Explore how different food and beverage categories in Germany are developing

Germany, known for its love of hearty meals and indulgent treats, is experiencing a fascinating shift in its food and beverage landscape. While Germans remain a nation of food lovers, they are increasingly prioritising health and sustainability. Here, through our 360 research into the German food and beverage market, we explore how these values are influencing purchasing decisions across various categories, from beverages to snacks and meal preparation.

Beverages in the German Market

German consumers want to reduce their alcohol intake; however, alcoholic beverages are still at large within the country. When asked why they want to control how much alcohol they drink, the most common consumer response was “because it is unhealthy.” Some consumers are turning to non-alcoholic beverages as replacements. Beer is the dominant non-alcoholic beverage in Germany, but variety and novelty is helping drive other non-alcoholic beverage purchases. Indulgent is the top claim for non-alcoholic beverage drinkers, chosen as most important by 25 % of consumers. A further 16 % look for low/no/reduced sugar claims, so healthy indulgence should be a target of note for innovators.

In soft drinks, bottled water consumption is on the rise, with more than one in five Germans increasing their intake in the past year. Two in three named its healthy image as a driver of consumption. For other key soft drinks subcategories, such as carbonated beverages, energy drinks, iced coffee and iced tea, the combination of low/no/reduced-sugar claims with indulgence positionings are the most influential claims for consumers …

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