ドイツの健康食品・飲料市場

新型コロナウイルス感染症 (COVID-19) 感染拡大にもかかわらず、ドイツの健康食品・飲料市場は2020年も好調を保っており、ビタミンを追加して免疫システムを強化したり、砂糖の摂取量を減らして健康を管理したりする消費者が増えています。ソフトドリンク市場では昨今、朝の健康増進剤として、無糖／低糖茶や低カロリーのジュースを更に消費しようという動きが顕著になっています……

当レポートでは、ドイツ国内の健康食品および飲料の市場規模および構造について分析し、全体的な市場規模の推移 (2016年～2020年) や見通し (2025年まで)、分野別の詳細動向、主な市場促進・抑制要因、市場競争の構造、主要企業・ブランドのプロファイルと業績、今後の市場成長・事業展開の方向性、といった情報を取りまとめてお届けいたします。

目次

ドイツの健康食品・飲料市場

• エグゼクティブサマリー
  • 新型コロナウイルス感染症 (COVID-19) の健康食品・飲料市場への影響
  • COVID-19の国内経済への影響
  • 企業側の対応
  • 小売市場のシフト
  • 市場規模の内訳：フードサービス (店内消費) と小売販売
  • 健康食品・飲料市場に次に何が起こるのか？
• 市場データ
• 世界のマクロ経済環境
• 世界の産業環境
• 免責事項
• データソース

ドイツの健康 (Better For You) 飲料市場

• 市場データ：概略
• 市場への影響 (2020年)
• 市場の回復と機会
• カテゴリー別データ

ドイツの強化／機能性飲料市場

ドイツの自然健康飲料市場

ドイツの有機飲料市場

ドイツの健康 (Better For You) 加工食品市場

ドイツの自然健康加工食品市場

ドイツの有機加工食品市場

In line with the lingering threat of the pandemic in Germany, demand for health and wellness products continued to grow in 2021. Increasing numbers of consumers are searching for perceived healthier food and beverages that contribute to enhanced nutrition. Thus, health and wellness products are increasingly popular and gaining share. This is particularly notable in organic as well as BFY reduced sugar beverages, which continued to grow in popularity in 2021. Drinks with a low/zero sugar position...

Euromonitor International's Health and Wellness in Germany report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Health and Wellness market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Health and wellness in 2021: The big picture
• 2021 key trends
• Competitive landscape
• Retailing developments
• What next for health and wellness?

MARKET DATA

• Table 1 Sales of Health and Wellness by Type: Value 2016-2021
• Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
• Table 3 Sales of Health and Wellness by Category: Value 2016-2021
• Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
• Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
• Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
• Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
• Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
• Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
• Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
• Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
• Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
• Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
• Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
• Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
• Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026

DISCLAIMER

SOURCES

• Summary 1 Research Sources

BETTER FOR YOU BEVERAGES IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

• BFY reduced sugar beverages lead the way
• Subdued demand for BFY reduced caffeine beverages
• Reduced sugar RTD tea benefits from rising health trends

PROSPECTS AND OPPORTUNITIES

• Potential for new government to introduce sugar tax
• Further innovation and new product launches likely
• Sweeteners increasingly scrutinised

CATEGORY DATA

• Table 17 Sales of BFY Beverages by Category: Value 2016-2021
• Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
• Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
• Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
• Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
• Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
• Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026

FORTIFIED/FUNCTIONAL BEVERAGES IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

• Additional protein and plant-based proteins the latest trend
• Vitamins to support immune function
• FF energy drinks remain dynamic

PROSPECTS AND OPPORTUNITIES

• Potential sugar tax could harm regular energy drinks
• Ingredients supporting greater relaxation to increase in appeal
• Adaptogens the new super ingredient?

CATEGORY DATA

• Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
• Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
• Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
• Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
• Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
• Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
• Table 30 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
• Table 31 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
• Table 32 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
• Table 33 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
• Table 34 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026

NATURALLY HEALTHY BEVERAGES IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

• Naturally healthy products gain in popularity as consumers avoid sugar
• Shift to retail boosts NH tea sales
• NH bottled water sales under pressure

PROSPECTS AND OPPORTUNITIES

• Increasing numbers of Germans expected to choose tap water
• Stable demand for NH tea over the forecast period
• Premium juice variants and innovation to gain further momentum

CATEGORY DATA

• Table 35 Sales of NH Beverages by Category: Value 2016-2021
• Table 36 Sales of NH Beverages by Category: % Value Growth 2016-2021
• Table 37 NBO Company Shares of NH Beverages: % Value 2017-2021
• Table 38 LBN Brand Shares of NH Beverages: % Value 2018-2021
• Table 39 Distribution of NH Beverages by Format: % Value 2016-2021
• Table 40 Forecast Sales of NH Beverages by Category: Value 2021-2026
• Table 41 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026

ORGANIC BEVERAGES IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

• Organic enters the mainstream in Germany
• Organic offer increases in liquid concentrates
• Coca-Cola extends Vio Bio range to compete with Bionade

PROSPECTS AND OPPORTUNITIES

• Organic tea for home indulgence
• Organic labels benefit from positive health perceptions
• Opportunities emerge for organic 100% juice

CATEGORY DATA

• Table 42 Sales of Organic Beverages by Category: Value 2016-2021
• Table 43 Sales of Organic Beverages by Category: % Value Growth 2016-2021
• Table 44 NBO Company Shares of Organic Beverages: % Value 2017-2021
• Table 45 LBN Brand Shares of Organic Beverages: % Value 2018-2021
• Table 46 Distribution of Organic Beverages by Format: % Value 2016-2021
• Table 47 Forecast Sales of Organic Beverages by Category: Value 2021-2026
• Table 48 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026

BETTER FOR YOU PACKAGED FOOD IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

• Pandemic encourages greater focus on healthy nutrition and mental health
• Sugar seen as major cause of health issues, encouraging increasing numbers of consumers to seek alternatives
• Reduced fat still popular among certain food categories

PROSPECTS AND OPPORTUNITIES

• Wider range of alternatives to sugar to gain visibility
• Further shift in perceptions of fat expected
• BFY reduced salt food to remain a niche in comparison to reduced fat

CATEGORY DATA

• Table 49 Sales of BFY Packaged Food by Category: Value 2016-2021
• Table 50 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
• Table 51 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
• Table 52 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
• Table 53 Distribution of BFY Packaged Food by Format: % Value 2016-2021
• Table 54 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
• Table 55 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026

FREE FROM IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

• Free from demand driven by increasing popularity of vegan and vegetarian diets
• Free from meat on the rise
• Free from dairy benefits from major trends

PROSPECTS AND OPPORTUNITIES

• Free from as main driver for health and wellness products in upcoming years
• Substituting meat expected to be a long-term trend in Germany
• Increasing numbers of consumers to move away from lactose and gluten

CATEGORY DATA

• Table 56 Sales of Free From by Category: Value 2016-2021
• Table 57 Sales of Free From by Category: % Value Growth 2016-2021
• Table 58 NBO Company Shares of Free From: % Value 2017-2021
• Table 59 LBN Brand Shares of Free From: % Value 2018-2021
• Table 60 Distribution of Free From by Format: % Value 2016-2021
• Table 61 Forecast Sales of Free From by Category: Value 2021-2026
• Table 62 Forecast Sales of Free From by Category: % Value Growth 2021-2026

FORTIFIED/FUNCTIONAL PACKAGED FOOD IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

• Search for additional immunity during pandemic favours fortified/functional
• Addition of vitamins for improving immune system
• Protein trend mainly in dairy, and in bread to some extent

PROSPECTS AND OPPORTUNITIES

• Resumption of activities may support further demand for protein-enriched products
• Fortification targeting gamers a potential avenue for growth
• Products to assist with mental health to gain focus in coming years

CATEGORY DATA

• Table 63 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
• Table 64 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
• Table 65 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
• Table 66 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
• Table 67 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2016-2021
• Table 68 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
• Table 69 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
• Table 70 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
• Table 71 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
• Table 72 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
• Table 73 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
• Table 74 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
• Table 75 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
• Table 76 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026

NATURALLY HEALTHY PACKAGED FOOD IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

• Demand for more natural food amid cooking at home trend
• E-commerce further penetrates naturally healthy packaged food
• Naturally healthy staples perform well

PROSPECTS AND OPPORTUNITIES

• Increasing demand for information and scepticism towards mass products
• Naturalness to permeate daily lives beyond consumption
• NH nuts, seeds and trail mixes, and NH fibre bread to remain ahead of the pack

CATEGORY DATA

• Table 77 Sales of NH Packaged Food by Category: Value 2016-2021
• Table 78 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
• Table 79 NBO Company Shares of NH Packaged Food: % Value 2017-2021
• Table 80 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
• Table 81 Distribution of NH Packaged Food by Format: % Value 2016-2021
• Table 82 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
• Table 83 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026

ORGANIC PACKAGED FOOD IN GERMANY

KEY DATA FINDINGS

2021 DEVELOPMENTS

• Organic feature continues to be highly valued in Germany
• Sustainability becoming a main trend that also works in favour of organic
• Farmers as symbols of regional products with more transparent supply chains

PROSPECTS AND OPPORTUNITIES

• Price sensitivity remains major challenge for wider acceptance of organic packaged food
• Health to become increasingly important
• Fair pay for farmers will be increasingly demanded

CATEGORY DATA

• Table 84 Sales of Organic Packaged Food by Category: Value 2016-2021
• Table 85 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
• Table 86 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
• Table 87 Distribution of Organic Packaged Food by Format: % Value 2016-2021
• Table 88 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
• Table 89 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026