Healthy eating and drinking intentions in Germany have strengthened in 2026. 68% of Germans try to eat or drink healthily all or most of the time (+4pp vs 2025), supported by a renewed focus on self-care.
Healthy eating and drinking intentions in Germany have strengthened in 2026. 68% of Germans try to eat or drink healthily all or most of the time (+4pp vs 2025), supported by a renewed focus on self-care. At the same time, the K-shaped economic recovery is widening the healthy eating divide. As financially healthy Germans pull further ahead and those under strain find it more challenging to keep up, own label emerges as a key route to widening access to healthier food and drink.
Weight management is also regaining prominence, driven by the cultural impact of GLP-1 drugs, even as actual usage remains limited. This has reinforced protein-forward innovation. However, as protein fatigue begins to set in, there is space to rebalance health conversations towards fibre and broader nutrient density to support satiety and digestion.
In parallel, a back-to-roots movement and concerns around ultra-processed and heavily engineered products are bolstering the appeal of whole foods. 81% of Germans think whole foods deliver better health benefits than fortified alternatives. Brands can celebrate the inherent nutritional qualities of simple staples and boost whole-food flavour innovation, reframing everyday foods as credible, accessible and engaging health solutions.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
