Abstract
About this report
Although Germans are relatively receptive to new products and brands, economic uncertainty, coupled with an ageing population limits the scope for new launches. Suppliers are responding with NPD claiming health benefits, such as milder coffee, water with added minerals or vitamins and ‘superfruit’ juices. There is currently far more NPD in the non-alcoholic drinks market than in alcoholic drinks, in part due to the fact that there is greater potential to innovate in this sector. Products with an organic positioning currently top the list of claims for both alcoholic drinks and soft drinks.
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