Executive Summary

Nov 2018
PROSPECTS
Sweet spreads able to withstand the challenging environment

Sweet spreads in Germany will continue to be challenged by a number of factors that represent threats rather than opportunities for the category. These factors mainly involve changing preferences in terms of breakfast, with more and more German consumers not having a breakfast at home anymore (but rather on the way to work at consumer foodservice outlets or at the workplace in canteens and cafeterias).

Limited but growing willingness to try new flavours and combinations of ingredients

Germans are rather conservative with regard to their preferred flavours within jams and preserves. As a result, the top three of strawberry, raspberry and apricot have been unchanged since 2010; however, outside of the main, rather traditional flavours, there is limited but growing interest in new, often quite exotic flavours (which, for example, include one or more of the so-called superfruits) or in new combinations of ingredients not joined together before in one product.

Stable to slightly declining prices expected over the forecast period

The average unit price of sweet spreads in Germany was quite stable at constant 2018 prices over the review period as a whole, following some significant price rises in certain years before the review period, mainly in the context of considerably higher costs for commodities. Over the forecast period, little change is expected in the average unit price of sweet spreads at constant 2018 prices.

COMPETITIVE LANDSCAPE
Ferrero Deutschland to remain the gold standard in chocolate spreads

Through its brand Nutella, Ferrero Deutschland owns the top brand and leads chocolate spreads in Germany. The company has and will continue to manage the brand through a comprehensive, co-ordinated approach regarding product properties, distribution, pricing and promotional activities.

Schwartauer Werke with challenges and opportunities within the competitive environment

Schwartauer Werke, as the leading player in jams and preserves, uses its size to react to the challenges created by product properties, mainly high sugar content, by reducing this to the lowest level possible. Furthermore, the company puts the focus on more-positive aspects of the jams and preserves it offers to its customers.

Considerable growth opportunities, but only for smaller niche players

Given their size, Ferrero Deutschland and Schwartauer Werke will find it difficult to achieve strong growth over the forecast period; however, for smaller, niche players, which of course are coming from a considerably smaller base, this is still possible. Examples of potential growth areas are companies focusing on regionality (regarding both the origin and manufacturing of products on the one hand and their distribution on the other hand), or companies focusing on the fair-trade properties of their products.

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Sweet Spreads in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spreads 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 Spreads industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spreads 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 Spreads in Germany?
  • What are the major brands in Germany?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

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.

Sweet Spreads in Germany - Category analysis

HEADLINES

PROSPECTS

Sweet spreads able to withstand the challenging environment
Limited but growing willingness to try new flavours and combinations of ingredients
Stable to slightly declining prices expected over the forecast period

COMPETITIVE LANDSCAPE

Ferrero Deutschland to remain the gold standard in chocolate spreads
Schwartauer Werke with challenges and opportunities within the competitive environment
Considerable growth opportunities, but only for smaller niche players

CATEGORY DATA

Table 1 Sales of Sweet Spreads by Category: Volume 2013-2018
Table 2 Sales of Sweet Spreads by Category: Value 2013-2018
Table 3 Sales of Sweet Spreads by Category: % Volume Growth 2013-2018
Table 4 Sales of Sweet Spreads by Category: % Value Growth 2013-2018
Table 5 Sales of Jams and Preserves by Leading Flavours: Rankings 2013-2018
Table 6 NBO Company Shares of Sweet Spreads: % Value 2014-2018
Table 7 LBN Brand Shares of Sweet Spreads: % Value 2015-2018
Table 8 Distribution of Sweet Spreads by Format: % Value 2013-2018
Table 9 Forecast Sales of Sweet Spreads by Category: Volume 2018-2023
Table 10 Forecast Sales of Sweet Spreads by Category: Value 2018-2023
Table 11 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Sweet Spreads by Category: % Value Growth 2018-2023

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 13 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2013-2018
Table 18 Sales of Packaged Food by Category: Value 2013-2018
Table 19 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 20 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 21 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 23 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 24 Penetration of Private Label by Category: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format: % Value 2013-2018
Table 26 Distribution of Packaged Food by Format and Category: % Value 2018
Table 27 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources