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Published by: Mintel International Group Ltd.
Published: Sep. 1, 2008
Table of Contents
- Issues in the Market
- Definition
- Consumer research
- Abbreviations
- Market in Brief
- Sales of healthier food and drink increase fast
- Women more interested in health
- Unilever and Danone noteworthy
- Functional foods to grow
- No compromise on taste
- Internal Market Environment
- Key points
- Busy lifestyles help premium healthy foods
- Insistence on taste helps functional alternatives
- Women influence the food landscape
- Older Germans are the prime target
- Well thought-out promotions essential for functional foods
- Comparatively high number of German smokers and drinkers
- Figure 1: Lifestyle factors, by country, 2007
- Figure 2: Lifestyle trends in Germany, 2003-07
- High incidence of digestive problems helps probiotic products
- Figure 3: Incidence of ailments in last 12 months, by country, 2007
- Figure 4: Remedies taken in last 12 months, by country, 2007
- Broader Market Environment
- Key points
- Ageing population boosts demand for functional foods
- Figure 5: Trends in German population, by age, 2003-13
- Support for lifestyle changes
- Health claim laws get tougher
- Regulation impacts healthy drinks
- Who’s Innovating?
- Key points
- New product launches
- Figure 6: Healthy food* launches, % by country, 2005-07
- Figure 7: Functional food launches, % by country, 2005-07
- Main focus on dairy products
- Figure 8: Healthy food* launches in Germany, % by category, top 10, 2005-07
- Figure 9: Functional food launches in Germany, % by category, top 10, 2005-07
- Figure 10: Healthy food* launches in Germany, % by positioning, top 10, 2005-07
- Multinationals in the forefront
- Figure 11: Healthy food* launches, % by company, top 10, 2005-07
- Figure 12: Functional food launches, by company, top 10, 2005-07
- Dairy products
- Soft drinks
- Bakery
- Confectionery
- Crisps and snacks
- Market Size and Forecast
- Key points
- Healthier options outperform overall food sales
- Figure 13: German retail value sales of selected ‘healthy’ food and drinks, by type, 2003-08
- Functional foods push on
- Figure 14: German retail value sales of functional foods, by type, 2005-08
- Forecast
- Figure 15: Forecast of German retail value sales of selected ‘healthy’ food and drinks, by type, at current prices, 2003-13
- Figure 16: Forecast of German retail value sales of selected ‘healthy’ food and drinks, by type, at constant 2008 prices, 2003-13
- The ‘broader functional’ market diversifies
- Factors used in the forecast
- Segment Performance
- Key points
- Figure 17: Healthier products’ % share of market value, Germany, 2003, 2008 and 2013
- Dairy
- Many healthy innovations, but not across the board
- Figure 18: German retail value sales of ‘healthy’ dairy products, by type, 2005-08
- Butter loses ground
- Healthier cheese lines gain in numbers
- Yogurt remains a key sector
- Desserts struggle to marry health and taste
- Soft drinks
- Figure 19: German retail value sales of ‘healthy’ soft drinks, by type, 2005-08
- Near water leads growth in soft drinks
- Baked goods
- Comparatively low interest in healthier bread
- Figure 20: German retail value sales of ‘healthy’ baked goods, by type, 2005-08
- Sweet products score mainly on taste and enjoyment
- Confectionery
- Figure 21: German retail value sales of ‘healthy’ confectionery, by type, 2005-08
- Interest by druggists and pharmacies helps confectionery sales
- Crisps and snacks
- Small, but growing
- Figure 22: German retail value sales of ‘healthy’ crisps and snacks, by type, 2005-08
- Market Share
- Key points
- Weight Watchers challenges staple brands for light foods
- Figure 23: Popularity of selected low-calorie brands, 2004-07
- Dairy - milk and white lines
- Figure 24: Popularity of selected yogurt brands, top ten, 2003-07
- Dairy - butter and spreads
- Figure 25: Popularity of selected margarine brands, top ten, 2003-07
- Soft drinks - carbonates
- Figure 26: Popularity of selected cola brands, top ten, 2003-07
- Figure 27: Popularity of other selected carbonated drink brands, top ten, 2003-07
- Soft drinks - bottled water
- Figure 28: Popularity of selected bottled water brands, top ten, 2003-07
- Soft drinks - juice and Schorle
- Figure 29: Popularity of selected fruit juice brands, top ten, 2003-07
- Figure 30: Popularity of selected multi-vitamin juice brands, 2003-07
- Figure 31: Popularity of selected Fruchtschorle brands, top ten, 2004-07
- Bakery products
- Figure 32: Popularity of selected sweet biscuit brands, top ten, 2003-07
- Confectionery
- Figure 33: Popularity of selected sugar confectionery brands, top ten, 2003-07
- Crisps and snacks
- Figure 34: Popularity of selected savoury snack brands, top ten, 2003-07
- Companies and Products
- Bahlsen
- Danone
- Intersnack Knabber-Gebäck
- Nestlé
- Unilever
- Brand Communication and Promotion
- Key points
- Strong promotional support
- Figure 35: Top 20 leading advertisers, dairy, bakery, confectionery and snacks, 2007
- The Consumer - Pan-European Overview
- Key points
- Leading the way in bottled water consumption
- Figure 36: Use of selected foods, by country, 2007
- Consumer - Trends in Germany
- Key points
- Permission to indulge
- Figure 37: Trends in penetration of selected foods, 2003-07
- Those who watch their diet choose the healthiest options
- Gym-goers not prepared to give up food ‘treats’
- Figure 38: Use of selected foods, by lifestyle factors, 2007
- Consumer - Attitudes towards Healthy Eating
- Key points
- Still a way to go towards healthier eating habits
- Figure 39: Attitudes towards food and diet, by country, 2007
- Desserts becoming more popular
- Figure 40: Trends in attitudes towards food and diet in Germany, 2003-07
- Women are prime targets for healthier food options
- Middle-aged and elderly Germans most concerned about healthy eating
- Part-time workers are most likely to eat healthily
- Detailed demographics
- Figure 41: Attitudes towards diet in Germany, by demographic sub-group, positive attitudes, 2007
- Figure 42: Attitudes towards diet in Germany, by demographic sub-group, positive attitudes, 2007
- Figure 43: Attitudes towards diet in Germany, by demographic sub-group, negative attitudes, 2007
- Figure 44: Attitudes towards weight/diet in Germany, by demographic sub-group, 2007
- Figure 45: Attitudes towards health and diet in Germany, by lifestyle factors, 2007
AbstractAs the German population continues to age, demand for foods that help maintain health, including sophisticated functional products, is rising. Thus, sales of ‘healthier’ food and drink have been increasing in all five markets reviewed in this report. In 2008, sales of ‘healthier’ alternatives stood at €10 billion, up by 7% on 2007. Functional options take 22% of the healthy eating market.
Further growth in functional foods looks likely, as long as suppliers hit the right note in promotions. Progress will, however, be challenged by increasing competition from ‘natural functionals’, such as the so-called ‘superfruits’.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.
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