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Country Report

Confectionery in Germany

| Pages: 78

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Exploding raw material costs and in turn, higher retail prices are among the drivers for retail volume sales decline in 2013 while value sales continued to grow. In context of the review period, the value growth in 2013 is around the same as the performance over the review period and the volume sales decline is also comparable to what was seen during the review period. Volume sales decline is also the result of the maturity of chocolate confectionery on the whole by 2013, coupled by rising health awareness in Germany.

COMPETITIVE LANDSCAPE

  • Ferrero retains a 21% value share as the leading company in chocolate confectionery in 2012 and 2013; far ahead of its nearest rivals: Mars Deutschland with 12% and Kraft Foods Deutschland, also with 12%. Ferrero was in 2013 especially successful in terms of sales over the Easter season. However, Mars recorded the biggest value sales increase of the three leading players in 2013. In particular, Mars’ brand M&M’s performed very well to cement the leadership of bagged selflines/softlines. Other Mars brands, such as Snickers, Twix or Balisto, also performed well, all with improved availability in retail channels. Mars Deutschland aims to further intensify channel-specific cooperation with its partners. In 2012, the divisions Marketing and Customer Marketing were merged together to a new division called Customer & Channel Development with the goal of further development and to generate added value.

PROSPECTS

  • Constant retail value as well as retail volume sales of chocolate confectionery are both expected to decline over the forecast period. The growing consciousness of healthier nutrition and the general health and wellness trend in Germany are expected to have a negative impact on chocolate confectionery sales between 2013 and 2018. Furthermore, the expected further rising commodity prices will likewise exert a negative influence on future sales.

Gum

TRENDS

  • After two years of significant decline, gum set to recover in 2013 with stagnation in current value terms. However, in terms of volume sales, gum in Germany performed negatively for the third year in a row. Average unit prices for gum increased in 2013 to €29/kg, making it proportionally the most expensive confectionery product. Higher commodity and energy costs were the biggest price-increase drivers in 2013, but with falling volume sales of gum, even the price increase was not sufficient to lift value sales. As for the 2013 performance of gum in the context of the review period from 2008-2013, it was a bad year for the market as the growth rate is below the level seen in the review period in terms of current value sales.

COMPETITIVE LANDSCAPE

  • Wrigley continues to clearly dominate gum sales in Germany in 2013 with a value share of 76%. The company invested strongly in 2012 and 2013 in its strongest brands, Extra, Airwaves and 5gum. Furthermore, Wrigley established a new important cooperation with Aldi Nord, after losing out sales due to Schlecker’s closure. The cooperation with Aldi is seen as a big step towards further competitive advantage.

PROSPECTS

  • Gum is expected to recover over the forecast period after the declining trend during the last years of the review period, because of the high saturation of the market. However, both in terms of volume and value, retail sales of gum are forecast to stagnate over the forecast period. Wrigley, as the most dominant player in the industry, is expected to stimulate the gum category due to its strong investments and innovations. Furthermore, the expected market entry of Mondelez with Trident and the growing popularity of Mentos, are forecast to bring fresh wind into the gum market in Germany.

Sugar Confectionery

TRENDS

  • Sugar confectionery’s performance in 2013 is better than the performance over the review period in terms of value sales. This outcome has especially to do with higher retail prices due to exploding raw material costs particularly for sugar, which is twice as expensive as in 2011, and gelatine which is 80% more expensive. However, higher prices had an effect on volume sales which declined through almost all of the sugar confectionery categories. Nevertheless, the volume sales decline is around the same as the performance over the review period.

COMPETITIVE LANDSCAPE

  • Haribo GmbH & Co KG continues to grow in 2013 and holds a 24% share of retail value sales. Despite the dominant position in sugar confectionery, Haribo aims to extend its lead in Germany and generate further growth. Thereby, the strategy of Haribo is to expand its product range and remarkably, launch around 10 new products every year. A successful example is Haribo’s Fruity Cocktail, which combines tried and trusted gums with new fruity variants. Another successful new product innovation from Haribo is Happy Cola with a liquid refreshing filling. This product, which was launched in 2013, was in advance, recognised as the most innovative of the segment. Furthermore, Haribo also launched a new product with stevia called Bronchiol Stevia, which is promoted as low in calories, rich in dietary fibre and without added sugar. This product is positioned in the premium category and addresses those who appreciate high quality and are health conscious.

PROSPECTS

  • Over the forecast period, sugar confectionery is expected to decline both in terms of retail value and volume sales. The main reason for it is the growing trend for a healthier lifestyle in Germany combined with further growing commodity and energy prices, especially for sugar. Furthermore, sugar confectionery is characterised by high saturation however, some categories still have substantial growth potential.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Germany?
  • What are the major brands in Germany?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Confectionery in Germany - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018
  • Summary 1 Other Chocolate Confectionery: Product Types

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 14 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 15 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 17 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 18 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 19 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 20 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 21 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 22 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 23 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 24 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018
  • Summary 2 Other Sugar Confectionery: Product Types

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Gum by Category: Volume 2008-2013
  • Table 26 Sales of Gum by Category: Value 2008-2013
  • Table 27 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 28 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 29 Sales of Gum by Flavour: Rankings 2008-2013
  • Table 30 NBO Company Shares of Gum: % Value 2009-2013
  • Table 31 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 32 Distribution of Gum by Format: % Value 2008-2013
  • Table 33 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 34 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 35 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 36 Forecast Sales of Gum by Category: % Value Growth 2013-2018

Confectionery in Germany - Company Profiles

Ferrero Deutschland GmbH in Packaged Food (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Ferrero Deutschland GmbH: Key Facts
  • Summary 4 Ferrero Deutschland GmbH: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 5 Ferrero OH GmbH: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 6 Ferrero Deutschland GmbH: Competitive Position 2013

Storck KG, August in Packaged Food (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 August Storck KG: Key Facts
  • Summary 8 August Storck KG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 9 August Storck KG: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 10 August Storck KG: Competitive Position 2013

Packaged Food in Germany - Industry Context

EXECUTIVE SUMMARY

German packaged food market continues to grow in 2013

Food scandals unsettle consumers during Q1 2013

Competitive pressure in the packaged food market intensifies

Discounters working on new concepts and remains the leading channel

Changing demographics and consumer behaviour will affect market performance

KEY TRENDS AND DEVELOPMENTS

Branded manufacturers try to chip away value share from private label

Internet retailing picks up gradually in packaged food

Growing ecological awareness amongst consumers drives demand for organic and environmentally-friendly-produced products

Changing demographics and lifestyles foster new retailing concepts in packaged food

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends –foodservice

Prospects

Category Data

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 41 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 52 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 72 Sales of Packaged Food by Category: Value 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 75 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 78 Penetration of Private Label by Category: % Value 2008-2013
  • Table 79 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 11 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Alfajores
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Flavour
  • Analysis by Type

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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