Hosting social gatherings is common among Germans, with 79% doing so. 41% host less than once a month, leaving brands room to increase hosting frequency.
Although 74% of Germans agree that socialising over food at home is more affordable than going to a restaurant, economic pressure also impacts their behaviour; 47% of German hosts have cut back on their spending for at-home social gatherings.
German hosts show a strong preference for adding a personal touch to the food & drink they serve, with 75% serving homemade food. Still, store-bought options remain popular for their convenience and variety. Ready meals, as well as baking and cooking kits will find appeal, especially for male hosts or parents.
Interest in food-sharing boards is high among 51% of hosts, highlighting the opportunity for brands to offer ready-to-serve assortments and occasion-themed platters. Hosts are drawn to premium products and unique flavours, with 57% saying they like to buy food/drink that will be a conversation starter at their gatherings, and 54% note that such gatherings encourage them to buy food & drink they have not tried before. Brands can capitalise on this interest by introducing bold, eye-catching products, and encouraging gatherings without a specific occasion.
Hosts want to add a personal touch to their servings. Highlight variety with assortments, and encourage them to showcase products they haven’t tried before.
Charlotte Sander, Research Analyst
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