Executive Summary

Mar 2019
PROSPECTS
Growth opportunities remain for free from in Germany

The free from category, which includes free from allergens, free from gluten, free from lactose, free from dairy and free from meat products, continued to grow at the end of the review period, with further positive development expected over the forecast period. The main reason behind its – so far unlocked – significant potential for further growth lies in the fact that the majority of the category’s consumers thus far have been attracted to it due to a need to avoid certain ingredients, mainly because of intolerances.

Past growth rates unlikely to be repeated

Despite the category’s positive performance over the review period and anticipated gains over the forecast period, the much slower growth seen towards the end of the review period indicates that it is very unlikely that the strong growth rates achieved in earlier years will be repeated. Apart from the fact that after many successful years future growth is measured against a considerably higher base, a certain level of saturation has also been reached, especially in more mature categories such as HA milk formula, free from dairy soy milk and free from gluten bread.

Price expected to be a significant factor once economic conditions change

Another quite challenging situation will arise for the category when the current very favourable economic climate comes to an end. In this case, consumer confidence will decline and many Germans will return to much more cautious purchasing behaviour.

COMPETITIVE LANDSCAPE
Competitive environment remains fragmented

A very wide range of different companies were present in free from packaged food in Germany in 2018 due to the very diverse nature of these products. Apart from the two leading players discussed below, these include multinationals, for which free from products are only a minor part of their business, smaller, often domestic, players or even start-ups, which in some cases have focused on certain categories, as well as private label.

Alpro remains the leading player

Alpro remained the leading player in the free from category in 2018 and continued to grow its value share. The company’s position can be attributed to its wide variety of products, which ranges from milk alternatives to yoghurt and soy desserts.

Dr Schär remains synonymous with gluten free products for many Germans

Dr Schär Deutschland continued to rank second in the free from category in 2018 with a stable value share thanks to being synonymous with gluten free products for many Germans. The company continues to profit from a well-established brand identity and its offer of a wide range of gluten free products in many different packaged food categories.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Free From in Germany

Samples (FAQs about Samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Food Intolerance in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Passport market research database.

Free From in Germany - Category analysis

HEADLINES

PROSPECTS

Growth opportunities remain for free from in Germany
Past growth rates unlikely to be repeated
Price expected to be a significant factor once economic conditions change

COMPETITIVE LANDSCAPE

Competitive environment remains fragmented
Alpro remains the leading player
Dr Schär remains synonymous with gluten free products for many Germans

CATEGORY DATA

Table 1 Sales of Free From by Category: Value 2013-2018
Table 2 Sales of Free From by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Free From: % Value 2014-2018
Table 4 LBN Brand Shares of Free From: % Value 2015-2018
Table 5 Distribution of Free From by Format: % Value 2013-2018
Table 6 Forecast Sales of Free From by Category: Value 2018-2023
Table 7 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Health and Wellness in Germany - Industry Overview

EXECUTIVE SUMMARY

Health and wellness continues to register solid growth
Naturalness and reduced sugar remain hot topics in 2018
Coca-Cola remains the leading brand manufacturer in a highly fragmented market
Modern grocery retailers dominate distribution
Health and wellness offers further room for growth

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Related Reports