Health and Wellness in Germany

Health and Wellness in Germany

EXECUTIVE SUMMARY

Health and wellness continues to register solid growth

Consumers still looking for natural and reduced-sugar products

Coca-Cola remains the leading brand manufacturer in a highly fragmented market

Modern grocery retailers dominate distribution

Room for further growth in health and wellness

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2014-2019
Table 2 Sales of Health and Wellness by Type: % Value Growth 2014-2019
Table 3 Sales of Health and Wellness by Category: Value 2014-2019
Table 4 Sales of Health and Wellness by Category: % Value Growth 2014-2019
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2014-2019
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2014-2019
Table 7 NBO Company Shares of Health and Wellness: % Value 2015-2019
Table 8 LBN Brand Shares of Health and Wellness: % Value 2016-2019
Table 9 Distribution of Health and Wellness by Format: % Value 2014-2019
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2019
Table 11 Forecast Sales of Health and Wellness by Type: Value 2019-2024
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2019-2024
Table 13 Forecast Sales of Health and Wellness by Category: Value 2019-2024
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2019-2024
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2019-2024
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Better For You Beverages in Germany

HEADLINES

PROSPECTS

Reduced-sugar products continue to drive BFY beverages

Reduced-sugar non-cola carbonates and RTD tea most dynamic

Consumers search for premiumisation in their food and drink products

COMPETITIVE LANDSCAPE

Coca-Cola the clear leader in BFY beverages

Private label still battling a quality image in BFY beverages

Still room for smaller local players

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2014-2019
Table 18 Sales of BFY Beverages by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of BFY Beverages: % Value 2015-2019
Table 20 LBN Brand Shares of BFY Beverages: % Value 2016-2019
Table 21 Distribution of BFY Beverages by Format: % Value 2014-2019
Table 22 Forecast Sales of BFY Beverages by Category: Value 2019-2024
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2019-2024

Better For You Packaged Food in Germany

HEADLINES

PROSPECTS

Reduced-fat dairy the biggest product area in BFY packaged food

The media is spreading the word about the importance of lower sugar content

Reduced-salt packaged food is growing but still a relatively limited category

COMPETITIVE LANDSCAPE

Competitive landscape remains fragmented

Wrigley, Ornua and Arla lead the different BFY packaged food areas

New products appearing in BFY packaged food

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2014-2019
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2015-2019
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2016-2019
Table 28 Distribution of BFY Packaged Food by Format: % Value 2014-2019
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2019-2024

Fortified/Functional Beverages in Germany

HEADLINES

PROSPECTS

FF beverages enjoying dynamic growth in Germany

Reduced-sugar energy drinks most dynamic

FF bottled water also seeing strong growth

COMPETITIVE LANDSCAPE

Red Bull continues to lead FF beverages in what is an increasingly competitive category

Powerade retains its lead in FF sports drinks

Messmer launches its first FF tea range

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2014-2019
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2014-2019
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2014-2019
Table 34 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2014-2019
Table 35 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2014-2019
Table 36 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2014-2019
Table 37 NBO Company Shares of Fortified/Functional Beverages: % Value 2015-2019
Table 38 LBN Brand Shares of Fortified/Functional Beverages: % Value 2016-2019
Table 39 Distribution of Fortified/Functional Beverages by Format: % Value 2014-2019
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: Value 2019-2024
Table 41 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2019-2024

Fortified/Functional Packaged Food in Germany

HEADLINES

PROSPECTS

FF packaged food is stagnating as competition comes from natural products

Confectionery the main product area in FF packaged food

FF products with recognised health benefits will continue to do well

COMPETITIVE LANDSCAPE

Many different players competing for share

Danone’s Milumil/Milupa brand suffering in FF milk formula from its lack of presence in discounters

Wrigley likely to build on dental care/teeth whitening position in FF gum

CATEGORY DATA

Table 42 Sales of Fortified/Functional Packaged Food by Category: Value 2014-2019
Table 43 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2014-2019
Table 44 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2014-2019
Table 45 Key Functional Ingredients in Fortified/Functional Bread: % Value 2014-2019
Table 46 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2014-2019
Table 47 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2014-2019
Table 48 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2014-2019
Table 49 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2014-2019
Table 50 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2015-2019
Table 51 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2016-2019
Table 52 LBN Brand Shares of Fortified/Functional Bread: % Value 2016-2019
Table 53 Distribution of Fortified/Functional Packaged Food by Format: % Value 2014-2019
Table 54 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2019-2024
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2019-2024

Free From in Germany

HEADLINES

PROSPECTS

Free from the most dynamic area of HW packaged food as it benefits from new products

Recovery in the free from meat continues in 2019, with meat substitutes driving growth

Free from dairy continues to see strong growth

COMPETITIVE LANDSCAPE

Competitive environment remains fragmented, with Alpro the leading player

Dr Schär remains synonymous with gluten-free products for many Germans

Alpro Skyr launched in free from dairy yoghurt, while Aldi introduces the new vegetarian Wonderburger

CATEGORY DATA

Table 56 Sales of Free From by Category: Value 2014-2019
Table 57 Sales of Free From by Category: % Value Growth 2014-2019
Table 58 NBO Company Shares of Free From: % Value 2015-2019
Table 59 LBN Brand Shares of Free From: % Value 2016-2019
Table 60 Distribution of Free From by Format: % Value 2014-2019
Table 61 Forecast Sales of Free From by Category: Value 2019-2024
Table 62 Forecast Sales of Free From by Category: % Value Growth 2019-2024

Naturally Healthy Beverages in Germany

HEADLINES

PROSPECTS

NH beverages continues to benefit from demand for natural products

NH bottled water continues to attract growing interest

NH superfruit 100% juice to see dynamic growth

COMPETITIVE LANDSCAPE

Gerolsteiner Brunnen continues to lead NH bottled water

Private label holds a strong share, but it is gradually declining

Tea becoming more competitive, helped by launches of premium brands like Douwe Egberts’ Ti Ora

CATEGORY DATA

Table 63 Sales of NH Beverages by Category: Value 2014-2019
Table 64 Sales of NH Beverages by Category: % Value Growth 2014-2019
Table 65 NBO Company Shares of NH Beverages: % Value 2015-2019
Table 66 LBN Brand Shares of NH Beverages: % Value 2016-2019
Table 67 Distribution of NH Beverages by Format: % Value 2014-2019
Table 68 Forecast Sales of NH Beverages by Category: Value 2019-2024
Table 69 Forecast Sales of NH Beverages by Category: % Value Growth 2019-2024

Naturally Healthy Packaged Food in Germany

HEADLINES

PROSPECTS

NH packaged food performing well and still seen as offering further growth potential

High-fibre products continue to grow on the back of an image as being a digestive aid

NH products such as olive oil will continue to benefit from general health concerns in Germany

COMPETITIVE LANDSCAPE

Limited presence of multinationals in NH packaged food in Germany

Ültje and Seeberger benefiting from the strong performance by NH nuts, seeds and trail mixes

Private label dominates NH olive oil sales

CATEGORY DATA

Table 70 Sales of NH Packaged Food by Category: Value 2014-2019
Table 71 Sales of NH Packaged Food by Category: % Value Growth 2014-2019
Table 72 NBO Company Shares of NH Packaged Food: % Value 2015-2019
Table 73 LBN Brand Shares of NH Packaged Food: % Value 2016-2019
Table 74 Distribution of NH Packaged Food by Format: % Value 2014-2019
Table 75 Forecast Sales of NH Packaged Food by Category: Value 2019-2024
Table 76 Forecast Sales of NH Packaged Food by Category: % Value Growth 2019-2024

Organic Beverages in Germany

HEADLINES

PROSPECTS

Organic holds major potential

Organic hot drinks to meet consumer demand for premium products

Organic juice a possible growth driver for the struggling juice category?

COMPETITIVE LANDSCAPE

Coca-Cola continues to lead organic beverages

Strong but declining private label presence in organic beverages

Organic tea specialists an example of the smaller companies doing well in organic beverages

CATEGORY DATA

Table 77 Sales of Organic Beverages by Category: Value 2014-2019
Table 78 Sales of Organic Beverages by Category: % Value Growth 2014-2019
Table 79 NBO Company Shares of Organic Beverages: % Value 2015-2019
Table 80 LBN Brand Shares of Organic Beverages: % Value 2016-2019
Table 81 Distribution of Organic Beverages by Format: % Value 2014-2019
Table 82 Forecast Sales of Organic Beverages by Category: Value 2019-2024
Table 83 Forecast Sales of Organic Beverages by Category: % Value Growth 2019-2024

Organic Packaged Food in Germany

HEADLINES

PROSPECTS

Organic packaged food growth speeds up again after the slowdown a year earlier

Organic milk continues to record dynamic growth

Range of price points in organic packaged food expected to widen

COMPETITIVE LANDSCAPE

Artisanal and private label major players in certain parts of organic packaged food

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

Most of Hipp’s baby food range is organic

CATEGORY DATA

Table 84 Sales of Organic Packaged Food by Category: Value 2014-2019
Table 85 Sales of Organic Packaged Food by Category: % Value Growth 2014-2019
Table 86 NBO Company Shares of Organic Packaged Food: % Value 2015-2019
Table 87 LBN Brand Shares of Organic Packaged Food: % Value 2016-2019
Table 88 Distribution of Organic Packaged Food by Format: % Value 2014-2019
Table 89 Forecast Sales of Organic Packaged Food by Category: Value 2019-2024
Table 90 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2019-2024

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