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August 7, 2020

Germany willing to consider ‘junk food’ advertising restrictions

Julia Klöckner, Germany's Federal Minister of Agriculture, has given her reaction to calls for restrictions on the advertising of so-called junk food.

By Leonie Barrie

Germany is open to the idea of placing restrictions on ‘junk food’ advertising.

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The food and grocery sector thrived during the pandemic, largely due to the shutdown of the food service industry and the sector’s subsequent necessity, panic-induced bulk purchasing, and spending more time at home. The market has grown as a result of inflation. Consumer unwillingness to go out and socialize, and the reopening of several hospitality facilities, helped maintain the demand for groceries, particularly online, in 2021. As consumer behavior changes, we consume more food and drink at home, and inflation increases basket sizes. GlobalData predicts that the sector will continue to hold a higher share than had been predicted prior to the pandemic. This is true despite the fact that the food and grocery sector's share of overall retail will decline from its peak in 2020. This report will discuss market forecasts and key themes in the global food & grocery industry in 2022 and beyond. It covers:
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  • Five-year forecasts and the impact of COVID-19
  • The performance of the online channel versus offline
  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
Assess developments within this sector to help your business thrive in 2022 and beyond.
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Julia Klöckner, Federal Minister of Agriculture, said in a press conference she is open to an initiative suggested by the Green Party that would see such advertising curbed.

She said: “Fifteen per cent [of those] between the ages of three and 17 are overweight. We have already asked the German Advertising Council to act more responsibly. I mean, we need to look more closely at food advertisements aimed at children. That also means thinking about further restrictions in this area – I am open to that. In order to protect our children, the state has to intervene in certain cases, as I recently did with the ban on sugar in baby teas.”

At the end of last month, the UK government said new laws would ban the advertising of food high in fat, sugar or salt (HFSS) on television and online before 9pm when children are most likely to see them. 

The Greens in Germany have called for an “urgent need for action” of a similar type because of the detrimental effect so-called junk food is having on the nation’s health and, specifically, the increasing number of people there who are classed as obese.

They are calling for the advertising of unhealthy foods to be severely curtailed on television as children and young people, in particular, are susceptible to exposure of this kind.

Responding to the minister’s comments, Christoph Minhoff, joint managing director of the industry trade body Food Federation Germany said: “It is surprising how little trust the minister has in her own politics when she seriously considers advertising bans to be conceivable. We continue to trust the parent’s educational mandate, which is protected by constitutional law.

“You can’t isolate children from the real world. Rather, they have to learn to deal with media and advertising and to take responsibility for their own lives. Incidentally, it is contradictory to let children over the age of 16 vote for the Bundestag, but not which chocolate bar they want to eat.”

Next week the German cabinet will meet to ratify the introduction of the Nutri-Score traffic light labelling system in the country. The country’s government announced it would be introducing the system last October.

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Free Report
img

What’s the forecast for the food and grocery industry?

The food and grocery sector thrived during the pandemic, largely due to the shutdown of the food service industry and the sector’s subsequent necessity, panic-induced bulk purchasing, and spending more time at home. The market has grown as a result of inflation. Consumer unwillingness to go out and socialize, and the reopening of several hospitality facilities, helped maintain the demand for groceries, particularly online, in 2021. As consumer behavior changes, we consume more food and drink at home, and inflation increases basket sizes. GlobalData predicts that the sector will continue to hold a higher share than had been predicted prior to the pandemic. This is true despite the fact that the food and grocery sector's share of overall retail will decline from its peak in 2020. This report will discuss market forecasts and key themes in the global food & grocery industry in 2022 and beyond. It covers:
  • Market drivers and inhibitors
  • Five-year forecasts and the impact of COVID-19
  • The performance of the online channel versus offline
  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
Assess developments within this sector to help your business thrive in 2022 and beyond.
by GlobalData
Enter your details here to receive your free Report.

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