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