The pandemic has enforced the need among consumers to reduce their sugar intake in line with rising health awareness. Beverages with low/zero sugar or calorie content are becoming increasingly popular and continuing to gain share from regular drinks, including carbonates.
While BFY reduced sugar beverages gain further popularity and thus take share from standard variants, demand for reduced caffeine coffee or tea is declining in Germany. Although consumers are seeking improved sleep levels due to rising anxiety during the pandemic, there is subdued demand for these kinds of products.
Reduced sugar RTD tea is benefiting from the health and wellness trend in Germany. As the demand for healthier beverages is growing, there is an increasing need for tea-based or infused drinks as tea is perceived by local consumers as offering natural health benefits.
With the election of a new government in Germany, there is a greater chance of a sugar tax being introduced for soft drinks. Coalition talks at the end of the review period included discussion on implementing a so-called “traffic-light” system that aims to prohibit the marketing of packaged products high in sugar, salt and fat to children, and force producers to adopt packaging labels that display their nutritional score.
As the sugar tax on soft drinks is looming in Germany – a move that has been expected for several years – companies have had time to adapt. For example, PepsiCo has announced that it will reduce the sugar content of its products offered in the EU by approximately 25% by 2025, and by 50% by 2030.
There is increasing media attention in Germany on packaged food and beverages, and nutrition in general. From television programmes to online magazines, there is greater interest in healthy – and affordable – nutrition.
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Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Better For You Beverages
Products where the amount of a substance considered to be less healthy (eg fat, sugar, salt, carbohydrates) has been actively reduced during production. To qualify for inclusion in this category, the “less healthy” element of the foodstuff needs to have been actively removed or substituted during the processing. This should also form a key part of the positioning/marketing of the product. Products which are naturally fat/sugar/carbohydrate -free are not included as nothing out of the ordinary has been done during their production to make them “better for you”. “No added sugar” claims are excluded too. Products most likely to be included here will be those which are low-fat/low-sugar versions of standard products (eg reduced fat mayonnaise, reduced fat cheese, reduced fat milk, reduced sugar confectionery, etc). For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Better For You Beverages research and analysis database.
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