The emergence of the pandemic changed the daily lives of many Germans. Most of them had to spend prolonged time at home, often limited in their leisure activities outside of the house and an increasing number of employees encouraged to work remotely.
Retail has benefited from the pandemic in 2020 and 2021 due to prolonged home seclusion, with overall sales of naturally healthy packaged food remaining at a higher level compared to pre-pandemic years. This has enabled a wider range of naturally healthy packaged food products to become more established in most supermarket chains as well as discounters, thereby driving up accessibility to a wider audience in Germany, rather than being limited to speciality stores or drugstores such as dm-Drogerie Markt or Rossmann.
The most popular products in German naturally healthy packaged food are wholegrain products such as bread and pasta, which are common staples in local households. Bread is the main staple in Germany, consumed frequently and in large amounts.
Germans are fairly suspicious of mass producers, and therefore can be sceptical when it comes to claims made by products or labels. While Germans are usually price sensitive, scepticism towards the way food is produced may help to shift them towards naturally healthy packaged food, despite the category’s higher price points.
Some Germans like to search for naturally healthy products for their skin care or other beauty-related cases. While this is a niche that food producers usually do not target, there are increasing numbers of consumers using products such as honey for their skin or hair care regimes.
While there is general growing interest in consuming higher quantities of naturally healthy packaged food, and indeed beverages, in Germany the most prominent products will continue to be NH nuts, seeds and trail mixes in the coming years, followed by NH high fibre bread. The latter’s popularity will continue to be supported by the staple nature of bread and Germans’ greater willingness to invest in more nutritious, naturally healthy variants.
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Naturally Healthy Packaged Food
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 Packaged Food research and analysis database.
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