Better For You Packaged Food in Germany

2020 IMPACT

Germans increasingly upgrade their diets, favouring reduced sugar and salt options

In 2020, BFY packaged food was in greater demand owing to home seclusion arising from COVID-19, with consumers eating from foodservice much less in order to observe social distancing. More consumers stayed at home during the summer rather than travel for a holiday, and many also worked from home or spent their weekends at home, increasing demand for packaged food in general.

Reduced fat varieties struggle

As in the previous years of the review period, BFY packaged food recorded slower growth than overall HW packaged food in 2020. This was partly due to BFY packaged food sales being dominated by reduced fat products, predominantly dairy products, with reduced fat having a strong reach in butter, cheese, milk and yoghurt.

BFY packaged food is a crowded category

The competitive landscape in BFY packaged food is highly fragmented, with many players in a wide range of categories offering reduced fat, reduced salt or reduced sugar products in addition to regular versions. Examples of this fragmentation can be seen in the most important categories of reduced fat dairy and reduced sugar confectionery.

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