Stay ahead of the curve and future-proof your business with Mintel’s Germany Weight Management Market Report 2024. Our full report is packed with consumer-led market intelligence, weight management trends in Germany, and consumer behaviours. Get a 360° view of the weight management market in Germany including 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
- The short-, medium- and long-term impact of inflation on the weight management market in Germany.
- Germans’ perception of their weight and their weight management intentions, including the weight management benefits they strive for.
- Usage of and consumer interest in weight management methods, including traditional approaches, such as exercise, and less common approaches, such as weight loss drugs.
- Consumers’ attitudes and behaviours towards weight management, including attitudes towards weight management supplements, social media, gamified products, and the impact of mental health on weight management.
- Launch activity and innovation in the weight management market in Germany.
The Weight Management Market in Germany: An Overview
Mintel’s Germany weight management market report shows that healthy eating plays a crucial role in weight management, however, 54% of German consumers say financial concerns are more important to them than weight management intentions.
As the cost of living crisis starts to ease, consumers’ ability to prioritise health-related expenses, in particular nutritious food and drink products, will soon increase again.
Germany Weight Management Market Report: What Consumers Want and Why
- Weight Management Trends in Germany: 66% of Germans who are trying to manage their weight think it’s more important to improve their health through weight management than their appearance. As a result, brands can align support with the health-focused benefits German consumers hope to achieve. For example, improved mobility and prevention of chronic health conditions open up opportunities within exercise and nutrition.
- Consumer Attitudes Towards Weight Management Products: Only a small number of weight-managing Germans think that supplements are a healthy way to watch their weight. Hence, interest in the future use of weight management supplements remains limited compared to other methods, such as exercise. Brands can tap into botanicals that German health product users tend to perceive as safer.
- Germany Weight Management Market Forecast: Although newly approved weight loss drugs are creating a stir in the weight management market in Germany, they remain poorly accessible. This opens further opportunities for supplement brands to appeal to the 23% of consumers in Germany interested in using prescription weight loss drugs. Brands can focus on ingredients that mimic the effects of such weight loss drugs by improving satiety, for example, konjac root, or stimulating GLP-1 production naturally.
More About This Report
This consumer research report assesses the weight management market in Germany and related consumer behaviours and attitudes.
Meet The Expert
This report was written by Hannah Sandow, Principal Analyst. At Mintel, Hannah gained significant experience in quantitative and qualitative research working with GNDP and Mintel Market Sizes before joining the German reports team. Drawing from her academic background in Health Science, she now researches and writes about German consumer and market trends on the topics of Health & Wellbeing.
As new weight management trends in Germany are shaping the industry, such as semaglutide, and glucose dieting, brands can draw German consumers in by building on health technology, focusing on mental wellbeing, and stigma prevention, as well as mimicking weight loss drugs through supplements.
Hannah Sandow
Principal Analyst – Health & Wellbeing, Germany
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EXECUTIVE SUMMARY
- The five year outlook for weight management
- Market context
- Obesity levels continue to increase
- Healthy eating at risk during the cost of living crisis
- Opportunities
- Offer mental health support within weight management
- Adapt to the semaglutide hype
- Encourage strength training at an old age for effective weight management
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MARKET DRIVERS
- The German economy
- 2024 is expected to remain challenging
- Graph 1: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 2: financial confidence index, 2022-24
- The impact of the economy on weight management
- Obesity
- The extent of Germany’s obesity epidemic
- Graph 3: trends in body mass index (BMI), 1999-2021
- Obesity causing concern for Germans’ health
- Diabetes medication was authorised in Germany to treat obesity
- Exercise
- Germans exercise frequency shows room for improvement
- Graph 4: exercise frequency, by age, NET, 2023
- Revamp Germans’ activity levels
- Nutrition
- BMEL nutrition promotes drives the adoption of plant-based dietary choices
- Redefinition of the Nutri-Score emphasises stricter evaluations of ingredients
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WHAT CONSUMERS WANT AND WHY
- Current weight
- Germans’ perception of their weight remains stable
- Support older generations in weight management
- Graph 5: current weight by age, 2024
- Financially struggling Germans continue to be in need of weight management support
- Weight management intentions
- Germans’ efforts towards weight management stay consistent
- Graph 6: weight management intentions, 2023-24
- Maintaining current weight becomes more relevant
- Raise awareness of ideal activity levels among German seniors
- Target young males with natural weight gain products
- Weight management benefits
- Desire for greater mobility drives weight management intentions
- Help older consumers to improve mobility with weight management
- Consider mental health in exercise plans for weight management
- Focus weight management marketing on prevention of chronic health conditions
- Weight management methods
- Exercise trumps all weight management methods
- Graph 7: usage of and interest in weight management methods, 2024
- Foster strength training at an older age to manage weight
- Adjust portion sizes for weight-loss drug users
- Find new ways to enhance satiety and stimulate GLP-1 production
- Help Germans save time and money when dieting
- WeightWatchers app makes dieting easier for consumers
- Normalise meal replacement to reach Gen Z
- Leverage the interest in continuous blood glucose monitoring carefully
- Behaviours towards weight management
- Health is at the top of weight-managing consumers’ minds
- Graph 8: behaviours towards weight managment, 2024
- Build on the blood glucose trend to push wholegrain products
- Challenge pressure surrounding body image
- Asics celebrates the mental benefits of movement
- Help weight-managing Germans build resilience to overcome emotional eating
- Satisfy young men’s demand for weight management supplements with convenient online shopping
- Attitudes towards weight management
- Germans believe in the power of movement to enhance mood
- Graph 9: attitudes towards weight managment, 2024
- Boost Younger Millennials’ exercise motivation with gamified weight management
- Fit forever fitness embraces the demand for gamified weight management products
- Leverage the demand for community support with weight management camps
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LAUNCH ACTIVITY AND INNOVATION
- Weight management nutrition
- Weight management nutrition NPD increased slightly
- Include botanical ingredients to give weight management supplements a healthier appeal
- Graph 10: top 10 claims* in weight management nutrition NPD, 2019-24
- NPD examples of weight management nutrition with botanical/herbal claims
- Widen your focus in functional claims beyond slimming
- Graph 11: top 10 functional claims in weight management nutrition NPD, 2019-24
- New launches in weight management nutrition feature a variety of health benefits
- Redesign weight management nutrition in line with Germans’ priorities
- Performance nutrition
- Performance nutrition NPD remains at a low level
- Leverage young male consumers’ demand for weight gain to launch new products in performance nutrition
- Vitamin fortified claims strengthen their standing in performance nutrition NPD
- Graph 12: top ten claims* in performance nutrition NPD, 2021-24
- Brands focus on including valuable vitamins in their new launches
- Jars remain most popular packaging type
- Graph 13: performance nutrition NPD by packaging type, 2021-24
- Advertising and marketing activity
- SHEKO promises maintaining and losing weight without feeling pressured
- Sanatura introduces a new innovative approach to losing weight
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APPENDIX
- Appendix – abbreviations, consumer research methodology and language usage
- Abbreviations
- Consumer research methodology
- A note on language
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