Nutrition Report 2024 – Trends and Opportunities in the German Food Retail Market
The BMEL Nutrition Report 2024, conducted annually by the market research institute Forsa on behalf of the Federal Ministry of Food and Agriculture (BMEL) surveys around 1,000 citizens aged 14 and over to provide a current picture of eating and shopping habits in Germany. The findings clearly show that plant-based nutrition remains a stable trend. Alternatives to animal products have become well-established in German kitchens, offering significant opportunities for companies entering the German market.
Here are the key insights from the report:
- Focus on animal welfare and organic products
65% of Germans now pay attention to the animal welfare label when shopping, almost twice as many as in 2015. The EU organic label is also gaining importance, with 59% of consumers actively looking for it, compared to 47% in 2015. - Growing acceptance of plant-based alternatives
The proportion of Germans regularly buying vegetarian or vegan alternatives has significantly increased. 39% of respondents now regularly choose these products, a 10 percentage point increase since 2020. Among 14- to 29-year-olds, 58% regularly purchase plant-based alternatives, and 18% consume these products daily. - Flexitarians on the rise
41% of the population identify as flexitarian, actively contributing to a more plant-based diet. Together with vegetarians and vegans, these groups now represent more than half of German consumers, creating a strong market for producers of meat alternatives. - Health and taste remain central
99% of respondents cited taste as the most important factor when choosing food. Health is also a top priority, especially among women: 97% of women emphasize healthy eating, compared to 85% of men. - Decline in meat consumption
Only 23% of Germans eat meat or sausage daily, an 11 percentage point decrease since 2015. At the same time, per capita consumption of meat and sausages has dropped to the lowest level since records began, now at 51.6 kg per year, which is 9.3 kg less than in 2018. - Nutri-Score as a key guide
The Nutri-Score has become an important purchasing guide for German consumers. 88% of respondents have noticed it on packaging, and 37% say it directly influences their buying decisions. - Increasing importance of regional and seasonal products
77% of Germans pay closer attention to buying regional products, and 80% prioritize seasonal fruits and vegetables. - Demand for plant-based options outside the home
The plant-based trend extends to out-of-home dining: 37% of respondents want to see more vegetarian or vegan options in restaurants, canteens, and from delivery services. - Consumer support for better animal welfare and organic farming
Germans expect more political commitment to improving animal welfare and sustainable agriculture. 88% support the expansion of organic farming, while 91% are willing to pay more for meat if the money goes directly to farmers.
The Nutrition Report 2024 shows that the German food market is moving steadily towards plant-based and sustainable products. This creates tremendous opportunities for foreign companies in the food & drink sector to establish themselves in Germany with innovative and health-conscious offerings.
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