While German consumers increasingly seek reduced sugar products, there is also greater interest in beverages that are a healthier alternative by containing natural sweeteners such as fruit juice. Despite marginal declines in 2021, demand remains notable for NH flavoured bottled water containing a minimum amount of sugar and calories.
In 2020, at-home consumption during the pandemic resulted in a channel shift towards retail, benefiting sales of hot drinks in particular. This was due to a major shift from institutional sales (which are not captured in Euromonitor International’s data) towards home consumption, thereby driving up retail demand.
In line with a general decline in demand for German bottled water, NH bottled water recorded another weak performance in 2021. The switch from bottled to tap water is placing pressure on the entire industry as consumers try to avoid single-use plastic bottles.
Although increasing numbers of Germans are being more cautious about their sugar intake by reducing their consumption of soft drinks such as carbonates, which should potentially benefit bottled water, there is competition emerging from another source; tap water is increasingly impacting demand for NH bottled water. Home appliances such as SodaStream or Mitte Home are also becoming increasingly popular.
Over the forecast period, demand for NH tea, driven mainly by NH fruit/herbal tea, is expected to remain stable. While there are some regional differences within Germany regarding the preference for herbal or fruit teas, in general, consumers are drinking greater quantities of tea.
NH 100% juice witnessed growing demand in Germany over the last two years of the review period. However, the product is being increasingly scrutinised for its sugar content and thus sales are believed to have reached a peak, with predictions for low declines over the forecast period.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Naturally Healthy Beverages 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.
If you're in the Naturally Healthy Beverages 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.
Naturally Healthy Beverages
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!