High-Protein, Low-Sugar Trend! Opportunities and Challenges in the German Dietary Supplement Market

The dietary supplement and functional food market in Germany has continued to grow, reaching a mature stage. According to data analysis firm Statista, Germany's dietary supplement (Nahrungsergänzungsmittel) revenue in 2023 was approximately €3.108 billion. Following the pandemic, consumer interest in health surged, driving renewed market growth. Although the growth rate stabilized in 2024, the market still maintains a solid size of over €3 billion.

German consumers favor organic and wellness-oriented products, leading to an increase in the launch of functional beverages and foods, such as probiotic yogurt. The demand for personalized nutrition is also rising, with products tailored to individual genetic traits and lifestyle habits becoming more prevalent.

Additionally, plant-based dietary supplements and functional foods are gaining popularity as more consumers prioritize both environmental sustainability and personal health.

One notable player in the German functional food industry is The Quality Group (TQG), which has been gaining attention in the dietary supplement sector. TQG was formed in 2020 through the merger of Elite Sports Nutrients (ESN) and More Nutrition, recording approximately €700 million in revenue in 2023. The company expects over 10% additional growth in 2024, driven by Luxembourg-based investment firm CVC’s strategic expansion and specialization efforts.

TQG operates two main brands. More Nutrition focuses on weight management products, particularly sugar and fat substitutes. One of its flagship products is Chunky Flavour, a small-portioned flavored powder designed to be added to yogurt, Skyr, porridge, and other foods.

On the other hand, ESN specializes in protein powders, capsules, and functional foods aimed at enhancing athletic performance and muscle growth. While More Nutrition primarily targets general consumers interested in health and dieting, ESN caters to male consumers engaged in strength training and bodybuilding.

German consumers prefer health-conscious diets, particularly protein supplements, low-sugar snacks, and functional foods. To successfully enter this market, companies should focus on developing customized products tailored to German consumer preferences.

Enjoying It Deliciously and Stylishly… The Vegan Burger Revolution

The perception of vegan burgers, made entirely from plant-based ingredients without meat, has changed. As more people choose plant-based diets for environmental and animal welfare reasons, vegan burgers have emerged as a trendy item that satisfies both health-conscious and ethical consumers.

With the rise in vegetarian populations, the alternative meat market has also expanded, making bland soy-based meat a thing of the past. Here are some plant-based burgers that both vegans and non-vegans can enjoy.

The Gukrak Burger from Hwaeomsa Temple is a handcrafted vegan burger created in collaboration between the thousand-year-old Hwaeomsa Temple in Jirisan and the eco-friendly food company Green Mata. Since its initial launch in 2023, it has gained popularity, opening pop-up stores in Suwon and Seoul, and creating a buzz on social media.

Woo Eui-su, CEO of Green Mata and developer of the Gukrak Burger, shared, "Surprisingly diverse consumers seek out the Gukrak Burger—not only vegans but also parents looking for healthy snacks for their children, foreigners searching for vegan food for religious reasons, and customers who love burgers but want to reduce meat intake for health and diet reasons." While the pop-up stores have now closed, the first official Hwaeomsa Temple Burger location is set to open near the entrance of Hwaeomsa Temple in Gurye at the end of this month.

No Brand Burger offers two plant-based burger options: Better Cheese Signature and Better Bulgogi Burger. These burgers use 100% plant-based Better Meat patties and plant-based buns instead of traditional meat patties. However, the cheese and sauce are non-vegan.

Other notable options include Lotteria’s Miracle Burger, Shake Shack’s Shroom Burger, and the vegan burger from the restaurant Arp.

In South Korea, coffee is more than just a beverage—it has become a daily habit. According to a survey, the average Korean consumes over 400 cups of coffee per year.

However, due to the impact of climate change, coffee bean harvests have significantly declined, raising concerns that coffee could face extinction. As a result, coffee bean prices are expected to remain high for the foreseeable future.

Amid this crisis, the alternative coffee market is rapidly emerging. One notable example is "SANS", a café in Korea that has successfully recreated the taste of coffee using jujube seeds and 12 types of herbs—without any actual coffee beans.

The taste is reportedly similar to regular coffee. A World Barista Champion from two years ago even praised it for perfectly replicating coffee’s texture.

Customers who have tried alternative coffee at SANS have also shared positive feedback, saying, "It tastes similar to regular coffee but is smoother and milder," and "Compared to other coffee brands, it has a nuttier flavor and no acidity, making it more enjoyable."

The big question is whether alternative coffee can compete with the traditional coffee industry. The CEO of SANS emphasized its key advantage, stating, "The biggest strength is that it is less affected by price increases. When selecting ingredients for the coffee flavor, we focused on crops that can be stably supplied even as climate change worsens."