As the post-COVID-19 return to office begins to take hold in Germany, manufacturers are tasked with producing healthy and time-efficient food/drink products for an increasingly busy user base. 78% of Germans use convenience food/drink products, rising to 91% of hybrid workers. Moreover, they report difficulties maintaining healthy diets whilst working the ‘new normal’ hybrid office model: 42% of hybrid workers say they eat more healthily on days they work at home vs out of home.
Whilst stabilising rates of inflation reduce the incentive to use convenience food/drink products to save on cost, it will make the time/cost trade-off more appealing and affordable, as time remains the key currency in modern life. This is a trade off currently taken advantage of most by 41% of 16-24s and 48% of 25-34s who agree that the amount of time convenience food/drink products save justifies paying a higher price vs regular products.
Brands can continue to build on their resilient user base by focusing on the at-home socialising occasion, providing premium offerings for hosts, and helping to dilute the perception held by 28% of Germans that convenience food/drink products are low quality.
Innovations revolving around the smart nutrition trend combined with a sustainability halo will continue to attract attention and drive the category forwards, ensuring long-term growth.
Fuse health and sustainability claims with time-saving qualities to retain a strong, sustainable user base.
Adam Millward, Research – Mintel Reports
The convenience claim category comprises products with some sort of product or pack feature that makes their consumption or use easier for the consumer. This includes ease of use, time-speed, refillable, and on-the-go claims, among others.
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