Food retail: best-selling FMCG in Germany 2023

The top three best-selling fast moving consumer goods (FMCG) in Germany were pasta products, organic fruit and vegetables, and salty snacks. Respondents consistently ranked pasta as the most bought during the timeline shown.

The food chain

This ranking points towards the oft-repeated prevalence of processed foods and sugar-filled snacks in the modern diet, though frozen vegetables, poultry, meat and fish were also in the top ten, optimistically so. German consumers shopped at a variety of locations for FMCG products, though most frequently at discounter supermarkets. The number of annual shopping trips per household has been decreasing in the last five years, amounting to an average of 210 in 2018. Why do consumer households go out grocery shopping less often? Reasons include the expansion of online food retail, with rapidly growing revenues, as well as increasingly frequent use of online delivery services.

Coca-Cola leading brand

FMCG as such simply mean products that consumers need and buy on a daily or regular basis. Based on recent figures, the most popular FMCG brands in the world were Coca-Cola, Colgate and Maggi.

Ranking of the most purchased fast moving consumer goods (FMCG) in Germany from 2021 to 2023

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Release date

June 2023

More information

Region

Germany

Survey time period

2021 to 2023

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

Information on the population:
The survey is based on the German-speaking population aged 14 years and older, at main residence in the Federal Republic of Germany.

Information on total sample:
2021: 22,563 respondents, representing 70.54 million people
2022: 23,015 respondents, representing 70.60 million people
2023: 23,052 respondents, representing 70.08 million people

You can find more information on the methodology of the study here.

This question was phrased by the source as follows: "Could you please take a look at the food items and products on this list and tell me which of these products you have purchased within the past 14 days?" (Original German question: „Könnten Sie bitte diese Liste mit Lebensmitteln und anderem einmal durchsehen und mir alles nennen, was Sie in den letzten 14 Tagen persönlich gekauft haben?")

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