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Healthy Eating Germany
Market Report, September 2005, 535  €


Description

About this reportEuropean 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.They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.By the end of 2003, over 35 fmcg sector titles will be available, ranging from 'Beer' and 'Snack Foods' to 'Haircare' and 'Fabric Care'.
Every title includes five, market-specific reports, investigating that sector in France, Germany, Italy, Spain and the UK.Each report contains comprehensive analysis into:Market sizes Market trends Leading manufacturers Consumer trends Sales forecasts This unique level of coverage ensure that your R&D, category management and marketing teams have both an holistic understanding of the sector and a valuable insight into local sector trends and consumer habits.
This research is relevant at any level of the decision making process, whether it be the initial developmental stages or the later brand building exercises.Should you wish to order more than one market report, please call the above number to discuss potential multiple-purchase discounts.

Sommaire
 
Contents
 

 
Introduction
 

 
Definitions
 
Consumer research
 
Abbreviations
 
Executive Summary
 
Strong public awareness about health within an ageing population
 
Functional food and organic lines continue to gain favour
 
Development of healthy lines in all segments, especially strong for dairy and baked goods
 
High number of health food outlets and emerging organic supermarkets support growth
 
Leading manufacturers adjust and improve their portfolios
 
New products are more tasty and appealing
 
TGI Europa data shows women to be most concerned about calories and health
 
Market to expand further
 
Market Drivers
 
Heightened awareness of health problems leads to rising interest in nutrition
 
Health scares have also shifted spending, including towards the organic sector
 
As consumers look for new ways to prevent disease, the boundaries between food and supplements blur
 
Availability of healthy options
 
Government healthy eating campaigns heighten awareness
 
Figure 1: Overweight population, by country, 1996
 
Figure 2: Average weight of population, by country, 1996
 
Sickness insurance funds have their own campaigns
 
DGE report promotes cereals, vegetables and snacking
 
Mixed influence of the media
 
‘Fast fooders’ unlikely to opt for healthiness
 
Advisory groups seek to shift responsibility for children’s diets back to parents and schools; but the greater autonomy of kids makes this hard
 
Low-carb finds little favour, while reduction of fat intake finds more and Glyz-diet is popular
 
Figure 3: Percentage of energy available from fat per day, by country, 1970-1999
 
Number of overweight Germans on the rise – but so is the number of those trying to lose weight
 
An ageing population is in need of healthier foods
 
Figure 4: Trends in German population, by age, 2000-05
 
Figure 5: Trends in German one-person households, 1995-2004
 
Female employment leads to more snacking and the need for convenience
 
Figure 6: Attitudes towards cooking and eating, by working status, 2001 and 2004
 
Figure 7: Trends in German employment, by gender, 2000-05
 
Fewer births can help premium children lines
 
Figure 8: Trends in German child population, by age, 2000-05
 
Market Size and Trends
 
Market size
 
Figure 9: Household expenditure and spend on food as % of total, 1999-2005
 
Figure 10: Consumer spending on food and non-alcoholic drink in Germany, 1997-2001
 
Figure 11: German retail value sales of selected foods, by type, 2000-05
 
Low-fat and light
 
Figure 12: Popularity of low-calorie brands, 2004
 
Figure 13: German retail value sales of light foods, 1999-05
 
Functional food
 
The “wellbeing” trend
 
The organic trend
 
Figure 14: German retail value sales of organic food and non-alcoholic drink, 1999-2005
 
Probiotic, pro-activ and other enrichment
 
Market Segmentation
 
Dairy
 
Figure 15: German retail value sales of dairy foods, by sector, 2000-05
 
Figure 16: German retail value sales of light dairy foods, by sector, 2000-05
 
Milk and milk substitutes
 
Butter, margarine and spreads
 
White line and cream
 
Baked goods
 
Figure 17: German retail value sales of baked goods, by sector, 2000-05
 
Snacks
 
Figure 18: German retail value sales of snacks, by sector, 2000-05
 
Confectionery
 
Figure 19: German retail value sales of confectionery, by sector, 2000-05
 
Sugar confectionery
 
Figure 20: German retail value sales of sugar confectionery, by type, 2000-05
 
Chocolate confectionery
 
Figure 21: German retail value sales of confectionery, by type, 2000-05
 
Breakfast cereals
 
Figure 22: German retail value sales of breakfast cereals, by sector, 2000-05
 
Distribution
 
Retailer strategies
 
Trading base
 
Own-labels
 
The Supply Structure
 
Dairy
 
White line
 
Leading yogurt brands
 
Figure 23: Top 10 most popular yogurt brands, 1997-2004
 
Butter and spreads
 
Leading margarine brands
 
Figure 24: Top 10 most popular margarine brands, 2000-04
 
Baked goods
 
Leading biscuit brands
 
Figure 25: Popularity of sweet biscuits brands, 1998-2004
 
Crisps and snacks
 
Leading snacks brands
 
Figure 26: Top 10 most popular savoury snacks brands, 1998-2004
 
Confectionery
 
Sugar confectionery
 
Figure 27: Manufacturers’ retail value shares of sugar confectionery, 2004
 
Figure 28: Top 15 most popular sugar confectionery brands, 1997-2004
 
Chocolate confectionery
 
Figure 29: Top 10 most popular moulded chocolate bar brands, 1996-2004
 
Figure 30: Top 20 most popular countline brands, 1996-2004
 
Cereal bars
 
Figure 31: Popularity of muesli countline brands, 1996-2004
 
Breakfast cereals
 
Figure 32: Manufacturers’ value shares of breakfast cereals, 2001-05
 
Few big organic brands
 
Companies and brands
 
Bahlsen GmbH & Co KG
 
Intersnack Knabber-Gebäck GmbH & Co KG
 
Kamps Brot und Backwaren GmbH/Wendeln Brot
 
Kellogg Deutschland GmbH
 
Nestlé Deutschland AG
 
Unilever Bestfoods Deutschland GmbH
 
New Product Development
 
Taste overrules health claims
 
Dairy
 
Confectionery
 
Breakfast cereals
 
Bakery
 
Comparison of new product introductions, by product claim
 
Figure 33: Number of product introductions in Germany, by product claim and sector, 12 months to July 2005
 
Figure 34: Number of new product introductions, by product claim, 1996-July 2005
 
Figure 35: Number of new product introductions, by product claim, 1996-July 2005
 
Figure 36: Number of new product introductions, by product claim, by year, 1996-July 2005
 
New product launches, June-August 2005
 
The Consumer
 
Figure 37: Penetration of selected foods, by country, 2004
 
Trends – winners and losers
 
Figure 38: Penetration of selected foods in Germany, 2002-04
 
Consumption of selected foods in Germany
 
Figure 39: Use of selected foods in Germany, 2004
 
Cooking oils
 
Mayonnaise
 
Salad dressings
 
Cheese
 
Butter
 
Figure 40: Use of further selected foods in Germany, 2004
 
Margarine/spreads
 
Breakfast cereals
 
Yogurt
 
Ice cream
 
Ice cream bars and sticks
 
Figure 41: Use of further selected foods in Germany, 2004
 
Crispbread
 
Savoury biscuits
 
Sweet biscuits
 
Chocolate confectionery
 
Figure 42: Use of further selected foods in Germany, 2004
 
Sugar confectionery – mints and gum
 
Snacks
 
The Consumer – Healthy Eating
 
Figure 43: Attitudes towards food and diet, by country, 2004
 
Figure 44: Attitudes towards food and diet in Germany, 2001-04
 
Figure 45: Attitudes towards food and diet in Germany, by gender and age, 2004
 
Figure 46: Attitudes towards food and diet in Germany, by income and working status, 2004
 
Figure 47: Attitudes towards food and diet, by region, 2004
 
Figure 48: Attitudes towards food and diet, by presence of children and household size, 2004
 
The Consumer – Identifying Target Groups
 

 
Perpetual Dieters (20% of German adults)
 
Marketing implications
 
Sensibles (29% of German adults)
 
Marketing implications
 
Puritanicals (13% of German adults)
 
Marketing implications
 
Ethicals (18% of German adults)
 
Marketing implications
 
Slobs (20% of German adults)
 
Marketing implications
 
Sensible Germans
 
Figure 49: Division of german adults into healthy eating typologies, 2004
 
Figure 50: German typologies within the European context, 2004
 
The Consumer – Detailed Demographics
 
Target groups
 
Figure 51: Profile of Mintel’s Target Groups, Germany, 2004
 
Penetration and frequency of using selected foods
 
Cooking oils
 
Figure 52: Penetration and frequency of using cooking oils, by demographic sub-group, 2004
 
Mayonnaise
 
Figure 53: Penetration and frequency of using mayonnaise, by demographic sub-group, 2004
 
Salad dressings
 
Figure 54: Penetration and frequency of using salad dressings, by demographic sub-group, 2004
 
Cheese
 
Figure 55: Penetration and frequency of eating cheese in blocks, by demographic sub-group, 2004
 
Butter
 
Figure 56: Penetration and frequency of eating butter, by demographic sub-group, 2004
 
Spreads
 
Figure 57: Penetration and frequency of eating spreads, by demographic sub-group, 2004
 
Breakfast cereals
 
Figure 58: Penetration and frequency of eating breakfast cereals, by demographic sub-group, 2004
 
Yogurt
 
Figure 59: Penetration and frequency of eating yoghurt, by demographic sub-group, 2004
 
Ice cream
 
Figure 60: Penetration and frequency of eating ice cream, by demographic sub-group, 2004
 
Crispbread
 
Figure 61: Penetration and frequency of eating crispbread, by demographic sub-group, 2004
 
Savoury biscuits
 
Figure 62: Penetration and frequency of eating savoury biscuits, by demographic sub-group, 2004
 
Sweet biscuits
 
Figure 63: Penetration and frequency of eating sweet biscuits, by demographic sub-group, 2004
 
Chocolate
 
Figure 64: Penetration and frequency of eating chocolate bars, by demographic sub-group, 2004
 
Figure 65: Penetration and frequency of eating other chocolate, by demographic sub-group, 2004
 
Sugar confectionery
 
Figure 66: Penetration and frequency of eating mints, by demographic sub-group, 2004
 
Figure 67: Penetration and frequency of chewing chewing gum, by demographic sub-group, 2004
 
Ice cream
 
Figure 68: Penetration and frequency of eating ice cream bars and sticks, by demographic sub-group, 2004
 
Snacks
 
Figure 69: Penetration and frequency of eating potato snacks and crisps, by demographic sub-group, 2004
 
Figure 70: Penetration and frequency of eating other savoury snacks, by demographic sub-group, 2004
 
Prospects
 
Government initiatives will continue
 
Wellbeing is a strong new lifestyle concept; but convenience also key
 
Functional foods set to double sales over five years
 
But price-driven markets are resistant to innovation
 
Healthier sweets will get more emphasis from suppliers; but salty snacks will gain ground against sweet ones
 
Bakery market polarising
 
Organic market to grow further, though there are still hurdles
 
Ageing population will lead to change in eating habits
 
Low-carb diets unlikely to catch on in Germany
 
Forecast
 
A solid and steady universe
 
Figure 71: Forecast for German retail value sales of selected foods, by type, 2005-10
 
Considerable changes by sector…
 
…and from the past
 
Incomes still an important determinant
 
Eating habits typologies
 
Figure 72: Comparative consumption patterns of selected foods by Mintel’s target groups, 2004
 
The predictable…
 
…and some surprising opportunities
 
The impact of the evolution of typologies
 
Figure 73: Forecast change in size of Mintel’s target groups, 2005-10
 
Omens healthy
 
The implications for food
 
Figure 74: Impact of changing typologies on selected foods, 2005-10
 
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