Katya Witham
Katya Witham is Senior Food & Drink Analyst, identifying and exploring the major trends across various FMCG categories, giving invaluable insights into global markets.

With rising health concerns over the role of sugar in people’s diets, sugar reduction is increasingly being pushed by government and a wide range of health organisations in Germany.

As predicted by the Mintel 2017 Consumer Trend “The Sweet Hereafter”, the food and drink industry will be facing the challenges of reformulation and developing new healthier products. Reduced-sugar and sugar-free products therefore continue to be a key priority for many German food and drink brands.

Here, Katya Witham, Senior Food & Drink analyst at Mintel, looks at how retailers and brands are adapting to the increasingly negative image of sugar and which low-sugar product ideas will prove to be successful in food and drink in Germany.


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Eat Performance Paleo Chocolate Muesli

Responding to growing consumer interest in healthier breakfast cereals, brands are putting effort into reducing sugar and increasing the wholesome content of their products. Tapping into the emergent Paleo diet trend, Berlin-based manufacturer Eat Performance has launched Paleo chocolate muesli, which is 100% organic and free from added sugar, gluten, lactose, artificial additives, preservatives and colourings. 


Erdbär Freche Freunde Fruit WafersFruit Wafers with Strawberry small

‘No added sugar’ claims are used to convey a healthy message in products targeted at kids, with brands choosing to sweeten their ranges using real fruit or natural sweeteners instead of added sugar. Erdbär Freche Freunde fruit wafers with strawberry have been reformulated, featuring a new fruitier recipe. The organic certified snack is made with 51% fruit, 0% added sugars and just a droplet of oil, and is suitable for babies from one year of age.

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Hohes C Naturelle Tee Lime Flavoured White Tea

Consumer preference for natural ingredients is offering a chance for juice- and tea-based soft drink options in Germany, with new launches increasingly focusing on the goodness of fruit, refreshing flavours and sugar reduction. Hohes C Naturelle Tee lime flavoured white tea is a low calorie drink made with white tea extract and 39% juice from concentrate and is free of added sugars.


Lubs Rohköstlich Cocoa & Mint Protein Raw Food Fruit Bar

Cocoa & Mint Protein Raw Food Fruit Bar smallAlthough sugar has been receiving a lot of negative press, sugar and sweeteners in less processed, more natural forms (e.g. honey, maple syrup) are perceived as healthier. The use of the ‘good’ kind of sugar has become especially important for categories juggling image perceptions at the intersection of health and indulgence, like snack bars. Lubs Rohköstlich Cocoa & Mint Protein Raw Food Fruit Bar is an organic and vegan fruit bar of guaranteed raw quality, and which does not contain gluten or added sugars.


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Zentis Leichte Früchte Light Raspberry Fruit Spread with Stevia

Looking at sweeteners used in low-sugar innovation in Germany, plant-based stevia is increasingly used. German sweet spread manufacturers have already recognised reformulation benefits using stevia and sugar blends to create all-natural reduced calorie products such as Zentis Leichte Früchte light raspberry fruit spread with stevia.


Katya Witham is Senior Food and Drink Analyst at Mintel with a dedicated field of focus on Germany. Katya draws on her comprehensive knowledge of the market to identify and explore the major trends across various FMCG categories, providing the insights needed to successfully navigate the German market.