Spreads in Germany

TRENDS

Spreads had to deal with stagnating current value growth and a decline in retail volume terms in Germany in 2017, which was mainly the result of changing breakfast habits. More and more consumers are no longer having breakfast at home any more and instead are stopping at consumer foodservice outlets on their way to work or at canteens/cafeterias at their work place. When they are having breakfast at home many consumers are replacing spreads like honey, chocolate spreads as well as jams and preserves with other products, especially ready-to-eat products like snack bars, muesli bars or pastries, or they are only having coffee and/or other beverages. Furthermore, the high sugar content of most spreads was a thorn in the side of the category due to the strong health and wellness trend in Germany.

COMPETITIVE LANDSCAPE

The two top players in spreads in Germany remained Ferrero Deutschland GmbH (leader in chocolate spreads) and Schwartauer Werke GmbH & Co KGaA (leader in jams and preserves) with value shares of 20% and 14% respectively.

PROSPECTS

Over the forecast period, spreads is expected to see a small value decline at constant 2017 prices to stand at EUR1.4 billion in 2022. A similar small decline is expected in retail volume terms. The category will have to continue dealing with unchanged basic conditions, which means high levels of maturity and saturation, along with competition from other, more convenient snacking products, as well as a lack of growth opportunities in general.

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