Stay ahead of the curve and future-proof your business with Mintel’s Germany Home Cooking Market Report 2024. Our full report is packed with consumer-led market intelligence, and consumer trends and behaviours. Get a 360° view of the home cooking Germany market including a home cooking Germany market forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Our Report Delivers Key Insights On
- An overview of the home cooking Germany market, including market drivers and expert insights.
- What types of meals German consumers prepare at home and consumption frequency.
- Key reasons for cooking at home.
- Consumer behaviours and attitudes towards home cooking in Germany, such as the evolving perception of sustainability in home cooking.
- Recent product launch activity, innovations and market opportunities, as well as consumer expectations in home cooking over the next year.
An Overview of the Home Cooking Germany Market
Persisting high inflation maintains its influence over German households’ budgets, resulting in consumers’ looking to save money. However, time is a commodity that can’t be bought.
Despite being pricier, many Germans use ready prepared ingredients to alleviate time and stress, making them popular with home cooks of all economic statuses. Going forward, on-pack efficiency cues, such as energy-saving benefits, will keep cost-cutters engaged with value-added goods.
Attitudes Towards Home Cooking in Germany: What Consumers Want and Why
- Attitudes Towards Home Cooking in Germany: Once a nation of scratch cooks, almost half of Germans now use both raw and prepared ingredients – peaking at 51% among the age group of 16 to 44–year-olds – underlining the role of convenience in the kitchen.
- Home Cooking Germany Market Trends: As the government increases its healthy eating efforts, consciousness to the danger of UPFs and meat-heavy diets will rise – cooking meals fully from scratch may grow as a result. For some, however, time and money restraints have seen meal repertoires stagnate. 49% of consumers in Germany eat the same meal multiple days in a row, risking nutrient deficiencies. Expediting and incentivising balanced, nutritious diets, for example through ‘complete’ meal components or with ‘glow up’ tips, will captivate health-conscious Germans and align brands with the government’s new health agenda.
- Home Cooking Germany Market Forecast: AI’s rapid rise is set to redefine how consumers look for information, including how they shop, prepare, and cook meals. Short-term investment in this sector will see long-term benefits. Although climate change will affect how and what Germans cook, sustainability is dipping as a purchase differentiator. Brands that take a flavour-first approach to eco-friendly innovation will incentivise sustainable action, while in future, AI-driven apps and chatbots will be integral to cutting waste, as well as boosting quality and health.
More About This Report
This report looks at consumer behaviours and attitudes towards home cooking in Germany. It explores households’ typical meal preparation, the behaviour of home cooks, the factors most important in determining choice of meals for everyday and leisure occasions.
Meet The Expert
This report, written by Adam Millward, Research Analyst, delivers in-depth commentary and analysis to home cooking trends in Germany and add expert context to the numbers.
Looking at attitudes towards home cooking in Germany, it becomes clear that money matters to home cooks, with the use of prepared ingredients rising as a time saver and stress reducer. Looking ahead, AI technology will reshape how German consumers plan and cook their meals.
Adam Millward
Research – Mintel Reports
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EXECUTIVE SUMMARY
- Short-, medium- and long-term outlook for cooking at home
- Market context
- Germans now cook from part-scratch most often
- Graph 1: cooking meals entirely/partially from scratch, 2024
- Persistent yet falling inflation ensures money remains the primary driver of cooking habits
- Germany’s ageing population is a shot in the arm for scratch cooking
- Graph 2: population forecast and breakdown in age groups, 2021-70
- BMEL’s 2024 Food and Nutrition Strategy promises to democratise healthy diets
- Hybrid working has pushed Germans to expedite their cooking
- Tech-powered cooking solutions may become a mainstay, even in the short-term
- Opportunities
- Shift the narrative from quantity to quality to keep money-motivated Germans onside
- Take the burden out of varied diets for busy cooks
- ‘Glowed up’ components can make healthy cooking a more appealing prospect
- Microwave cooking can make a comeback in the era of ultra-fast food
- Place all-purpose sauces and seasonings at the centre of the plate
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MARKET DRIVERS
- The German economy
- 2024 is expected to be more challenging than initially predicted
- Graph 3: key economic data, in real terms, 2019-25
- The inflation rate is slowly bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 4: financial confidence index, 2022-24
- Finances
- Price increases for essentials continue to place a heavy burden on household budgets…
- Graph 5: selected household and lifestyle issues faced in the last two months, 2022-23
- …ensuring money is still the primary driver of Germans’ cooking habits
- A return to 19% VAT rate for eat-in meals will benefits the premium home cooking space
- German lifestyles
- Germany’s ageing population is a shot in the arm for scratch cooking…
- Graph 6: population forecast and breakdown in age groups, 2021-70
- …meaning that messaging for Gen X and Baby Boomers is a main concern for cooking brands
- One-person households will account for 45% of all households by 2040, a boost for convenient cooking aids
- Graph 7: households and projected household, by type of household, 2000-40
- Between commuting, working and socialising, busy Germans look to expedite their cooking…
- …meaning tech-powered cooking solutions may become a mainstay, even in the short-term
- Health and wellbeing
- More than half of Germans are overweight or obese
- Graph 8: trends in body mass index (BMI), 1999-2021
- BMEL’s Food and Nutrition Strategy 2024 aims to democratise healthy diets…
- …while encouraging a PB (plant-based) future
- Persisting world and domestic crisis will challenge brands to support mental as well as physical health
- Environment
- Climate change will shape what Germans cook with…
- …as well as how home cooking is done
- Graph 9: extent to which consumers prioritise time spent outdoors*, 2023
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WHAT CONSUMERS WANT AND WHY
- Frequency of cooking in the home
- Hybrid cooking is now Germany’s preferred mode of cooking at home
- Time is of the essence for overstretched Germans, causing a rise in hybrid cooking since 2021
- Graph 10: cooking meals entirely/partially from scratch, 2021 vs 2024*
- Younger consumers lean on part-prepared ingredients most often…
- Graph 11: cooking meals entirely/partially from scratch, by age groups, 2024
- …but the hybrid-cooking bug has bitten the active 55+ cohort
- Reasons for cooking at home
- Healthy diets motivate home cooking, but money is a growing driver
- Graph 12: reasons for cooking from scratch or semi-scratch, 2024
- With money tight, Germans resort to prepared ingredients in cooking…
- Graph 13: those who cook from part scratch, by financial health, 2021 vs 2024
- Graph 14: cooking meals entirely from scratch, by financial healths, 2021 vs 2024
- …saving them precious time, and taking the stress out of home cooking
- Graph 15: agreement with ‘Money concerns mean I am cooking meals from scratch/partly from scratch more often than I previously did’, 2024
- Emphasise the added efficiency of pre-prepared ingredients
- Supercharge Germany’s money-saving efforts with energy-efficient cooking initiatives…
- …and no-cook solutions
- To keep consumers onside, shift the narrative from quantity to quality
- Who are Germany’s cooking enthusiasts?
- Cater to enthusiast cooks: how to push cooking experience to the next level
- Cater to all cooks: how to make enjoyable cooking accessible for everyone
- Behaviours related to cooking at home
- Home cooks are falling into food ruts
- Graph 16: behaviours related to cooking at home, 2023
- Money and time pressures cause cooking habits to stagnate
- Graph 17: consumers who often eat the same meal multiple days in a row, by reasons for cooking partly/entirely from scratch, 2024
- Promote microrotation in cooking repertoires to help busy cooks out of food ruts
- Revamp one-pot cooking as a fast meal solution
- Turn dinner time into an opportunity for education
- Speedy and nutritious microwave cooking can make a comeback in the era of ultra-fast food
- Use viral recipes to help consumers get the most out of their appliances
- Intentions in home cooking over the next 12 months
- Almost half of Germans want to cook more healthily
- Graph 18: in the next 12 months, consumers expect to…, 2023
- Healthy eating: what to focus on in the next 12 months
- Flexi-sentiment remains, but brands must prepare for a new PB (plant-based) landscape
- Familiar, accessible protein is essential to centre-of-plate innovation…
- …while cooking aids that deliver taste and experience will win in the plant-based space
- ‘Seafaux’ can succeed meat substitutes as a winning alternative protein
- Indulge all senses to make healthy cooking more appealing
- A focus on slow-burn energy fixes will resonate with on-the-go contingent
- Umami can open the door to lower-fat/-sodium cooking
- Crucial in 2024: help consumers eat healthily on a budget
- Attitudes towards cooking at home
- Prepare for the premiumisation opportunity in 2024
- Graph 19: attitudes related to cooking at home, 2024
- As fiscal confidence rebounds, Germans are determined to maintain their quality of life…
- Graph 20: agreement with ‘I am confident I will be able to maintain my standard of living over the next year’, by financial health, 2023
- …opening the door for restaurant-quality at-home dining
- Bolster the at-home cooking experience with digital entertainment tie-ins
- International inspiration: Heinz encourages ketchup cooks to slow down
- Sustainability: low-carbon cooking must be palatable for tastebuds and wallet alike
- Sustainability: low-carbon cooking must be palatable for the tastebuds and wallet alike
- Give comfort and pleasure precedence over eco credentials
- Bundles and multibuy offers can drive sales of sustainable goods
- Ignite interest in sustainable food products through hyperlocal innovation
- To promote waste-free cooking, move versatile cooking aids to the centre of the plate
- Champion the use of food waste in the home kitchen
- AI is already making a splash in home cooking, giving brands a glimpse into the future
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LAUNCH ACTIVITY AND INNOVATION
- Sauces & seasonings lead new innovation in the home cooking space
- Graph 21: launches in selected home cooking products and aids, by launch type ‘new product’, by share of category, 2021-24
- Just Spices expands allrounder and mix ranges, reflecting home cooks’ desire for speed and utility
- Nestlé’s Maggi prioritises natural ingredients in 2023 launches
- Thomy continues to revolutionise sauce dispensing methods
- Fuchs Gewürze centres on sustainability with ‘probably the most sustainable pepper in the world’
- Infarm’s EU struggles are an ominous portent for eco-friendly vertical farming
- Own labels take explorative steps in 2023 sauce and seasoning launches
- Average salt and sugar content is rising in seasonings as healthy eating measures loom
- Graph 22: seasonings mix launches, by average salt and sugar content (g per 100g/ml), 2019-24
- Low/no/reduced claims are set to grow in seasonings and stocks
- L/N/R condiments are likely to attract attention from the moderation generation
- Sauce and stock brands move quickly to tap into the plant-based cooking boom
- Graph 23: seasonings, stocks, cooking sauces and other sauces, by vegan/no animal ingredients claims, 2021-24
- Fast-moving sauce and seasoning brands buy into plant-based cooking
- Veggie innovator VeQui offers chocolate indulgence centred on plants
- With cooks looking for durability and versatility, ambient ready meals go from strength to strength
- Graph 24: ready meal launches, by storage type, 2021-24
- Nimble players reimagine prepared meals for modern cooks
- Retailers launch fresh meal buffets, capturing the rising on-the-go occasion
- HelloFresh brings ‘Factor’ ready meal line to Europe
- Thermomix’s TM6 boasts sixteen cooking functions
- Premium claims edge forward in animal protein launches, showing manufacturers are responding to meat reduction trend
- Graph 25: meat, poultry and fish product launches, by top claims, 2021-24
- Animal protein brands use quality indicators to appeal to the moderation generation
- Organic claims grow in new meat substitute launches from 2022-23
- Graph 26: meat substitute launches, by top claims, 2021-24
- ‘Seafaux’ offerings are muscling in on the meat alternative space
- Advertising and marketing activity
- Heinz demonstrates its value as a tasty time-saver
- Maggi extols ease of use in new world-cuisine range
- Iglo’s Veganuary offering challenges consumers to leave their comfort zones
- Iglo’s ‘Iss Bunter’ range lends itself to image-sharing platforms
- Vegetables don’t need to be dull, says Knorr
- HelloFresh emphasises localism and sustainability aspects in behind-the-scenes look
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
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