Mintel: Vegetarian Sweets Are Big in Germany
Veggie sweets are fast becoming the next “go-to” treat for vegetarians, with 6% of sweets introduced in Germany in 2014 featuring a vegetarian or vegan claim, up from less than 1% in 2011.
With previous Mintel research showing the rise of vegetarianism in Germany, it seems that the vegetarian and vegan trend is starting to reach beyond fresh food.
Vegetarianism and veganism have never been as popular as they are today. According to Mintel consumer data, approximately 6% of the German population claims to be vegetarian – increasing to about 16% among 16-24 year olds. The most common reasons for vegetarianism and veganism in Germany are an increasing awareness of health, concern for the environment and compassion for animals. But the appeal and potential for vegetarian and vegan products is now expanding to a much larger consumer base that have a more general interest in a healthy and sustainable lifestyle.
Clearly labeled vegetarian sweets
While overt vegetarian or vegan labeling is increasingly easy to find in fresh food aisles in supermarkets, veggie sugar confectionery is far from being “clearly labeled.” Indeed, in the majority of cases references can still only be found in the small print on the back of the pack. This explains why almost a third of German adults and four in ten 16-24 year olds would like to see a wider variety of plainly labeled vegetarian sweets. Clearer labeling is generally in high demand, with half of German adults in favor of a standardized traffic light labeling system for fat, sugar and salt content.
In the absence of compulsory rules, brands can profit from gaining consumers’ trust by joining the V-labeling scheme or by providing their own front-of-pack, clear ingredient labeling systems. This is especially important as more consumers perceive vegetarian credentials as an indicator of a brand’s overall commitment to the use of quality ingredients.
Among confectionery brands, Katjes is a pioneer in regards to straight forward labeling, with “I love Veggie” stickers decorating an increasing number of its offerings. Competitor Trolli has also jumped on the bandwagon, launching “Bizzl Mix” with a clear yellow “vegan” sign on the front packaging earlier this year.