Germany Salty Snacks Market Report 2023
To encourage consumer engagement, brands need to position snacks as an affordable treat amidst soaring prices and innovate with flavours and textures that stir curiosity. Long term, targeting an ageing…

Germany Salty Snacks Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Salty Snacks Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest Germany snack market trends and consumer behaviours affecting your industry. Get a 360° view of the salty snacks market in Germany including salty snacks market size Germany, market share, and forecasted growth 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 salty snacks market outlook, including expert insights and market drivers.
  • The impact of inflation and growing health awareness on the savoury snacks market in Germany.
  • Changes in salty snack usage and consumption (frequency) since 2021, as well as purchase behaviour.
  • Germany snack market trends and consumer behaviour, e.g. interest in novel formats, limited-edition flavours, and healthy alternatives.
  • Recent product launch activity and innovations in the savoury snacks market in Germany.
  • How your business can tap into opportunities to increase your salty snacks market share Germany.

Overview of the Salty Snacks Market in Germany

The state of the global economy, which results in squeezed incomes, and increased health awareness following the pandemic have dampened growth in the savoury snacks market in Germany. German consumers are seeking cheaper options, or are scaling back their salty snacks consumption.

However, financial stress also causes emotional eating. This, coupled with the desire to eat healthily may provide a tailwind for more better-for-you products to enter the salty snacks market in Germany.

The Savoury Snacks Market in Germany: What Consumers Want and Why

  • The Salty Snacks Market Share Germany During High Cost of Living: Because salty snacks can be a lower-priority spend, German consumers are trading down as a result of inflation-induced price hikes. 55% of Germans would choose own label over branded products because they’re cheaper. The use of ‘wonky veg’ to produce salty snacks could be a win-win for both manufacturers and snackers, as it reduces production costs, prevents waste, and makes a lower price tag possible.
  • Salty Snacks & Healthy Eating: COVID-19 has had a significant impact on consumers’ attitudes towards a healthy way of living. Thus, consumers are cutting back on their salty snack consumption with 61% of Germans preferring food and drink brands that encourage healthy lifestyle choices over ones that don’t. Germany’s ageing population is also encouraging the growth of healthier snack options with reduced salt content that accommodate older peoples’ dietary requirements.

Germany Snack Food Market Forecast

  • Going forward, flavour, apart from healthy alternatives, will be key to attract consumers. 41% of 16 to 34-year-olds like to try out new foods and flavours.

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

Products and Brands Discussed in this Report

Brands: Lorenz, Graze, Funny-Frisch, Alnatura, DM (Bio), Pfeifer & Langen, Kellogg Company, PepsiCo, Seeberger, Bluecorn, Netflix, Ben & Jerry‘s, Nudie, Rossmann (enerBiO), Trader Joe, Clarkys, Zweifel, Prozis Keto, Rügenwalder Mühle, Edeka (Gut & Günstig), Aldi (Sun Snacks), Lidl (Italiamo McEnnedy), House of Lancaster, REWE (Ja!, Beste Wahl), Lay’s, Lekker & Anders, Deluxe, Gangstarella, Ankerkraut, Fuchs, Stay Spiced!, and many more.

Products: Nuts (roasted, flavoured or unroasted and unflavoured), crisps (potato slice), pretzels, tortilla crisps, popcorn (sweet or salted), crackers, bread-/biscuit-style snacks, vegetable/fruit slice crisps, roasted/flavoured peas/beans, ice cream, meat snacks (poultry based), cauliflower crisps, pizza, 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 the Savoury Snacks Market in Germany

This report, written by Khalid Peerbaccus, Senior Analyst, delivers in-depth commentary and analysis to highlight Germany snack market trends and add expert context to the numbers.

To encourage consumer engagement, brands need to position snacks as an affordable treat amidst soaring prices and innovate with flavours and textures that stir curiosity. Long term, targeting an ageing population with better-for-your snacks will further the growth of the salty snack market size Germany.

Khalid Peerbaccus, Senior Analyst
Khalid Peerbaccus
Senior Analyst – Food & Drink

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Graph 1: types of salty snack eaten, 2023
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 2: company retail value and volume shares of salty snacks, 2022

    • The German economy
    • Graph 3: key economic data, in real terms, 2019-24
    • Graph 4: how consumer spending is changing during the cost of living crisis, 2023
    • Graph 5: reasons for snacking, 2021
    • Graph 6: population by age group, 2020-30
    • Graph 7: usage of salty snacks, by employment location, 2023

    • Usage of salty snacks
    • Graph 8: types of salty snacks eaten, 2021 vs 2023
    • Graph 9: types of salty snack eaten, 2023 vs 2021 vs 2019
    • Graph 10: types of salty snack eaten, 2023
    • Frequency of salty snack consumption
    • Graph 11: frequency of eating different types of salty snacks, 2023
    • Graph 12: type of salty snacks bought, 2023
    • Changes in purchase priorities to save money
    • Graph 13: ways consumers save money when buying salty snacks, 2023
    • Interest in salty snack formats/flavours
    • Graph 14: interest in trying crisp, nut and savoury snack formats/flavours, 2023
    • Behaviours related to salty snacks
    • Graph 15: behaviours towards crisps/nuts/savoury snacks, 2023
    • Graph 16: healthier versions of salty snacks would encourage more consumption of them during the day, March 2023

    • Graph 17: salty snack launches, by sub-category, 2019-23
    • Graph 18: salty snack launches, by top ultimate companies, 2021-23
    • Graph 19: salty snack launches, by private label vs branded, by average price, 2022-23
    • Graph 20: salty snack launches, by launch type, 2019-23
    • Graph 21: types of salty snack eaten, 2023
    • Graph 22: salty snack launches, by top 10 claims, 2021-23
    • Graph 23: salty snack launches, by top 5 sub-categories, by average fat content, 2019-23
    • Graph 24: salty snack launches, by top five sub-categories, by average carbohydrate content, 2019-23
    • Graph 25: salty snack launches, by top five sub-categories, by average salt content, 2019-23
    • Graph 26: salty snacks product launches, by flavours (including blends), 2019-23
    • Graph 27: salty snack launches, by texture, 2019-23
    • Advertising and marketing activity
    • Graph 28: behaviours towards engaging with brands on social media, 2023


      • APPENDIX

        • Appendix – products covered, abbreviations, consumer research methodology and language usage
        • Appendix – market size and central forecast methodology

      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.

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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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