In terms of new launch activity, Germany’s private label share experienced a dip in 2015, the first in many years. To achieve further growth in an extremely competitive environment, German retailers are intensifying their innovation efforts in trendy fields like health and wellness, ethical questions, convenience and premiumization.
Here, Food and Drink Analysts Katya Witham and Julia Buech identify eight innovative private label food and drink launches in Germany and share their thoughts on what makes them so appealing…
Responding to the strong consumer demand for organic health and wellness products, retailers in Germany have developed cross-category organic ranges. As part of the first large-scale grocery private label launch, DM Bio (DM Organis) introduced DM Bio Matcha Tee (Matcha Tea). This powdered tea product features the EU Green Leaf and BIO logos and showcases how retailers pick up on the trend for superfoods.
Edeka Bio+ Vegan Vegane Bolognese (Vegan Bolognese Sauce) has been relaunched with a new brand name (previously known under the Edeka Bio SoYes brand). This microwaveable product features the FSC, WWF and the EU Green Leaf logos. This meat alternative product is exemplary in picking up on the growing demand for vegan and vegetarian products in Germany.
Edeka Deli Beef Teriyaki mit Paprika, Zucchini, Champignons und Sesam (Beef Teriyaki with peppers, courgette, mushrooms and sesam) is part of Edeka’s new ready-to-cook meals range. This new range stands out in the chilled convenience aisle with its freshness proposition and innovative packaging as it comes in microwaveable containers with a valve on the package, creating a steam-cooker effect.
Edeka Caffè Latte + Cookie is made with low fat milk and retails in a FSC certified 281g pack containing 263g coffee and an 18g chocolate chip cookie. This product meets the current demand in Germany for more snacking options that are fit for on-the-go consumption. Ready-to-drink coffee has particular appeal as a to-go option for younger consumers, with two in five 25-34 year old Germans claiming to be interested in these offerings.
Among German consumers, there is considerable interest in food products of regional origin, which prompts German retailers to strengthen their regional offerings. Netto Vom Land Frische Eier aus Bodenhaltung aus Nordrhein-Westfalen (Fresh Barn Eggs from North Rhine-Westphalia) is exemplary for catering to the growing demand for regional products.
Rewe Group’s discount subsidiary Penny launched a new private label range ‘Naturgut’ in 2014 – the first in the German discount sector to unite organic, regional and vegetarian/vegan products under the same umbrella brand. Penny’s Naturgut Bio-Soja-Drink Naturell mit Calcium (Organic Soy Drink with Calcium) is an organic plant-based soy drink suitable for both vegetarians and vegans. The product is naturally free from gluten and lactose.
Despite their price-consciousness, Germans are happy to spend more for products that they feel are worth the extra money, such as functional, regional, local or sustainable products. A premium private label from Kaufland, Exquisit Duett Schokolade Weisse mit Joghurt & Waldfrüchten (White Chocolate with Yoghurt & Forest Fruits) contains white chocolate with yoghurt and forest fruit pieces, is hand marbled and made with UTZ certified cocoa.
Since 2008, Lidl has been developing its ‘Deluxe’ premium range across all categories, offering items such as lobster, beef wellington or scallops being available to shoppers in its discount stores. Standing out with noble ingredients, sophisticated recipes and flavours, the brand is successful everywhere in Europe. Deluxe Tête de Moine Käse (Tête de Moine Cheese) is Swiss cheese from Bellelay made from natural and raw mountain milk. This product retails in a 400g pack containing a rotary knife and a covering hood.
Mintel’s Food and Drink Analysts, Katya Witham and Julia Buech, will explore consumer attitudes towards private label across five key European markets in an all exclusive webinar on May 4th at 2 pm CEST. Register here for the webinar.
