Who doesn’t love chocolate? We’re certainly big fans here at ESM.
The confectionery market in Germany saw consistent growth across all categories from 2019 to 2023, according to Euromonitor International data, which estimates that confectionery sales in the country increased by 3.2% annually, to a market value of $12.4 billion (€11.4 billion).
Elsewhere, according to the Association of the German Confectionery Industry (BDSI), the sector contributes around 10% to the total sales of the country’s food industry.
Using data from Kantar’s annual Brand Footprint* rankings (for 2022), ESM examines the top five confectionery brands in Germany.
1. Kinder
Kinder is the number-one most-chosen confectionery brand in Germany, and the fifth most-chosen brand in Germany overall (behind Dr. Oetker, Coca-Cola, Harry and Müller), with a CRP score of 247 – a 7% decline, year on year. Penetration has dropped slightly, from 64.4 to 64, while there was a also decrease in purchase frequency (to 9.1), year on year.
Founded in 1968, Kinder is owned by confectionery giant Ferrero.
Ferrero’s revenue rose by 21%, to €17 billion, in the fiscal year ended August 2023, boosted by organic growth and acquisitions.
2. Haribo
Haribo is Germany’s second most-chosen confectionery brand, earning a CRP score of 245 in the Kantar Brand Footprint rankings (putting it sixth overall). Its penetration increased from 67.2 to 69, while it also recorded a boost in purchase frequency (to 8.8), year on year.
Established in 1920, Haribo employs nearly 7,000 employees and operates 16 production sites in 11 countries. It recently announced a significant investment in a new production facility in Germany.
3. Milka
Milka is Germany’s third most popular confectionery brand, with a CRP score of 203 (placing ninth in the overall rankings). Its penetration decreased (from 72.7 to 71.1), while its frequency of purchase (6.9) also dropped, year on year.
The chocolate brand is owned by Mondelēz International, which reported in May that net revenue had increased by 1.8%, year on year, to $3.4 billion (€3.16 billion).
Made with Alpine milk, Milka was established in Switzerland in 1901.
4. Lindt
Lindt is Germany’s fourth most-chosen confectionery brand, achieving a CRP score of 97 in the Brand Footprint rankings (28th overall). Its penetration dropped slightly, to 51, but its purchase frequency made a small gain (to 4.7), year on year.
In March 2024, Lindt reported that its net income had risen by 17.9%, to CHF 671.4 million (€697.22 million), for the year ended 31 December.
Lindt commenced operations in 1845, as a small confectionery shop in Zurich.
5. Ritter Sport
Germany’s fifth most popular confectionery brand is Ritter Sport, which boasts a CRP score of 84 (putting it in 35th position overall). The brand saw a fall in penetration (from 52.9 to 49.7), while frequency also slipped (from 4.5 to 4.2).
The family business founded in 1912 achieved sales of €565 million in 2023.
*About The Methodology
The Kantar Brand Footprint rankings reveal the brands that are winning at the ‘moment of truth’, indicating the number of times that they are chosen by shoppers. Independent of revenue, it reveals the decisions that consumers are making at the point of sale. The consumer reach points (CRPs) of each brand are calculated by multiplying three metrics: household population, penetration (percentage of households buying a brand), and consumer choice/frequency. CRPs are Kantar’s measure of ranking the most successful brands by the number of times that they are chosen by consumers throughout the year. Note that all CRP figures shown measure millions of consumer reach points, i.e. a CRP of 150 indicates 150 million consumer reach points.
Discover the ten most popular food brands in Germany here.
