How AI is changing food purchase decisions in Germany

Artificial intelligence is already reshaping food purchase decisions as well as how consumers in Germany search for, select and buy products. A recent representative consumer study by EY Parthenon (2026), based on a survey of more than 1,000 consumers in Germany, shows that AI has moved from being a niche tool to becoming a relevant part of the purchase journey – including for food and drink.

AI is becoming a relevant research channel for food

According to the study, 70% of German consumers have already used AI tools such as ChatGPT, Microsoft Copilot or AI powered Google Search for product and price research.

While categories such as electronics still lead, food and drink are no longer marginal:

• More than 40% of AI users already research food & drinks using AI
AI has therefore established itself as an additional research channel alongside classical search engines and online marketplaces.

AI directly influences product selection

AI is not only used to gather information – it already influences which products consumers consider:

• 54% of respondents received product recommendations via AI that they otherwise would not have considered
• Over 40% use AI for at least half of their product and price research
This means AI increasingly shapes visibility and consideration, even before the consumer enters the store or online shop.

What this means for international food brands

The study highlights a structural shift: AI systems are becoming new gatekeepers in the purchase decision process. They influence which brands and products appear at all.

For international food manufacturers entering or expanding in Germany, this has clear implications:

• Product information must be clear, consistent and machine readable
• AI visibility requires more than classic SEO
• Brand and product positioning must work for both consumers and AI systems

For success in the German grocery retail market, food brands need to think beyond listing and shelf placement. Digital visibility – including AI driven discovery – is becoming part of market readiness.
At Green Seed Germany, we support international food brands in aligning product positioning, market storytelling and go to market strategy with the realities of the German retail and consumer landscape.

To get in touch with our Germany team