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German Snacking Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Snacking market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Snacking is here to stay
  • Scope to address emotional needs
  • Health is key, but so is indulgence

Covered in this report

Sales of snacks are expected to grow longer term. With the pace of modern lifestyles showing no sign of slowing down, this will continue to fuel demand for snacks that can be eaten on the go and for availability through relevant channels.


Beyond the changes to snack habits from changing lifestyles, more fundamentally, the age differences in snacking reflect the cultural shift and proliferation of snacks that have taken place over the past decades. This has seen the younger generations increasingly grow up with snacks as an ingrained part of their diets. As today's young cohorts are likely to maintain their snacking habits as they grow older, the snack occasion will continue to grow.

Expert analysis from a specialist in the field

Written by Heidi Lanschutzer, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Innovative ways to improve the nutritional value of snacks, without compromising on taste and alienating loyal consumers, will be critical for the market's future. Heidi Lanschutzer
Food & Drink Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • [Graph] Germany: snacking frequency, by age, July 2019
    • What consumers want, and why
    • [Graph] Germany: behaviours related to snacking, July 2019
    • [Graph] Germany: agreement with the statement "Healthy characteristics (eg source of fibre, lower in sugar) make an indulgent snack more appealing", by gender and age, July 2019
    • [Graph] Germany: agreement with the statement "Environmental concerns around packaging affect my choice of snack (eg recyclability, amount of plastic used)", by age, July 2019
    • Opportunities
  2. Market drivers

    • [Graph] Germany: most important factors when looking for healthy foods, by age, Q4 2018
    • [Graph] Germany: healthy eating habits, by age, Q4 2018
    • [Graph] Germany: population by age group, 2014, 2019 and 2024
  3. What consumers want, and why

    • Types of snacks eaten
    • [Graph] Germany: types of snacks eaten, by gender, July 2019
    • [Graph] Germany: types of food eaten as a snack, July 2019
    • [Graph] Germany: repertoire of types of snacks eaten, by age, July 2019
    • Frequency of eating snacks
    • [Graph] Germany: snacking frequency, by age, July 2019
    • [Graph] Germany: people who snack at least once a day, by employment and parental status, August 2019
    • Where snacks are eaten
    • [Graph] Where snacks are eaten, July 2019
    • [Graph] Germany: where snacks are eaten, July 2019
    • Why people snack
    • [Graph] Germany: reasons for snacking, July 2019
    • Snacking behaviours
    • [Graph] Germany: behaviours related to snacking, July 2019
    • Attitudes towards snacking
    • [Graph] Germany: agreement with the statement "Healthy characteristics (eg source of fibre, lower in sugar) make an indulgent snack more appealing", by age, July 2019
    • [Graph] Germany: attitudes towards snacking, July 2019
    • [Graph] Germany: the three most looked-for qualities when choosing a healthy snack, 2018
    • [Graph] Germany: most looked-for qualities when choosing a healthy snack, by gender, 2018
    • [Graph] Germany: most looked-for qualities when choosing a healthy snack, by age, 2018
    • [Graph] Germany: share of respondents who cite 'high protein' as the most looked-for quality when choosing a healthy snack, by age, 2018
    • [Graph] Germany: selected reasons for using high-protein products, by age, 2017
  4. Launch activity and innovation

    • [Graph] Germany: new snack* launches, by five most active sub-categories, as a % of total snack launches, 2018
    • [Graph] Germany: new snack* launches, by five fastest growing categories, 2015-Sep 2019
    • [Graph] Germany: most common claim categories in new snack* launches, 2015-Sep 2019
    • [Graph] Germany: top 10 ethical claims in snack* launches, 2015-Sep 2019
    • [Graph] Germany: new vegan launches as a share of total category launches, selected snacks categories, 2015-Sep 2019
    • [Graph] Germany: new snack* launches, by selected health and natural ingredient claims, 2015-Sep 2019
    • [Graph] Germany: sweet snack* launches, by selected sugar-related claims, 2015-Sep 2019
    • [Graph] Germany: snack* launches by specific convenience-related claims, 2015-19
  5. Appendix

    • Appendix – Products covered, abbreviations and consumer research methodology
    • Appendix – What consumers want, and why
    • [Graph] Germany: types of snacks eaten, by age, July 2019
    • [Graph] Germany: types of snacks eaten, by gender, July 2019

This report will give you a complete 360-degree view of your market. Rooted in robust proprietary and high-quality third-party data, our local experts then put that data into context and you’ll understand:

  • The Consumer

    What they want. Why they want it.

  • The Competitors

    Who’s winning. How to stay ahead.

  • The Market

    Size, segments, shares and forecasts: How it all adds up.

  • The Innovations

    New ideas. New products. New potential.

  • The Opportunities

    Where the white space is. How to make it yours.

  • The Trends

    What’s shaping demand – today and tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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