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2026 Developments
Snacks in Germany is set to record strong value growth of 5% in 2025, rising to EUR29.7 billion, despite stagnating or declining volumes across various categories. This reflects a shift to defensive purchasing as consumers face higher energy costs and heightened price sensitivity, with a pronounced focus on affordability and health. The environment remains attractive for agile brands and retailers that can blend innovation, health benefits, and value, as demand consolidates around private label and functional offerings, particularly in sweet biscuits, snack bars and fruit snacks, while premium confectionery faces headwinds from price resistance. Success will depend on rapid product innovation, clear communication of health and functional benefits, and pricing strategies that align with evolving shopper expectations, as established players confront competition from both discounter channels and health-focused specialists.
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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
2026 Developments
Key Data Insights
Chart 1 Key Industry Trends for Snacks
Price Sensitivity and Inflation Drive a Defensive Shift in German Snacks
Chart 2 Rossmann Launches Private Label Matcha Chocolate
Affordability and the Stapling of Snacks Drive Private Label Innovation
Functional Ingredients and Gut Health Reshape the German Snacks Landscape
Chart 3 Share Protein Bites Feature Additional Fibre
Chart 4 Value Sales 2021-2031
Chart 5 Value Sales by Category 2026
Economic Uncertainty, Affordability and Supply Chain Resilience
Functional Ingredients and Health-Conscious Snacking
Chart 6 Analyst Insight for Snacks
Indulgence, Exotic Flavours and Nostalgic Comfort
Chart 7 Forecast Value Sales 2021-2031
Chart 8 Forecast Value Sales by Category 2026-2031
Ferrero Maintains Leadership as Private Label Pressures Brands
Chart 9 Company Shares 2026
Chart 10 Brand Shares 2026
Discounters Extends Lead as Price Pressures Shift Shopper Habits
Retail E-Commerce Struggles to Scale as Offline Giants Dominate
Chart 11 Retail Channels 2021-2026
Balancing Functional Benefits with Experiential Indulgence
Strategic Pack Sizing and Rapid Flavour Adaptation
Shifting Brand Loyalty and the Rise of Retail Gatekeepers
Chart 12 Economic Context for Snacks
Chart 13 Real Gdp Growth 2021-2031
Chart 14 Inflation 2021-2031
Chart 15 Consumer Context for Snacks
Chart 16 Population 2021-2031
Chart 17 Population by Generation 2026
Chocolate Confectionery in Germany
Key Data Insights
Chocolate Confectionery Summary
Chart 18 Key Industry Trends for Chocolate Confectionery
Rewe Expands Premium Chocolate Offering to Capture Value-Driven Shoppers
Chart 19 Private Label Expands into Premium Seasonal Chocolate Offerings
Multipower Leverages Collagen Trend to Access Health-Conscious Women
Shrinkflation Strategy and Price Hikes Drive Backlash
Chart 20 Collagen Enters Mainstream as Multipower Launches Chocolate with Specific Functionality
Chart 21 Value Sales 2021-2031
Chart 22 Volume Sales 2021-2031
Chart 23 Value Sales by Category 2026
Value Growth to Be Driven by Price Increases and Functional Innovation
Tablets to Maintain Leadership While Countlines Drive Growth
Chart 24 Analyst Insight for Chocolate Confectionery
Retailers’ Focus on Added Value Reshapes Consumer Loyalty
Chart 25 Forecast Value Sales 2021-2031
Chart 26 Forecast Value Sales by Category 2026-2031
Ferrero Retains Leadership Despite Losing Share to Private Label
Chart 27 Company Shares 2026
Chart 28 Brand Shares 2026
Discounters Attract Price-Conscious Shoppers as Economic Pressure Rises
Bulk-Buying and Urban Demand Shape Niche Online Sales
Chart 29 Retail Channels 2021-2026
Shifting Consumer Priorities Dictate New Development Strategies
Functional Formulations and Seasonal Flavour Profiles Emerge
Retailer Agility Reshapes Competitive Dynamics and Shelf Space
Chart 30 Economic Context for Chocolate Confectionery
Chart 31 Real Gdp Growth 2021-2031
Chart 32 Inflation 2021-2031
Chart 33 Consumer Context for Chocolate Confectionery
Chart 34 Population 2021-2031
Chart 35 Population by Generation 2026
Gum in Germany
Key Data Insights
Gum Summary
Chart 36 Key Industry Trends for Gum
Impulse Purchases and Sugar-Free Formulations Drive Strong Performance in Gum
Functional Benefits and Oral Care Positioning Drive Chewing Gum Dominance
Dontodent Sets New Benchmarks for Private Label Gum
Chart 37 Dm Private Label Focuses on Flavour Experimentation
Chart 38 Value Sales 2021-2031
Chart 39 Volume Sales 2021-2031
Chart 40 Value Sales by Category 2026
Health Positioning to Drive Innovation as Impulse Habits Evolve
Functional and Sustainable Launches Attract Health-Focused and Eco-Aware Shoppers
Chart 41 Analyst Insight for Gum
Discounters and Drugstores Win Shoppers with Value, Visibility and Convenience
Chart 42 Forecast Value Sales 2021-2031
Chart 43 Forecast Value Sales by Category 2026-2031
Wrigley Retains Dominance through Distribution and Brand Recognition
Chart 44 Company Shares 2026
Chart 45 Brand Shares 2026
Discounters Sustain Impulse-Driven Sales with Competitive Pricing
E-Commerce Remains Marginal as Impulse Buys Drive Offline Dominance
Chart 46 Retail Channels 2021-2026
Sustainability and Clean Label Formulations Shape New Product Development
Plant-Based Bases and Interactive Packaging Elevate the Chewing Experience
Eco-Conscious Strategies Redefine Competitive Boundaries and Brand Loyalty
Chart 47 Economic Context for Gum
Chart 48 Real Gdp Growth 2021-2031
Chart 49 Inflation 2021-2031
Chart 50 Consumer Context for Gum
Chart 51 Population 2021-2031
Chart 52 Population by Generation 2026
Sugar Confectionery in Germany
Key Data Insights
Sugar Confectionery Summary
Chart 53 Key Industry Trends for Sugar Confectionery
Value Growth Driven by Premiumisation Despite Volume Decline
Gummies and Jellies Hold Ground, While Medicated Confectionery Rises
Acceleration of Value-Led Innovation in Functional Gummies
Chart 54 Nutriluv Distributon Expands to Dm
Chart 55 Value Sales 2021-2031
Chart 56 Volume Sales 2021-2031
Chart 57 Value Sales by Category 2026
Blurring the Boundaries between Snacking and Consumer Health through Functional Ingredients
Anticipated Sugar Tax to Accelerate Health-Driven Reformulations
Chart 58 Analyst Insight for Sugar Confectionery
Premiumisation and Nostalgia to Drive Value Amidst Market Polarisation
Chart 59 Forecast Value Sales 2021-2031
Chart 60 Forecast Value Sales by Category 2026-2031
Haribo and Storck Blend Nostalgia and Innovation to Defend Leadership
Chart 61 Company Shares 2026
Chart 62 Brand Shares 2026
Discounters Strengthen Value Appeal as Shoppers Seek Savings
E-Commerce Remains Niche as Discounters Set Pace
Chart 63 Retail Channels 2021-2026
Navigating Regulatory Pressures and Dietary Shifts
Plant-Based Expansions and Flavour Diversification
Channel Evolution and Strict Demographic Targeting
Chart 64 Economic Context for Sugar Confectionery
Chart 65 Real Gdp Growth 2021-2031
Chart 66 Inflation 2021-2031
Chart 67 Consumer Context for Sugar Confectionery
Chart 68 Population 2021-2031
Chart 69 Population by Generation 2026
Ice Cream in Germany
Key Data Insights
Ice Cream Summary
Chart 70 Key Industry Trends for Ice Cream
Multisensory Innovation and Resilient Demand Drive German Ice Cream Growth
Portion Control and Mini Formats Drive Affordability in Take-Home Ice Cream
Chart 71 Affordable Indulgence in Mini Format
Premiumisation and Plant-Based Innovation Drive Market Polarisation
Chart 72 Artisanal Premium Ice Cream Enters Mainstream Grocery Retail
Chart 73 Value Sales 2021-2031
Chart 74 Volume Sales 2021-2031
Chart 75 Value Sales by Category 2026
Promotions and Targeted Pricing to Sustain Treat Occasions Amid Caution
Artisanal and Premium Brands to Intensify Competition with Multisensory Appeal
Chart 76 Analyst Insight for Ice Cream
Plant-Based Innovation to Outpace Category Growth
Chart 77 Forecast Value Sales 2021-2031
Chart 78 Forecast Value Sales by Category 2026-2031
Magnum Icc Defends Leadership as Rivals Innovate on Texture and Snacking
Chart 79 Company Shares 2026
Chart 80 Brand Shares 2026
Discounters Extend Lead as Price Focus Drives Format Choices
E-Commerce Secures Niche as Take-Home Purchases Stay Offline
Chart 81 Retail Channels 2021-2026
Interactive Packaging and Customisation Shape New Product Development
Patented Formats and Co-Branding Elevate the Snacking Experience
Strategic Investments in Proprietary Design Redefine Competitive Dynamics
Chart 82 Economic Context for Ice Cream
Chart 83 Real Gdp Growth 2021-2031
Chart 84 Inflation 2021-2031
Chart 85 Consumer Context for Ice Cream
Chart 86 Population 2021-2031
Chart 87 Population by Generation 2026
Savoury Snacks in Germany
Key Data Insights
Savoury Snacks Summary
Chart 88 Key Industry Trends for Savoury Snacks
Value-Led Growth and Health Trends Sustain Savoury Snacks Amid Price Pressures
Ültje Responds to Health-Conscious Demand by Expanding Protein-Rich Nut Lines
Chart 89 Ültje Emphasises Benefits of Nuts and Seeds in Daily Nutrition
Funny Frisch Chili Cheese Attracts Younger Snackers with Foodservice-Inspired Flavours
Chart 90 Popular Chili Cheese Sauce Enters Retail as a Chips Flavour
Chart 91 Value Sales 2021-2031
Chart 92 Volume Sales 2021-2031
Chart 93 Value Sales by Category 2026
Brands to Elevate Value with Health, Flavour and Personalisation to Counter Price Sensitivity
Nuts to Leverage Healthy Positioning While Pulse-Based Snacks Will Attract New Buyers
Chart 94 Analyst Insight for Savoury Snacks
Personalised Offers and Health-Led Reformulations to Reshape Consumer Expectations
Chart 95 Forecast Value Sales 2021-2031
Chart 96 Forecast Value Sales by Category 2026-2031
Intersnack Leverages Brand Strength and Distribution to Sustain Lead
Chart 97 Company Shares 2026
Chart 98 Brand Shares 2026
Discounters Retains Lead as Price Pressures Persist
E-Commerce Faces Limits as Offline Stores Retain Shopper Loyalty
Chart 99 Retail Channels 2021-2026
Digital Engagement and Premiumisation Shape New Product Development
Creator-Led Launches and Portfolio Diversification Take Centre Stage
Heightened Competition and Shifting Market Share Dynamics
Chart 100 Economic Context for Savoury Snacks
Chart 101 Real Gdp Growth 2021-2031
Chart 102 Inflation 2021-2031
Chart 103 Consumer Context for Savoury Snacks
Chart 104 Population 2021-2031
Chart 105 Population by Generation 2026
Sweet Biscuits, Snack Bars and Fruit Snacks in Germany
Key Data Insights
Sweet Biscuits, Snack Bars and Fruit Snacks Summary
Chart 106 Key Industry Trends for Sweet Biscuits, Snack Bars and Fruit Snacks
Koro Leverages Direct-To-Consumer Scale to Drive Sales Amid Inflation
Chart 107 D2c Brand Koro Is Successfully Expanding
Sweet Biscuits Retains Lead but Faces Mounting Pressure From Health Scrutiny
Bae Bites Disrupts with Fibre-Rich Innovation as Consumers Seek Functional Snacks
Chart 108 Protein and Fibre-Based Snack Bar Bae Bites Launches Online
Chart 109 Value Sales 2021-2031
Chart 110 Volume Sales 2021-2031
Chart 111 Value Sales by Category 2026
Protein and Fibre Are Here to Stay
Consumers to Become Increasingly Selective as Classic Brands Adapt
Chart 112 Analyst Insight for Sweet Biscuits, Snack Bars and Fruit Snacks
Snack Bars and Fruit Snacks Set to Continue to Perform Strongly
Chart 113 Forecast Value Sales 2021-2031
Chart 114 Forecast Value Sales by Category 2026-2031
Heritage Brands Leverage Nostalgia While Koro Accelerates Innovation
Chart 115 Company Shares 2026
Chart 116 Brand Shares 2026
Discounters Sustain Lead as Value Focus Drives Shopper Loyalty
E-Commerce Growth Rises as Fruit Snacks Thrive Online
Chart 117 Retail Channels 2021-2026
Shifting Distribution Channels and Digital Community Building
Agile New Entrants Challenge Established Heritage Brands
Rebalancing Market Power and Future Growth Strategies
Chart 118 Economic Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 119 Real Gdp Growth 2021-2031
Chart 120 Inflation 2021-2031
Chart 121 Consumer Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 122 Population 2021-2031
Chart 123 Population by Generation 2026
Country Reports Disclaimer
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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