The pandemic has had a positive impact on health and wellness products, including better for you packaged food. On the one hand, the pandemic has heightened Germans' concerns about their own health, both physical and mental, which is why healthy eating has taken on a new relevance.
While there have always been discussions about how unhealthy a high intake of specific ingredients can be, the review period witnessed medical and societal opinion in Germany clearly shift in the direction of sugar, resulting in increasing demand for BFY reduced sugar packaged food.
Many of the reduced fat products in Germany are available in dairy. Reduced fat milk, reduced fat cheese or reduced fat yoghurt have an established presence on the shelves of all discounters and retailers in German retailing.
Sugar will remain a debated topic in the coming years. In other European countries, possible limits or a tax on sugar are repeatedly the subject of discussion.
The pandemic increased interest in BFY reduced fat packaged food in line with rising health awareness, although no more so than standard alternatives. This is because the image of fat as an ingredient in most foods is increasingly changing from a negative to a positive one, with fat no longer perceived as harmful in Germany.
BFY reduced salt packaged food was not particularly widespread in Germany at the end of the review period compared to reduced fat products. Nevertheless, many Germans are familiar with reduced salt butter and spreads, which dominates sales, and therefore due to maturity, the category is facing strong competition from the various private label lines of supermarkets and discounters.
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Better For You Packaged Food
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 Packaged Food research and analysis database.
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