| According to Nielsen, the category of vegetarian prepared meat, such as meatballs, nuggets, and schnitzels, has recently grown by 12.5% to just under € 97m in Germany. This is not a surprise, considering that, according to Mintel, 58% of German consumers have described themselves as flexitarians in 2018. The trend is moving strongly in a completely vegan direction and away from soy towards ingredients like peas, potatoes, lupines, cashew, sunflower seeds, jackfruit, and mushrooms. In addition, German consumers have developed an increased awareness for sustainability aspects in cultivation, logistics and packaging.1 Discounter Lidl has already reacted and now offers its “Next Level” range with plant-based cevapcici as the latest addition to burgers and mince now climate-neutral and with new packaging that has 70% less plastic and is fully recyclable. Manufacturers like top player Rügenwalder have responded to criticism and now optimize products in terms of number and quantity of additives.1 We expect new products like plant-based ready meals (e.g Lidl private label) and plant-based pork ribs (Ojah) to enter supermarket shelves soon. Also in the “affiliated” category of dairy alternatives, manufacturers are becoming increasingly creative with their new developments and will launch for example cashew-based yogurt (Happy Cheese) or almond-based mozzarella (AIXA/ PHW) and iced coffee (Emmi) shortly. Whether egg replacement will be the next veggie trend in Germany is still questionable as the latest products resemble liquid omelette convenience products – a product that German consumers are rather not accustomed to and unlikely to adapt to. Currently, there is no substitute for the egg with its two-component nature.1 What innovative product do you have to offer to the German grocery retail market and to attract buyers? Contact us and explore your opportunities in Germany: info[at]greenseedgroup.de 1Lebensmittelzeitung Image: Lidl | 
