Innovation: Food and Beverage in Germany

January 2024
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This report provides valuable insights into product innovation in Germany, analysing data from Euromonitor’s Innovation Platform. The report covers the Beauty, Health and Home categories, showing the level of new brand and sub-brand launch activity.

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Overview:

This Innovation Country Report is part of a series of reports providing data and analysis on new product launch activity across digital shelf across Food and Nutrition and Beauty, Health and Home categories. The reports explore what type of innovation is happening and in which retailers across selected geographies.
The data contained in these reports are based on Euromonitor’s Innovation platform - an AI-powered platform that identifies and tracks new brand and sub-brand launches across the global digital shelf from January 2021 onwards. It monitors their expansion over time into new countries, retailers and categories, and also shows if they have been discontinued. 

The Innovation in Germany report includes:

Data and analysis on new brand and subbrand launches at online retailers within specific country across:

  • Food and Nutrition categories, such as Packaged Food, Soft Drinks, Hot Drinks, Alcoholic Drinks, and Pet Care;
  • Beauty, Health and Home categories, such as Consumer Health, Beauty and Personal Care, Tissue and Hygiene, and Home Care. 

The Innovation in Germany report answers:

  • Is specific country a pacesetter or follower in terms of new product launches across specific industries?
  • What industries lead in terms of new product launches within specific country?
  • What type of innovation is happening within specific industries and categories?
  • What are the examples of some of the innovations across the categories?
  • Which retailers are leading in new product launches within specific country?
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Scope
Passport Innovation overview
Euromonitor Innovation definitions
Strong share of out-of-country launches driven by innovative global brands entering Germany
Sub-brand activity in skin care categories is a main driver of country launches in BPC
New launches Germany in 2022: Beauty and Personal Care (BPC) and Consumer Health (CH)
New launches Germany in 2022: Home Care (HC) and Tissue and Hygiene (TH)
Overall brand launch activity relatively stable throughout the year
Skin care brand The Ordinary enters hair care with new sub-brand launches
The Ordinary launched its new hair care products globally in March 2022
Quarterly launch activity peak in BPC driven by more seasonal product variety
Beiersdorf strives to be an innovative player, launching new variants for its 8x4 brand
First seen in drugstore dm in April 2022, the sub-brand swiftly expanded to other retailers
Two online-only beauty and health retailers lead launch activity in Germany in 2022
Passport Innovation methodology
Passport Innovation industry coverage
Passport Innovation country coverage
Passport Innovation retailer coverage
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Buy Innovation reports to:

  • To understand what type of innovation and where is happening across the broader category scope
  • To gain insights into how new product launches are aligned with changing consumer preferences and what needs remain unmet

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