There is increasing interest in products fortified with protein in Germany. Moreover, there is demand for plant-based proteins as increasing numbers of consumers attempt to reduce their meat intake or the consumption of animal-derived proteins in general.
Although the pandemic has accelerated demand for perceived healthier drinks such as juice that naturally contain vitamins, Germans are also aware of the need to reduce their sugar intake, including fructose. Innovative options, especially in juice shots, are emerging where new products offer healthy vitamins or bacterial cultures.
As noted in previous years, FF energy drinks (regular and reduced sugar variants) remained a dynamic performer within FF soft drinks in Germany. While Red Bull strengthened its convincing leadership in 2021, there is increasing competition from smaller players.
In September 2021, the German population voted for a new parliament. The coalition forming the new government consists of the so-called “traffic-light” parties (the SPD, FDP, the Green Party).
Over the forecast period, there are likely to be further launches that contain caffeine for its functionality. While demand for FF energy drinks is predicted to continue growing, other categories are likely to follow the trend of addressing energy needs throughout the day, including juice and carbonates.
CBD and cannabis in general received greater attention by the German media over the review period. There is an increasing offer of CBD beverages, driven in particular by urban and young consumers who follow new trends.
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This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.See All of Our Definitions
This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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