Retail current value and volume sales of cough, cold and allergy (hay fever) remedies in Germany continued to grow in 2024, albeit at a significantly slower rate than in 2023. While shortages of certain medicines and inflationary pressures continued to affect consumer behaviour, Germany is gradually returning to more typical patterns as respiratory infections drive demand. However, the spread of seasonal colds and flu at the beginning of the year was less severe than in 2023, which slowed demand

Retail current value sales of digestive remedies in Germany continued to grow in 2024, but at a slower pace than in the previous years of the review period. This was partly due to significant drop in the rate of inflation, following 2022-2023 spikes. Moreover, the rise in retail volume sales was slower than in 2023 across digestive remedies. Nonetheless, demand rose amidst an increase in travel in the post-COVID-19 pandemic period, with sales of some categories boosted by the resurgence of stres

Eye care in Germany is projected to maintain strong retail volume and current value growth over 2025, driven by both allergy and standard eye care. Meanwhile, dry eye disease is becoming increasingly prevalent among younger populations in Germany, particularly among children and adolescents. Excessive use of electronic devices is a significant contributing factor to this trend.

In 2025, consumer health in Germany is projected to see retail current value sales grow at a fast rate, supported by significant, if slower, inflation. Growth is also supported by several factors across the main categories, albeit with differences between them. OTC categories are seeing a general increase in prices, but the allergy season, which peaked in the first half of the year, had a particularly significant impact on the demand for allergy remedies in the highest-value sales category, coug

Retail current value sales of analgesics in Germany are projected to see good growth over 2025. Growth is set to be faster than in 2023 and 2024, supported by inflationary pressure on prices. While the rate of inflation has stabilised following the 2022-2023 spikes, it remains significant for the market. However, retail value growth is also supported by an increase in the demand for analgesics. The emergence of new variants of the SARS-CoV-2 virus (a strain of Coronavirus related to COVID-19) ha

Sports nutrition in Germany is expected to be the best-performing consumer health category in 2025, with fast growth projected in terms of both retail volume and current value sales. One factor contributing to rising sales is the growing consumer base for these products. Many German consumers are avid gym-goers, and sports nutrition products are widely available online and offline retail stores. While sports nutrition products are mainly consumed by young adults, there is also a growing group of

Over 2025, wound care in Germany is set to perform positively, with modest growth in retail volume sales and a healthy increase in retail current value sales, despite the category's overall maturity. Growth is being driven by continued consumer demand for essential health and hygiene products. There is also rising interest in added-value solutions, such as waterproof or skin-friendly adhesive bandages. German consumers remain highly price-sensitive, with many turning to private label options fro

In 2025, herbal/traditional products in Germany is expected to experience healthy and stronger growth in retail current value sales, compared with 2023 or 2024. This is supported by increasing demand across the board and still significant inflationary pressure on prices. As consumers continue to prioritise health and wellness, looking to adopt a more natural and holistic approach, the demand for herbal/traditional products continues to grow. These products are considered safe and free from side-

NRT smoking cessation aids in Germany is projected to see a further decline in retail volume sales in 2025, although still significant inflation is set to support a moderate increase in retail current value sales. Although smoking rates in Germany remain relatively high, they are falling year-on-year, as is the potential consumer base for NRT smoking cessation aids. Additionally, many traditional smokers are opting for perceived less harmful alternatives, such as e-vapour products and heated tob

Dermatologicals in Germany is expected to experience strong retail current value sales growth in 2025, marginally higher than in 2023 and 2024. This growth in the category is being driven by the prevalence of dermatological issues among a large portion of the population. Skin infections, dermatitis and eczema are particularly prevalent, especially in summer amidst high temperatures. These complaints are usually managed, rather than cured with dermatological products. Consequently, topical treatm

In 2025, sleep aids in Germany is projected to see further growth in retail volume and current value sales over 2025. Growth is being driven by the increasing demand from consumers for traditional herbal remedies and melatonin-based products to address the ongoing sleep issues affecting a significant proportion of the population, particularly young adults and stressed individuals in general. Local preferences remain firmly rooted in natural sleep solutions, with valerian, passion flower lemon ba

In 2025, weight management and wellbeing in Germany is projected to see fast retail current value sales growth, largely in line with the 2024 performance. The category continues to perform well in retail value terms, driven by an increase in demand and still significant inflationary pressure on unit prices. However, while rising obesity rates continue to cause concern in Germany, high-profile public campaigns are encouraging people to follow balanced diets and take up sports and fitness. Thus, t

Vitamins in Germany is projected to see further strong retail volume and current value growth in 2025. This performance is driven by the ongoing health and wellness trend and German consumers persistent focus on adding vitamins to their daily routine in order to improve their general health. Multivitamins and vitamin C are expected to account for the highest retail volume and value sales. Multivitamins, as an entry-level health supplement, has an established presence in Germany, and therefore ha

In 2025, retail current value sales of dietary supplements in Germany are projected to grow strongly, and at their fastest rate of the review period. Growth is being driven by products supporting wellness and healthy ageing, not least ones targeting sexual health, cellular health and general beauty and vitality. Overall, non-herbal/traditional dietary supplements are set to outperform herbal/traditional dietary supplements in terms of retail value sales and growth at the end of the review period

Paediatric consumer health in Germany is projected to sustain healthy retail current value sales growth in Germany in 2025. Manufacturers and retailers are investing in marketing and communication to raise awareness of children's specific formulas, thereby building confidence and reducing concerns about the risks associated with the self-selection of medicines. The most commonly used medicines are expected to receive greater promotion in terms of child-specific extensions over 2025, with manufac

This report examines new product development (NPD) activity within the Food and Beverage categories in Germany’s e-commerce 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.

This report examines new product development (NPD) activity within the Food and Beverage categories in Germany’s e-commerce 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, single person households were the leading type in Germany, driven by younger adults prioritising education and career, and an ageing population. Over 2024-2029, the trend is forecast to continue, with single person households rising by 3.3% and the proportion of the population aged 65 years and over expanding to 25.0%. Economic pressures, including high urban housing costs and inflation, are contributing to consumers delaying family formation.

In 2025, retail value sales of other dairy in Germany shows solid growth, mostly as a result of the double-digit increase in cream unit prices. Supply chain issues undermined milk production in Germany at the end of 2024, notably due to the outbreak of the bluetongue disease. As the disease reduces the amount of fat content in milk, it created additional challenges for cream producers, ultimately resulting in higher retail prices.

Germany’s persistently low birth rate continues to shape baby food in 2025 by reducing the overall size of the target consumer base. With continued low birth rates, baby food faces limited volume growth, prompting companies to shift their focus to premiumisation. As a result, brands are investing in premium, high-margin products such as organic, allergen-free, and scientifically enhanced formulas to maintain profitability. Increasing demand for high-quality and organic products has resulted in m

Despite the higher price of cheese, consumption continued to rise well in Germany during 2025. Hard cheeses, such as Gouda, Emmental, and Parmesan, are popular with consumers who value their versatility when preparing meals, snacks, and general cooking. Hard cheese holds greater appeal compared to soft cheese as consumers value its longer shelf life. Nonetheless, soft cheese is also widely consumed, especially mozzarella which is used for preparing salads and cooking. Another increasingly popula

In Germany, drinking milk products has seen slight value growth in 2025. As in many other dairy categories, this is due to unit price increases in recent years. Drinking milk products continues to face major competition from plant-based alternatives which has become mainstream in Germany and where products continue to emerge. Despite this shift, cow’s milk has enjoyed something of a revival. The intensifying discourse related to ultra-processed foods has led to a slight shift back towards more “

In 2025, value growth of yoghurt and sour milk products in Germany was mainly due to price increases. Although major price increases occurred during 2022 and 2023, prices still remain high encouraging many consumers to look for promotions. Many consumers have also chosen private label products over branded options. Whilst organic products remain popular, organic private label is considered an affordable option for consumers. Overall, the growth of private label reflects ongoing price sensitivity

In 2025, value sales of butter and spreads showed a steady increase in Germany, mainly supported by higher prices of butter. Consequently, butter is expected to remain the most dynamic category in value terms, while volumes sales decline. The stagnant economy in Germany is putting a squeeze on disposable incomes with some consumers also put off by the higher price of butter. Price rises have been fuelled by the lower supply of milk in late 2024 due to outbreaks of bluetongue disease. In addition