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About this report

It is ageing Germans, worried about obesity and age-related ailments, and encouraged by vigorous campaigns, who are eating most healthily. While the numbers of those eating ‘light’ foods is not expanding, those that do eat healthier options tend to choose them more often, attracted by new recipes with improved taste, and by greater variety as well as convenience. While sophisticated functional products still command high prices, they need costly start-up and promotional investment, so the leading food manufacturers still lead the way in functional new product development. Of the five markets reviewed in this report, sales of ‘healthier’ crisps and snacks have grown the fastest, up by 240% between 2005 and 2007.

Contents

Issues in the Market
Definition
Consumer research
Abbreviations
Market in Brief
Sales of healthier options continue to grow, led by functional products and low-fat snacks
Older Germans buy most healthy options; taste and convenience are key
Top discounter Aldi now the major market driver
Internal Market Environment
Key points
Weight problems on the rise, reflecting unhealthy lifestyles
Figure 1: Lifestyle index, by country, 2006
Figure 2: Trends in lifestyle factors in Germany, 2002-06
Only some men interested
Food the new medicine?
High incidence of digestive problems helps probiotic products
Figure 3: Incidence of ailments in last 12 months, by country, 2006
Health scares and rising consumer knowledge shift spending
Declining alcohol consumption benefits soft drinks
Broader Market Environment
Key points
The rising number of elderly Germans boosts demand for healthy foods
Figure 4: Trends in German adult population, by age, 2001-11
Sickness insurance funds help encourage healthy eating
Health claims more tightly regulated
New packaging regulations help healthy drinks
Who’s Innovating?
Key points
Health and quality claims increasingly important
Figure 5: Principal product claims in all food and drink launches, 2002-07
Demand for functional
Probiotic products remain popular
Numerous sugar-free launches
Market Size and Forecast
Key points
Healthier options outperform overall food sales
Figure 6: German retail value sales of selected food markets, 2002-07
Figure 7: German retail value sales of selected healthy-option food markets, 2005-07
Figure 8: Healthy options vs standard products, % value share, 2007
Convenience and availability important
Functional food catches on with the health-savvy
Light foods become commonplace
Figure 9: German retail value sales of ‘light’ foods, 2001-07
More health per gramme appeals
Popular cholesterol-lowering products
Licensing spreads
Functional lines to grow further
Low-sugar and low-fat to peak?
Growth in dairy dependent on innovation and legalities
Bread has chances
Better labelling to improve image
Gluten-free to advance
Forecast
Figure 10: Forecast of German retail value sales of selected ‘healthier’ foods, by type, at current prices, 2002-12
Figure 11: Forecast of German retail value sales of selected ‘healthier’ foods, by type, at 2007 constant prices*, 2002-12
Figure 12: Healthier products’ share of market value, Germany, 2007 and 2012
Factors used in the forecast
Segment Performance
Key points
Strong growth in functional dairy products
Figure 13: German retail value sales of healthier options within the dairy market, by type, 2005-07
Milk and milk substitutes
Butter, margarine and cheese
White line and cream
Near water underpins growth in soft drinks
Figure 14: German retail value sales of soft drinks, 2005-07
Figure 15: German retail value sales of healthier options within the soft drinks market, by type, 2005-07
Less interest in functional bread
Figure 16: German retail value sales of healthier options within the bakery market, by type, 2005-07
Cakes and biscuits remain indulgent
Caring confectionery
Figure 17: German retail value sales of healthier options within the confectionery market, by type, 2005-07
Sales of healthy-option crisps and snacks remain small, but see dynamic growth
Figure 18: German retail value sales of healthier options within the crisps and snacks market, by type, 2005-07
Market Share
Key points
Big brands lead
Figure 19: Popularity of selected low-calorie brands, 2004-06
Dairy – milk and white line
Figure 20: Popularity of selected yogurt brands, 2002-06
Butter and spreads
Figure 21: Popularity of selected margarine brands, 2002-06
Cheese
Soft drinks – carbonates
Figure 22: Popularity of selected cola brands, 2002-06
Figure 23: Popularity of other selected carbonate brands, 2002-06
Bottled water
Figure 24: Popularity of selected bottled water brands, 2002-06
Juice
Figure 25: Popularity of selected juice brands, 2002-06
Figure 26: Popularity of selected multi-vitamin juice brands, 2002-06
Figure 27: Popularity of selected Fruchtschorle brands, 2003-06
Baked goods
Figure 28: Popularity of selected sweet biscuits brands, 2002-06
Confectionery
Figure 29: Popularity of selected sugar confectionery brands, 2002-06
Crisps and snacks
Figure 30: Popularity of selected savoury snacks brands, 2002-06
Companies and Products
Bahlsen
Intersnack Knabber-Gebäck
Kraft Foods
Nestlé
Unilever
Channels to Market
Key points
Contracting trading base
Figure 31: Number of German food retail outlets, by type, 2000-05
The Consumer – Pan-European Overview
Key points
Margarine has the highest penetration in Germany
Figure 32: Use of selected foods, by country, 2006
Germans least worried about sugar and fats
Figure 33: Attitudes towards food and diet, by country, 2006
Figure 34: Healthy eating index, by country, 2006
The Consumer – Trends in Germany
Key points
Figure 35: Selected foods with highest and lowest penetration, 2006
Penetration of most food products increases
Figure 36: Trends in penetration of selected foods, 2002-06
Healthy lifestyle compromised by consumer hedonism
Figure 37: Trends in attitudes towards food and diet, 2002-06
The Consumer – Attitudes Towards Food and Diet
Key points
Lifestyle choices and food choices not black and white
Figure 38: Use of selected foods, by lifestyle choices, 2006
Gym-goers have positive attitudes towards diet but eat indulgence foods
Figure 39: Attitudes towards health and diet, by lifestyle choices, 2006
Age and gender most important in diet attitudes, but working status also matters
Figure 40: Attitudes towards food and diet, by key demographic sub-group, 2006
Figure 41: Positive attitudes towards food and diet, by demographic sub-group, 2006
Figure 42: Negative attitudes towards food and diet, by demographic sub-group, 2006
Figure 43: Attitudes towards weight control, by demographic sub-group, 2006