Snacks in 2025: The big picture
Sales of snacks have seen healthy growth in current value terms in 2025 despite seeing a slight decline in retail volume terms. This has been due to manufacturers pushing through price increases to offset cost inflation while shoppers have continued to treat themselves with small, affordable indulgences. Trading down from foodservice, more eating occasions at home, and a rebound in gifting seasons (Easter, Christmas) has all buoyed demand. Growth has been strongest in chocolate confectionery, where flavour innovation and premium limited editions have fed the Intentional Indulgences trend, while private-label expansion has helped keep snacks on the shopping lists of price-sensitive households. Also the high price of cocoa has had a big impact on prices in chocolate confectionery.
Key trends in 2025
German consumers have intensified their search for better-for-you snacks made with legumes, wholegrains and clean-label ingredients. Lentil chips, chickpea puffs and high-protein oat bars secured eye-level shelf space at Aldi and REWE, often carrying Nutri-Score A/B labels. Brands such as HiPP Organic Lentil Chips and Corny Protein Vegan Bars demonstrated that permissibility and indulgence can coexist, widening the shopper base beyond traditional health food aisles.
Competitive Landscape
Ferrero remains the overall leader in snacks in 2025 with it having a leading presence in many categories thanks to its broad portfolio. The company offers numerous popular brands including Kinder, Nutella & GO, Hanuta, Duplo and Tic Tac, which span chocolate confectionery, sweet biscuits and sugar confectionery. Furthermore, the company’s success is underpinned by continued investment in seasonal novelties (eg Kinder Mix Advent calendars), cross-category brand stretching (Nutella-filled snack bars) and high-profile sports sponsorships, all of which help to preserve top-of-mind awareness. Ferrero has also leaned on recyclable mono-material packaging and palm-oil-free claims to align with Germany’s strong ESG expectations.
Channel developments
Discounters remained the leading distribution channel for snacks in Germany. Consistent footfall, an everyday low price positioning and expanding premium private-label tiers has helped to keep basket penetration high. Impulse-driven secondary placements at checkouts and seasonal pallet islands have also turbo-charged volume sales during football tournaments and Christmas markets.
What next for snacks?
Value sales are projected to continue edging upward over the forecast period, underpinned by rising snacking frequency, ongoing flavour experimentation and a gradual easing of raw-material inflation that should stabilise prices. Soft drivers such as product variety, promotion intensity and lifestyle-led demand for convenient micro-meals will likely sustain momentum, while category maturity and health legislation is expected to introduce a ceiling on volume growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Snacks industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Snacks in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Snacks in Germany?
- Which are the leading brands in Snacks in Germany?
- How are products distributed in Snacks in Germany?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Germany?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Germany
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Germany
KEY DATA FINDINGS
High price of cocoa leads to increasing prices for consumers
Dubai chocolate one of the biggest social media trends in recent years
Discounters and supermarkets lead, while quick commerce evolves
Bright outlook for chocolate confectionery despite category maturity
Innovation in retail and ingredients creates room for new experiences and growth
Sustainability set to be a focus of new product development
Gum in Germany
KEY DATA FINDINGS
Category maturity limits growth opportunities for gum in 2025
Wrigley stays on top as sugar-free and plant-based lines seeing the strongest growth
Shoppers favour discounters and their private label gum
Whitening and functional gum poised to reignite category growth
Natural and sustainable products set to draw interest
Health-driven regulation and eco mandates set to reshape bubble gum’s future
Sugar Confectionery in Germany
KEY DATA FINDINGS
Shifting preferences driving growth and new product development
Haribo remains on top thanks to strong portfolio and marketing investments
Global cultures and cuisines inform new product development
Cultural traditions and ongoing innovation set to sustain demand for sugar confectionery
Tech-driven customisation and smart retailing
Health, labelling, and eco-innovation converge
Ice Cream in Germany
KEY DATA FINDINGS
German ice cream sales dip in 2025 due to milk and cocoa price hikes
Unilever and Froneri retain the lead amid growing pressure from private label
Grocery retailers dominate ice cream sales but e-commerce gaining traction
Ice cream sales set to rebound from 2026
Tech innovation and snack hybridisation continues to shape ice cream market
Health-focused innovation has potential
Savoury Snacks in Germany
KEY DATA FINDINGS
Savoury snacks on the rise in 2025
Intersnack remains on top while Takis captures attention with unique offer
Discounters benefit from strong value positioning while e-commerce makes gains
A micro-meals positioning and healthier options should propel growth
Smart manufacturing and connected packs a focus of innovation
Regulation around health and the environment set to inform the market
Sweet Biscuits, Snack Bars and Fruit Snacks in Germany
KEY DATA FINDINGS
Snack bars trending in Germany with consumers drawn to functional claims
Traditional leaders facing mounting competition as the market evolves
E-commerce finding favour but modern grocery retailers dominate sales
Positive forecasts with snack bars set to fuel growth
The digital market should present new opportunities for retailers and brands
Health and wellness trend likely to inform new product development
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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