Germany Fortified and Functional Food and Drink Market Report 2023

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.

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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 – Food & Drink, Germany