An increase in household income and spending, and an enhancement in lifestyle patterns pushed German consumers to prefer premium products across all major industries in scope. Additionally, as COVID-19 restrictions began to be eased in 2021, German consumers were keen to splurge their income on premium products.
As a result of increasing environmental concerns, paper-based containers, which currently remains a niche when compared to other types of packaging, is expected to perform well in pet food over the forecast period. Growing awareness of paper-based containers will be driven by launches such as the dog food brand Goood from Interquell, which is best known for its Happy Cat and Happy Dog brands.
Consumption of packaged food categories, including snacks, dairy and ready meals, increased as more time was spent at home in 2020, with this trend only slowly beginning to reverse in 2021. Smaller pack sizes became more popular as trial packs and for occasional consumption as customers favoured home-cooked meals as well as organic and vegan options in 2021 as the fear of contraction of the COVID-19 virus still lingered.
In Germany, hosting barbecues at home was already a popular custom prior to the pandemic. However, as COVID-19 restrictions began to ease in 2021, consumers were able to meet up for barbecues and socialise more often.
Although PET bottles have historically been the dominant pack type for soft drinks, recent years have been seeing only moderate performances by this pack type due to environmental concerns surrounding the recyclability of PET bottles. In September 2021, PepsiCo announced that Germany would be the first country in which the company would be switching to 100% rPET for all of its carbonates by the end of 2021.
As kegs are heavily used in the on-trade channel, unit volume sales of this pack type recorded a significant decline in 2020 owing to the closure of on-trade establishments as part of the raft of COVID-19 restrictions in Germany. However, in 2021, as the on-trade channel began opening up again, the unit volume performance of this pack type improved in this year, albeit still declining slightly, with a strong recovery expected for 2022.
The fashion trend among German men for growing beards had a negative impact on packing unit volumes for men's pre-shave, post-shave and razors and blades in 2021. The pandemic made this tendency worse because remote working has become an enduring habit, meaning that consumers are not necessarily keeping up their appearances as well if not going into the office, and therefore shaving less as a result.
A significant trend noticed in home care products, especially in categories such as laundry care, is concentration and compaction of products. For example, in laundry detergents, manufacturers in Germany are launching detergents in both liquid and powder formats that are more concentrated, use less material and therefore have smaller pack sizes.
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Understand the latest market trends and future growth opportunities for the Packaging industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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