The Nutrition Report – How Germans shop, cook and eat
The Nutrition Report reveals a notable shift in dietary habits in Germany. Fewer people are consuming meat and sausage products daily, with the proportion dropping from one in three in 2015 to one in five currently. This decline in meat consumption is accompanied by a rising interest in plant-based alternatives. One in ten Germans now eats plant-based products daily, a significant increase from 5% three years ago. This trend is particularly pronounced among younger generations, with 18% of 14-29 year-olds choosing plant-based options, compared to 5% of those over 60.
Consumer interest in plant-based products is driven by various factors. Curiosity tops the list at 73%, followed by environmental and animal welfare concerns, and taste, each cited by 63% of consumers. Overall, taste remains the most crucial factor for 94% of shoppers. Health considerations also play a significant role, prompting nearly half of the consumers to buy plant-based foods.
The report also highlights a growing demand for transparency in food production, including aspects like regionality and organic farming. 44% of respondents prefer purchasing products with certifications such as organic labels, animal welfare labels, Fairtrade labels, or regional labels. Additionally, awareness of the Nutri-Score, a nutritional rating system, has increased significantly, from 44% in 2021 to 84% in the latest survey.
Agriculture Minister Özdemir announced plans to introduce a draft for the government’s nutrition strategy, aiming to promote diverse, healthy, and sustainable food options in various settings, including schools and canteens. He also reiterated his proposal for advertising restrictions on unhealthy foods targeted at children.
Criticism from environmental groups like the WWF suggests that while consumers are eager to adopt more environmentally friendly diets, the government could do more to remove barriers to sustainable eating. The WWF recommends measures such as eliminating VAT on fruits, vegetables, and legumes, and encouraging retailers to promote plant-based products more actively.
The Nutrition Report, conducted by the Forsa Institute, is based on a representative survey of about 1000 individuals aged 14 and above, conducted between May 15 and 26, 2023. This annual report, established in 2016, also indicates a strong consumer preference for animal welfare, regional products, and environmental and climate considerations in food production.
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