COMPETITIVE LANDSCAPE
Ferrero Deutschland leverages Nutella’s popularity to lead
Despite an ongoing downward trajectory in retail value share, Ferrero Deutschland is projected to retain its leading position in sweet spreads in Germany over 2025, due to the popularity of its well-known chocolate spreads brand, Nutella. The brand enjoys high consumer recognition and wide distribution, supported by a quality and indulgence image.
The competition intensifies in sweet spreads
Mondelez Deutschland is projected to see the highest growth rate in retail value sales terms in sweet spreads over 2025, enjoying gains with its Milka chocolate spreads, appealing to indulgence-orientated consumers, supported by targeted marketing. Fürsten-Reform Dr Med Hans Plümer Nachf is projected to follow Mondelez closely in terms of retail value sales growth over 2025, benefiting from the growing demand for honey and natural spreads.
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Overview:
Understand the latest market trends and future growth opportunities for the Sweet Spreads 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 Sweet Spreads 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 Sweet Spreads 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 Sweet Spreads in Germany?
- Which are the leading brands in Sweet Spreads in Germany?
- How are products distributed in Sweet Spreads 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 Sweet Spreads?
- 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?
Sweet Spreads in Germany - Category analysis
KEY DATA FINDINGS
Indulgence, health and sustainability shape sweet spreads
Nut and seed based spreads enjoy a perception of premium products at relatively low unit prices
Protein-enriched products to the fore
Health and affordability perceptions to continue to boost nut and seed based spreads
Companies set to focus on health benefits
Sustainability and ethical factors are set to grow in importance to consumers and players
Ferrero Deutschland leverages Nutella’s popularity to lead
The competition intensifies in sweet spreads
Large modern grocery retailers cover consumer needs in sweet spreads
Preference to see and analyse products in-person limit interest in e-commerce
Cooking Ingredients and Meals in Germany - Industry Overview
Strong retail value sales growth in line with key trends in packaged food
KEY DATA FINDINGS
Players adapt to market conditions
Convenience increases weight in consumer choices
Plant-based options enjoy rising demand
Sustainability to help shape the offer and presentation
Healthier and functional products to pique the interest of consumers
Easing price movements to push organic edible oils
Strong private label offer in cooking ingredients and meals
Branded players look to capitalise on key trends
Large modern grocery retailers dominate the distribution landscape
E-commerce enjoys ongoing development and growth
COUNTRY REPORTS DISCLAIMER
Sweet Spreads
Excludes: Any products sold unpackaged or in bulk; margarine, butter substitutes, vegetable-oil based, yeast-based, and meat/seafood-based spreads.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sweet Spreads research and analysis database.
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