthy tea is the most developed HW category
Green tea suffers from competition from new kinds of tea
Strong growth for new wellness teas
Steady growth for organic tea
Virtually no demand for decaffeinated tea
Good prospects for healthy tea
Table 76 Retail Sales of Tea by Health and Wellness Category: Value 2002-2005
Table 77 Retail Sales of Tea by Health and Wellness Category: % Value Growth 2002-2005
Table 78 Forecast Retail Sales of Tea by Health and Wellness Category: Value 2005-2010
Table 79 Forecast Retail Sales of Tea by Health and Wellness Category: % Value Growth 2005-2010
11.2 COMPANY AND BRAND ANALYSIS
Teekanne
Ostriesische Tee Gesellschaft
Manufacturers address lifestyle issues and "emotions"
Summary 16 Health and Wellness Tea: Major Players 2004/2005
Table 80 Black Tea - Organic: Brand Rankings 2005
Table 81 Black Tea - BFY Reduced Caffeine: Brand Rankings 2005
Table 82 Green Tea - Organic: Brand Rankings 2005
Table 83 NH Green Tea: Brand Rankings 2005
Table 84 Fruit/herbal Tea - Fortified/functional: Brand Rankings 2005
Table 85 NH Herbal Tea: Brand Rankings 2005
Table 86 Instant Tea - Fortified/functional: Brand Rankings 2005
Table 87 NH Other Tea: Brand Rankings 2005
11.3 KEY FUNCTIONAL INGREDIENTS
Wide variety of herbal extracts
11.4 NEW PRODUCT DEVELOPMENTS
Leading manufacturers continue to broaden their HW ranges
Summary 17 Health and Wellness Tea: New Product Launches 2004/2005
11.5 PRICING STRATEGIES
No great price difference between standard and HW products
Summary 18 Pricing: Standard vs HW Tea 2005
12. OTHER HOT DRINKS
12.1 OTHER HOT DRINKS BY HEALTH AND WELLNESS CATEGORY
Other hot drinks suffers from an unhealthy image
Organic products benefit from natural image
Functional is the standard in powder drinks
Lack of BFY products
Naturally healthy malt-based products the most developed health and wellness category
Bad times ahead
Table 88 Retail Sales of Other Hot Drinks by Health and Wellness Category: Value 2002-2005
Table 89 Retail Sales of Other Hot Drinks by Health and Wellness Category: % Value Growth 2002-2005
Table 90 Forecast Retail Sales of Other Hot Drinks by Health and Wellness Category: Value 2005-2010
Table 91 Forecast Retail Sales of Other Hot Drinks by Health and Wellness Category: % Value Growth 2005-2010
12.2 COMPANY AND BRAND ANALYSIS
Nestlé Deutschland AG leads sales
Summary 19 Health and Wellness Other Hot Drinks: Major Players 2004/2005
Table 92 Other Hot Drinks - Organic: Brand Rankings 2005
Table 93 Chocolate-based Flavoured Powder Drinks - Fortified/functional: Brand Rankings 2005
Table 94 Chocolate-based Flavoured Powder Drinks - BFY Reduced Sugar: Brand Rankings 2005
Table 95 Non-chocolate-based Flavoured Powder Drinks - Fortified/functional: Brand Rankings 2005
Table 96 Malt-based Hot Drinks - Fortified/functional: Brand Rankings 2005
Table 97 NH Malt-based Hot Drinks: Brand Rankings 2005
12.3 KEY FUNCTIONAL INGREDIENTS
Vitamins and minerals are standard ingredients in flavoured powder drinks
12.4 NEW PRODUCT DEVELOPMENTS
Nestlé introduces healthy powder drink for small children
Summary 20 Health and Wellness Other Hot Drinks: New Product Launches 2004/2005
12.5 PRICING STRATEGIES
High price premiums for organic products and malt based drinks
Summary 21 Pricing: Standard vs HW Other Hot Drinks 2005