Report Summary
Providing the most comprehensive and up-to-date information and analysis of the Food and Drink market in Germany including the behaviours, preferences and habits of the consumer.
The pandemic changed how consumers shop, cook and eat and has resulted in behavioural changes that will last longer-term. For brands to stay relevant, they must come up with innovations that align with these new consumer needs. Key opportunities lie in harnessing consumers’ demands for immune-supporting products, BFY options and products and solutions that support their emotional wellbeing.
Read on to find out more or take a look at all of our Germany Drink Market Research and Germany Food Market Research.
Quickly Understand
- The impact of COVID-19 on food & drink retail sales and forecast
- How the pandemic and economic disruption has shaped consumer behaviour
- The impact of COVID-19 on macroeconomic factors, including household finances and employment
- The long-term implications of eating and drinking routine changes
- Post-pandemic outlook for the category
Covered in this report
Brands mentioned:Â Actimel, Alnatura, Brunch, Buzz, Danone, Edeka, Gorillas, Just Spices, Kaufland, Spotify, Trafo, Twitch and many more
Products covered: This Report explores the impact of COVID-19 on the retail food market and the drinks industry (both off- and on-trade).
Expert analysis from a specialist in the field
Written by Mainga Hachibiti, a leading analyst in the Food and Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The pandemic has disrupted eating and drinking habits, highlighting new consumer needs around planetary and emotional health and more emphasis on local products.
Mainga Hachibiti
Analyst – Food and Drink
Table of Contents
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EXECUTIVE SUMMARY
- Key issues covered in this report
- Impact of COVID-19 on food & drink in Germany
- Market context
- Graph 1: changes in spending habits since the start of the outbreak, by several food- and drink-related categories, 2021
- Mintel predicts
- What consumers want and why
- Opportunities
- Graph 2: expected frequency of cooking from scratch once the outbreak eases, by age, 2021
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Category winners and losers
- Winners
- Losers
- Graph 3: changes in spending habits since the start of the outbreak, by category, 2021
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COVID-19 CONSUMER TIMELINE
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THE POST-PANDEMIC OUTLOOK for the food and drink industry
- Graph 4: consumers who expect to do more cooking from scratch or baking once the outbreak eases, by age, March 2021
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The economic impact
- Graph 5: key economic data, in real terms, 2019-2022
- Graph 6: foreign trade balance, original values calendar and seasonally adjusted, €bn, 2020-21
- Graph 7: monthly change in retail sales, calendar and seasonally adjusted, 2020-21
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Market size and performance
- Graph 8: annual change of food, drink and tobacco retail sales, 2015-20
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Market forecast
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COVID-19 SCENARIO PLANNING
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Impact of COVID-19 on consumer behaviour
- Consumer concerns over the impact on health
- Graph 9: exposure anxiety and lifestyle concern index, 2020-21
- Graph 10: "How worried are you about the risk of being exposed to the coronavirus (also known as COVID-19)?", by age, 2021
- Consumer concerns over the impact on lifestyles
- Graph 11: "To what extent are you worried about how the outbreak might affect your lifestyle?", by age, 2021
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Impact on household finances
- Graph 12: future financial sentiment, 2021
- Graph 13: financial situation, by age group, 2021
- Graph 14: unemployment rate, %, 2019-21
- Graph 15: short-time work rate, 2020-21
- Graph 16: private consumption, seasonally and calendar adjusted, % change on the previous quarter, 2019-20
- Graph 17: changes in household employment and financial situation since the start of the outbreak, 2021
- Graph 18: changes in levels of savings since the start of the outbreak, 2021
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How the Pandemic Shaped Consumer Behaviour
- Graph 19: frequency of doing selected activities when the COVID-19/coronavirus outbreak is no longer a concern, 2021
- Graph 20: expected frequency of working from home when the outbreak is no longer a concern, 2021
- Graph 21: consumers who are shopping more from local businesses since the start of the COVID-19/coronavirus outbreak, by age, 2021
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Food & drink behaviours related to the pandemic
- Concerns around food & drink during the pandemic
- Graph 22: concerns during the COVID-19 outbreak, March 2021
- Graph 23: consumers who are concerned about their mental wellbeing during the outbreak, by gender, 2021
- Graph 24: consumers who are concerned about putting on weight during the outbreak, by generation, 2021
- Graph 25: consumers who are concerned about them or their child/children eating less healthily, 2021
- Consumer attitudes related to the COVID-19 outbreak
- Graph 26: consumer attitudes related to the COVID-19/coronavirus outbreak, 2021
- Graph 27: agreement with the selected statement, by age group, 2021
- Graph 28: % share of food and non-alcoholic drink* launches that claim immunity-enhancing benefits, 2016-21
- Graph 29: "The COVID-19/coronavirus outbreak has made it more important to me to buy German produce", by age group, 2021
- Expectations for changes to food and drink behaviours
- Graph 30: expectations for changes of doing selected activities compared to before the COVID-19 outbreak, 2021
- Graph 31: expected frequency of cooking from scratch once the outbreak eases, by age, 2021
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and forecast
- Appendix – COVID-19 scenario performance methodology and assumptions
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