Sweet Biscuits, Snack Bars and Fruit Snacks in Germany

PROSPECTS

Strong health and wellness trend to further support sales

Sweet biscuits, snack bars and fruit snacks, which performed very well during much of the review period, is expected to continue to register solid growth over the forecast period. The main driver of sales will be the health and wellness trend as many products within the category are considered to be healthier, or at least less unhealthy, than many other indulgence-related packaged food products such as ice cream and frozen desserts and sugar confectionery.

Snacking trend also favours sweet biscuits, snack bars and fruit snacks

Furthermore, most of the products included in the category also cater for another important trend, namely snacking. More and more Germans are expected to have to cope with increasingly hectic lifestyles, for example in the context of the rate of employment being at an unprecedented level, as well as increasingly long commutes to and from work.

Vegan products offer considerable growth potential, albeit from a low base

At the end of the review period vegan products performed well in sweet biscuits, snack bars and fruit snacks, albeit with sales growing from a rather low base. While these generally remained niche products in 2018, they do offer significant growth potential.

COMPETITIVE LANDSCAPE

Leading brand manufacturer Bahlsen maintains its share of value sales

The only brand manufacturer in sweet biscuits, snack bars and fruit snacks in 2018 with a double-digit share was Bahlsen. The company was able to defend its share over the review period and is expected to continue to do so over the forecast period.

Category set to continue to be characterised by a rather fragmented competitive environment

The overall competitive environment in sweet biscuits, snack bars and fruit snacks can best be described as fairly fragmented, with many smaller players competing for share. This is to a certain degree the result of a very wide range of quite different products.

Private label commands a strong position but further significant gains are unlikely

Another noteworthy characteristic of the competitive landscape in sweet biscuits, snack bars and fruit snacks is the strong presence of private label. Private label’s share, however, only increased marginally over the review period.

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