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.
This report looks at the following areas:
- The impact of the economy and VAT increases on Germans socialising at home and out of home
- Frequency of hosting at-home social gatherings, with eight in ten Germans doing so
- Food & drink products served at at-home social gatherings, with cold non-alcoholic drinks being the top choice
- Barriers to hosting at-home events, such as space and cost
- Consumer interest in food & drink concepts for social gatherings, such as cocktail/mocktail making kits and food-sharing boards
- Attitudes and behaviour towards socialising at home, focusing on what factors hosts prioritise when serving food & drink products to their guests
- How brands can support hosts in creating (half-)homemade products to serve at their gatherings
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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EXECUTIVE SUMMARY
- The five-year outlook for at-home socialising
- Market context
- The economic situation poses a risk for hosts…
- …impacting mental health and risking isolation
- Opportunities
- Simplify variety and sharing with assortments
- Products that enable a personal touch find appeal
- Place yourself at the centre of the conversation
- Don’t let consumers wait for an occasion to host
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MARKET DRIVERS
- The German economy
- 2024 remains challenging
- Graph 1: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 2: financial confidence index, 2022-24
- Rising restaurant prices make takeaway and home cooking more appealing
- The impact of the economy on socialising at home
- Health
- Money and social isolation impact mental health
- Graph 3: perception of social life, by financial situation, 2024
- DGE and WHO aim to limit alcohol consumption
- Lifestyles
- Home as a merged space…
- …for personal, social and work life
- Spending mood is higher when in company
- Graph 4: discretionary spending categories that consumers spend money on over the course of the year, 2024
- Spending mood is higher when in company
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WHAT CONSUMERS WANT AND WHY
- Frequency of hosting at-home social gatherings
- Eight in ten Germans host social gatherings at home
- Make ‘now’ the occasion to get together
- Target 18-24s – the top hosters – with eye-catchers…
- …and mature consumers with selections for afternoon tea
- Make nine in 10 financially well-off consumers aware  of interesting products
- Create snack bundles for parents and children
- Food & drink products served at at-home social gatherings
- Food & drink are integral to social gathering
- Suggest how hosts can add a personal touch
- Drinks are a staple for hosting at home
- Graph 5: types of products served at at-home social gatherings, 2024
- Add a spark of excitement to non-alcoholic drinks…
- …and variety with drink selections
- Store-bought snacks are a convenient serving option
- Offering multi-flavour snack packs and single servings
- Provide party selections to boost variety…
- …and use multi-brand packages to build brand awareness
- Snacks and sweets in large-unit packs remain low
- Graph 6: snack and sweet confectionary launches, by unit pack size, 2020-24
- Guide men in making meals themselves
- Offer alcohol alternatives to cater to younger hosts
- Target takeaway orderers with retail food & drink bundles
- Reasons for not hosting at-home social gatherings
- Lack of space is the most prevalent reason for not hosting
- Graph 7: reasons for not hosting at-home social gatherings, 2024
- Create meal sets for small groups to tackle isolation
- Ease the cleaning-up process for hosts
- Make at-home gatherings more enjoyable for men…
- …by drawing inspiration from their hobbies
- Interest in concepts for social gatherings at home
- One in two hosts are interested in food-sharing boards
- Graph 8: interest in concepts for social gatherings at home, 2024
- Create sharing food platters…
- …taking inspiration from international category examples…
- …and product assortments
- Make the most of ready-made foods’ potential
- Barbecue mixes that are (almost) ready to serve
- Cooking kits for a personal – but quick – meal
- Create baking kits for parents…
- …that help engage their children
- Personalise baking kits…
- …and offer half-home-made products
- Behaviour towards socialising at home
- Good food & drink are important for social get-togethers…
- Graph 9: behaviour towards products when hosting at-home gathering, 2024
- …as three in four hosts prefer at-home socials over going out
- Graph 10: behaviour towards hosting an at-home social gathering, 2024
- Highlight quality and ingredients for a premium feel
- Use kits and boxes to recreate evenings out at home
- Make use of Germans’ preference for joint breakfasts…
- …as they enjoy it in company on the weekends
- Stand out to spark conversation
- Attitudes towards social gatherings at home
- Germans seek product variety and healthier options
- Graph 11: attitudes towards food and drink variety at social gatherings at home, 2024
- Provide alcohol alternatives to balance alcohol
- Almdudler positions itself as the heart of a party
- Inspire with healthy recipes for scratch cookers
- Stand out with flavoured healthy snacks
- Tapping into snacks on the healthier side
- At-home gatherings are more affordable than going out
- Graph 12: attitudes towards hosting and attending social gatherings at home, 2024
- Enhance the convenience of takeaways
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Topics covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
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