According to data, the German savoury snacks market is one of the fastest growing markets in Europe with a forecast annual growth rate (CAGR) of 3.6% between 2013 and 2018, expected to be worth 2.3bn €in 2018.
This growth is set to further increase over the next five years. However, manufacturers will be more successful when they approach men and women differently.
Motivators such as desire for fun and personal time are also higher for women, whereas better value for money has a greater impact on men. This shows that men are more price-focused and view savoury snacks as a quick fix in-between meals. Women’s emotive approach, on the other hand, causes them to perceive savoury snacks as a treat, making them more likely to trade up for a more indulgent experience.
According to Canadean, savoury snacks producers in Germany should target women with richer flavour experiences, such as cherry and chilli flavoured cashews or Sriracha potato chips.
“Manufacturers can also enhance their product’s indulgent appeal by offering limited edition cross-category promotions such as strong savoury or spicy flavours alongside refreshing, chilled drinks,” said analyst Veronika Zhupanova. “In-store cross-merchandising will prompt female consumers to purchase tasty pairings.”
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