2023
9
Germany Attitudes towards Private Label Food and Drink Market Report 2023
2023-07-25T10:44:51+01:00
REPF4963B0F_5102_4947_8F65_DB2B39E68BD6
2195
165231
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Report
en_GB
The squeeze on consumers' budgets is increasing the attractiveness of own labels. Developing their premium offering is one way for retailers to win against brands. Katrin Förster, Food &…

Germany Attitudes towards Private Label Food and Drink Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s Germany Private Label Food and Drink Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting the food and drink industry in Germany.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed private label food and drink market outlook, including expert insights and market drivers.
  • The impact of inflation, demographic changes, and consumers’ awareness of environmental and personal health on the private label food and drink market.
  • Purchase behaviours and attitudes towards private label food and drink products.
  • Where consumers shop for private label food and drink.
  • How your business can tap into opportunities to increase market share in Germany.

Overview of the German Private Label Food and Drink Market

Rising prices and economic uncertainty are driving consumers towards private labels, as they allow them to maintain their desired lifestyle and quality while managing their finances. In response, retailers are expanding their private label offering to cater to changing preferences.

  • What is the share of private label in Germany? While Edeka Group hold the majority of market shares in food retailing in Germany, continued investment in improving the quality and differentiation of private label products will continue to pay off for retailers and will result in private labels gaining further market share.

The Food and Drink Industry in Germany: What Consumers Want and Why

  • Private Label Food and Drink Market Research: 90% of Germans purchase own-label food and non-alcoholic drinks, thus illustrating the entrenched role of private label products in German consumers’ shopping habits.
  • Private Label Food and Drink Market Opportunities: Consumer interest in private label products is bound to increase further with 44% of Germans expecting to buy more own-label food and drink due to rising prices. The ongoing cost-of-living crisis presents an opportunity for premium own-label products to gain market share from their branded counterparts, as branded products struggle to convey their elevated value over private label offerings.

The Future of Private Label Food and Drink

  • Private labels are well positioned to appeal to a new generation of shoppers who aim to live more sustainably without breaking the bank. Retailers will drive this development with more investment in targeted marketing aimed at younger generations.

To learn how to connect with your audience, purchase our Germany Private Label Food and Drink Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Brands Discussed in this Report

Edeka (Zurheide, NATURKIND), Kaufland, REWE (ja!, Wegbereiter), Lidl, Aldi (Einfach gut, Fair & Gut, HeldenBrot), Netto, Penny, dm, Rossmann, Norma, Schwarz-Gruppe, Globus-SB-Warenhaus, Jeremy Fragrance, Heimat, Naturland, Rotkäppchen-Mumm, PepsiCo, Moser Roth, Quinola, Bofrost, Migros, Vorwerk Podemus, and more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on Private Label Food and Drink in Germany

This report, written by Katrin Förster, Research Analyst, delivers in-depth commentary and analysis to highlight current food and drink industry trends in Germany and add expert context to the numbers.

Our Private label food and drink market research shows that the squeeze on consumers’ budgets is increasing the attractiveness of own labels. Developing their premium offering is one way for retailers to gain advantage over brands.

Katrin Förster, Research Analyst
Katrin Förster
Research Analyst – Food & Drink

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Opportunities
  2. MARKET DRIVERS

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • The impact of the economy and ethical/environmental, health and demographic changes on private-label food and drink
    • Graph 2: consumer price index food and non-alcoholic beverages, by non-adjusted value, 2022-23
    • Graph 3: consumers’ current financial situation, 2022-23
    • Graph 4: population structure by age, 2020-30
  3. WHAT CONSUMERS WANT AND WHY

    • Purchased types of food and non-alcoholic drink products
    • Graph 5: behaviour changes towards food and non-alcoholic drinks, 2022
    • Graph 6: changes in financial situation since COVID-19 began, by current financial situation, 2023
    • Shopping location for own-label food and non-alcoholic drink products
    • Graph 7: shopping location for own-label food and non-alcoholic drink purchases, 2022
    • Graph 8: market shares in food retailing, by top six companies, 2021
    • Choice factors for own-label food/non-alcoholic drinks over branded ones
    • Behaviours related to branded and own-label food/non-alcoholic drinks
    • Graph 9: behaviours relating to branded and own-label food and non-alcoholic drink products, 2022
    • Attitudes towards branded and own-label food/non-alcoholic drink products
    • Graph 10: attitudes towards branded and own-label food and non-alcoholic drink products, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 11: new product launches in the German food market, branded vs private label, 2019-23
    • Graph 12: new product launches in the German non-alcoholic drinks market, branded vs private label, 2019-23
    • Graph 13: share of private label in new product launches of food and non-alcoholic drink products, by top ten categories, 2019-23
    • Graph 14: private label launches of food and non-alcoholic drink products, by top ten ultimate company, 2021-23
    • Graph 15: branded share of product launches, by launch type, 2021-23
    • Graph 16: own-label share of product launches, by launch type, 2021-23
    • Graph 17: average price per 100ml/g for groceries, brands vs private label, Q1 2022 vs Q1 2023
    • Graph 18: food and non-alcoholic drink launches, private label vs branded, by top five claim category, 2018-22
    • Graph 19: food and drink launches, by private label vs branded, and top five ethical/environmental claims, 2018-22
    • Advertising and marketing activity
  5. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

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