Germany Snack Bars Market Report 2024
A focus on health drives a desire for better-for-you options in the Germany snack bar market. Moreover, functional ingredients and shorter ingredient lists will be favoured by those seeking healthy…

Germany Snack Bars Market Report 2024

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Report Summary

Stay ahead of the curve and future-proof your business with Mintel’s Germany Snack Bar Market Report 2024. Our full report is packed with consumer-led market intelligence, snack bar trends in Germany, and consumer behaviours. Get a 360° view of the Germany snack bar market including market share, snack bar market size in Germany, and a growth forecast 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.

Our Report Delivers Key Insights On

  • Frequency and location of eating snack bars, with at-home-consumption being the most common.
  • Consumer behaviours and attitudes regarding snack bars, and interest in different product attributes.
  • Germany snack bar market trends in launch activity and opportunities for further innovation to foster German snack bar market growth.

Current Germany Snack Bar Market Outlook

Inflation’s lingering effects has seen consumers’ incomes being squeezed. As a result, 67% of German consumers have felt the increase in food and drink prices.

Mintel’s Germany snack bar market analysis shows that this has benefited private label snack bars which have gained both value and volume shares from more expensive and trusted branded alternatives.

Germany Snack Bar Market Analysis: What Consumers Want and Why

  • German Snack Bar Market Growth: 63% of German consumers have eaten snack bars at home and half of them while commuting, demonstrating the versatility of snack bars for providing convenient solutions for busy lifestyles. This puts snack bars in a good position for growth compared to other foods such as chocolate or crisps, which are typical go-to choices for at-home snacking.
  • Snack Bar Market Size in Germany: Under 55-year-olds account for the majority of snack bar consumers in Germany. However, with the 65+ cohort expected to rise significantly until 2025, this is posing the question of how to appeal to this older demographic to retain their share of the market size. Manufacturers are likely to boost gut-improving benefits in snack bars to target this group.
  • Germany Snack Bar Market Trends: To drive consumption among younger consumers in Germany, a focus on different textures and taking flavour inspiration from other cultures will be key. This will help to reinvigorate the category and drive impulse purchases.

More About This Report

This Report covers the Germany snack bar market. The market size includes products sold through the retail channel, including direct to consumer retailers. The consumer data covered in this report includes consumption at home and out of the home.

This report includes:

  • Cereal and granola bars
  • Fruit bars – where fruit is a major part or is the main ingredient marketed and equally mixed fruit and nut combinations

Sports nutrition bars and meal replacement bars targeted for dieting are excluded from this report.

Meet The Expert

This report was written by Khalid Peerbaccus, Senior Analyst. Khalid joined the German food and drink reports team at Mintel in April 2023. With more than ten years of experience in the FMCG industry and a special focus on innovation research, Khalid undertakes his research in the German market with keen enthusiasm and a particularl interested in consumer behaviour and motivations.

A focus on health drives a desire for better-for-you options in the Germany snack bar market. Moreover, functional ingredients and shorter ingredient lists will be favoured by those seeking healthy options.

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

Table of Contents


    • The five-year outlook for snack bars
    • Market context
    • Disconnect between intention and reality
    • High obesity levels give BFY snack bars a tailwind
    • BMEL’s proposed ban on advertising to children highlights the need for reduced sugar and salt levels
    • Busy lifestyles will give an advantage to convenience foods
    • An ageing population will affect the types of snack bars eaten
    • Mintel predicts
    • Stagnating volume sales will be offset by rising prices to boost retail value sales
    • Market size & forecast
    • Value sales of snack bars forecast to grow by 13% over 2024-29…
    • …while volumes are projected to see a slight increase of 1% over 2024-29
    • Opportunities
    • Stir up excitement in the snack bar category by looking to other cultures for inspiration
    • Inspire experimentation through different textures
    • Tailor snack bars to at-home gaming occasions
    • Target those seeking health benefits without compromising flavour
    • Sweeten snack bars naturally to combat NSS concerns
    • Emphasise a shorter ingredient list for a BFY image
    • Appeal to an ageing German population with gut-friendly snack bars
    • The competitive landscape
    • Own label holds significant share of snack bar value and volume sales
    • Graph 1: company retail value and volume market shares of snack bars, 2023

    • The German economy
    • 2024 is expected to be more challenging than initially predicted
    • Graph 2: key economic data, in real terms, 2019-25
    • The inflation rate is slowly bouncing back to more-conventional levels
    • Inflation is still the key factor affecting consumers’ finances…
    • …confidence and expenditure
    • Graph 3: financial confidence index, 2022-24
    • Increasing level of obesity drives the need for BFY snack bars…
    • …however, scrutiny of NSS casts doubt on sugar substitutes to aid weight loss
    • Proposed ban on advertising unhealthy food to children sheds light on childhood obesity
    • Nutrition strategy places emphasis on sugar, salt and fat reduction
    • The ultra-processed food debate may give rise to more organic snack bars
    • Graph 4: food and drink launches with organic claim, 2016-23
    • Busy lifestyles drive the demand for convenience in snack bars
    • An ageing population could hamper snack bar consumption in the long term
    • Graph 5: population by age group, 2020-30

    • Usage frequency and location
    • Snack bars eaten mostly by Germans aged 16-44
    • Graph 6: usage frequency of cereal/granola bars, 2024
    • Graph 7: usage frequency of fruit/nut bars, 2024
    • Snack bars are eaten mostly at home in 2024
    • Gaming is an opportunity for snack bars to target German 16-24s
    • Cash-strapped Germans less likely to buy snack bars than those with healthier finances
    • Graph 8: shoppers who have bought snack bars, by financial situation, 2024
    • Own label snack bars that are both affordable and have added value will appeal to cash-strapped Germans
    • Behaviours regarding snack bars
    • Different textures appeal to adventurous German snack bar eaters
    • Graph 9: behaviours towards snack bars, 2024
    • Focus on the texture of snack bars to inspire experimentation
    • Freezable snack bars offer a texture suitable for summer
    • Innovate with flavours and uncommon ingredients to attract impulse buyers
    • Boost image of snack bars by adding relaxing ingredients
    • Novel flavours can inspire younger experimental snack bar eaters
    • Encourage escapism through snack bars with flavours inspired by international cuisines
    • Looking further afield can stir up excitement in the snack bar category
    • Snack bars that are low in sugar with indulgent flavours and offer value for money will attract the most footfall
    • High-protein snack bars with dessert flavours provide guilt-free opportunities for health-conscious snack bar eaters
    • Biodegradable packaging can enhance the appeal of snack bars for Germans
    • Wrapper-free snack bar uses beeswax coating as an alternative to reduce plastic waste
    • Interest in different snack bar attributes
    • Low sugar is a priority for German snack bar eaters
    • Graph 10: interest in trying snack bars, 2024
    • Low-sugar snack bars appeal most to Germans aged 45+
    • Graph 11: interest in trying snack bars with low sugar content, by age, 2024
    • Low sugar content imbues a healthier image for snack bars
    • Natural sweeteners appeal especially to Germans aged 25+
    • Graph 12: interest in trying naturally sweetened snack bars, by age group, 2024
    • Natural sweeteners can capitalise on a more natural, low-sugar image
    • German women are more interested in BFY snack bars than men
    • Graph 13: interest in snack bars with a low sugar content, by gender, 2024
    • Graph 14: interest in snack bars with a low calorie content, by gender, 2024
    • High protein snack bars appeal to Germans aged 16-64
    • Graph 15: interest in snack bars with a high protein content, by age, 2024
    • Emphasise the convenience of high-protein snack bars for Germans 65+
    • Snack bars with plant-based protein can target health conscious women
    • Attitudes towards snack bars
    • Germans prefer a shorter ingredient list on snack bars
    • Graph 16: attitudes toward snack bars, 2024
    • Snack bars with shorter ingredient lists appeal to Germans across all age groups but increase with age
    • High-protein snack bars with shorter and “cleaner” ingredient lists will be favoured by more natural-seeking German snack bar eaters
    • Graph 17: agreement that high-protein snack bars are appealing as a post-workout snack, by age, 2024
    • Snack bars with wonky fruit and vegetables will appeal to Germans aged 16-34
    • Graph 18: agreement that snack bars with ingredients that would otherwise go to waste are appealing, by age, 2024
    • Snack bars with vegetables target health-conscious German parents
    • Graph 19: agreement that snack bars with veg are a good way to get kids to eat more veggies, by any children, 2024
    • Graph 20: agreement that snack bars are a good substitute for a main meal, by any children, 2024
    • Germans prioritise fruit and vegetables when choosing food/drink for their kids
    • German snack bar eaters want snack bars to support gut health
    • Graph 21: agreement that snack bars should support gut health, by age, 2024
    • High fibre content leverages a gut-friendly image
    • Own label can gain from German snack bar eaters cutting costs
    • Graph 22: agreement that own label snack bars taste as good as branded, by financial situation, 2024
    • Graph 23: agreement that own label snack bars taste just as good as branded, by age, 2024
    • Position own-label snack bars as a cheaper, tasty alternative to branded in times of cost-cutting
    • NotCo uses AI for protein bars to avoid the “sugar crash” and provide long-lasting energy

    • Own-label snack bar launches increase as Germans show willingness to trade down
    • Own-label snack bars can attract price-savvy Germans trading down from more -expensive branded alternatives
    • New varieties/range extensions take the lead as consumer finances tighten
    • Graph 24: launches of snack bars, by launch type, 2019-23
    • Savoury flavours provide an opportunity for new snack bar launches
    • Graph 25: launches of snack bars, by flavour component group, 2019-23
    • Unexpected flavour combinations can help add excitement to existing ranges of snack bars
    • Wholegrain emerges as a popular claim in snack bar launches
    • Graph 26: launches of snack bars, by natural claims, 2019 and 2023
    • Weight & muscle gain overtake energy as the top functional claim in snack bar launches in 2023
    • Graph 27: launches of snack bar, by leading functional claims, 2019-23
    • Touting wholegrain ingredients on pack targets health-conscious Germans
    • Organic claims in snack bar launches are on the up and can counter a highly processed image
    • Graph 28: launches of snack bars, by organic claim, 2020-23
    • Organic claims on snack bars can reassure health-conscious Germans
    • Sugar content sneaking back into snack bar launches despite nutritional strategy
    • Graph 29: launches of snack bars, by average sugar content, 2019-23
    • Nestlé commits to Nutri-Score on its snack bars
  5. Advertising and marketing activity

    • Natural ingredients provide a cleaner image for Nature Valley
    • Be-Kind claims nothing to hide with clean ingredients protein bar

    • Market share in snack bars
    • Schwartauer Werke has a convincing lead in terms of value…
    • …as well as volume sales

    • Volume sales stagnate while higher prices drive up value sales
    • Cereal/granola bars dominate the snack bar market in both value and volume sales
    • Value sales of snack bars forecast to grow by 13.1% from 2024-29
    • Volumes sales projected to see 1.2% growth from 2024-29

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Products covered in this Report
    • Abbreviations
    • Consumer research methodology
    • A note on language
    • Appendix – market size and central forecast methodology
    • Forecast methodology
    • Forecast methodology – fan chart
    • Market size – value
    • Market size – volume
    • Market forecast and prediction intervals – value
    • Market forecast and prediction intervals – volume

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