With the Germany vs. France EURO 2016 semi-finals match just around the corner, national hype around football has reached an all-time high, kicking off a major innovation spike in the German food and drink industry.

From patriotic designs to football-focused language and packaging, the tournament launch pad is driving an appetite for food and drink innovation and limited edition products. And it seems that it’s just not on the football pitch that the country is on a winning streak. According to Mintel research, Germany is the most active country when it comes to event merchandise claims on food and drink products in Europe.

Here, Julia Buech, Food & Drink analyst at Mintel, looks at how retailers and brands are looking to capitalize on the hype surrounding the championship and which new product ideas provide a marketing ground for food and drink in Germany.

Julia Büch is a Food and Drink Analyst at Mintel. She specialises in delivering insights on issues affecting the German food and drink market, providing analysis across a range of food and drink categories. Previously Trend & Innovation Consultant at Mintel, Julia was responsible for providing tailored product innovation analysis and client support primarily to Mintel’s German speaking clients.

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