Germany Sweet Biscuits Market Report 2023
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Appeal to sweet biscuit buyers' impulsivity with novel flavours, whilst future-proofing demand with increased better-for-you offerings to increase permissibility. Harry Meehan, Associate Analyst, Germany…

Germany Sweet Biscuits Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Sweet Biscuits Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the German biscuit market including biscuit market size in 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 outlook on the German biscuits market, including expert insights and market drivers.
  • Consumption frequency and occasions of biscuits in Germany.
  • Types of sweet biscuits eaten by German consumers.
  • Purchase factors for biscuits in Germany.
  • Consumer behaviour and attitudes related to sweet biscuits.
  • Recent product launch activity and innovations by biscuit brands in Germany.
  • How your business can tap into opportunities to increase your biscuit market share in Germany.

Biscuits in Germany: Current Market Landscape

Mintel’s biscuits market analysis shows that, currently, value sales in this segment are driven by inflation which will continue into 2023, keeping retail value sales high.

  • Biscuit Market Size in Germany: In 2022, the retail value sales of sweet biscuits were measured at €1.92bn.

Moving forward, biscuits’ treat factor and the rise of on-the-go snacking will cause modest volume growth for German biscuits brands.

Biscuits Market Analysis: What Consumers Want and Why

  • Sweet Biscuit Consumer Behaviour: 81% of Germans eat sweet biscuits of some variety, making them a planned staple for the majority of those who eat them. However, for 56% of consumers, impulsivity is a significant purchase driver.
  • German Sweet Biscuit Market Trends: Reduced sugar levels in sweet biscuit products is a differentiating purchase factor for 39% of biscuit buyers. This trend is furthered by government healthy eating campaigns.

What’s Next for the German Sweet Biscuit Market?

  • The ageing German population and increased focus on healthy eating behaviours will dampen volume sales of standard biscuits. To cater to new needs, German biscuits brands can offer more functional and low sugar content sweet biscuit options.

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

Products and Brands Discussed in this Report

Brands: Sweet wafers, sandwiches, chocolate biscuits, ginger and gingerbread, assortments, and more.

Products: Leibniz, KitKat, Brandt Zwieback, Lotus, Covo, Twix, Nutella, Mondelēz International, Bahlsen, Griesson – de Beukelaer, Ferrero, Barilla, Josef Manner & Comp, Aachener Printen- und Schokoladenfabrik Henry Lambertz, 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 German Sweet Biscuit Market

This report, written by Harry Meehan, associate analyst, delivers in-depth commentary and analysis to highlight current trends in the German sweet biscuit market and add expert context to the numbers.

Brands can appeal to sweet biscuit buyers’ impulsivity with novel flavours, whilst future-proofing demand with increased better-for-you offerings to increase permissibility.

Harry Meehan, Associate Analyst
Harry Meehan
Associate Analyst

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • Graph 1: sweet biscuit consumption, by time of day, 2022
    • Graph 2: attitudes towards sweet biscuits, 2022
    • The competitive landscape
    • Graph 3: company retail value and volume shares of sweet biscuits, 2022

    • The German economy
    • Graph 4: key economic data, in real terms, 2019-24
    • Graph 5: sweet biscuit launches, by Nutri-Score inclusion, 2020-22
    • Graph 6: households and projected household, by type of household, 2000-40
    • Graph 7: chocolate biscuit bar consumption, by selected life stages, 2022

    • Consumption frequency of sweet biscuits
    • Graph 8: any sweet biscuit consumption in the past three months, by age ranges, 2022
    • Graph 9: frequency of sweet biscuit consumption, 2022
    • Types of sweet biscuits eaten
    • Graph 10: usage of different types of sweet biscuits, 2022
    • Graph 11: selected sweet biscuit consumption, by financial situation, 2023
    • Graph 12: sweet biscuit consumption, by parents of children over/under 18 in the household, 2022
    • Purchase factors for sweet biscuits
    • Graph 13: sweet biscuit consumption, by any eaten and age demographic, 2022
    • Behaviours related to sweet biscuits
    • Graph 14: behaviours related to sweet biscuit purchasing, 2022
    • Sweet biscuit consumption occasions
    • Graph 15: sweet biscuit consumption, by usage occasion, 2022
    • Graph 16: sweet biscuit consumption, by time of day, 2022
    • Attitudes towards sweet biscuits
    • Graph 17: attitudes towards sweet biscuits, 2022

    • Graph 18: sweet biscuit launches, by top five companies, 2020-22
    • Graph 19: sweet biscuit launches, by launch type, 2020-22
    • Graph 20: sweet biscuit launches, by selected unit pack sizes, 2018-22
    • Graph 21: sweet biscuit launches, by selected claims, 2022
    • Graph 22: sweet biscuit launches, by selected environmental/ethical claims, 2018-22
    • Graph 23: launches of sweet biscuits, by low/reduced sugar, no added sugar and sugar-free claim, 2018-22
    • Graph 24: sweet biscuit launches, by vegan/no animal ingredients and plant-based claims, 2018-22
    • Advertising and marketing activity



    • 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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