COVID-19 has altered everyday life in Germany. Although restrictions vary from state to state, their broad effect has been to reduce the mobility of local consumers.
In a crisis like COVID-19, German consumers tend to turn to trusted brands. As a result of this, Intersnack Knabber-Gebäck GmbH & Co KG strengthened its leadership position in savoury snacks during 2020, as did second-placed Lorenz Bahlsen Snack-World GmbH & Co KG Germany.
With many types of recreational activity inaccessible for much of year and visits to friends and families much less frequent, boredom became a significant issue for many local consumers in 2020. Seeking to make their time at home as pleasant as possible, since they had to do without so many other things due to the pandemic, many increased their consumption of snacks.
During the forecast period, the health trend is likely to deepen, with a growing number of local consumers paying attention to the ingredients of savoury snacks. Although it is challenging to position savoury snacks as healthy, there are still ways to reduce sugar, salt and fat content, or to offer consumers something that is perceived as healthier, such as vegetable or pulse chips.
In recent years, more and more brands have experimented with alternatives to regular potatoes for chips. Chickpeas and other legumes are becoming more popular, and while they still have a very limited retail value share, they have significant potential for growth.
At the beginning of the pandemic, it was assumed by many that restrictions on movement would be short lived. However, they have lasted much longer than most local consumers had envisaged, so some of the shifts in the consumption of savoury snacks they have induced are likely to prove persistent.
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Understand the latest market trends and future growth opportunities for the Sweet and Savoury Snacks industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sweet and Savoury Snacks research and analysis database.
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