Fortified/Functional Beverages in Germany

PROSPECTS

FF beverages enjoying dynamic growth in Germany

Along with organic beverages, FF drinks was the most dynamic main growth area in HW beverages. In addition to natural and organic characteristics, consumers are also particularly looking for functional benefits from their drinks.

Reduced-sugar energy drinks most dynamic

FF energy drinks is, along with FF bottled water, the fastest-growing category in FF beverages. This is being driven by increased activity from manufacturers, including new product launches such as Monster Espresso or reduced-sugar variants from Red Bull.

FF bottled water also seeing strong growth

FF bottled water is expected to be neck and neck with FF energy drinks as the most dynamic product area in FF beverages over the forecast period. Over the last two years of the review period, there were several new product launches in this area, including from large multinationals such as Coca-Cola, which introduced its Aquarius brand.

COMPETITIVE LANDSCAPE

Red Bull continues to lead FF beverages in what is an increasingly competitive category

Red Bull remains the clear leader in FF beverages, but competition in the category is intensifying. There are more competitors and there is therefore also more choice for consumers.

Powerade retains its lead in FF sports drinks

Despite its considerable marketing resources, the US giant PepsiCo and its brand Gatorade continued to fail to outshine Coca-Cola and its Powerade brand, which benefits from a core consumer base in Germany as well as strong marketing activities. With the brand having a unique position in Germany in FF sports drinks, its main competitors derive from other sports products such as bars, tablets, powders and gels, as well as more specific sports brands available in specialist outlets.

Messmer launches its first FF tea range

FF fruit/herbal tea is expected to see further growth, not least thanks to the launch by Messmer of its FF range. With around a third of consumers considering the addition of vitamins and/or minerals to grocery products to be important, Messmer will be meeting these needs in its new Plus tea range.

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