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Affordability, convenience, and health are primary considerations
In the context of persistent budget consciousness amid cost-of-living pressures, affordability has been a key influence on consumer behaviour in staple foods in Germany in 2025. This has supported the continued strength of the discounter channel and increasing interest in private label products. At the same time, convenience remains key, as consumer lifestyles become ever more hectic. Products that require minimal time and effort in preparation are becoming more popular, while there has been a growing emphasis on simplicity, clarity and practicality, rather than complicated and sophisticated new product developments. Health and wellness also continues to exert a strong influence, with consumers looking for clean labels and products that provide natural nutritional value as they turn away from ultra-processed foods.
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Overview:
Understand the latest market trends and future growth opportunities for the Staple Foods 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 Staple Foods 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 Staple Foods 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 Staple Foods in Germany?
- Which are the leading brands in Staple Foods in Germany?
- How are products distributed in Staple Foods 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 Staple Foods?
- 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?
Staple Foods in Germany
Affordability, convenience, and health are primary considerations
KEY DATA FINDINGS
High levels of budget consciousness
Affordability and clarity prove key
Brands need to show clear, everyday benefits in face of strong private label competition
Private label to quickly mirror brand moves
Discounters to remain key, while online channel continues to develop
Major retailers lead
Simplicity and practicality are key to success
Discounters gaining share
E-commerce maintains significant growth
Table 1 Sales of Staple Foods by Category: Volume 2020-2025
Table 2 Sales of Staple Foods by Category: Value 2020-2025
Table 3 Sales of Staple Foods by Category: % Volume Growth 2020-2025
Table 4 Sales of Staple Foods by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Staple Foods: % Value 2021-2025
Table 6 LBN Brand Shares of Staple Foods: % Value 2022-2025
Table 7 Penetration of Private Label by Category: % Value 2020-2025
Table 8 Distribution of Staple Foods by Format: % Value 2020-2025
Table 9 Forecast Sales of Staple Foods by Category: Volume 2025-2030
Table 10 Forecast Sales of Staple Foods by Category: Value 2025-2030
Table 11 Forecast Sales of Staple Foods by Category: % Volume Growth 2025-2030
Table 12 Forecast Sales of Staple Foods by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Baked Goods in Germany
KEY DATA FINDINGS
Essential status supports continued demand despite economic challenges
Value holds up as discounters and bake-off lead
Unpackaged bread sales boosted by discounters’ expansion
Bread and rolls remain everyday staples
Healthier choices rise with whole grain, fibre and simpler recipes
Greener packs and smarter baking cut waste and keep shelves fresh
Aldi leads in baked goods, while Harry-Brot remains the number one brand manufacturer
Private label performing well
Consumers turn to discounters in times of high price sensitivity
Online sales growing
Table 13 Sales of Baked Goods by Category: Volume 2020-2025
Table 14 Sales of Baked Goods by Category: Value 2020-2025
Table 15 Sales of Baked Goods by Category: % Volume Growth 2020-2025
Table 16 Sales of Baked Goods by Category: % Value Growth 2020-2025
Table 17 Sales of Pastries by Type: % Value 2020-2025
Table 18 NBO Company Shares of Baked Goods: % Value 2021-2025
Table 19 LBN Brand Shares of Baked Goods: % Value 2022-2025
Table 20 Distribution of Baked Goods by Format: % Value 2020-2025
Table 21 Forecast Sales of Baked Goods by Category: Volume 2025-2030
Table 22 Forecast Sales of Baked Goods by Category: Value 2025-2030
Table 23 Forecast Sales of Baked Goods by Category: % Volume Growth 2025-2030
Table 24 Forecast Sales of Baked Goods by Category: % Value Growth 2025-2030
Breakfast Cereals in Germany
KEY DATA FINDINGS
Budget consciousness influencing purchasing patterns
Shelf gaps and price fights temper rebound
Health and wellness driving growth
Modest growth ahead as shoppers trade down but trade up on health
Protein, fibre, and clean labels redefine breakfast
Sourcing and packaging upgrades reshape the category
Leaders gain share
Vitalis sees continued decline
Discounters dominates as shoppers trade down
Hypermarkets suffering from changing shopping habits
Table 25 Sales of Breakfast Cereals by Category: Volume 2020-2025
Table 26 Sales of Breakfast Cereals by Category: Value 2020-2025
Table 27 Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025
Table 28 Sales of Breakfast Cereals by Category: % Value Growth 2020-2025
Table 29 NBO Company Shares of Breakfast Cereals: % Value 2021-2025
Table 30 LBN Brand Shares of Breakfast Cereals: % Value 2022-2025
Table 31 Distribution of Breakfast Cereals by Format: % Value 2020-2025
Table 32 Forecast Sales of Breakfast Cereals by Category: Volume 2025-2030
Table 33 Forecast Sales of Breakfast Cereals by Category: Value 2025-2030
Table 34 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2025-2030
Table 35 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2025-2030
Processed Fruit and Vegetables in Germany
KEY DATA FINDINGS
Consumers appreciate convenience and affordability
Private label gains as shoppers choose quick, low-waste options
Frozen processed vegetables sees dynamic growth
Modest growth ahead as frozen veg and pantry staples anchor weekly cooking
Healthier, simpler choices, including beans, plain veg and lower-sugar fruit
Packaging progress and smarter logistics cut waste and build trust
Trusted frozen and potato brands stay visible with easy formats
Practicality, convenience and affordability
Discounters stays out in front
E-commerce making gains in processed fruit and vegetables
Table 36 Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025
Table 37 Sales of Processed Fruit and Vegetables by Category: Value 2020-2025
Table 38 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025
Table 39 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025
Table 40 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2020-2025
Table 41 NBO Company Shares of Processed Fruit and Vegetables: % Value 2021-2025
Table 42 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2022-2025
Table 43 Distribution of Processed Fruit and Vegetables by Format: % Value 2020-2025
Table 44 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2025-2030
Table 45 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2025-2030
Table 46 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2025-2030
Table 47 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2025-2030
Processed Meat, Seafood and Alternatives To Meat in Germany
KEY DATA FINDINGS
Increased consumer conservatism in price and taste
Affordable proteins and simple labels guide shopper choices
Meat and seafood substitutes expanding
Poultry and simple seafood sustain demand while plant-based segment grows steadily
Cleaner labels, leaner recipes, and simple formats guide choices
Rules, data tools, and markdowns drive efficient, sustainable growth
Private label leads as retailers win on range and readiness
Private label segment responds to consumer needs
Discounters lead on price, reach and chilled availability
E-commerce continues to expand
Table 48 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2020-2025
Table 49 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2020-2025
Table 50 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Volume Growth 2020-2025
Table 51 Sales of Processed Meat, Seafood and Alternatives to Meat by Category: % Value Growth 2020-2025
Table 52 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 53 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 54 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2020-2025
Table 55 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2020-2025
Table 56 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2020-2025
Table 57 NBO Company Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2021-2025
Table 58 LBN Brand Shares of Processed Meat, Seafood and Alternatives to Meat: % Value 2022-2025
Table 59 Distribution of Processed Meat, Seafood and Alternatives to Meat by Format: % Value 2020-2025
Table 60 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Volume 2025-2030
Table 61 Forecast Sales of Processed Meat, Seafood and Alternatives to Meat by Category: Value 2025-2030
Rice, Pasta and Noodles in Germany
KEY DATA FINDINGS
Rising interest in convenience and freshness
Social media driven noodles power a category uptick
Chilled pasta benefits from evolution of consumer demand towards convenience and freshness
Convenience and health tilt the category upward despite near-term pressure
Protein and vegan-positioned lines may move from niche to mainstream
Social commerce and viral noodle trends fuel youth-driven growth
Barilla remains the leader but comes under increasing private label pressure
Hilcona creating new consumption occasions for chilled gnocchi
Discounters leads sales of rice, pasta and noodles, while online gains gradually via subscriptions
Hypermarkets struggling to remain competitive
Table 62 Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025
Table 63 Sales of Rice, Pasta and Noodles by Category: Value 2020-2025
Table 64 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025
Table 65 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025
Table 66 Sales of Instant Noodles by Leading Flavours: Rankings 2020-2025
Table 67 NBO Company Shares of Rice, Pasta and Noodles: % Value 2021-2025
Table 68 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2022-2025
Table 69 NBO Company Shares of Rice: % Value 2021-2025
Table 70 LBN Brand Shares of Rice: % Value 2022-2025
Table 71 NBO Company Shares of Pasta: % Value 2021-2025
Table 72 LBN Brand Shares of Pasta: % Value 2022-2025
Table 73 NBO Company Shares of Noodles: % Value 2021-2025
Table 74 LBN Brand Shares of Noodles: % Value 2022-2025
Table 75 Distribution of Rice, Pasta and Noodles by Format: % Value 2020-2025
Table 76 Distribution of Rice by Format: % Value 2020-2025
Table 77 Distribution of Pasta by Format: % Value 2020-2025
Table 78 Distribution of Noodles by Format: % Value 2020-2025
Table 79 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2025-2030
Table 80 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2025-2030
Table 81 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2025-2030
Table 82 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Staple Foods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
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- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
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- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
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- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
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- Shelf Stable Processed Red Meat
- Shelf Stable Processed Poultry
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- Chilled Processed Red Meat
- Chilled Processed Poultry
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- Frozen Processed Red Meat
- Frozen Processed Poultry
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- Shelf Stable Seafood
- Chilled Processed Seafood
- Frozen Processed Seafood
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- Chilled Meat and Seafood Substitutes
- Frozen Meat and Seafood Substitutes
- Shelf Stable Meat and Seafood Substitutes
- Tofu and Derivatives
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
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Staple Foods
NOTE: Couscous, polenta and quinoa are excluded from staple foods.
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This report originates from Passport, our Staple Foods research and analysis database.
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