German consumers are bucking the trend for healthier nibbles, with indulgence claims being the single most important influence on snack purchase decisions in the country. This is according to Innova Market Insights, which reveals indulgence claims are named by more than a quarter of respondents, putting it ahead of naturalness and nutritional considerations when it comes to choosing snacks. However, health claims are starting to slowly but surely enter the market, despite COVID-19 triggering a shift toward comfort food.

“Snacking occasions for German consumers are about flavor and indulgence. We haven’t seen the same kinds of demand for permissible indulgence in Germany that we have in other countries. We see more shifts in experimentation with new flavors and new ingredients. This tells me that for Germans, snacking is an indulgence occasion and consumers want to just enjoy it,” Lu Ann Williams, Director of Innovation at Innova Market Insights, tells FoodIngredientsFirst.

She predicts that COVID-19 will reinforce this indulgence trend for many German consumers. “A quarter of people we surveyed said they were treating themselves more, eating more indulgent food and eating products that were good for their mood,” she notes. 

Last month, a webinar from the market researcher revealed split responses as a result of COVID-19, with health and cost influencing purchasing patterns. Snacking has been booming in recent months as quarantine measures blur meal occasions, according to Mondelēz. This is reinforced by Campbell’s bolstered snack sales.

Moguntia Food Group also highlights the importance of comfort amid the pandemic, as Beneo notes that nearly three-quarters of consumers worldwide plan to eat and drink healthier as a result of the pandemic.

“Health and indulgence ranked equally when we asked consumers what factors were most important when purchasing products. This aligns with overall views toward snacking. Most consumers care about indulgence, but there are some shifts toward health in some groups,” she continues. 

Plant-based and balance slowly emerge
Stronger and more direct health claims remain relatively limited in the German snacks market, but there are some areas that are drawing attention. For example, claims related to protein content have seen particularly rapid expansion, reaching penetration of 6 percent of all snacks launches in 2019, with this share having risen at a CAGR of 51 percent since 2015. Plant-based snacks are also starting to attract more attention by German innovators, although there is still a long way to go to match the NPD levels seen in the US and the UK.

“Health is important for about 10 percent of German consumers and remains steady in recent years. However, there are some shifts happening with more interest in some health claims in some groups. Salty snacks are widely perceived as unhealthy foods, but there is some growth in vegetable snacks and beans and pulses in recent years. I expect that health and the rise of plant-based eating overall will continue to increase demand for variety in ingredients,” states Williams. 

Additionally, balance is emerging as key in German salty snacks development, with a market that is seemingly polarized between indulgence and healthier snacking. Innova Market Insights flags that future focus could be centered on blending these two ideas and establishing products on a more “permissibly indulgent” platform. This would use indulgent tastes and flavors to add value to healthy formulations.

For example, popcorn can deliver indulgence through diverse flavor choices, but also benefits from a healthier profile compared with more traditional snacks, such as potato chips. Potato chips account for around a fifth of all snack launches but have demonstrated an annual decline in introductions since 2015. Meanwhile, popcorn has gained ground rapidly within NPD, with launch numbers up at a CAGR of 21 percent over 2015-2019 to reach a share of 7 percent of all snack launches.

This trend for balance ultimately ties into Innova Market Insights’ “The Right Bite” trend. This has seen an increased demand for nutritious foods that are easy to prepare, convenient and portable, while indulgent treats also play a role in relaxation and enjoyment.