Germans are cutting down on meat

Despite Germany’s reputation as a meat loving nation, particularly Bratwurst sausages, results from GlobalData’s latest survey revealed that German consumers are cutting back on their meat consumption. This is evident in the proportion of Germans claiming to follow a low meat daily diet increasing from 26 per cent in 2014 to 44 percent in 2017.

Cutting down on meat products within the daily diet directly affects the Germans’ buying behaviour in the supermarkets, as they opt for meat free alternatives. From a marketing perspective, German supermarkets may experience an increasing demand for meat alternative products to align with the national consumer’s needs.

Plant-based ingredients offer an unlimited source of inspiration for brands. Vegetables and legumes, in particular, have the advantage of being versatile as they can be embedded in numerous recipes. Additionally, because of their health credentials, plant-based products can meet the needs of those Germans worried about a nutritional deficiency that may occur diets low in meat protein.

Germany: consumers following a low meat daily diet, by years, 2014¹, 2017²

Source:1. GlobalData 2014 global consumer survey. 2. GlobalData 2017 Q1 global consumer survey