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Bord Bia Increases Its Investment In German Market

By Donna Ahern
Bord Bia Increases Its Investment In German Market

Bord Bia, has announced that it is increasing its investment in the German food and beverage market, as Irish exporters look beyond the UK.

The group says that the German grocery retail market was worth €234 billion in 2016, and is forecast to be worth €259 billion by 2021.

"Irish food and drink exports to Germany performed impressively in the first half of 2017 with a year-on-year increase of 24%, driven by significant growth in dairy, sheep meat, horticulture, seafood, prepared foods and beverages." Tara McCarthy, Bord Bia CEO highlighted.

Speaking recently at the Anuga trade fair for food and beverages in Cologne, McCarthy said that Germany is Ireland's sixth largest market, with an estimated value of €600 million last year.

Bord Bia noted that Irish beef continues to perform well in Germany, with beef exports rising to €142 million in 2016, from €92 million four years ago.

The organisation is also planning to promote Irish lamb in the German market.

Private Label

The food board notes that private label penetration in Germany is one of the highest in Europe, and so is looking to unlock opportunities in this area.

It highlighted that it intends to focus on ten private label categories, including yoghurt, frozen chicken, ice-cream and frozen desserts, functional meal replacements, super foods, chocolate, and frozen pizzas/pies.

“We want to unlock opportunities by matching Irish suppliers to suitable retailer accounts and to enable growth for Irish food and drink companies and those German retailers," added McCarthy.

© 2017 - Checkout Magazine by Donna Ahern

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