Innovation: Food and Beverage in Germany

June 2024

This report provides valuable insights into product innovation in Germany, analysing data from Euromonitor International’s Innovation platform. The report covers the food and beverage categories, showing the level of new brand and sub-brand launch activity.

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This Innovation Country Report is part of a series of reports providing data and analysis on new product launch activity across digital shelf across Food and Nutrition and Beauty, Health and Home categories. The reports explore what type of innovation is happening and in which retailers across selected geographies.
The data contained in these reports are based on Euromonitor’s Innovation platform - an AI-powered platform that identifies and tracks new brand and sub-brand launches across the global digital shelf from January 2021 onwards. It monitors their expansion over time into new countries, retailers and categories, and also shows if they have been discontinued. 

The Innovation in Germany report includes:

Data and analysis on new brand and subbrand launches at online retailers within specific country across:

  • Food and Nutrition categories, such as Packaged Food, Soft Drinks, Hot Drinks, Alcoholic Drinks, and Pet Care;
  • Beauty, Health and Home categories, such as Consumer Health, Beauty and Personal Care, Tissue and Hygiene, and Home Care. 

The Innovation in Germany report answers:

  • Is specific country a pacesetter or follower in terms of new product launches across specific industries?
  • What industries lead in terms of new product launches within specific country?
  • What type of innovation is happening within specific industries and categories?
  • What are the examples of some of the innovations across the categories?
  • Which retailers are leading in new product launches within specific country?
Monitoring innovation for business growth
Germany stands as a key market for new product development regionally and globally
Launches align with consumer demand for health benefits and sustainable attributes
New launches in Germany in 2023: P ackaged food
An established brand keeps consumers interested by launching new sub-brand variants
New launches in Germany in 2023: Pet care
A new brand with credible holistic, natural, sustainable and science-based claims
New launches in Germany in 2023: Hot drinks
A new speciality coffee brand from Munich with a strong focus on sustainability
New launches in Germany in 2023: Alcoholic drinks
Lillet entering RTDs, leveraging a strong brand name, signature recipes and premium design
New launches in Germany in 2023: Soft drinks
Influencers launching soft drinks brands – the fine line between merchandising and flavour
Kaufland leads launches, offering a wide range of innovations across F&B
Passport Innovation methodology
Euromonitor Innovation definitions
Passport innovation industry coverage
Passport Innovation country coverage
Passport Innovation retailer coverage

Buy Innovation reports to:

  • To understand what type of innovation and where is happening across the broader category scope
  • To gain insights into how new product launches are aligned with changing consumer preferences and what needs remain unmet


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