Healthy eating matters – but consumers remain price sensitive

According to the “Health on the Plate” study commissioned by German food manufacturer Heristo and conducted by Kantar, health continues to influence food purchasing decisions across Germany. The study surveyed 2,000 consumers aged 16 to 69 in May 2026 and explored attitudes towards nutrition, protein, longevity and willingness to pay for health-related benefits.

Healthy eating is a growing priority

Nearly three-quarters of respondents (74%) believe their diet has a significant impact on their health, while 75% say they pay more attention to their nutrition than they did a few years ago.

However, healthy eating remains a challenge for many consumers. Only 45% find it easy to maintain a healthy diet in their daily lives, highlighting the importance of convenient and accessible food solutions.

Protein remains highly relevant

Protein continues to be an important topic, with 49% of consumers considering a protein-rich diet important.

Rather than relying on supplements, most consumers prefer to obtain protein through everyday foods. Eggs, meat and dairy products are cited as the primary protein sources, followed by fish, nuts, seeds and legumes.

Longevity extends beyond older consumers

The study also points to growing interest in healthy ageing. Overall, 86% of respondents consider it important to stay healthy for as long as possible, and 55% say they would purchase products that support this goal.

Interestingly, interest is even higher among consumers aged 16 to 29, where purchase intent rises to 60%.

High expectations, limited willingness to pay

While consumers place significant importance on health, most are only willing to pay a modest premium for additional health benefits. The majority would accept a price increase of up to 5%, while higher premiums are significantly less appealing.

Natural ingredients are seen as the strongest justification for paying more. When it comes to trusted sources of information, doctors and pharmacists rank highest, while social media and influencers rank lowest.

Implications for international food brands

The findings suggest that German consumers continue to seek products that support health and wellbeing, but expect these benefits to be delivered through products that fit naturally into everyday life.

For international food manufacturers, opportunities may lie in products that combine nutritional benefits with convenience, trusted ingredients and clear consumer relevance. At the same time, the study highlights the importance of value: consumers are interested in health-focused products, but they expect benefits that justify the price.

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