German snack market grows

According to Canadean, Germany is one of the fasting growing markets for snacks in Europe with a forecast annual growth rate (CAGR) of 3.6% between 2013 and 2018, expected to be worth €2.3bn EUR in 2018.

To drive the snacking market further, Canadean suggests that companies should be targeting customers according to gender. German women like indulgent snacks with contrasting flavours, whereas men like to get more value for their money. The data shows that men are more likely to view a snack as a ‘quick fix’ between meals, whereas women tend to view their snacks as a treat.

According to Canadean, women will respond well to richer flavour experiences, such as cherry and chilli flavoured cashews, etc. Veronika Zhupanova, analyst at Canadean, says: “Manufacturers can also enhance their product’s indulgent appeal by offering limited edition cross-category promotions, such as strong savoury or spicy flavours alongside refreshing, chilled drinks. In-store cross-merchandising will prompt female consumers to purchase tasty pairings.”