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Country Report

Health and Wellness in

Health and Wellness in Germany

90 pages, May 2018

US$2,100

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Executive Summary

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Health and wellness performs well in 2017

Health and wellness in both packaged food and beverages recorded good growth in 2017, due to the success of better for you and fortified/functional food and beverages. While all health and wellness categories performed well in retail value terms, better for you and fortified/functional drove growth in actual retail volume terms and are likely to continue to do so over the forecast period.

Better for you becomes the main driver of health and wellness

Better for you was the main actual retail value growth driver in 2017 in both HW packaged food and beverages. Improving the body’s abilities beyond the general wellbeing trend has become a concern among German consumers, who seek to fight obesity-related health concerns and, at the same time, try to maximise body strength through the use of specific packaged food and beverages.

Highly fragmented market leaves room for competition

The competitive environment in health and wellness in Germany remained highly fragmented in 2017, especially in HW packaged food. Here, the discounter Aldi Einkauf led, closely followed by Lieken and artisanal.

Discounters lead the health and wellness trend

As the main health and wellness categories are all widely available in the main distribution channels, discounters in particular have capitalised on the increased demand for better for you and fortified/functional packaged food and beverages. The leading German discounters, Aldi and Lidl, both offer a wide range of branded health and wellness products, as well as health and wellness private label, even if the latter remains rather small.

Health and wellness promises more growth over forecast period

Health and wellness within both packaged food and beverages is expected to record growth over the forecast period, even though only gradually. While there is still room for growth within all the health and wellness categories, the main drivers of retail value growth over the forecast period will likely be naturally healthy within packaged food and organic within beverages.

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Health and Wellness Research Report Health and Wellness Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Health and Wellness 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.

If you're in the Health and Wellness industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Health and Wellness 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
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Health and Wellness in Germany?
What are the major brands in Germany?
Were the sales of health and wellness affected by the global recession?
What functional ingredients in food and drinks are in fashion in Germany?
Is the organic movement still growing?
Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

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Health and Wellness in Germany

EXECUTIVE SUMMARY

Health and wellness performs well in 2017

Better for you becomes the main driver of health and wellness

Highly fragmented market leaves room for competition

Discounters lead the health and wellness trend

Health and wellness promises more growth over forecast period

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2012-2017
Table 2 Sales of Health and Wellness by Type: % Value Growth 2012-2017
Table 3 Sales of Health and Wellness by Category: Value 2012-2017
Table 4 Sales of Health and Wellness by Category: % Value Growth 2012-2017
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2012-2017
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2012-2017
Table 7 NBO Company Shares of Health and Wellness: % Value 2013-2017
Table 8 LBN Brand Shares of Health and Wellness: % Value 2014-2017
Table 9 Distribution of Health and Wellness by Format: % Value 2012-2017
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2017
Table 11 Forecast Sales of Health and Wellness by Type: Value 2017-2022
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2017-2022
Table 13 Forecast Sales of Health and Wellness by Category: Value 2017-2022
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2017-2022
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2017-2022
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Better For You Beverages in Germany

HEADLINES

PROSPECTS

Sugar tax debate influences the portfolios of many carbonates producers

Carbonates to suffer from the better for you trend

The quest for alternative sweeteners drives future innovations

COMPETITIVE LANDSCAPE

Introduction of reduced sugar energy drinks despite growth of category

Coca-Cola remains the leader in 2017

Green Cola enters reduced sugar cola carbonates

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2012-2017
Table 18 Sales of BFY Beverages by Category: % Value Growth 2012-2017
Table 19 NBO Company Shares of BFY Beverages: % Value 2013-2017
Table 20 LBN Brand Shares of BFY Beverages: % Value 2014-2017
Table 21 Distribution of BFY Beverages by Format: % Value 2012-2017
Table 22 Forecast Sales of BFY Beverages by Category: Value 2017-2022
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2017-2022

Better For You Packaged Food in Germany

HEADLINES

PROSPECTS

Better for you packaged food will continue to be dominated by reduced fat dairy

Stagnant performance expected over the forecast period

A return to growth is expected for reduced sugar products over the forecast period

COMPETITIVE LANDSCAPE

Very fragmented competitive environment due to the wide range of products covered

The largest players are within reduced fat dairy and reduced sugar confectionery

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2012-2017
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2012-2017
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2013-2017
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2014-2017
Table 28 Distribution of BFY Packaged Food by Format: % Value 2012-2017
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2017-2022
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2017-2022

Fortified/Functional Beverages in Germany

HEADLINES

PROSPECTS

Innovation is driven by demand for fortified/functional beverages

Energising beverages lead the prime positioning research

Generational shift drives growth of fortified/functional beverages

COMPETITIVE LANDSCAPE

Energy titan leads fortified/functional beverages

FF hot teas to be promoted more in foodservice

Branded products lead

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2012-2017
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2012-2017
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2012-2017
Table 34 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2012-2017
Table 35 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2012-2017
Table 36 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2012-2017
Table 37 NBO Company Shares of Fortified/Functional Beverages: % Value 2013-2017
Table 38 LBN Brand Shares of Fortified/Functional Beverages: % Value 2014-2017
Table 39 Distribution of Fortified/Functional Beverages by Format: % Value 2012-2017
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: Value 2017-2022
Table 41 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2017-2022

Fortified/Functional Packaged Food in Germany

HEADLINES

PROSPECTS

Further development of fortified/functional products limited by several factors

Manufacturers of probiotic products will need innovative promotional ideas

Certain growth opportunities, especially regarding older consumers

COMPETITIVE LANDSCAPE

The wide range of products leads to a very fragmented competitive environment

High shares for players in certain categories

CATEGORY DATA

Table 42 Sales of Fortified/Functional Packaged Food by Category: Value 2012-2017
Table 43 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2012-2017
Table 44 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2012-2017
Table 45 Key Functional Ingredients in Fortified/Functional Bread: % Value 2012-2017
Table 46 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2012-2017
Table 47 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2012-2017
Table 48 Key Functional Ingredients in Fortified/Functional Milk: % Value 2012-2017
Table 49 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2012-2017
Table 50 Sales of Fortified/Functional Dairy-based Yoghurt by Standard Fat vs Reduced Fat: % Value 2012-2017
Table 51 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2013-2017
Table 52 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2014-2017
Table 53 LBN Brand Shares of Fortified/Functional Bread: % Value 2014-2017
Table 54 Distribution of Fortified/Functional Packaged Food by Format: % Value 2012-2017
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2017-2022
Table 56 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2017-2022

Free From in Germany

HEADLINES

PROSPECTS

Considerable growth opportunities for free from products

Free from lactose is predicted the highest growth rate

Clean label trend driven by consumers interested in free from, and vice versa

COMPETITIVE LANDSCAPE

Very wide range of different players active in Germany

Dr Schär Deutschland represents the gold standard in gluten-free products

CATEGORY DATA

Table 57 Sales of Free From by Category: Value 2012-2017
Table 58 Sales of Free From by Category: % Value Growth 2012-2017
Table 59 NBO Company Shares of Free From: % Value 2013-2017
Table 60 LBN Brand Shares of Free From: % Value 2014-2017
Table 61 Distribution of Free From by Format: % Value 2012-2017
Table 62 Forecast Sales of Free From by Category: Value 2017-2022
Table 63 Forecast Sales of Free From by Category: % Value Growth 2017-2022

Naturally Healthy Beverages in Germany

HEADLINES

PROSPECTS

Naturally healthy beverages promises future growth

Demand for energising beverages could represent an opportunity for NH green tea

Naturalness trend omnipresent in health and wellness categories

COMPETITIVE LANDSCAPE

Discounters lead naturally healthy beverages

Lipton Ice Tea relaunch to change NH RTD tea

Main competition for naturally healthy beverages from other health and wellness categories

CATEGORY DATA

Table 64 Sales of NH Beverages by Category: Value 2012-2017
Table 65 Sales of NH Beverages by Category: % Value Growth 2012-2017
Table 66 NBO Company Shares of NH Beverages: % Value 2013-2017
Table 67 LBN Brand Shares of NH Beverages: % Value 2014-2017
Table 68 Distribution of NH Beverages by Format: % Value 2012-2017
Table 69 Forecast Sales of NH Beverages by Category: Value 2017-2022
Table 70 Forecast Sales of NH Beverages by Category: % Value Growth 2017-2022

Naturally Healthy Packaged Food in Germany

HEADLINES

PROSPECTS

Naturally healthy packaged food expected to see considerable growth

Germans increasingly accept higher prices for naturally healthy products

Superfoods see strong growth, yet from a low base

COMPETITIVE LANDSCAPE

The fragmented competitive landscape leads to opportunities and challenges

The comparatively low importance of multinationals

CATEGORY DATA

Table 71 Sales of NH Packaged Food by Category: Value 2012-2017
Table 72 Sales of NH Packaged Food by Category: % Value Growth 2012-2017
Table 73 NBO Company Shares of NH Packaged Food: % Value 2013-2017
Table 74 LBN Brand Shares of NH Packaged Food: % Value 2014-2017
Table 75 Distribution of NH Packaged Food by Format: % Value 2012-2017
Table 76 Forecast Sales of NH Packaged Food by Category: Value 2017-2022
Table 77 Forecast Sales of NH Packaged Food by Category: % Value Growth 2017-2022

Organic Beverages in Germany

HEADLINES

PROSPECTS

Conscious consumers drive growth of organic beverages

Unit price remains the main purchase driver

Small organic beverage producers influence growth

COMPETITIVE LANDSCAPE

Coca-Cola leads

Bionade sold to Hassia Gruppe

Smaller companies invest more in organic beverages

CATEGORY DATA

Table 78 Sales of Organic Beverages by Category: Value 2012-2017
Table 79 Sales of Organic Beverages by Category: % Value Growth 2012-2017
Table 80 NBO Company Shares of Organic Beverages: % Value 2013-2017
Table 81 LBN Brand Shares of Organic Beverages: % Value 2014-2017
Table 82 Distribution of Organic Beverages by Format: % Value 2012-2017
Table 83 Forecast Sales of Organic Beverages by Category: Value 2017-2022
Table 84 Forecast Sales of Organic Beverages by Category: % Value Growth 2017-2022

Organic Packaged Food in Germany

HEADLINES

PROSPECTS

The circumstances mainly favour the further growth of organic packaged food

Snacking categories in particular have a very positive outlook in Germany

Overall, prices will remain rather stable, despite a widening price band

COMPETITIVE LANDSCAPE

The still widening competitive landscape in organic packaged food in Germany

Specialist players have an advantage, particularly in economically favourable times

CATEGORY DATA

Table 85 Sales of Organic Packaged Food by Category: Value 2012-2017
Table 86 Sales of Organic Packaged Food by Category: % Value Growth 2012-2017
Table 87 NBO Company Shares of Organic Packaged Food: % Value 2013-2017
Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2014-2017
Table 89 Distribution of Organic Packaged Food by Format: % Value 2012-2017
Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2017-2022
Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Health and Wellness in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

Health and wellness performs well in 2017

Better for you becomes the main driver of health and wellness

Highly fragmented market leaves room for competition

Discounters lead the health and wellness trend

Health and wellness promises more growth over forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Health and Wellness in Germany

EXECUTIVE SUMMARY

Health and wellness performs well in 2017

Better for you becomes the main driver of health and wellness

Highly fragmented market leaves room for competition

Discounters lead the health and wellness trend

Health and wellness promises more growth over forecast period

MARKET DATA

SOURCES

Better For You Beverages in Germany

HEADLINES

PROSPECTS

Sugar tax debate influences the portfolios of many carbonates producers

Carbonates to suffer from the better for you trend

The quest for alternative sweeteners drives future innovations

COMPETITIVE LANDSCAPE

Introduction of reduced sugar energy drinks despite growth of category

Coca-Cola remains the leader in 2017

Green Cola enters reduced sugar cola carbonates

CATEGORY DATA

Better For You Packaged Food in Germany

HEADLINES

PROSPECTS

Better for you packaged food will continue to be dominated by reduced fat dairy

Stagnant performance expected over the forecast period

A return to growth is expected for reduced sugar products over the forecast period

COMPETITIVE LANDSCAPE

Very fragmented competitive environment due to the wide range of products covered

The largest players are within reduced fat dairy and reduced sugar confectionery

CATEGORY DATA

Fortified/Functional Beverages in Germany

HEADLINES

PROSPECTS

Innovation is driven by demand for fortified/functional beverages

Energising beverages lead the prime positioning research

Generational shift drives growth of fortified/functional beverages

COMPETITIVE LANDSCAPE

Energy titan leads fortified/functional beverages

FF hot teas to be promoted more in foodservice

Branded products lead

CATEGORY DATA

Fortified/Functional Packaged Food in Germany

HEADLINES

PROSPECTS

Further development of fortified/functional products limited by several factors

Manufacturers of probiotic products will need innovative promotional ideas

Certain growth opportunities, especially regarding older consumers

COMPETITIVE LANDSCAPE

The wide range of products leads to a very fragmented competitive environment

High shares for players in certain categories

CATEGORY DATA

Free From in Germany

HEADLINES

PROSPECTS

Considerable growth opportunities for free from products

Free from lactose is predicted the highest growth rate

Clean label trend driven by consumers interested in free from, and vice versa

COMPETITIVE LANDSCAPE

Very wide range of different players active in Germany

Dr Schär Deutschland represents the gold standard in gluten-free products

CATEGORY DATA

Naturally Healthy Beverages in Germany

HEADLINES