Most salty snacks are considered ultra-processed, which is something that 69% of Germans say they actively avoid. Despite this, salty snacks remain popular, with consumption increasing in 2025 compared to…
Germany
Food
Snacks
simple
Germany Salty Snacks Market Report 2025
"Comfort foods remain critical, prompting brands to focus on creating shareable, at-home experiences. Beyond indulgence, innovate with nutrient-dense, functional snacks that draw on natural flavours."
Hannah Sandow, Associate Director - Food & Drink, Germany
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EXECUTIVE SUMMARY
What you need to know
Opportunities
Market size and forecast for snack food
Volume sales of snack food are forecast for modest growth up to 2030
Graph 1: retail volume sales of snack food, 2019-30
Value sales of snack food are forecast to grow significantly between 2024 and 2030
Graph 2: retail value sales of snack food, 2019-30
Outlook
OPPORTUNITIES
Dial up the comfort factor
Push salty snacks beyond cravings
Evolve salty snacks to match changing tastes
Add spice to salty snacks with uncommon combinations and unusual base ingredients
CONSUMER
Consumption of salty snacks
Germans are more likely to eat salty snacks in 2025 than in 2023
Graph 3: consumption of salty snacks in the last three months, 2023-25
Potato slice crisps are the most popular salty snack amongst Germans
Graph 4: consumption of salty snacks in the last three months, 2023-25
Potato crisps dominate, but healthier options could gain ground with older Germans
Germans aged 16-34 have the widest salty snack repertoire
Younger snackers seek out more variety than older snackers
Nuts are consumed most frequently in 2025
Graph 5: frequency of eating salty snacks in the last three months, 2025
Nuts are used as a healthy addition to the diet
Reasons for eating salty snacks
Indulgence drives salty snack consumption
Concentration-boosting functionality could add to the appeal of salty snacks
Encouraging texture exploration can help target families looking for meal-time inspirations
Crisps satisfy cravings, while meat snacks provide satiety
Graph 6: reasons for eating meat snacks and nuts in the last three months, 2025
Protein and fibre claims remain underexplored…
…as snackers seek flexibility in their eating habits
BiFi promotes its meat snack as a pleasure to help consumers unwind
Interest in trying salty snacks
‘Swicy’ flavours pique the most interest amongst category consumers
Graph 7: interest in trying salty snacks with particular attributes, 2025
Sweet and spicy flavours hit the sweet spot for snackers
Premium positioning targets those in healthy financial situations
Premiumisation could win over financially healthy Germans
Unusual textures are limited in the salty snack category
Salty snacks with restaurant-/takeaway-inspired flavours can target money-conscious Germans
Attitudes and behaviours towards salty snacks
Smaller portions are preferable to reduced salt content
Reduced-salt versions of salty snacks still have room for improvement when it comes to taste
Healthier salty snacks can rival the taste of regular versions
Salty snacks with unique flavours can help boost social occasions
Nostalgic crisps/crisp-style snacks can provide comfort to stressed-out Germans
Social media encourages trial amongst snackers aged 16-34
Natural flavours and local ingredients are preferred in salty snacks
Graph 8: attitudes towards salty snacks in relation to ingredients, 2025
Germans prefer salty snacks with natural flavours
Germans agree there’s room for more salty snacks that use local ingredients
Germans demand localism from their salty snacks
Salty snacks may be seen as expendable in times of budgeting, but own-label could gain appeal
INNOVATION
Branded salty snacks have dominated product launch activity
Graph 9: salty snack launches, by branded vs private-label, 2022-25
Own-label salty snacks try for a more premium image to compete with brands
New packaging and new varieties top salty snack launch activity
Graph 10: salty snacks, by launch type, 2022-25
Scope for salty snacks with less common flavours
Graph 11: salty snack launches, by top ten flavour components, 2022-25
Brands can inspire curiosity amongst salty snack consumers through new flavours
‘Swicy’ salty snacks are on-trend in 2025
Natural claims are underrepresented in salty snack launches
Salty snack launches typically carry a Nutri-score rating of C or below
Graph 12: salty snack launches with a Nutri-Score label, by Nutri-score rating, 2022-25
Average salt levels in salty snack launches are lower than in 2019
Graph 13: salty snack launches, by avg salt (g per 100g/ml), 2017-25
Younger snackers are more likely than older snackers to cut back due to salt intake concerns
MARKET
Market drivers
Salty snacks could thrive despite Germany’s economic worries
Graph 14: ‘The German cost of living crisis is…’, 2024 vs 2025
Healthy lifestyles may encourage a more cautious approach to snacking
Consumption of salt far exceeds recommended levels in Germany, providing scope for BFY options
An ultra-processed image could hinder the appeal of salty snacks
Salty snacks could face scrutiny over ultra-processed image
Single-person households may shape snack trends
Graph 15: private households by household size, 1994 vs 2004 vs 2024
Market size
Value and volume sales saw a slight growth between 2023 and 2024
Graph 16: value market size for snack food, 2019-24
Graph 17: volume market size for snack food, 2019-24
Volume growth rises to pre-pandemic levels
Market segmentation
Crisps rebound in 2024 after a dip in volume sales in 2023
Graph 18: value retail sales for snack food, by segment, 2022-24
Graph 19: volume retail sales for snack food, by segment, 2022-24
Snack foods picked up value and volume retail sales growth momentum in 2024
Market forecast
Retail volume is expected to experience steady growth, while value sales are forecast to grow substantially
Volume sales of snack food are forecast for modest growth up to 2030
Graph 20: retail volume sales of snack food, 2019-30
Value sales of snack food are forecast to grow significantly between 2024 and 2030
Graph 21: retail value sales of snack food, 2019-30
Forecast – note on US trade disruption
Impact of US trade disruption for the snack food market
Market share
Own label continues to lead in value and volume shares despite a slight dip in 2024
Graph 22: company retail market volume shares of salty snacks, 2023-24
Graph 23: company retail market value shares of salty snacks, 2023-24
Own label feels the pressure from established brands
APPENDIX
Report scope and definitions
Market definition
Abbreviations
Methodology – consumer research
Consumer research methodology
A note on language
Methodology – market size and forecast
Forecast methodology
Forecast methodology – fan chart
Market size – value
Market size – volume
Market forecast and prediction intervals – value
Market forecast and prediction intervals – volume
German Salty Snacks Market -Trends and Insights
Most salty snacks are considered ultra-processed, which is something that 69% of Germans say they actively avoid. Salty snacks remain popular, despite their ‘ultra-processed’ reputation, with consumption increasing in 2025 compared to 2023.
A disconnect exists between consumer intentions to eat healthier and their actual snacking habits, suggesting that indulgence and convenience still play a significant role in purchasing decisions. Steady market growth is expected as brands align with health-conscious trends.
The biggest challenge for the salty snack market is addressing health concerns without compromising on taste. Most Germans would prefer smaller portions of regular salty snacks over reduced-salt versions.
Salty snacks that are free from artificial flavours and made with simple, recognisable ingredients can appeal to health-conscious consumers while those that also maintain indulgence and offer variety can appeal to younger curious snackers.
This Report Looks at the Following Areas:
Overview of current market performance and the outlook for the next five years
Key new product development trends in the category
Consumption of salty snacks, with an increase in 2025 compared to 2023, and Germans aged 16-34 consuming the widest varieties
Reasons for eating salty snacks, with indulgence and moments of relaxation being key occasions
Interest in trying salty snacks, with sweet and spicy flavours having the most appeal
Attitudes and behaviours relating to salty snacks, with snackers using flavour for conversation starters and comfort
Market Definitions
This Report examines the German retail market for crisps, nuts and other savoury snacks. The market size includes products sold through the retail channel, including:
chips/crisps – fried slices of potato or other vegetables, or fried or dried slices of fruits
nuts
baked snacks – savoury snacks prepared by baking, such as pretzels or baked chips
popcorn (excluding that sold in cinemas)
potato- and grain-based snacks, which include any products made from small pieces of potato, wheat, rice, corn or other base ingredient, including extruded (eg peanut flips); excludes large rice cakes
meat snacks (such as mini meatballs, snack-sized salami, biltong)
The market size excludes unpackaged products, savoury biscuits/crispbreads/cake bars and nuts specifically marketed for use in cooking/baking. It also excludes sales via catering or foodservice establishments; however, references and comparisons to these sectors may be made where relevant.
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