2020
9
Germany Impact of COVID-19 on Food & Drink Market Report 2020
2020-09-03T10:36:49+01:00
REPF22316F7_74F1_4C6B_BD21_49B4C69B5947
2195
124311
[{"name":"Food","url":"https:\/\/store.mintel.com\/industries\/food"}]
Report
en_GB
COVID-19 has interrupted the food and drink market like never before. The "next normal" will see a greater focus on physical & emotional health, local businesses and real value for…

Germany Impact of COVID-19 on Food & Drink Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Impact of COVID-19 on Food and Drink – Germany market including the behaviours, preferences and habits of the consumer.

There is still a lot of uncertainty about what the “next normal” will look like but successful businesses will be those agilely adapting to new consumer needs. Key opportunities both immediate and longer-term lie in harnessing consumers’ heightened interest in physical health, emotional wellbeing and localism, all while focusing on offering real value for money.

Quickly Understand

  • How to stay relevant in the “next normal” through innovation?
  • How does COVID-19 change how Germans shop, cook and eat?
  • How to adapt to the importance of holistic health as a brand?
  • What is the impact on Marketing and Advertising within German Food and Drink?
  • What lessons can be learned from other German markets?
  • What are the winning strategies for food & drink businesses in Germany?

Covered in this report

Brands mentioned: Aldi Freihofer Gourmet, Barilla, Burger King, Deluxe, Edeka Selection, Hello Fresh, Kaufland, Kochhaus, Knorr, Lidl, Feine Welt, Magnum, Marleyspoon, McDonald’s, Mrs Robinson, Nine-o-Five, Real Selection, Penny Feine Kost, REWE, Shell, Unilever, etc.

Expert analysis from a specialist in the field

Written by Heidi Lanschützer, a leading analyst in the Food and Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has interrupted the food and drink market like never before. The “next normal” will see a greater focus on physical & emotional health, local businesses and real value for money.
Heidi Lanschützer
Associate Director – Food and Drink

Table of Contents

  1. Executive summary

    • Impact on the market
    • How the crisis will impact key consumer segments
    • Graph 1: "What impact do you think the COVID-19 outbreak will have on the following factors in Germany?", 20–28 May 2020
    • Graph 2: consumers' descriptions of their financial situation, 21 April–6 May 2020
    • Graph 3: "Has any of the following happened as a result of the COVID-19 outbreak?" – job loss or furlough, by age, 20–28 May 2020
    • Graph 4: change of financial situation since the start of the COVID-19 outbreak, "a little bit worse-off" and "much worse-off", by age and gender, 20–28 May 2020
    • Graph 5: change of financial situation since the start of the COVID-19 outbreak, "a little bit worse-off" and "much worse-off", by parental status, 20–28 May 2020
    • Opportunities and threats
    • Marketing mix
    • How a COVID-19 recession will reshape the food & drink industry
    • Graph 6: consumers' expectations of spending on food (excl. takeaways/home delivery) over the next month, 21 April–28 May 2020
    • Graph 7: balance between consumers expecting to spend 'more' and 'less' on non-alcoholic and alcoholic drinks over the next month, 20–28 May 2020
  2. the impact of Covid-19 on consumers

    • Graph 8: "How worried are you about the risk of being exposed to the coronavirus (also known as COVID-19)?", 3 March–28 May 2020
    • Graph 9: consumers showing higher levels of concern (net '4' or '5) about the risk of being exposed to the coronavirus (also known as COVID-19)?", 27 March–28 May 2020
    • Graph 10: food-related consumer concerns as a result of COVID-19, 21 April–6 May 2020
    • Graph 11: "To what extent are you worried about how the outbreak might affect your lifestyle?", 3 March–28 May 2020
    • Graph 12: extent to which consumers are worried about how the COVID-19 outbreak will impact their lifestyle, by financial situation, 20–28 May 2020
    • Graph 13: consumers' descriptions of their financial situation, 21 April–6 May 2020
    • Graph 14: "What impact do you think the COVID-19 outbreak will have on the following factors in Germany?", 20-28 May 2020
    • Graph 15: "Since the start of the COVID-19 outbreak, which of the following apply to you?", 21 April–13 May 2020
    • Graph 16: "Since the COVID-19 outbreak, have your priorities changed for the following?", 6–13 May 2020
    • Graph 17: consumers giving higher priority to eating healthily and doing exercise since the COVID-19 outbreak, by gender, age and parental status, 6–13 May 2020
    • Graph 18: "Has any of the following happened as a result of the COVID-19 outbreak?" – job loss or furlough, by age, 20–28 May 2020
  3. how covid-19 has already affected food & drink

    • Graph 19: consumers' expectations of spending on food (excl. takeaways/home delivery) over the next month, 21 April-28 May 2020
    • Graph 20: consumers' spending expectations on takeaways/home delivery over the next month, 21 April–28 May 2020
    • Graph 21: "Compared to your usual spending habits, do you expect to spend more, less or about the same in each of the following categories over the next month?", 20-28 May 2020
  4. How behaviours will change Short-term

    • Graph 22: changes in selected behaviours/activities since the COVID-19 outbreak, 21 April–6 May 2020
    • Graph 23: consumers who cook from scratch more often since the start of the COVID-19 outbreak, by selected demographics, 21 April–6 May 2020
    • Graph 24: consumers who look for new foods/flavours to try all/most of the time, by age, December 2019
    • Graph 25: consumers who have given higher priority to eating healthily since the start of the COVID-19 outbreak, by age and parental status, 6-13 May 2020
  5. How behaviours will change mid-term

    • Graph 26: consumers' expectations of spending on dining out over the next month, 20-28 May 2020
    • Graph 27: selected matters consumers have been more interested in since the start of the COVID-19 outbreak, by age, 21 April–6 May 2020
    • Graph 28: agreement with the statement "I care more about my own health than the environment", by age, 21 April–6 May 2020
  6. How Behaviours will change Long-term

    • Impact on marketing and ADVERTISING

      • lessons from previous slowdowns

        • Graph 29: real GDP growth, 2008-19
        • Graph 30: new food and drink launches, private label vs branded, 2005-19
        • Graph 31: agreement with the selected statements, March 2018
        • Graph 32: new food and drink launches, by type of innovation, 2005-19
      • Lessons from other markets

        • Graph 33: consumers who have been ordering groceries online more since the start of the COVID-19 outbreak, by age, 21 April–6 May 2020
        • Graph 34: grocery shopping channels used in the last month, Feb-May 2020
      • Four winning strategies for the future

        • Appendix

          • Note on COVID-19

        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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