At the end of the review period the snacking trend in Germany continued to gain momentum, with this expected to continue at least during the earlier years of the forecast period. Unsurprisingly, virtually all categories in savoury snacks benefited from this development and posted further growth in both retail value and volume terms.
The most successful categories in savoury snacks in 2018 were those which in addition to the snacking trend were also able to tap into the health and wellness trend, namely nuts, seeds and trail mixes and vegetable, pulse and bread chips. When indulging themselves, German consumers are becoming increasingly interested in healthier offerings, with these two categories profiting from their healthier profile when compared to other types of savoury snacks.
While savoury snacks will continue to compete with other snack categories, such as chocolate confectionery, sugar confectionery, ice cream and snack bars, to name a few, they have the advantage that their sugar content is usually considerably lower and these products are therefore considered by most consumers to be significantly less harmful to health. Manufacturers have promoted this idea, for example by referring to premium ingredients or superior production methods, such as “hand-cooked”.
Intersnack Knabber-Gebäck remained the leading player in savoury snacks in Germany in 2018 but continued to lose share. The company benefits from offering a very wide range of brands and products, which enjoy strong consumer awareness, which is furthermore supported by heavy offline and online promotions.
The best performances at the end of the review period were largely achieved by smaller players with a focus on categories such as nuts, seeds and trail mixes or vegetable, pulse and bread chips, for example Pittjes, Herbert Kluth and Farmer’s Snack. They are all constantly updating their product ranges so as to tap into current trends.
Private label was responsible for around one third of the category’s retail value sales in 2018. Its share remained generally stable over the review period, with this predicted to continue over the forecast period.
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This industry report originates from Passport, our Packaged Food market research database.