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.
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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