Germany Salty Snacks Market Report 2022
A continued focus on health benefits and new flavour innovation, as well as at-home snacking formats, will be important in driving long-term growth for salty snacks. Olivia Placzek, Research…

Germany Salty Snacks Market Report 2022

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The German Salty Snacks Market Report 2022 identifies consumers’ attitudes towards snack options using all-natural ingredients, the wider ‘clean eating’ trend, and the impact of rising prices on consumer behaviour. This report covers the German salty snacks market size, market forecast, market segmentation and industry trends for the German salty snacks market.

Current Market Landscape

As inflation is currently high, with experts predicting a further increase over the coming months, and consumers’ incomes squeezed, we can see private label salty snack brands gaining further share of NPD in the near future. Inflation will drive value sales, while volumes are expected to remain relatively flat after COVID-19 lockdowns boosted in-home consumption in 2020/21. This threatens the salty snacks market, with consumers already noticing rising prices. If inflation continues to rise, financially vulnerable consumers will be looking for the least expensive brand or cutting back on volume.

Another trend to be observed in the salty snacks market report, is an increasing demand for healthy snacks with all-natural ingredients and environmentally friendly packaging. However, the salty snacks market share in healthy and sustainable options is still very limited, thus offering opportunities for brands to gain footing by focusing on those aspects.

German Salty Snacks Market Share and Key Industry Trends

Out-of-home consumption of crisps, savoury snacks and nuts will regain ground, although the long-term trend towards working from home will continue to support in-home snacking formats. Additionally, promoting health benefits will support sales.

Moreover, with increasing awareness on global warming, consumers’ interest in and demand for sustainability when it comes to packaging in the salty snacks market will also continue to increase. This presents brands operating in the snack food market in Germany with opportunities to expand their salty snacks market share with regards to sustainability.

  • 48% of German snack eaters, consider the two most important attributes for a salty snack to be healthy with all-natural ingredients and no artificial flavours.
  • Only 3% of new launches claim all-natural ingrediants.
  • 58% of snack eaters want a snack to indulge in for an evening/night-time snack.
  • 67% of Germans say they have been affected by increases in food and drink prices (in January 2022).


Future Trends in the German Salty Snacks Market

The market will continue to benefit from strong consumer demand for convenient snack foods and the popularity of snacking in general, both in and out of home. Volume growth will be held back by consumers focusing on health, but a “quality over quantity” mindset offers opportunities for more premium products on the snack food market in Germany.

Almost half of German snack eaters, think that to be healthy snacks ought to consist of all-natural ingredients and without any artificial flavours. As activity in this space remains limited, salty snack brands can address the wider ‘clean eating’ trend by innovating with e.g. whole vegetables or freeze-dried ingredients that retain natural nutrients to gain salty snacks market share.

However, because a lot of consumers snack for indulgence, there is an opportunity for more indulgent products that don’t have to be healthy. Salty snack brands may alternatively strive for higher quality using premium and natural ingredients for indulgent me-time moments at home or with guests to share.

Read on to discover more details or take a look at all of our German Food and Snacking Market Research.

Quickly Understand

  • The impact of COVID-19 and rising inflation on the salty snacks market.
  • Salty snack usage and how it has changed since 2019.
  • Important attributes for a salty snack to be considered healthy, including all-natural ingredients and the importance of ‘low-in’ claims.
  • Attitudes towards and behaviours related to salty snacks.
  • How launch activity reflects consumer demand, especially looking at nuts’ health halo and popcorn innovation.

Covered in this Report

Products: Chips/crisps, fried or dried slices of fruits, Nuts, Baked snacks, Popcorn, Potato- and grain-based snacks, Meat snacks.

Brands: Elephant, Saxa, Chio, Tante Tomate, Nooro, Heimatgut, Funny-Frisch, Trafo, Lay’s, Eat Happy, Byodo, Lorenz, Kelly’s, Oliver’s Dinner, Seeberger, Nestlé (Kit Kat), Real Handful, Meijer, Tyrrells, ShopRite, Graze, Drai, Ültje, Rossmann, Fit for Fun, N.A!, McIlhenny Co., Twin Pop, Rügenwalder, Food for Future, Aoste, Pringles, Walkers, Snatt’s, Sal de Ibiza, Deluxe Snack, Gutding Habib, Farmer Naturals, Rettergut.

Expert Analysis from a Specialist in the Field

This report, written by Olivia Placzek, a leading analyst in the Food & Drink sector, delivers in-depth commentary and analysis to highlight current trends in the German salty snacks market and adds expert context to the numbers.

A continued focus on health benefits and new flavour innovation, as well as at-home snacking formats, will be important in driving long-term growth for salty snacks.Olivia Placzek
Olivia Placzek
Food & Drink Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Graph 1: types of salty snacks eaten, 2021 vs 2019
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 2: company retail market share of tea, by value and volume, 2021

    • Graph 3: key economic data, in real terms, 2019-23
    • Graph 4: where snacks are eaten, 2021 vs 2019

    • Usage of salty snacks
    • Graph 5: types of salty snacks eaten, 2021 vs 2019
    • Graph 6: repertoire of salty snacks eaten, by age, 2021
    • Graph 7: types of salty snacks eaten, 2021 vs 2019
    • Graph 8: frequency of eating different types of salty snacks, 2021
    • Attributes looked for in salty snacks by occasion
    • Graph 9: attributes looked for in a salty snack by occasion, 2021
    • Graph 10: importance of ‘something to indulge in’ for a salty snack, by occasion, 2021
    • Important attributes for a salty snack to be considered healthy
    • Graph 11: attributes that are important for a savoury snack to be considered healthy, 2021
    • Behaviours related to crisps, nuts and savoury snacks
    • Graph 12: behaviours related to eating and buying salty snacks, 2021
    • Attitudes towards salty snacks
    • Graph 13: attitudes towards salty snacks, 2021

    • Graph 14: top ten sub-categories in salty snacks NPD, 2017 vs 2021
    • Graph 15: salty snacks NPD, by top 10 ultimate companies, 2021
    • Graph 16: leading claims in salty snacks NPD, 2017 vs 2021
    • Graph 17: salty snacks NPD, by flavours (inc. blends), 2017 vs 2021
    • Advertising and marketing activity
    • Graph 18: top five social media platforms used at least once a week, by generation, 2021

    • Retail market share of salty snacks, by value, 2020-21
    • Retail market share of salty snacks, by volume, 2020-21

    • Retail sales of salty snacks, by segment, 2019-21

    • 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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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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