German consumers mix food trends instead of following diets

A recent Shopper Insights study by YouGov (April 2026)* shows a clear shift in the German market: consumers no longer follow strict diet concepts, but instead selectively combine different nutrition trends.

High awareness of key nutrition trends

Nutrition remains a highly relevant topic for German consumers:

– 47% actively and continuously follow nutrition topics, particularly among younger consumers (18–24)

– Awareness is very high: only 5% are not familiar with any of the trends surveyed

The most recognised and widely tried trends are:

– Reduced / no sugar

– High protein

– Alcohol-free alternatives (each reaching awareness levels of up to 80%)

Flexible consumption drives purchasing behaviour

Consumers are increasingly pragmatic in their choices:

– 48% adopt selected elements of nutrition trends that fit their lifestyle

This is directly reflected in shopping behaviour:

– 78% of milk buyers purchase both dairy milk and plant-based alternatives

This highlights a key characteristic of the German FMCG market: different product concepts coexist within the same basket.

Strong growth in key food categories

The study identifies several categories with above-average sales growth:

– High protein: +30%

– Fermented / gut health: +27.1%

– Alcohol-free alternatives: +11.7%

Kefir is highlighted as an example of renewed demand driven by social media formats such as “Glow Drinks” and “Good Health” content.

Shift in long-term consumer priorities

The study also points to a structural change in consumer focus:

– The former low-fat trend has been replaced by sugar reduction

– 37% of German households actively monitor sugar intake

The German food market is increasingly defined by flexibility rather than strict positioning. Consumers combine trends based on individual needs, making it essential for brands to address multiple purchase drivers within one product or range.

* The study is based on an ad-hoc survey of 1,007 shoppers in Germany, combined with the YouGov CP+ 3.0 FMCG panel.

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