2023
9
Germany Fortified and Functional Food and Drink Market Report 2023
2024-02-07T14:01:46+00:00
REP8F41AD14_DFEB_45AD_B6AE_480F8BA69562
2195
170326
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Report
en_GB
Our Germany functional food ingredients research shows that targeting an ageing society with age-appropriate functional concepts, and focusing on new and more natural ingredients, could ensure further category growth.

Germany Fortified and Functional 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 Fortified and Functional Food & Drink Market Report 2024. Our full report is packed with consumer-led market intelligence, fortified and functional food and drink trends, and consumer behaviours affecting your industry. Get a 360° view of the fortified foods market in Germany including market size, share, and a growth forecast to help you align your business strategy with the needs of your audience.

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

Topics Analysed in this Report

  • A detailed outlook of the functional drinks market in Germany, including market drivers and expert insights.
  • Consumption of functional/fortified food and drink products, including what types of fortified/functional food and drink Germans consume/are interested in.
  • Consumer behaviours and attitudes related to functional and fortified food and drink in Germany.
  • Recent product launch activity and innovation in the functional drinks market in Germany.
  • How your business can tap into opportunities to increase your share in the fortified foods market in Germany.

An Overview of Fortified and Functional Food and Drink in Germany

Fortified and functional food and drink in Germany has a consistent consumer base that has increased frequency of consumption. This is because the key users are less affected by the cost of living crisis than users of ‘regular’ food and drink.

The continued focus on health also works in favour of the fortified foods market in Germany. If positioned and communicated in the right way, functional and fortified food and drink can take on a more permanent role in German consumers’ everyday nutrition.

Germany Functional Food Ingredients Research: What Consumers Want and Why

  • Health Habits Are Declining: German consumers are admitting to having developed less healthy habits. 66% of Germans claim to eat or drink healthily all or most of the time in 2023, whereas in 2021 it was still 69%. Therefore, consumers will be looking for new ways to improve and support their health.
  • Consumer Behaviour in the Fortified Foods Market: At 85%, consumers aged 16 to 24 are the keenest users of fortified and functional food and drink in Germany. Meanwhile, the majority of over 45-year-olds do not consume functional and fortified food and drink. This is partly because many of the categories that are most prominent for functional claims, such as snack bars and energy drinks, have a young consumer base.
  • Opportunities in the Functional Drinks Market in Germany: An ageing society means changing medical needs and a need for innovation to support consumers to stay active and healthy. Increased openness towards ‘taboo topics’ to enable age-specific benefits, such as hormonal health products that support menopause or PMS symptoms, would be appreciated by 18% of German consumers.

A Market Forecast for Germany Functional Food & Beverages

  • Mintel’s Germany functional food & beverage research shows that German consumers’ interest in adaptogens remains niche, with food and drink lagging behind in innovation compared to skincare and supplements. However, there is a growth opportunity, particularly if consumer education about the benefits of adaptogens improves and product innovation increases.

To learn how to connect with your audience, purchase our Fortified and Functional Food and Drink in Germany Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Bakoma, Recess, Olipop, Yakult, BeautySweeties, Taste Nature, Actimel, Amecke +, Habbys, Cheerful Buddha, No. 39, Ehrmann, Renude, Joyà, Juma, Alpro, Edeka (Gut & Günstig), Simply Sunny, Kriket, Löwenzahn Organics, Vitamin Well React, Teekanne, Sonnentor, Nature’s Finest, Troo, Famille Mary, Danone, DM, Nestlé, Eckes-Granini, Kaufland, Südwestdeutsche Salzwerke, Mellifera, Waterdrop Microdrink, Aldi, and many more.

Products: Snack bars, energy drinks, yogurts, water (sparkling, flavour-induced), alcoholic drinks, sodas, sweets and (sugar) confectionery, fruit, tea, milk based drinks (yogurt drinks), spreads, fruit juices, juice drinks, breakfast cereals, sports drinks, other packaged food and drink.

Additional Features Included with Your Purchase:

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Expert Insights on Fortified and Functional Food and Drink in Germany

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

Our Germany functional food ingredients research shows that targeting an ageing society with age-appropriate functional concepts, and focusing on new and more natural ingredients, could ensure further category growth.

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

Table of Contents

    • Key issues covered in this Report
  1. EXECUTIVE SUMMARY

    • Market context
    • Mintel predicts
    • Graph 1: interest in functional benefits from food/drink (top three), by select generations, 2023
    • Opportunities
  2. MARKET DRIVERS

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-25
    • Graph 3: financial confidence index, 2022 – 23
    • The impact of the economy on functional and fortified food & drink
    • Graph 4: changes in fortified/functional food & drink purchase behaviour compared to a year ago, by financial situation, 2023
    • Public health
    • Graph 5: population structure by age, 2022-30
    • Graph 6: perception of general health for a person of one’s age, 2021 vs 23
    • Graph 7: confirmed influenza cases per season year, 2018-23
    • Graph 8: interest in functional benefits from food/drink, by select generations, 2023
  3. WHAT CONSUMERS WANT AND WHY

    • Consumption of functional & fortified food & drink and frequency
    • Graph 9: consumption of fortified and functional food % drink, 2020 vs 23
    • Graph 10: consumption of fortified and functional food & drink, by age groups, 2023
    • Graph 11: consumption frequency of functional/fortified food & drink, 2020 vs 2023
    • Types of fortified and functional food & drink consumed
    • Graph 12: consumption of regular vs functional/fortified food & drink, by type, 2023
    • Graph 13: consumption of functional and fortified food & drink, by top five categories, 2020 and 2023
    • Claims related to functional/fortified food & drink consumed
    • Graph 14: types of fortified and functional food & drink consumed by 16-44s vs 45+, 2023
    • Ingredients contained in functional/fortified food & drink consumed
    • Graph 15: ingredients contained in functional/fortified food and drink consumed in the last three months, 2023
    • Behaviours related to functional/fortified food & drink
    • Graph 16: behaviours towards functional/fortified food and drink, 2023
    • Graph 17: agreement with select ‘natural’ statements related to fortified/functional food/drink, by age, 2023
    • Graph 18: consumers who would find it appealing to get AI-supported guidance for their personal health needs, by age, 2023
    • Attitudes towards functional/fortified food & drink
    • Graph 19: attitudes towards functional/fortified food & drink, 2023
    • Graph 20: consumer agreement that fortified/functional food & drink products are worth paying more for compared to regular products, by age, 2023
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 21: functional food & drink launches, by sub-category, 2021-23
    • Graph 22: total food & drink launches, by share of functional claims, 2021-23
    • Graph 23: functional/fortified food & drink launches, by top ten functional claims, 2023
    • Graph 24: functional tea launches by top five functional benefits, 2021-23
    • Graph 25: functional juice drink launches, by top five functional benefits, 2021-23
    • Graph 26: functional snack/cereal/energy bar launches, by top functional benefits, 2021-23
    • Graph 27: functional and vitamin/mineral-fortified food & drink launches, by selected ingredients*, 2021-23
    • Graph 28: functional/fortified food & drink launches, by ultimate company, 2023
    • Graph 29: functional/fortified food & drink launches, by own-label, 2019-23
    • Advertising and marketing activity
  5. APPENDIX

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

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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