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Looking to Enter the German F&B Packaging Machinery Market?

PMMI Business Intelligence has a new report that will help readers understand how German companies choose packaging machinery for the food and beverage manufacturing industry.

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Successful Strategies To Enter The German Packaging Machinery Market, a report compiled by Euromonitor International for PMMI Business Intelligence, was created in preparation for German trade show Interpack to learn about perceptions of North American machineries and services, and to assist with export goals. While Interpack has been cancelled this year due to the coronavirus pandemic, the data in the report may still largely reflect the trends present in the German food and beverage manufacturing industry.


With 6,119 companies and 608,553 employees, the food industry is the fourth largest industry in Germany, and consists of over 90% small and medium-sized companies. The food industry is the main purchaser of packaging machines with a share of around 40%, and supplies over 80 million citizens with a wide range of 170,000 items. Producers with the highest sales include meat and meat products, milk and milk products, baked goods, confectionery, and alcoholic beverages.


Packaging machineries in Germany trend towards digitization, sustainability and flexibility, and the market is widely developing in response to consumer, regulatory, and sustainability demands.


There are both barriers and opportunities to enter the German procurement process. Barriers include distance; the perception German suppliers and manufacturers have of American machinery; the vetting process; and, the tendency of German manufacturers to stay with a limited number of suppliers.

Distance: Manufacturers in Germany are in constant communication with suppliers, year round. Penetrating the market will require quick response time, familiarity and ultimately local ties.
“Dull” American machinery perceptions: German suppliers and manufacturers have a tendency to perceive American machinery as lacking creativity and ability to conform to European standards.
Established network of suppliers: Large German F&B manufacturers tend to have a set list of approved vendors – the vetting process to become an approved vendor can take time and resources.
Manufacturers stay with as few suppliers as possible: Manufacturers tend to stick with as few suppliers/integrators as possible to maintain full integration of their systems and concentrate responsibility of packaging.

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