Executive Summary

Aug 2018
PROSPECTS
Snacking trend benefits virtually all categories

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.

Best performing categories benefit from the health and wellness trend

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.

Competition from other snack categories will remain manageable

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”.

COMPETITIVE LANDSCAPE
Intersnack remains the leading player but loses share

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.

Share gains mainly achieved by smaller players in specific categories

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 enjoys a strong presence

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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Savoury Snacks in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sweet and savoury snacks industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sweet and savoury snacks industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sweet and savoury snacks in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sweet and savoury snacks in Germany?
  • What are the major brands in Germany?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • As more consumers are spending more time at home to save money, how is this impacting retail sales for snacks?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Packaged Food in Germany - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to perform well in 2018
Higher consumer confidence promotes interest in added-value products
Strong competition, with a wide range of different players
Modern grocery retailers continue to dominate distribution
Further low annual growth expected

FOODSERVICE

Sales to Foodservice
Sales to foodservice expected to continue rising
Performance varies significantly by area
Growing number of large players with own foodservice departments
Consumer Foodservice
Continued consumer foodservice growth
Strong competition, with independent operators standing ground against chained players
Positive outlook but fears of eventual rise in price sensitivity
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources