Germany hot chocolate market: Nestlé and Kraft lead the industry

Press Release   •   Jul 18, 2013 14:23 BST

Nestlé and Kraft Foods led the Germany hot chocolate market in 2012, with respective value shares of 33% and 21%. Both are present with important and well-known brands in Germany, namely Nesquik and Kaba, and therefore benefit from brand awareness.

Chocolate-based flavoured powder drinks put in the strongest performance in 2012, posting a 5% current value increase and a 2% retail volume increase. Hot chocolate has a long tradition in Germany and is still fairly popular among children as well as among adults seeking indulgence. Average unit price in 2012 rose by 3% to €4.20 per kg. This upward movement was driven by the premiumisation trend, with more products being organic or fair-trade, as well as a rise in commodity prices.

Premiumisation is expected to continue to be a key driver in other hot drinks, especially demanded by adults who want to indulge themselves. Products with added value, such as organic hot chocolate, are likely to see success among parents who are eco-conscious and care more about the products they buy for their children.

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