Growth in Germany's Bar Market
With an estimated €317 million in sales last year, Germany’s retail bar market is forecast to grow at a CAGR of 6.4% through 2025 to reach €433 million.1 Schwartauer Werke continues to lead the category, claiming a 43% market share.2 However, private label also plays a major role in the German bar market, making up 38% of the market.3
Within the bar category, the €40 million retail protein/energy bar segment (CAGR 4-6%, 2020-2025) represents a dynamic area with a number of players competing on innovation.4 The top five brands in the German protein/energy bar market—Myprotein, Multipower, Champ, PowerBar, and Power System—account for 61% of the market, with Myprotein leading at 16% market share.5 During the past three years, brands in the top five saw sales growth ranging from 3 to 7%.6
A Look at 2021 Nutrition Bar Trends in Germany
While the need for convenience is high in Germany due to increasingly busy lifestyles, the focus on health is also growing, especially since the COVID-19 outbreak. This is creating new opportunities in the protein/energy bar segment since these products can deliver healthy convenience along with an enjoyable sensory experience.
Here's a look at Germany’s nutrition bar trends that manufacturers should know:
1. New Texture and Format Experiences
German snack bar consumers are seeking bars that can give them new sensory experiences—especially in texture and format—with 82% indicating they enjoy experimenting with new types of bars.7 These consumers are interested in mini or bite-sized formats (61%), bars with multiple textures (40%), and bars with fillings (37%).8 Innovative product examples include Seeberger Bites 2go for a fun, snackable format and Corny My Style bar in Chocolate Brownie Shake that blends crispy and creamy textures.