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).
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.
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.
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, 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.
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.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
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:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Packaged Food market research database.