Health and Wellness in Germany

Health and Wellness in Germany

EXECUTIVE SUMMARY

COVID-19 impact on health and wellness

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for health and wellness?

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2015-2020
Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020
Table 3 Sales of Health and Wellness by Category: Value 2015-2020
Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020
Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020
Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020
Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020
Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025
Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Better For You Beverages in Germany

KEY DATA FINDINGS

2020 IMPACT

Rising consumer health concerns fuel surge in demand for healthier beverages

Growing focus on reducing sugar consumption driving sales

Strong investment in marketing and innovation key to success

RECOVERY AND OPPORTUNITIES

New innovative healthier brands key to attracting consumers

Strong growth potential within reduced-sugar non-cola carbonates and RTD tea

Premiumisation trend to support demand for higher quality food and drink products

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2015-2020
Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020
Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020
Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020
Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025

Fortified/Functional Beverages in Germany

KEY DATA FINDINGS

2020 IMPACT

Consumers look towards beverages with immune boosting properties

Vilification of sugar consumption continues to drive growth

Red Bull remains in pole position but facing intensifying competition

RECOVERY AND OPPORTUNITIES

Ongoing health scare to further drive demand for functional beverages

Shift away from sugar key to attracting new customers

Leading brands focusing on offering new innovative ingredients

CATEGORY DATA

Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020
Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020
Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020
Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020
Table 30 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020
Table 31 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020
Table 32 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020
Table 33 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025
Table 34 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025

Naturally Healthy Beverages in Germany

KEY DATA FINDINGS

2020 IMPACT

Shift towards carbonated water driven by fears over sugar consumption

Rising interest in natural products boosts demand for NH beverages

Consumers gradually shifting towards higher quality branded products

RECOVERY AND OPPORTUNITIES

Strong scope for growth in wake of COVID-19, despite growing competition

Health conscious consumers shifting towards NH bottled water

Desire to boost the immune system driving demand for NH superfruit 100% juice

CATEGORY DATA

Table 35 Sales of NH Beverages by Category: Value 2015-2020
Table 36 Sales of NH Beverages by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of NH Beverages: % Value 2016-2020
Table 38 LBN Brand Shares of NH Beverages: % Value 2017-2020
Table 39 Distribution of NH Beverages by Format: % Value 2015-2020
Table 40 Forecast Sales of NH Beverages by Category: Value 2020-2025
Table 41 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025

Organic Beverages in Germany

KEY DATA FINDINGS

2020 IMPACT

Consumers look to recreate on-trade experiences in the home during lockdown

Strong scope for further organic growth

Strong investment in new product development keeps Coca-Cola in pole position

RECOVERY AND OPPORTUNITIES

No end in sight for shift towards higher quality ingredients

Leading brands focusing on rising demand for new premium quality products

Potential for organic juice to revive fortunes of struggling juice category

CATEGORY DATA

Table 42 Sales of Organic Beverages by Category: Value 2015-2020
Table 43 Sales of Organic Beverages by Category: % Value Growth 2015-2020
Table 44 NBO Company Shares of Organic Beverages: % Value 2016-2020
Table 45 LBN Brand Shares of Organic Beverages: % Value 2017-2020
Table 46 Distribution of Organic Beverages by Format: % Value 2015-2020
Table 47 Forecast Sales of Organic Beverages by Category: Value 2020-2025
Table 48 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025

Better For You Packaged Food in Germany

KEY DATA FINDINGS

2020 IMPACT

Germans increasingly upgrade their diets, favouring reduced sugar and salt options

Reduced fat varieties struggle

BFY packaged food is a crowded category

RECOVERY AND OPPORTUNITIES

Static demand anticipated as Germans often prefer full-fat options

BFY reduced sugar packaged food to make further gains

Limited scope for BFY reduced salt food, but some growth expected

CATEGORY DATA

Table 49 Sales of BFY Packaged Food by Category: Value 2015-2020
Table 50 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of BFY Packaged Food: % Value 2016-2020
Table 52 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020
Table 53 Distribution of BFY Packaged Food by Format: % Value 2015-2020
Table 54 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025
Table 55 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025

Free From in Germany

KEY DATA FINDINGS

2020 IMPACT

Sales growth escalates amid health crisis

Fastest gains being made in free from meat substitutes

Alpro leads very fragmented landscape

RECOVERY AND OPPORTUNITIES

Further gains ahead for free from in Germany

Still outperforming other HW categories

Free from dairy products to post some of the highest volume growth

CATEGORY DATA

Table 56 Sales of Free From by Category: Value 2015-2020
Table 57 Sales of Free From by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Free From: % Value 2016-2020
Table 59 LBN Brand Shares of Free From: % Value 2017-2020
Table 60 Distribution of Free From by Format: % Value 2015-2020
Table 61 Forecast Sales of Free From by Category: Value 2020-2025
Table 62 Forecast Sales of Free From by Category: % Value Growth 2020-2025

Fortified/Functional Packaged Food in Germany

KEY DATA FINDINGS

2020 IMPACT

Home seclusion gives sales a lift in 2020

Pre-pandemic performance fairly sluggish overall

Danone leads a crowded category

RECOVERY AND OPPORTUNITIES

FF packaged food to lose out to more natural options

FF confectionery to remain in growth territory, but competition will tell elsewhere

Products with specific health claims likely to see better results

CATEGORY DATA

Table 63 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020
Table 64 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020
Table 65 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020
Table 66 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020
Table 67 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2015-2020
Table 68 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020
Table 69 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020
Table 70 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020
Table 71 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020
Table 72 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020
Table 73 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020
Table 74 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020
Table 75 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025
Table 76 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025

Naturally Healthy Packaged Food in Germany

KEY DATA FINDINGS

2020 IMPACT

Nutritional and medicinal, NH honey leads growth rates in 2020

Pursuit of natural diets combined with affordability key to category’s success

Private label has strong influence on NH packaged food

RECOVERY AND OPPORTUNITIES

Overall performance set to stabilise from 2022

Elderly population to support sales of NH high fibre food

NH olive oil to again be one of the best performers

CATEGORY DATA

Table 77 Sales of NH Packaged Food by Category: Value 2015-2020
Table 78 Sales of NH Packaged Food by Category: % Value Growth 2015-2020
Table 79 NBO Company Shares of NH Packaged Food: % Value 2016-2020
Table 80 LBN Brand Shares of NH Packaged Food: % Value 2017-2020
Table 81 Distribution of NH Packaged Food by Format: % Value 2015-2020
Table 82 Forecast Sales of NH Packaged Food by Category: Value 2020-2025
Table 83 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025

Organic Packaged Food in Germany

KEY DATA FINDINGS

2020 IMPACT

Organic ranges increasingly supported by eco and dietary concerns

Staples show dynamic growth

Artisanal and private label offerings have strong presence

RECOVERY AND OPPORTUNITIES

Steady performance predicted as sales normalise

Economic downturn could limit growth

Hipp set to keep shaping performance of organic baby food

CATEGORY DATA

Table 84 Sales of Organic Packaged Food by Category: Value 2015-2020
Table 85 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020
Table 86 NBO Company Shares of Organic Packaged Food: % Value 2016-2020
Table 87 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020
Table 88 Distribution of Organic Packaged Food by Format: % Value 2015-2020
Table 89 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025
Table 90 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025

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