The emphasis on health-conscious and sustainable food and drink choices is intensifying in Germany. Consumers are increasingly prioritising dietary alternatives that cater for specific health needs, such as gluten free, high protein, or low carbohydrate options. Furthermore, concerned about rising rates of obesity and diabetes, and other non-communicable diseases, consumers are focused on their intake of sugar, salt and unhealthy fats, which is shaping their purchasing behaviour. This, alongside

Demand for health and wellness hot drinks continued to grow in 2024 with consumers becoming increasingly conscious of the impact of their purchasing decisions on their health and wellbeing. Fruit/herbal tea with natural and functional claims was in particular demand with there being a growing awareness of the wellness benefits of consuming these products. Consumers are also looking to reduce their intake of sugar and artificial sweeteners and this is likely to influence the market’s development

Rising health concerns helped to drive strong growth across many areas of health and wellness soft drinks in 2024. On one hand, there was a shift toward no/low sugar soft drinks as consumers looked to reduce their sugar intake in response to rising obesity levels. On the other hand, there was also a growing shift towards natural soft drinks due to concerns around the use of artificial sweeteners. Consumers are increasingly looking for more from their soft drinks and this is likely to inform the

Rising obesity levels and a general increase in health awareness continued to drive growth across most of the key areas of the health and wellness snacks market over 2024. Alongside health concerns, a growing focus on animal welfare and the environment has pushed more consumers to follow vegan, vegetarian and flexitarian diets, with manufacturers responding with a growing variety of vegan and vegetarian snacks.

Traditional dairy producers are diversifying their offerings to include healthier and more sustainable options, while plant-based brands continue to innovate and capture a larger share of sales. This blend of tradition and innovation ensures a vibrant and evolving landscape in Germany, where long-standing preferences and emerging trends coalesce to drive market expansion.

Consumers in Germany are making healthier, more sustainable and more ethical choices when it comes to purchasing cooking ingredients and meals. This is driving growth in key areas such as vegan and vegetarian claims, as well as low sugar and low salt. Products with the latter two claims have also benefited from changes to Germany’s NutriScore labelling system. With consumers leading increasingly active lifestyles, high protein claims also saw dynamic growth in 2024, with retailers and brands res

In the face of economic difficulties, health and wellness staple foods in Germany demonstrated resilience and flexibility in 2024 as consumers adjusted to a landscape marked by financial instability. Consumers retained a strong focus on healthier and more sustainable eating habits albeit having to manage within tighter budgets. There continued to be a growing focus on natural and organic claims, while access to more affordable meat and seafood substitutes helped propel the plant-based movement.

In 2025, Germany’s government undertook a major fiscal shift by reforming its strict borrowing rules, enabling large-scale investment in infrastructure, defence and climate initiatives, strengthening the business environment. Despite sluggish growth and weak FDI, equity markets gained momentum over 2024. Strong fundamentals in investment and labour freedom, coupled with a focus on digitalisation and green technologies, are set to support growth over the period to 2029.

Over 2025, sauces, dips and condiments in Germany is projected to see slightly higher retail volume and similar retail current value growth, compared with 2024. Private label products enjoy popularity, as consumers appreciate their offer of good quality sauces, dips and condiments at lower prices than brands. Similarly, multi-use condiments and smaller or refillable packs have also gained traction, helping shoppers to manage costs. Premium brands, on the other hand, face challenges unless they c

Edible oils in Germany is showing signs of stabilisation with projected faster retail volume than retail current value sales growth over 2025. While olive oil is the highest single-highest contributor to retail value sales, vegetable and seed oil types account for the bulk of retail value sales. Moreover, sunflower oil and rapeseed oil lead retail volume sales. While most edible oils saw average unit price decreases in 2024, olive oil prices in Germany rose, remaining high, partly due to past dr

Over 2025, sweet spreads in Germany is projected to register positive retail volume and current value sales growth, albeit slower than in 2024. Overall, the 2025 performance is marked by heightened price-sensitivity, but also brand loyalty and some innovation. Despite ongoing pressures from rising ingredient costs and global supply disruptions, shoppers continued to favour familiar and indulgence options. Nut and seed based spreads, in particular, thrived due to their widespread appeal and affor

Cooking ingredients and meals in Germany registered further strong growth in retail current value sales in 2025, largely in line with 2024. Convenience continued to be a major driver, with ready-to-use solutions remaining a focus. Therefore, the biggest category, meals and soups, posted the highest growth in retail current value sales in 2025, as consumers looked for quick, nutritious meals to fit their increasingly busy lifestyles. Affordability also plays an important role for cooking ingredie

Meals and soups in Germany benefited in 2025 as busy lifestyles drove demand for quick and easy meal solutions, ready-to-use ingredients and meal kits. Consumers are looking for quick preparation and food options that do not compromise on nutritional quality, leading to a rise in popularity for convenient cooking solutions. Meals and soups is projected to see a strong performance in retail volume and value growth terms over 2025. Ready meals rides high convenience and a wide offer to lead retail

Despite the economic challenges facing consumers and rising raw material costs, baked goods sales continue to be supported by the essential status of bread. While increased budget consciousness has turned more consumers towards shopping at discounters and opting for private label products, there is also growing interest in speciality products and artisanal goods.

Breakfast cereals is seeing promotional activity play a key role in driving growth, with heightened consumer budget consciousness also supporting the expansion of the private label segment. Nonetheless, the health and wellness trend also continues to exert an important influence on the category’s development, driving growth in areas such as hot cereals, and muesli and granola, and generating interest in segments such as sugar-free, organic and vegan products.

Rice, pasta and noodles is seeing growth driven by the rising demand for convenient meal solutions amongst ever busier modern consumers. At the same time, the health and wellness trend is supporting growing interest in products that are perceived to be fresher, driving demand for products such as chilled pasta. Going forward, the rise in consumer health consciousness is expected to exert a growing influence on product innovation in the category.

Processed fruit and vegetables is seeing sales supported by the demand for convenience amongst busy modern consumers. Shelf stable and frozen products are quick and easy to incorporate into meals, as well as reducing the need for shopping frequency because of their long shelf lives. Moreover, many processed fruit and vegetable products have benefited from being seen as offering low-cost nutrition by budget conscious consumers, especially as their long shelf lives make them suitable for bulk buyi

Processed meat, seafood and alternatives to meat has seen budget conscious German consumers increasingly turn to discounters and private label products, with poultry-based products also benefiting from the shift towards lower-cost options. Meat and seafood substitutes, meanwhile, has seen rising demand as consumers have looked to incorporate more plant-based products into their diets for health, environmental and animal welfare reasons. Generally, there has also been a trend towards simple, more

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 g

This report examines new product development (NPD) activity within the Beauty, Health and Home categories in Germany’s e-commerce market in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates - offering insights into what captures or misses consumer interest.

In 2024, total alcoholic drinks packaging unit volumes declined by 1% in the off-trade channel in Germany, driven by reduced consumption across key categories and a shift in packaging preferences. Traditional formats like glass bottles, brick liquid cartons and folding cartons were in decline, while smaller, more portable and recyclable pack types such as PET bottles, metal beverage cans and shaped liquid cartons were gaining share. Regulatory changes under the updated VerpackG (German Packaging

In 2025, value sales of eyewear in Germany recorded a marginal increase, driven by sales of spectacles and sunglasses. Sales of sunglasses recorded a boost in value, driven by a rise in sales of premium and luxury brands. Spectacles remained an essential product in a society where eyesight issues are becoming more prevalent, particularly due to the increasing use of digital screens that affect eye health. As a one-time purchase, spectacle lenses is regarded as a more cost-effective alternative t

In 2025, the value of sales for spectacles in Germany experienced an increase. Spectacles continued to be an essential product in a society where eyesight issues are on the rise. Despite this necessity, some consumers were continuing to postpone their purchases, aiming to save money during ongoing economic uncertainty.

Value sales of contact lenses and solutions decreased in Germany in 2025. Contact lenses continued to decline due to consumers’ persistent tendency to save money in the face of an ongoing uncertain economic environment. Since alternatives such as spectacles are more durable and easier to use, contact lenses are viewed as non-essential products, with purchases often delayed.