Better For You Packaged Food in Germany

PROSPECTS

Reduced-fat dairy the biggest product area in BFY packaged food

As in the previous years of the review period, BFY packaged food recorded slower growth than overall HW packaged food in 2019. 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.

The media is spreading the word about the importance of lower sugar content

A shift can be seen in BFY packaged food, with reduced sugar increasingly superseding reduced fat as the prominent BFY positioning. Strong media coverage about the negative impact of packaged food with a high sugar content continued to fuel consumer concerns in 2019.

Reduced-salt packaged food is growing but still a relatively limited category

Reduced salt is still smaller than reduced fat and reduced sugar, but continues to grow. Most sales are generated by reduced-salt butter, although this is a highly mature category with major brands and private label competing strongly on price.

COMPETITIVE LANDSCAPE

Competitive landscape remains fragmented

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

Wrigley, Ornua and Arla lead the different BFY packaged food areas

In reduced sugar confectionery, the leading player in Germany remained Wrigley thanks to its strength in sugar- free gum. The company is well known and well liked by German consumers, defending its share through many different activities.

New products appearing in BFY packaged food

In children’s breakfast cereals, Kellogg launched Choco Krispies in 2018 with a recipe that contains 43% less sugar. This was in response to growing awareness of the high sugar content of many products in the category.

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