Table of Contents
Health and Wellness in Germany - Industry Overview
EXECUTIVE SUMMARY
All main health and wellness categories continued to grow in Germany
EFSA regulation might have considerable impact on fortified/functional
Health and wellness very fragmented regarding competitive environment
No dominant distribution channels in Germany
Further growth of health and wellness expected in Germany
KEY TRENDS AND DEVELOPMENTS
Global recession has limited impact on health and wellness in Germany
Obesity in Germany has a positive impact on BFY products
Demographic trends are increasingly important for health and wellness
Environmental and ethical issues connected with health and wellness
Legal/regulatory changes might have an impact on different categories
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2005-2010
Table 2 Sales of Health and Wellness by Type: % Value Growth 2005-2010
Table 3 Sales of Health and Wellness by Category: Value 2005-2010
Table 4 Sales of Health and Wellness by Category: % Value Growth 2005-2010
Table 5 Health and Wellness GBO Company Shares 2006-2010
Table 6 Health and Wellness NBO Company Shares 2006-2010
Table 7 Health and Wellness Brand Shares 2007-2010
Table 8 Forecast Sales of Health and Wellness by Type: Value 2010-2015
Table 9 Forecast Sales of Health and Wellness by Type: % Value Growth 2010-2015
Table 10 Forecast Sales of Health and Wellness by Category: Value 2010-2015
Table 11 Forecast Sales of Health and Wellness by Category: % Value Growth 2010-2015
APPENDIX
National Legislation
EU Legislation
SOURCES
Summary 1 Research Sources
Health and Wellness in Germany - Company Profiles
Molkerei Alois Müller GmbH & Co KG in Health and Wellness (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Molkerei Alois Müller GmbH & Co KG: Competitive Position 2010
Neuform Vereinigung Deutscher Reformhäuser eG in Health and Wellness (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 1 Neuform Vereinigung Deutscher Reformhäuser eG: Reformhaus in Wörth
PRIVATE LABEL
COMPETITIVE POSITIONING
Schneekoppe GmbH & Co KG in Health and Wellness (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 Schneekoppe GmbH & Co KG: Competitive Position 2010
Better For You Beverages in Germany - Category Analysis
HEADLINES
TRENDS
Better for you (BFY) beverages continued its growth path in Germany in 2010, and this time increased by 3% in value terms to €1.3 billion. Most of this growth came from BFY reduced sugar beverages, which also continue to make up the bulk of overall value and volume sales of the category. Main reason for this good development of reduced sugar products was the fact that a constantly increasing number of consumers in Germany is affected by being overweight or obesity and tries to counteract this by consuming beverages with less sugar and therefore fewer calories.
COMPETITIVE LANDSCAPE
The largest player by far in BFY beverages in Germany in 2010 remained Coca-Cola GmbH with its “light” and “zero” brands and a value share of 47%; a share which increased over the review period due to many successful new product launches. In second position remains PepsiCo Deutschland GmbH with 7% (from reduced sugar beverages as well) followed by Deutsche Sisi-Werke GmbH and Tchibo GmbH.
PROSPECTS
In Germany, over the forecast period until 2015, retail value sales of BFY beverages are expected to increase at a CAGR of 1% in constant value terms to €1.4 billion. Consumers are expected to continue their shift from sugarised beverages to those with artificial sweeteners, however this movement is expected to become smaller, since already a quite large proportion of consumers has switched to non-sugarised beverages.
CATEGORY DATA
Table 12 Sales of BFY Beverages by Category: Value 2005-2010
Table 13 Sales of BFY Beverages by Category: % Value Growth 2005-2010
Table 14 BFY Beverages Company Shares 2006-2010
Table 15 BFY Beverages Brand Shares 2007-2010
Table 16 Forecast Sales of BFY Beverages by Category: Value 2010-2015
Table 17 Forecast Sales of BFY Beverages by Category: % Value Growth 2010-2015
Better For You Packaged Food in Germany - Category Analysis
HEADLINES
TRENDS
In Germany in 2010, retail value sales of better for you (BFY) packaged food continued to increase, this time by between 2% to €5.7 billion, with growing volume sales as well. The German population, which is the one with the highest proportion of overweight and obese people in all of Europe, continues to get heavier and heavier on average, and therefore products that potentially support weight loss, like reduced fat and reduced sugar products, are able to benefit.
COMPETITIVE LANDSCAPE
Overall, BFY packaged food remained a very fragmented category in Germany, with the top players being responsible only for rather small shares of overall retail value sales. Category leader Unilever Deutschland GmbH had a share of 8% (mainly gained through the successful “Du Darfst” brand), followed by Aldi Einkauf, J Bauer, Wrigley and Intersnack Knabber-Gebäck with 2% value shares.
PROSPECTS
In Germany, over the forecast period, retail value sales of BFY packaged food will see a CAGR of 1%, reaching €5.9 billion. Weight problems will remain a major issue for the majority of the German population, and BFY packaged food products are seen as an important means to tackle those issues successfully. However, reduced fat or reduced sugar products cannot make compromises regarding taste if they want to be successful in Germany.
CATEGORY DATA
Table 18 Sales of BFY Packaged Food by Category: Value 2005-2010
Table 19 Sales of BFY Packaged Food by Category: % Value Growth 2005-2010
Table 20 Other Reduced Carb Food by Type: % Value Breakdown 2005-2010
Table 21 Other Reduced Fat Food by Type: % Value Breakdown 2005-2010
Table 22 BFY Packaged Food Company Shares 2006-2010
Table 23 BFY Packaged Food Brand Shares 2007-2010
Table 24 Forecast Sales of BFY Packaged Food by Category: Value 2010-2015
Table 25 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2010-2015
Food Intolerance in Germany - Category Analysis
HEADLINES
TRENDS
Overall, retail value sales of food intolerance products grew by 5% in Germany in 2010 to €626 million, with a positive trend as far as volume sales were concerned as well. Diabetic, gluten-free and lactose-free food all saw positive development. The main reason for the continued growth of the category, which was still quite unknown in Germany as recently as 20 years ago, is the rising number of consumers suffering from food allergies. Nevertheless, compared to other health and wellness categories, it still remained rather small overall.
COMPETITIVE LANDSCAPE
The two top players of the category, as far as the share of total retail value sales is concerned, remained OMIRA Oberland-Milchverwertung Ravensburg GmbH and Breisgaumilch GmbH with value shares of 22% and 17% respectively, achieved through their investment in lactose-free products. Other important companies as far as food intolerance products are concerned, are Schneekoppe, Dr Schär and GDS Food, which have a focus rather on diabetic products and/or gluten-free products.
PROSPECTS
In Germany, over the forecast period, further growth of food intolerance products is expected in constant value terms, reaching €684 million in 2015. This would mean a constant value CAGR of 2%. The number of adults and children diagnosed with food allergies and diabetes will continue to increase, which in turn, will result in rising demand. It is also likely, that the national health system will pay more attention to allergies and intolerances and provide people with better information and dietary guidance during the forecast period.
CATEGORY DATA
Table 26 Sales of Food Intolerance by Category: Value 2005-2010
Table 27 Sales of Food Intolerance by Category: % Value Growth 2005-2010
Table 28 Lactose-free Dairy Products by Type: % Value Breakdown 2006-2010
Table 29 Food Intolerance Company Shares 2006-2010
Table 30 Food Intolerance Brand Shares 2007-2010
Table 31 Forecast Sales of Food Intolerance by Category: Value 2010-2015
Table 32 Forecast Sales of Food Intolerance by Category: % Value Growth 2010-2015
Fortified/Functional Beverages in Germany - Category Analysis
HEADLINES
TRENDS
Retail value sales of fortified/functional beverages increased by almost 4% in Germany in 2010 to almost €1.7 billion. Despite the effects of the global economic and financial crisis in 2008 and the subsequent recession in 2009, which still had a negative effect on consumer confidence and behaviour in Germany, especially regarding premium-priced products, the category was able to grow to a significant degree overall, whereby most of this growth however only came from two categories, fortified/functional bottled water and energy drinks.
COMPETITIVE LANDSCAPE
Largest player in fortified/functional beverages, as far as the share of total retail value sales is concerned, remained Red Bull Deutschland GmbH with a 17% share, achieved through the well-known Red Bull brand. Other important players, with considerably lower shares however, were Adelholzener Alpenquellen GmbH, Coca-Cola GmbH, Deutsche Sisi-Werke GmbH & Co KG, PepsiCo Deutschland GmbH and Nestlé Deutschland AG.
Table 33 Fortified/functional Nectars (25-99% Juice) by Key Functional Ingredient Retail Value Sales
Table 34 Fortified/functional Nectars (25-99% Juice) by Claim Types Retail Value Sales
PROSPECTS
Over the forecast period until 2015, retail value sales of fortified/functional beverages are expected to grow at a constant value CAGR of 1%, reaching €1.7 billion in 2015. Compared to the review period, this is clearly a slower pace, yet can be explained through the facts that on the one hand a certain saturation and maturity has been reached and on the other hand. There is the base effect, which means that further success is, of course, measured against a much higher base.
CATEGORY DATA
Table 35 Sales of Fortified/Functional Beverages by Category: Value 2005-2010
Table 36 Sales of Fortified/Functional Beverages by Category: % Value Growth 2005-2010
Table 37 Other Fortified/Functional Hot Drinks by Type: % Value Breakdown 2005-2010
Table 38 Key Functional Ingredients in Fortified/Functional Bottled Water: % Breakdown 2006-2010
Table 39 Key Functional Ingredients in Fortified/Functional 100% Juice: % Breakdown 2006-2010
Table 40 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Breakdown 2006-2010
Table 41 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Breakdown 2006-2010
Table 42 Key Functional Ingredients in Fortified/Functional RTD Tea: % Breakdown 2006-2010
Table 43 Fortified/Functional Beverages Company Shares 2006-2010
Table 44 Fortified/Functional Beverages Brand Shares 2007-2010
Table 45 Forecast Sales of Fortified/Functional Beverages by Category: Value 2010-2015
Table 46 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2010-2015
Fortified/Functional Packaged Food in Germany - Category Analysis
HEADLINES
TRENDS
Retail value sales of fortified/functional packaged food increase by just 1% in Germany in 2010 to €2.7 billion. Compared to other health and wellness categories, this was a rather small growth rate, and can be explained by the fact that against the background of the EFSA (European Food Safety Authority), German consumers become increasingly critical as far as the claims of those products are concerned. They rather consume better-for-you or naturally healthy products, and so it is no surprise that quite a number of categories are not yet present on the German marketplace.
COMPETITIVE LANDSCAPE
Overall, the category of fortified/functional packaged food remained very fragmented in Germany in 2010 as far as the competitive environment is concerned. Players with a share of over 2% of total value sales were Danone Deutschland, Wrigley, Molkerei Alois Müller, Kellogg (Deutschland), Unilever Deutschland, Cereal Partners Deutschland, CFP Brands Süßwarenhandels, Procter & Gamble and Klosterfrau, which gained their shares either in fortified/functional breakfast cereals or fortified/functional confectionery.
Table 47 Pro/Pre Biotic Yoghurt by Key Functional Ingredient Retail Value Sales
Table 48 Pro/Pre Biotic Yoghurt by Claim Types Retail Value Sales
Table 49 Other Functional Yoghurt by Key Functional Ingredient Retail Value Sales
Table 50 Other Functional Yoghurt by Claim Types Retail Value Sales
Table 51 Functional Spreadable Oils and Fats by Key Functional Ingredient Retail Value Sales
Table 52 Functional Spreadable Oils and Fats by Claim Types Retail Value Sales
Table 53 Functional Gum by Key Functional Ingredient Retail Value Sales
Table 54 Functional Gum by Claim Types Retail Value Sales
PROSPECTS
Over the forecast period until 2015, retail value sales in constant value terms are expected to increase to €2.7 billion, which means a very low CAGR. The two main reasons for this are the increasingly negative consumer attitudes towards these products on the one hand and the tightening of the regulatory environment with regard to health claims on the other hand.
CATEGORY DATA
Table 55 Sales of Fortified/Functional Packaged Food by Category: Value 2005-2010
Table 56 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2005-2010
Table 57 Sugarised Vs Sugar-free Fortified/Functional Gum: % Breakdown 2009
Table 58 Sugarised Vs Sugar-free Fortified/Functional Sugar Confectionery: % Breakdown 2009
Table 59 Standard Fat Vs Reduced Fat Fortified/Functional Yoghurt: % Breakdown 2009
Table 60 Other Fortified/Functional Food by Type: % Value Breakdown 2005-2010
Table 61 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Breakdown 2006-2010
Table 62 Key Functional Ingredients in Fortified/Functional Bread: % Breakdown 2006-2010
Table 63 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Breakdown 2006-2010
Table 64 Key Functional Ingredients in Fortified/Functional Gum: % Breakdown 2006-2010
Table 65 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Breakdown 2006-2010
Table 66 Key Functional Ingredients in Flavoured Milk Drinks: % Breakdown 2006-2010
Table 67 Key Functional Ingredients in Fortified/Functional Milk: % Breakdown 2006-2010
Table 68 Key Functional Ingredients in Fortified/Functional Yoghurt: % Breakdown 2006-2010
Table 69 Key Functional Ingredients in Fortified/Functional Snack Bars: % Breakdown 2006-2010
Table 70 Key Functional Ingredients in Fortified/Functional Spreadable Oils and Fats: % Breakdown 2006-2010
Table 71 Fortified/Functional Packaged Food Company Shares 2006-2010
Table 72 Fortified/Functional Packaged Food Brand Shares 2007-2010
Table 73 Fortified/Functional Bread Brand Shares 2007-2010
Table 74 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2010-2015
Table 75 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2010-2015
Naturally Healthy Beverages in Germany - Category Analysis
HEADLINES
TRENDS
In Germany in 2010, retail value sales of naturally healthy beverages declined by less than 1% or €47 million to €6.7 billion. Especially those categories like naturally healthy mineral water and naturally healthy 100% juices, which contribute a significant proportion to the overall sales of the category, are long-established products in the German marketplace and therefore show a very high maturity as well as suffer to a certain degree from saturation.
COMPETITIVE LANDSCAPE
Overall, naturally healthy beverages remained a rather fragmented category as far as the competitive environment was concerned. Category leader Gerolsteiner Brunnen, for example, achieved this position with a share of overall retail value sales of only 6%. Other noteworthy players were Eckes-Granini Deutschland, Danone Waters Deutschland, Teekanne, Ostfriesische Tee Gesellschaft and Nestlé Deutschland; all with shares of around 3%
PROSPECTS
Over the forecast period until 2015, the category’s retail value sales in constant value terms are expected to decline to €6.4 billion in Germany; a decline of around €240 million compared to 2010. In current terms, given a slightly positive inflation rate, the decline will be much smaller of course. Nevertheless, over the forecast period all those factors with a negative impact on value and volume sales will continue to be stronger than the few positive factors. In particular, the level of saturation and the high input costs will continue to negatively affect sales.
CATEGORY DATA
Table 76 Sales of NH Beverages by Category: Value 2005-2010
Table 77 Sales of NH Beverages by Category: % Value Growth 2005-2010
Table 78 Other NH Hot Drinks by Type: % Value Breakdown 2005-2010
Table 79 NH Beverages Company Shares 2006-2010
Table 80 NH Beverages Brand Shares 2007-2010
Table 81 NH Green RTD Tea Brand Shares 2007-2010
Table 82 Forecast Sales of NH Beverages by Category: Value 2010-2015
Table 83 Forecast Sales of NH Beverages by Category: % Value Growth 2010-2015
Naturally Healthy Packaged Food in Germany - Category Analysis
HEADLINES
TRENDS
Naturally healthy packaged food retail value sales grew by almost 2% to €4.6 billion in Germany in 2010, which was mainly the result of the good development of naturally healthy, high fibre products, which account for roughly 70% of total value sales. On the one hand, high fibre products have a very long tradition in Germany with high awareness and likeability, and on the other hand, in the light of the extremely strong overall health and wellness trend, an increasing number of consumers are switching – with at least a part of their consumption of those products like bread, breakfast cereals and pasta – to the healthier, high fibre alternatives.
COMPETITIVE LANDSCAPE
Overall, naturally healthy packaged food continued to be a rather fragmented category as far as the competitive environment was concerned. Category leader Kamps AG for example achieved this position with a share of overall retail value sales of only 5%. Other noteworthy players were Ültje GmbH & Co KG, Unilever Deutschland GmbH, Dr August Oetker Nahrungsmittel KG, Peter Kölln KgaA, Breitsamer & Ulrich GmbH & Co KG and Molkerei Alois Müller GmbH & Co KG.
PROSPECTS
Over the forecast period until 2015, retail value sales of naturally healthy packaged food in constant value terms are expected to increase to €4.7 billion in Germany, which means a CAGR of 1%. In current terms therefore, the further increase should be not too different from that seen during the review period. Overall, the saturation and maturity of wide areas of the category will continue to make higher growth rates hard to achieve.
CATEGORY DATA
Table 84 Sales of NH Packaged Food by Category: Value 2005-2010
Table 85 Sales of NH Packaged Food by Category: % Value Growth 2005-2010
Table 86 NH Packaged Food Company Shares 2006-2010
Table 87 NH Packaged Food Brand Shares 2007-2010
Table 88 Forecast Sales of NH Packaged Food by Category: Value 2010-2015
Table 89 Forecast Sales of NH Packaged Food by Category: % Value Growth 2010-2015
Organic Beverages in Germany - Category Analysis
HEADLINES
TRENDS
In Germany in 2010, retail value sales of organic beverages declined by 3% to €301 million. There were two main reasons for this negative trend: On the one hand, average unit prices were under pressure, since competition in the category continued to increase and consumers were increasingly looking for price promotions against the background of the economic crisis, the recession and the generally cautious purchasing behaviour, and on the other hand, the important category of organic fruit/vegetable juice saw a considerable decline.
COMPETITIVE LANDSCAPE
The three top players in organic beverages in Germany in 2010 were Bionade GmbH with a 32% share of all retail value sales, Alnatura Produktions with 10% and Gepa - The Fair Trade Company with 7%. All three enjoyed high awareness and a good reputation among the consumers of the category.
PROSPECTS
Over the forecast period until 2015, retail value sales of organic beverages in Germany – in constant value terms – are expected to decline to €283 million, down €18 million compared to 2010. In current value terms this decline of course is expected to be small. Overall, organic beverages are in strong competition with many other non-organic categories, and the rather high unit prices mean a serious barrier for many consumers, especially those with smaller budgets.
CATEGORY DATA
Table 90 Sales of Organic Beverages by Category: Value 2005-2010
Table 91 Sales of Organic Beverages by Category: % Value Growth 2005-2010
Table 92 Other Organic Hot Drinks by Type: % Value Breakdown 2005-2010
Table 93 Organic Beverages Company Shares 2006-2010
Table 94 Organic Beverages Brand Shares 2007-2010
Table 95 Forecast Sales of Organic Beverages by Category: Value 2010-2015
Table 96 Forecast Sales of Organic Beverages by Category: % Value Growth 2010-2015
Organic Packaged Food in Germany - Category Analysis
HEADLINES
TRENDS
Retail value sales of organic packaged food increased by 2% to €1.9 billion in Germany in 2010, which was the result of an increasing number of consumers looking for a healthier alternative to “regular” products: Concerns about the damaging effects of pesticides and harmful additives continue to rise – fuelled by negative media coverage – and consumers are hence increasingly considering an organic diet as a healthier alternative to standard products. Growing environmental concerns further support this trend as German consumers are notorious for having a strong interest in protecting the environment.
COMPETITIVE LANDSCAPE
Overall, the competitive landscape in organic packaged food remained rather fragmented in Germany in 2010. Top players thereby were Hipp GmbH with its baby food products and a value share of 11%, and Alnatura Produktions with a value share of 9%. Both had excellent reputations as well as high awareness among consumers in Germany.
PROSPECTS
Over the forecast period until 2015, retail value sales of organic packaged food in constant value terms are expected to increase to €2.0 billion, up €46 million compared to 2010. This will be the result of growing consumer acceptance of organically produced food as a healthier option and as a more sustainable alternative amidst growing environmental concerns.
CATEGORY DATA
Table 97 Sales of Organic Packaged Food by Category: Value 2005-2010
Table 98 Sales of Organic Packaged Food by Category: % Value Growth 2005-2010
Table 99 Other Organic Food by Type: % Value Breakdown 2005-2010
Table 100 Organic Packaged Food Company Shares 2006-2010
Table 101 Organic Packaged Food Brand Shares 2007-2010
Table 102 Organic Dried Baby Food Brand Shares 2007-2010
Table 103 Forecast Sales of Organic Packaged Food by Category: Value 2010-2015
Table 104 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2010-2015