Health and Wellness in Germany
Health and wellness in 2021: The big picture
What next for health and wellness?
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
Summary 1 Research Sources
Better For You Beverages in Germany
BFY reduced sugar beverages lead the way
Subdued demand for BFY reduced caffeine beverages
Reduced sugar RTD tea benefits from rising health trends
Potential for new government to introduce sugar tax
Further innovation and new product launches likely
Sweeteners increasingly scrutinised
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
Better For You Packaged Food in Germany
Pandemic encourages greater focus on healthy nutrition and mental health
Sugar seen as major cause of health issues, encouraging increasing numbers of consumers to seek alternatives
Reduced fat still popular among certain food categories
Wider range of alternatives to sugar to gain visibility
Further shift in perceptions of fat expected
BFY reduced salt food to remain a niche in comparison to reduced fat
Table 24 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 28 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
Fortified/Functional Beverages in Germany
Additional protein and plant-based proteins the latest trend
Vitamins to support immune function
FF energy drinks remain dynamic
Potential sugar tax could harm regular energy drinks
Ingredients supporting greater relaxation to increase in appeal
Adaptogens the new super ingredient?
Table 31 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 34 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
Table 35 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 36 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 37 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 38 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 39 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 41 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
Fortified/Functional Packaged Food in Germany
Search for additional immunity during pandemic favours fortified/functional
Addition of vitamins for improving immune system
Protein trend mainly in dairy, and in bread to some extent
Resumption of activities may support further demand for protein-enriched products
Fortification targeting gamers a potential avenue for growth
Products to assist with mental health to gain focus in coming years
Table 42 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 43 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 44 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 45 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 46 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2016-2021
Table 47 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 48 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
Table 49 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 50 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 51 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 52 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 53 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 54 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
Free From in Germany
Free from demand driven by increasing popularity of vegan and vegetarian diets
Free from meat on the rise
Free from dairy benefits from major trends
Free from as main driver for health and wellness products in upcoming years
Substituting meat expected to be a long-term trend in Germany
Increasing numbers of consumers to move away from lactose and gluten
Table 56 Sales of Free From by Category: Value 2016-2021
Table 57 Sales of Free From by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Free From: % Value 2017-2021
Table 59 LBN Brand Shares of Free From: % Value 2018-2021
Table 60 Distribution of Free From by Format: % Value 2016-2021
Table 61 Forecast Sales of Free From by Category: Value 2021-2026
Table 62 Forecast Sales of Free From by Category: % Value Growth 2021-2026
Naturally Healthy Beverages in Germany
Naturally healthy products gain in popularity as consumers avoid sugar
Shift to retail boosts NH tea sales
NH bottled water sales under pressure
Increasing numbers of Germans expected to choose tap water
Stable demand for NH tea over the forecast period
Premium juice variants and innovation to gain further momentum
Table 63 Sales of NH Beverages by Category: Value 2016-2021
Table 64 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 65 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 66 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 67 Distribution of NH Beverages by Format: % Value 2016-2021
Table 68 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 69 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
Naturally Healthy Packaged Food in Germany
Demand for more natural food amid cooking at home trend
E-commerce further penetrates naturally healthy packaged food
Naturally healthy staples perform well
Increasing demand for information and scepticism towards mass products
Naturalness to permeate daily lives beyond consumption
NH nuts, seeds and trail mixes, and NH fibre bread to remain ahead of the pack
Table 70 Sales of NH Packaged Food by Category: Value 2016-2021
Table 71 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 72 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 73 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 74 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 75 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 76 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
Organic Beverages in Germany
Organic enters the mainstream in Germany
Organic offer increases in liquid concentrates
Coca-Cola extends Vio Bio range to compete with Bionade
Organic tea for home indulgence
Organic labels benefit from positive health perceptions
Opportunities emerge for organic 100% juice
Table 77 Sales of Organic Beverages by Category: Value 2016-2021
Table 78 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 79 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 80 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 81 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 82 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 83 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
Organic Packaged Food in Germany
Organic feature continues to be highly valued in Germany
Sustainability becoming a main trend that also works in favour of organic
Farmers as symbols of regional products with more transparent supply chains
Price sensitivity remains major challenge for wider acceptance of organic packaged food
Health to become increasingly important
Fair pay for farmers will be increasingly demanded
Table 84 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 85 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 86 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 87 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 88 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 89 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026