Health and Wellness in Germany

Health and Wellness in Germany

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 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Better For You Beverages in Germany

HEADLINES

PROSPECTS

Contrasting performances between categories

Reducing sugar to remain a key topic over the forecast period

Reduced sugar RTD tea versus reduced sugar carbonates

COMPETITIVE LANDSCAPE

Coca-Cola remains the clear category leader

Smaller players and local manufacturers perform better

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Germany

HEADLINES

PROSPECTS

Better for you in Germany will continue to mainly mean reduced fat dairy

Reduced salt packaged food remains a very small category

Positive outlook for reduced sugar products over the forecast period

COMPETITIVE LANDSCAPE

Very fragmented competitive landscape

Arla and Unilever remain the leading players in reduced fat packaged food

Wrigley leads reduced sugar packaged food

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Germany

HEADLINES

PROSPECTS

FF energy drinks performing well despite challenges

Naturalness wins over functionality

A clearer message could prove beneficial

COMPETITIVE LANDSCAPE

Red Bull continues to lead FF beverages

Powerade retains its lead in FF sports drinks

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 36 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 37 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 38 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 39 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 41 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Germany

HEADLINES

PROSPECTS

Regulations will continue to hamper the category’s growth

FF products with recognised health benefits will continue to do well

Change in the economic climate could further damage the category’s prospects

COMPETITIVE LANDSCAPE

Many different players competing for share

Danone seeking to overcome legal restrictions regarding probiotics

Mars Wrigley Confectionery to profit from a unified presence

CATEGORY DATA

Table 42 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 43 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 45 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2013-2018
Table 47 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 48 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 49 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 50 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 51 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 52 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 53 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 54 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Germany

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 56 Sales of Free From by Category: Value 2013-2018
Table 57 Sales of Free From by Category: % Value Growth 2013-2018
Table 58 NBO Company Shares of Free From: % Value 2014-2018
Table 59 LBN Brand Shares of Free From: % Value 2015-2018
Table 60 Distribution of Free From by Format: % Value 2013-2018
Table 61 Forecast Sales of Free From by Category: Value 2018-2023
Table 62 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Germany

HEADLINES

PROSPECTS

NH bottled water continues to attract growing interest

Health benefits of tea lead to further success

NH beverages continues to benefit from heavy promotional support

COMPETITIVE LANDSCAPE

Gerolsteiner Brunnen continues to lead NH bottled water

Strong position of private label in a fragmented category

CATEGORY DATA

Table 63 Sales of NH Beverages by Category: Value 2013-2018
Table 64 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 65 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 66 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 67 Distribution of NH Beverages by Format: % Value 2013-2018
Table 68 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 69 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Germany

HEADLINES

PROSPECTS

NH packaged food still offers considerable growth potential in Germany

Category will continue to benefit from general health concerns in Germany

High fibre diet increasingly seen as a way to improve one’s health and wellbeing

COMPETITIVE LANDSCAPE

Multinationals play only a minor role in NH packaged food in Germany

Private label commands a strong share of sales

Companies in NH nuts, seeds and trail mixes gain ground

CATEGORY DATA

Table 70 Sales of NH Packaged Food by Category: Value 2013-2018
Table 71 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 72 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 73 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 74 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 75 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 76 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Germany

HEADLINES

PROSPECTS

Organic continues to offer potential

Growth of organic products proving a problem for some organic shops

Manufacturers not only focusing on organic

COMPETITIVE LANDSCAPE

Coca-Cola continues to lead organic beverages

Smaller companies invest more in organic beverages

CATEGORY DATA

Table 77 Sales of Organic Beverages by Category: Value 2013-2018
Table 78 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 79 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 80 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 81 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 82 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 83 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in Germany

HEADLINES

PROSPECTS

Current and future growth of organic packaged food supported by many factors

Category facing limited threats to development

Range of price points in organic packaged food expected to widen

COMPETITIVE LANDSCAPE

Many different companies competing for share in organic packaged food

Alnatura able to benefit from its dual role as both a manufacturer and retailer

Hipp continues to be seen as the gold standard in organic baby food in Germany

CATEGORY DATA

Table 84 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 85 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 86 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 87 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 88 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 89 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 90 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023

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