"As busy consumers' price and time sensitivities rise, go beyond high protein with multifunctional, 'all-in-one' formats that deliver convenient value for money."
Hope Banks Petrikowski, Analyst – Food & Drink
Despite slowing food & drink inflation, economic pessimism persists in Germany. As people’s finances and time become tighter, fortified and functional food & drink can focus on multifunctionality and convenience to prove value for money.
As consumers move towards a holistic health approach, single-nutrient ‘maxxing’ becomes less relevant. Indeed, 64% of Germans believe high-protein products are overrated, prompting brands to focus on ingredient quality and functional benefits.
In addition to interest in multiple health benefits, category users’ desire for more personalised nutrition options can help address confusion about which fortified/functional products are best for their health, presenting an opportunity for brands to better engage their audience.
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