Germany Snack Bars Market Report 2022
Suggestions on new ways to use snack bars will be key to boost consumption, both at home and on the go, while BFY innovation remains crucial. Hanna Mansour, Senior…

Germany Snack Bars Market Report 2022

£ 2,195 (Excl.Tax)


The Snack Bars Germany Market Report 2022 identifies consumers’ attitudes towards snack bar consumption both at and outside of home, healthy snack options, and the impact of inflation on snack bar purchases. This report covers the German snack bar market size, market forecast, market segmentation and industry trends for the German snack bar market.

Current Market Landscape

Due to the pandemic and the resulting increase in working from home, the majority ate snack bars at home when surveyed in December 2021. This is a positive development for the snack food market in Germany, as snack bars are now more competitive against chocolate, crisps and other snacks, which have been a go-to choice for snacking at home.

But, as COVID-19 restrictions are being lifted, some at-home occasions are lost as consumers return back to the workplaces/places of study, reviving on-the-go usage. Moreover, inflation is putting increasing pressure on consumers’ income, likely benefitting private label snack bars. However, the majority of snack buyers always tend to buy the same. This repeat buying benefits brands that already own a lot of the Germany snack bars market share.

Germany Snack Bars Market Share and Key Industry Trends

Inflation is currently high, with experts predicting a further increase over the coming months and consumers’ incomes being squeezed. This will likely benefit private label snack bars in the near future. However, leading brands benefit from high consumer trust.

Inflation will be the main driver of value sales. On-the-go occasions will gain further ground, however, the long-term shift to hybrid working will also continue to support at-home occasions. Snack bars’ health halo will further help drive sales as consumers’ focus on health will only increase.

  • 64% of Germans eat snack bars.
  • 62% of Germans are interested in meal pairing recommendations.
  • 55% of Germans who eat snacks mostly try to eat healthy snacks.
  • 23% of Germans say eating healthily became a greater priority since the outbreak of COVID-19.

Future Trends in the German Snack Bar Market

The shift in population structure, meaning an ageing population in Germany, could be a challenge for snack sales, as over-65s are less than half as likely as under-35s to eat snack bars, thanks to decrease in appetite at older ages, and more structured meal times.

Inspiring new usage occasions will be key to drive consumption. Brands can shift their positioning from a convenient choice for consumers who are rushing out the door, to one that helps them to relax.

Moreover, continued consumer interest in health will also drive sales, given snack bars’ healthier proposition compared to many other snacks.

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

Quickly Understand

  • Frequency and location of eating snack bars, with ‘at home’ being the most common location.
  • Interest in different snack bar attributes, with low/reduced sugar content being the most appealing.
  • Behaviours regarding chocolate, with parents wanting to see a greater variety of healthy versions for children.
  • Attitudes towards snack bars, demonstrating that the bars benefit from a health halo, which highlights opportunities for a permissible treat proposition.
  • Trends in launch activity and opportunities for further innovation.

Covered in this Report

Products: Cereal/granola bars, nut/seed bars, and fruit bars.

Brands: Tasty Plant, Clio, Ferrero (Kinder), Ja!, Yamo, Oatsome Conny, Corny, 3 Bears, Foodloose, Beech Nut, CLIF Kid, Good & Gather, Knusperone, and more.

Expert Analysis from a Specialist in the Field

This report, written by Hanna Mansour, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends in the snack food market in Germany and adds expert context to the numbers.

Suggestions on new ways to use snack bars will be key to boost consumption, both at home and on the go, while BFY innovation remains crucial.

Hanna Mansour
Hanna Mansour
Senior Food & Drink Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: company value shares, 2021
    • Graph 2: company volume shares, 2021

    • The German economy
    • Graph 3: key economic data, in real terms, 2019-23
    • Graph 4: consumers who eat/drink healthily all or most of the time, by age, 2021

    • Usage frequency and location
    • Graph 5: usage frequency of fruit/nut bars, 2021
    • Graph 6: usage frequency of cereal/granola bars, 2021
    • Behaviours regarding snack bars
    • Graph 7: behaviours regarding snack bars, 2021
    • Interest in different snack bars attributes
    • Graph 8: interest in snack bars with certain attributes, 2021
    • Graph 9: interest in snack bars with low/reduced sugar, 2022
    • Graph 10: interest in snack bars that are high in fibre, 2021
    • Attitudes towards snack bars
    • Graph 11: agreement with the selected statement related to snack bars, 2021

    • Graph 12: launches of snack bars, by launch type, 2017-21
    • Graph 13: launches of snack bars, by leading claim categories, 2017 and 2021
    • Graph 14: launches of snack bars, by leading environmental/ethical claims, 2017 and 2021
    • Graph 15: launches of snack bars, by leading natural claims, 2017 and 2021
    • Graph 16: launches of snack bars, by leading functional claims, 2017 and 2021
    • Graph 17: launches of snack bars, by average sugar content, 2017-21
    • Graph 18: launches of snack bars, by texture, 2021
    • Graph 19: snack bars launches by select flavour component groups, 2021
    • Advertising and marketing activity

    • Retail market share of snack bars, by value, 2019-21
    • Retail market share of snack bars, by volume, 2019-21
  6. MARKET SEgmentation, size AND FORECAST


      • 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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