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Food NPD - Germany - November 2009

Although openness towards new products is increasing in Germany, both economic uncertainty and an ageing population which is less willing to experiment, restrict the prospects for new launches. Those who go out to work increasingly find that convenience eating compensates for a lack of free time to cook from scratch; demand for microwaveable products is therefore high and NPD is catering to this need.

In addition, as awareness of health issues rises, many healthier variants of existing lines, especially free-from, organic and low-fat lines, are starting to emerge. Retailers top the list of innovators, extending and upgrading their own-label ranges with a large number of new and healthier products.

This report examines consumer attitudes towards new product development, buying new food products, and brand loyalty and looks at the levels of NPD in a number of food markets, as listed below, as well as examining product positioning claims. The specific markets covered in this report are ready meals, cheese, meat products, fish products, vegetables and sweet biscuits.

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Table of contents

  1. Issues in the Market

      • Consumer research
        • Abbreviations
        • Market in Brief

          • Demand shapes NPD
            • Women take to NPD, but older Germans more reluctant
              • Cheese and meat products top new launches
                • Retailers are most active
                • Internal Market Environment

                  • Key points
                    • Germans are now more open to experiment
                      • Figure 1: Attitudes towards new products, by country, 2008
                      • Figure 2: Attitudes towards shopping, brands and pricing, by country, 2008
                      • Figure 3: Attitudes towards new products, Germany, 2004-08
                    • Convenience sells
                      • Take-away foods pose threat
                        • Figure 4: Eating patterns, by country, 2008
                        • Figure 5: Eating patterns, Germany, 2004-08
                      • Sustainability the new green
                        • The gender divide
                            • Figure 6: Attitudes towards new products in Germany, by demographic sub-group, 2008
                            • Figure 7: Attitudes towards new products in Germany, by demographic sub-group, 2008
                          • Own-labels strong
                            • Growth of vegetarianism
                            • Broader Market Environment

                              • Key points
                                • Nutritional needs of elderly Germans shapes NPD
                                  • Figure 8: Trends in German population, by age, 2003-13
                                • Employment and income level crucial for the success of NPD
                                  • Smaller households less likely to experiment
                                    • Figure 9: Trends in number of German households, by size, 2003-07
                                • Leading Food Markets for New Product Development

                                  • Key points
                                    • Figure 10: Percentage of new product development in selected food markets, by country, 2006-09
                                    • Figure 11: Top product categories for new product development in food, percentage, 2006-09
                                  • Food overall
                                    • Figure 12: German retail value sales of total food, 2004-14
                                  • Ready meals
                                    • Figure 13: German retail value sales of ready meals, 2004-14
                                  • Cheese
                                    • Figure 14: German retail value sales of cheese*, 2004-14
                                  • Meat
                                    • Figure 15: German retail value sales of selected meat products, 2004-14
                                    • Figure 16: German retail value sales of selected meat products, by type, 2007-09
                                    • Figure 17: German retail value sales of self-service sausage, by type, 2009
                                  • Fish
                                    • Figure 18: German retail value sales of fish and fish products, 2004-14
                                    • Figure 19: German retail value sales of fish products, by type, 2007-09
                                  • Vegetable products
                                    • Figure 20: German retail value sales of vegetable products, 2004-14
                                    • Figure 21: German retail value sales of vegetable products, by type, 2007-09
                                  • Sweet biscuits
                                    • Figure 22: German retail value sales of sweet biscuits, 2004-14
                                  • Factors used in the forecast
                                  • Leading Product Claims for New Product Development

                                    • Key points
                                      • Figure 23: Top 20 claims for new product development in food, 2006-09
                                  • Leading Companies for New Product Development

                                    • Key points
                                      • Figure 24: Top ten companies for new product development, 2006-09
                                    • Kaufland Warenhandel
                                      • Edeka
                                        • Lidl
                                          • Metro/real,- Handels
                                            • Rewe

                                            Companies Covered

                                            To learn more about the companies covered in this report please contact us.

                                            Food NPD - Germany - November 2009

                                            £495.00 (Excl.Tax)