2024
8
Germany Attitudes towards Fortified and Functional Food and Drink Consumer Report 2024
2025-01-13T16:01:47+00:00
REPB01BFAFE_CA1D_4988_8FE2_14A0F5E78A82
2195
178703
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The consumer reach of functional and fortified food & drink among Germans remains steady (52% in 2024 vs 51% in…
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  8. Germany Attitudes towards Fortified and Functional Food and Drink Consumer Report 2024

Germany Attitudes towards Fortified and Functional Food and Drink Consumer Report 2024

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The consumer reach of functional and fortified food & drink among Germans remains steady (52% in 2024 vs 51% in 2023), but usage frequency increased. 76% of users consume it once a week or more, up from 73% in 2023. Germans aged 16-24 are the most-engaged users, contributing to this rise in frequency; among those aged 65+, weekly consumption also increased (69% in 2024 vs 58% in 2023). 20% even use it daily.

Users aged 65+ are most likely to consume functional and fortified food & drink with immune health or digestion claims. Coincidentally, older Germans (65+) view immune and digestive health as less of a concern than aspects like physical health and weight. Brands can tailor offerings to this cohort by focusing on bone & joint or heart health.

Germans are becoming more optimistic about the cost-of-living crisis and their finances, creating opportunities for brands to target more-affluent users. Products that help focus are in high demand among young, career-driven Germans.

Nevertheless, price increases in food & drink remain noticeable, contributing to the category’s stagnating consumer reach. Since price is a key barrier for non-users, brands can demonstrate their value with features like multifunctionality. Using credible evidence for health claims will further help brands distinguish their products from regular food & drink.

This report looks at the following areas:

  • Market drivers, including the impact of the economy on functional and fortified food & drink, an ageing population, and differing health needs among Germans
  • Types of functional and fortified food & drink consumed, and increase in consumption frequency
  • Consumption occasions for functional and fortified food & drink, with morning and afternoon occasions favoured over evenings
  • Barriers to functional and fortified food & drink consumption, including a lack of trust in health claims and concerns about processing
  • Behaviours and attitudes related to functional and fortified food & drink, with more clarity needed on health claims, and an interest in products that help manage blood glucose levels
  • Launch activity and innovation in functional and fortified food & drink

Reach younger Germans with fortified/functional food & drink that boosts focus; highlight multi-functionality and evidence to counter a higher price perception.

Khalid Peerbaccus, Food & Drink Senior Analyst

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  1. EXECUTIVE SUMMARY

    • The five-year outlook for fortified and functional food & drink
    • Market context
    • Overcome negative price perceptions by highlighting value-added features
    • Differing health needs provide opportunities for brands
    • Focus on the diverse health needs of consumers
    • Mintel predicts
    • Own label can help democratise fortified/functional food & drink
    • Set sights on an ageing German population
    • Opportunities
    • Provide more multi-functional, on-the-go options for time-poor consumers
    • Target busy consumers with functional milk-based drinks
    • Appeal to Germans with functional/fortified food & drink that addresses blood glucose levels
    • Promote a good night’s sleep to target 45-64s
    • Boost the appeal of inflammation-busting functional/fortified food & drink
    • Cultivate a less-processed image with ‘naturalness’ and shorter ingredient lists
  2. MARKET DRIVERS

    • The German economy
    • 2024 remains challenging
    • Graph 1: key economic data, in real terms, 2019-25
    • The inflation rate is bouncing back to conventional levels
    • Inflation is still the key factor affecting consumers’ finances…
    • …confidence and expenditure
    • Graph 2: financial confidence index, 2022-24
    • Higher price perception may hinder sales of functional/fortified food & drink
    • Health & wellbeing
    • Differing health needs provide opportunities for brands
    • Graph 3: perception of selected health areas as unhealthy, by age group, 2024
    • Nearly half of Germans perceive themselves as overweight
    • Weight loss intentions fuel demand for meal replacement products
    • Interest in health and wellness could boost appeal of functional or fortified food & drink
    • VMS usage may dampen the appeal of fortified/functional food & drink
    • Demographic
    • Focus on long-term health as Germany’s population ages
    • Graph 4: current and projected share of age groups that make up the population, 2024-50
  3. WHAT CONSUMERS WANT AND WHY

    • Consumption and consumption frequency of functional and fortified food & drink
    • Just over half of Germans typically eat fortified/functional food & drink
    • Cost barrier impacts growth of functional and fortified food & drink
    • Boost the appeal of functional food among Germany’s ageing population
    • Tailor functional foods for Germany’s growing elderly demographic.
    • Increased usage frequency as consumers focus on health and wellness
    • Graph 5: consumption frequency of functional/fortified food & drink, 2023 vs 2024
    • Usage frequency dips among category users aged 45-64
    • Graph 6: consumption of fortified/functional food & drink once a day or more, by age group, 2024
    • Types of functional/fortified food & drink consumed
    • Functional yogurt, juice and milk-based drinks are the most popular functional/fortified food & drink among Germans
    • Graph 7: consumption of food & drink, by type, 2024
    • Functional snack bars outperform regular varieties
    • Graph 8: consumption of snack bars in the last three months, by type, 2023-24
    • Functional milk-based drinks on the rise in 2024
    • Graph 9: consumption of milk-based drinks in the last three months, by type, 2023-24
    • Functional milk-based drinks provide a convenient substitute for meal times
    • Boost appeal of functional/fortified yogurt to reach Germans aged 55+
    • Graph 10: consumption of type of yogurt, by age, 2024
    • Claims related to functional/fortified food & drink consumed
    • Demand for anti-ageing and anti-inflammatory claims is growing in 2024
    • Graph 11: “In the last three months, I have eaten/drunk functional or fortified food & drink products that claim to…”, 2024
    • Use gut-friendly ingredients to improve digestion
    • Reduce inflammation from within with fortified/functional food & drink
    • Consumers aged 16-24 are interested in functional/fortified food & drink to improve their focus
    • Graph 12: “In the last three months, I have eaten/drunk functional or fortified food & drink products that claim to…”, by age group, 2024
    • Target German 16-24s with functional food & drink to boost mental focus
    • Target Germans aged 65+ with products that claim to improve their physical health
    • Leverage the potential calming attributes of functional/fortified food & drink
    • Graph 13: experience of stress in the last month, by age, 2024
    • Consumption occasions for functional/fortified food & drink
    • Germans mainly eat functional/fortified food & drink in the morning or afternoon
    • Target Germans with spreads for morning consumption
    • Fortified/functional food & drink popular for breakfast or an afternoon snack
    • Graph 14: occasions for eating/drinking functional or fortified food and drink products, 2024
    • Provide snackable protein to target breakfast eaters
    • Deliver an on-the-go protein fix
    • Barriers to consuming functional/fortified food & drink
    • Non-users are sceptical about the benefits of fortified/functional food & drink
    • Make health claims in fortified/functional food & drink more trustworthy for older Germans
    • Emphasise value-added features to decrease negative price perception
    • UPF concerns unlikely to impact fortified/functional food & drink among Germans aged 16-34
    • Germans aged 16-34 are unlikely to give fortified/functional food & drink a miss due to UPF concerns
    • Emphasise naturalness to avoid a highly processed image
    • Imbue a healthier image on functional/fortified food & drink with shorter ingredient lists
    • Behaviours related to functional/fortified food & drink
    • Functional/fortified food & drink users show product loyalty
    • Graph 15: behaviours related to functional/fortified food & drink, 2024
    • Provide consumers with functional/fortified ingredient add-ons
    • Functional/fortified food & drink’s texture is important to Germans
    • Attitudes towards functional/fortified food & drink
    • Germans want more clarity from functional/fortified food & drink brands
    • Graph 16: attitudes towards functional/fortified food & drink, 2024
    • Use evidence to back up functional/fortified health claims
    • Use relatable language to avoid confusion
    • Yakult provides more context to back up its health claims
    • Functional/fortified food & drink that addresses blood glucose levels appeal to Germans
    • Graph 17: agreement that functional/fortified food & drink products that help manage blood glucose levels are appealing, by age group, 2024
    • Target German 16-44s with sustainable ingredients, but make labelling clear
  4. LAUNCH ACTIVITY AND INNOVATION

    • Functional breakfast cereal use increases as morning occasions prove popular in 2024
    • Graph 18: functional food & drink launches, by category, 2022-24
    • Brands focus on new varieties/range extensions in 2024
    • Graph 19: launches, by type, 2020-24
    • Innovate to boost interest in fortified/functional food & drink
    • Healthier treats can help boost interest in fortified/functional food & drink
    • Scope for less traditional-flavours
    • Graph 20: functional/fortified food & drink launches, by flavour, 2021-24
    • Exotic and unusual flavours can boost the appeal of functional/fortified food & drink
    • Energy claims pick up in 2024 alongside weight and muscle gain claims
    • Graph 21: functional drink launches, by functional claims, 2021-24
    • Focus on bone health to target ageing Germans
    • Target Germans with cholesterol-reducing products
    • Educate older Germans on the importance of protein for their health needs
    • Own label can attract cash-strapped Germans
    • Graph 22: functional/fortified food & drink launches, by ultimate company, 2022-24
    • Position own label as a cheaper alternative
    • Graph 23: launches, by private label vs branded, 2020-24
    • Own label can attract budgeting category users
    • Advertising and marketing activity
    • Yakult increases the ‘good bacteria’ in the gut
    • Activia with three-fold support for healthy digestion
  5. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Products covered in this Report
    • Abbreviations
    • Consumer research methodology
    • A note on language

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