Health and Wellness in Germany

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Better For You Beverages
  • Better For You Packaged Food
  • Fortified/Functional Beverages
  • Fortified/Functional Packaged Food
  • Free From
  • Naturally Healthy Beverages
  • Naturally Healthy Packaged Food
  • Organic Beverages
  • Organic Packaged Food

If you're in the Health and Wellness industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Health and Wellness in Germany report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Health and Wellness in Germany?
  • What are the key health and wellness concerns driving sales in Health and Wellness?
  • Is Health and Wellness a dynamic niche or mainstream concern in Germany?
  • Which are the leading brands in Health and Wellness in Germany?
  • How are products distributed in Health and Wellness in Germany?
  • How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
  • Where is future growth expected to be most dynamic?

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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This report originates from Passport, our Health and Wellness research and analysis database.

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