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Germany water enhancer market is projected to grow at a CAGR of 3.51% during the forecast period.
- Despite the size, the beverage market is largely dominated by carbonated soft drinks. Unlike certain regions, the good quality of tap water in Germany negates the importance of bottled water sales. Therefore, the key to this market lies in the health-specific and ready to drink (RTD) nature of water enhancers. The highly industrious nation could find the ease of usage, taste, and zero-calorie nature of enhancers particularly appealing.
- Even though the carbonated soft drink market is at a mature phase, the lack of proper alternatives is not causing shrinkage in their market. Given the rising health awareness campaigns, water enhancers have a good chance of occupying this space. The growth of the market is centered on the introduction of more refreshing flavors such as tea or caffeine, and natural ingredients. The quality of the products also plays a key role in the German markets.
Key Market Trends
Rising Prevalence of Health-Oriented/ Better-For-You Food Products
Germany food market has been witnessing a substantial surge among consumers to opt for health-oriented food products rather perceived as Better-For-You claim. The water enhancer market in the country is still in its nascent stage but this growing trend of consumers willing to switch conventional food products with health-efficient foods is anticipated to drive the water enhancer market during the forecast period. According to the survey conducted by the Kitchen Stories, about 62% of consumers stated to follow a healthy diet during the year considered that is 2019. The statistics suggest persisting awareness amongst consumers regarding requisites to have health-promoting food products.
Supermarkets Held the Largest Market Share
The availability of a large variety of water enhancers and other nutritional beverages under one roof and the premium shopping experience offered by supermarket/ hypermarket are the major drivers for the growth of this retail format in Germany. Consumers in metropolitan cities and towns prefer these stores to purchase their daily essentials. Marketing water enhancers through this channel are expected to contribute toward gaining brand visibility. ?Moreover, rising retail shelf spaces of these stores as a result of business expansion i.e., rising number of hypermarkets and supermarkets in the country, is another factor supplementing the water enhancer sales through the channel.
The Germany water enhancer market is highly competitive. The market studied has key players competing for major market share and intense competition prevailing in the market studied is likely to result in consolidation among market players. Key players are focusing on online distribution channels for branding of their products, in order to expand their geographical reach and increase their customer base. Some of the leading players in the market are The Kraft Heinz Company, Wisdom Natural etc.
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