2025
8
Germany Attitudes towards Snacking Consumer Report 2025
2025-11-10T12:02:23+00:00
REP67D1B84F_1DA2_4A88_8B57_4FA08368CC51
2195
188462
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Report
en_GB
Snacking remains well established, but stagnant. As an impulse-driven segment, snacks need to appease novelty demands for consumers seeking rewarding and mood boosting properties. Indeed, 53% of German snackers are…
Germany
Consumer Attitudes
Snacks
simple

Germany Attitudes towards Snacking Consumer Report 2025

"While indulgence still drives frequent snacking at home, Germans increasingly snack out-of-home. Brands can innovate with nutrient-dense options that rival traditional meals."

Jack Friedlein, Research - Mintel Reports

Market Intelligence ReportsConsumer AttitudesSnacksGermany

Snacking in Germany – Consumer Attitudes and Insights

  • Snacking remains well established, but stagnant. As an impulse-driven segment, snacks need to appease novelty demands for consumers seeking rewarding and mood boosting properties. Indeed, 53% of German snackers are always on the lookout to try new snacks.
  • Complex flavour combinations, such as swicy (sweet and spicy) flavours, can deliver both excitement and functionality. To satisfy multiple cravings simultaneously, brands can expand on base ingredients and collaborations.
  • Busy Germans increasingly rely on snacking on the go – particularly younger consumers. With lines blurring between snacks and meals, snacking needs to focus on functional benefits to meet energy and nutrient demands. Indeed, almost half of German snackers agree it is more important for snacks to be a good source of nutrients than minimally processed. With satisfying hunger being the main consumption driver, brands need to promote satiety and edge closer to meals.
  • Snacking also holds social value, with snacks commonly served at social gatherings and even inspiring new socialising trends. Consumer desire for premium snacks for socialising has yet to be matched.
  • Brands can turn to artisan ingredients to provide value for money and combat processing concerns. Exploring conversation-starting formats, like multipacks, will be key to integrating into social gatherings.

This Report Looks at the Following Areas:

  • Market drivers for snacking, including consumers’ fiscal confidence and attitudes towards healthy eating
  • Usage of snacks and frequency of snacking, exploring consumers’ strong and continued engagement with the category
  • Location of snacking, with at-home snacking dominating despite the growing trend of snacking on the go
  • Reasons for snacking, from satisfying hunger and indulgence to combating boredom
  • Attitudes and behaviours toward snacking, focusing on the demand for variety and nutritional value in snack products
  • Trends in launch activity and opportunities for further innovation in the snacking industry

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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook for snacks
    • Opportunities
    • Be unconventional with flavour pairings
    • Provide nutritional support
    • Make snacking sociable

  2. THE MARKET

    • Rising prices are stalling confidence
    • Graph 1: financial confidence over the next year or so, 2023-25
    • Commutes are growing longer
    • Commuters need convenient meals
    • Viral snacking trends scale into cultural moments
    • Healthy eating goals relax for snacking
    • Childhood obesity calls for cautious parenting

  3. CONSUMER

    • Types of snacks consumed
    • Snacks are a staple
    • Sweet snacks and other snacks, all about that balance
    • Graph 2: consumption of sweet and other snacks in the last two weeks, by age, 2025-25
    • Savoury snacks need a flavour revamp
    • Graph 3: consumption of any savoury snack in the last two weeks, 2024 vs 2025
    • Frequency of snacking
    • A snack a day keeps bad moods at bay
    • Snackers crave escapism
    • Snacking location
    • The comfort of home drives snacking occassions
    • Brands can target comfort at home
    • On-the-go snacking demands rise
    • Graph 4: location for snacking in the last two weeks, 2023 vs 2025
    • Reasons for snacking
    • Satisfying hunger outranks more indulgent reasons for snacking
    • Graph 5: reasons for snacking in the last two weeks, 2025
    • Snacks can become meals in their own right
    • Cravings don’t have to be guilty
    • Refuelling meets refreshment
    • Behaviours and attitudes towards snacking
    • Sustainability is a social tool
    • Multipacks offer safe exploration
    • Graph 6: behaviours related to snacking, 2025
    • Two bases one stone
    • Collaborate for two treats in one snack
    • Benefits beat processing
    • Sugar reduction can’t sacrifice sweetness

  4. PRODUCTS, INNOVATION AND MARKETING

    • New varieties and new packaging lead the launch activity of most snacks
    • Graph 7: snack launches, by launch type, 2024-25
    • Time to mix up the crunch
    • Graph 8: snack food launches, by top ten textures, 2022-25
    • Pistachio power surge, matcha slacking
    • Convenience needs to offer control
    • Premium snacks remain niche
    • Treats can be premium
    • Ways brands can premiumise their snacks to stand out
    • Create halos with high protein and fibre
    • Graph 9: snack food launches, by high/added claims, 2022-25

  5. APPENDIX

    • Report scope
    • The consumer
    • Consumer research questions
    • Consumer research methodology
    • Generations
    • Abbreviations
    • A note on language

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