German consumers are increasingly embracing convenience in cooking
In today’s fast-paced society, convenience and ease are becoming more important in everyday life – especially when it comes to food preparation.
The latest YouGov report from April 2024 highlights how German consumers are increasingly embracing convenience in their cooking habits.
Changing cooking habits
- 60% of Germans spend no more than 30 minutes preparing their evening meals.
- The Baby Boomer generation (71%) is most likely to prefer quick meal preparation.
- Younger generations, such as Millennials (45%) and Gen Z (47%), are more likely to spend over 30 minutes cooking – often turning meal preparation into a social event.
Ready meals and frozen foods gaining popularity
- 49% of Germans purchase ready meals at least once a month.
- Among Millennials: 61%
- Among Gen Z: 69%
- 31% prepare complete meals from frozen products at least once a week.
- 26% heat and eat ready meals weekly.
Men are generally more frequent users:
- 37% of men vs. 26% of women (frozen meals)
- 33% of men vs. 20% of women (ready meals)
Market value of the ready-to-heat convenience food segment
- 2022/2023: EUR 3,072.8 million
- 2023/2024: EUR 3,212.2 million
- This reflects a 4.5% increase year-on-year.
Key purchase drivers for ready meals
The most important factors for consumers when purchasing ready meals are:
- Taste: 62%
- Price: 61%
- Ingredients: 35%
- Preparation time: 29%
Conclusion
The German market shows a growing preference for quick and easy meal solutions, particularly among younger consumers. For producers of high-quality convenience foods, this development offers exciting growth opportunities.
Methodology:
The data is based on a representative survey (n>1,000 participants) conducted between 18–30 October 2024 (YouGov Surveys). Market value and market share figures are based on YouGov Shopper Intelligence (Consumer Panel Services).
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