Health and Wellness in Germany
The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic, good source of minerals/vitamins, no sugar/no added sugar (particularly in beverages), low fat and high protein/fibre.
Euromonitor International's Health and Wellness in Germany report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2018-2022, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Health and Wellness in Germany report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2018-2022, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Health and Wellness market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Health and Wellness in Germany
Euromonitor International
January 2024
LIST OF CONTENTS AND TABLES
HEALTH AND WELLNESS IN GERMANY
EXECUTIVE SUMMARY
Overview
DISCLAIMER
HW HOT DRINKS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Functional and health benefit claims support growth of hot drinks in 2022
2022 SEES NATURAL REMAIN LEADING CLAIM WITHIN HEALTH AND WELLNESS HOT DRINKS
High fibre intake via hot drinks becomes more common
PROSPECTS AND OPPORTUNITIES
Growing awareness of specific health claims set to support demand for health and wellness hot drinks over forecast period
Natural likely to retain strength in health and wellness hot drinks over forecast period
Cardiovascular health expected to see increased interest, supported by concerns over rising rates of obesity and heart disease
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2019-2022
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2022-2027
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SOFT DRINKS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
“Good source of” claims grow in 2022 due to rising consumer awareness
2022 SEES NATURAL IN THE LEAD IN HEALTH AND WELLNESS SOFT DRINKS
Probiotic rises in significance in soft drinks in 2022
PROSPECTS AND OPPORTUNITIES
Low fat and low sugar to continue gaining popularity within soft drinks
Legislation to also play a part in boosting interest in low fat and low sugar soft drinks
Energy boosting has potential within health and wellness soft drinks due to busier lifestyles in Germany
CATEGORY DATA
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2019-2022
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 16 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2022-2027
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SNACKS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fruit snacks and snack bars find room for growth in a dynamic market
Further growth for vegan snacks in 2022 as consumers continue to review their dietary preferences and lifestyles
Bone and joint health receives a boost due to increased sales of nuts in 2022
PROSPECTS AND OPPORTUNITIES
High protein savoury snacks still offers potential for expansion
Local consumers set to continue reviewing their meat and dairy intake, supporting demand for vegan and plant-based snacks
Changing dietary habits and awareness of intolerance to certain ingredients set to prove positive within hypoallergenic snacks
CATEGORY DATA
Table 18 Sales of Snacks by Health and Wellness Type: Value 2019-2022
Table 19 Sales of Snacks by Health and Wellness Type: % Value Growth 2019-2022
Table 20 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2019-2022
Table 21 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2019-2022
Table 22 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 23 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 24 Forecast Sales of Snacks by Health and Wellness Type: Value 2022-2027
Table 25 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2022-2027
HW DAIRY PRODUCTS AND ALTERNATIVES IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
High protein dairy products and alternatives continue to gain popularity in Germany
Lactose free leads health and wellness dairy products and alternatives in 2022
Keto claim supported by interest in plant-based dairy products and alternatives
PROSPECTS AND OPPORTUNITIES
Gut health concerns and acknowledgement to support further growth of probiotic dairy products and alternatives
Vegan offers further promise within health and wellness dairy products and alternatives
Weight management expected to benefit from rising health concerns
CATEGORY DATA
Table 26 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2019-2022
Table 27 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2019-2022
Table 28 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 29 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 30 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-20
Table 31 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2
Table 32 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 33 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2022-2027
Table 34 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2022-2027
HW COOKING INGREDIENTS AND MEALS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Health concerns lead the way in cooking ingredients and meals
Vegetarian leads health and wellness cooking ingredients and meals due to wide consumer base
Desire for a strong metabolism leads probiotic to record rising sales within health and wellness cooking ingredients and meals
PROSPECTS AND OPPORTUNITIES
Health and sustainability claims to be key for category development
No allergens likely to show most promise in health and wellness cooking ingredients and meals during the forecast period
No salt set to rise over the forecast period
CATEGORY DATA
Table 35 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2019-2022
Table 36 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2019-2022
Table 37 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 38 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 39 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 40 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 41 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 42 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2022-2027
Table 43 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2022-2027
HW STAPLE FOODS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Heightened health concerns drive demand for breakfast cereals with no or low sugar content
Gluten free leads health and wellness staple foods in 2022
Brain health and memory records value increase within health and wellness staple foods
PROSPECTS AND OPPORTUNITIES
High protein and keto pasta offer further development potential over forecast period
Vegan and plant-based staple foods offer further development potential in Germany
Digestive health set to grow due to greater awareness of gut health and immune system
CATEGORY DATA
Table 44 Sales of Staple Foods by Health and Wellness Type: Value 2019-2022
Table 45 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2019-2022
Table 46 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 47 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 48 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 49 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 50 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 51 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2022-2027
Table 52 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2022-2027
Euromonitor International
January 2024
LIST OF CONTENTS AND TABLES
HEALTH AND WELLNESS IN GERMANY
EXECUTIVE SUMMARY
Overview
DISCLAIMER
HW HOT DRINKS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Functional and health benefit claims support growth of hot drinks in 2022
2022 SEES NATURAL REMAIN LEADING CLAIM WITHIN HEALTH AND WELLNESS HOT DRINKS
High fibre intake via hot drinks becomes more common
PROSPECTS AND OPPORTUNITIES
Growing awareness of specific health claims set to support demand for health and wellness hot drinks over forecast period
Natural likely to retain strength in health and wellness hot drinks over forecast period
Cardiovascular health expected to see increased interest, supported by concerns over rising rates of obesity and heart disease
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2019-2022
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2022-2027
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SOFT DRINKS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
“Good source of” claims grow in 2022 due to rising consumer awareness
2022 SEES NATURAL IN THE LEAD IN HEALTH AND WELLNESS SOFT DRINKS
Probiotic rises in significance in soft drinks in 2022
PROSPECTS AND OPPORTUNITIES
Low fat and low sugar to continue gaining popularity within soft drinks
Legislation to also play a part in boosting interest in low fat and low sugar soft drinks
Energy boosting has potential within health and wellness soft drinks due to busier lifestyles in Germany
CATEGORY DATA
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2019-2022
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 16 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2022-2027
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SNACKS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fruit snacks and snack bars find room for growth in a dynamic market
Further growth for vegan snacks in 2022 as consumers continue to review their dietary preferences and lifestyles
Bone and joint health receives a boost due to increased sales of nuts in 2022
PROSPECTS AND OPPORTUNITIES
High protein savoury snacks still offers potential for expansion
Local consumers set to continue reviewing their meat and dairy intake, supporting demand for vegan and plant-based snacks
Changing dietary habits and awareness of intolerance to certain ingredients set to prove positive within hypoallergenic snacks
CATEGORY DATA
Table 18 Sales of Snacks by Health and Wellness Type: Value 2019-2022
Table 19 Sales of Snacks by Health and Wellness Type: % Value Growth 2019-2022
Table 20 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2019-2022
Table 21 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2019-2022
Table 22 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 23 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 24 Forecast Sales of Snacks by Health and Wellness Type: Value 2022-2027
Table 25 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2022-2027
HW DAIRY PRODUCTS AND ALTERNATIVES IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
High protein dairy products and alternatives continue to gain popularity in Germany
Lactose free leads health and wellness dairy products and alternatives in 2022
Keto claim supported by interest in plant-based dairy products and alternatives
PROSPECTS AND OPPORTUNITIES
Gut health concerns and acknowledgement to support further growth of probiotic dairy products and alternatives
Vegan offers further promise within health and wellness dairy products and alternatives
Weight management expected to benefit from rising health concerns
CATEGORY DATA
Table 26 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2019-2022
Table 27 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2019-2022
Table 28 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 29 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 30 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-20
Table 31 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2
Table 32 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 33 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2022-2027
Table 34 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2022-2027
HW COOKING INGREDIENTS AND MEALS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Health concerns lead the way in cooking ingredients and meals
Vegetarian leads health and wellness cooking ingredients and meals due to wide consumer base
Desire for a strong metabolism leads probiotic to record rising sales within health and wellness cooking ingredients and meals
PROSPECTS AND OPPORTUNITIES
Health and sustainability claims to be key for category development
No allergens likely to show most promise in health and wellness cooking ingredients and meals during the forecast period
No salt set to rise over the forecast period
CATEGORY DATA
Table 35 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2019-2022
Table 36 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2019-2022
Table 37 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 38 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 39 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 40 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 41 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 42 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2022-2027
Table 43 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2022-2027
HW STAPLE FOODS IN GERMANY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Heightened health concerns drive demand for breakfast cereals with no or low sugar content
Gluten free leads health and wellness staple foods in 2022
Brain health and memory records value increase within health and wellness staple foods
PROSPECTS AND OPPORTUNITIES
High protein and keto pasta offer further development potential over forecast period
Vegan and plant-based staple foods offer further development potential in Germany
Digestive health set to grow due to greater awareness of gut health and immune system
CATEGORY DATA
Table 44 Sales of Staple Foods by Health and Wellness Type: Value 2019-2022
Table 45 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2019-2022
Table 46 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 47 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 48 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 49 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 50 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 51 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2022-2027
Table 52 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2022-2027
