Weight Management and Wellbeing in Germany

PROSPECTS

Increasingly active lifestyles a threat to sales of weight management and wellbeing

Increasingly physically active lifestyles have been the main trend in Germany over the last few years which still have the greatest impact on weight management and wellbeing performance in 2019, and further in the coming years. Flexible working places that allow employees to exercise either in the morning, during lunch breaks or in the evening after work and different options available from shared bike systems to gym plans are the main trends in Germany.

Obesity and overweight population increasing

The main customers within weight management and wellbeing are consumers that are overweight or suffer from obesity. According to Euromonitor International, in 2012 the percentage of obese people in Germany was 23.

Slimming teas and the greener and organic trend

Slimming teas grew the most among the different subcategories in weight management and wellbeing in 2019 with further positive performance expected in the coming years. Associated with this growth is the fact that consumers are more concerned about the side effects and/or consequences of taking products with dubious ingredients and questionable scientific basis in their marketing communication claims.

COMPETITIVE LANDSCAPE

Almased maintains its leading position as competitors increase pressure

Almased GmbH maintains its leading position in weight management and wellbeing through its 100% sales focus in meal replacements. Despite its domination and wide gap to second-placed, Atlantic Multipower Germany GmbH, the brand is losing strength as the subcategory in which it is included decreases and therefore presents higher risks due to product concentration.

Multaben brand grows in shrinking category

Multaben, a product from Atlantic Multipower Germany GmbH & Co, is growing slightly in a category that has been shrinking and facing many challenges. Meal replacement as previously mentioned is facing challenges as the product is losing strength to other alternatives, such as protein powders.

Internet retailing’s growth is creating opportunities

As part of a major and cross-industry trend, the growth of internet retailing, which is associated with the improved distribution landscape in Germany over the last few years, is encouraging the appearance of new products and sustaining its performance. With rising internet retailing share, competition in weight management and wellbeing is intensifying.

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