Germans’ attitudes towards healthy eating have become more moderate in 2025. Interest in weight management has declined, and as such, general health perception has been on a steady decline since 2021.
Time and financial concerns are key factors that prevent German consumers from consistently eating and drinking healthily. Brands can seek to overcome this by increasing the number of product launches with convenience claims, while private labels can contribute to the democratisation of healthy eating, as food prices continue to affect buyers in Germany.
Brands which best harness the power of AI in terms of product development and helping consumers improve dietary decision-making will gain a stride on their competitors, as increasingly tech-literate consumers look for ways to free up time in their cluttered lives.
Natural claims and simplicity will also attract strong appeal, especially in the self-care space, as consumers become more aware of UPFs and more intentional with their consumption of processed foods.
Key Topics Analysed in this Report
This report is written by Hannah Sandow, Associate Director for Food & Drink Germany. After joining Mintel in 2017, Hannah gained significant experience in quantitative and qualitative research working with GNPD and Mintel Market Sizes before joining the German reports team. Drawing from her academic background in Health Science, she now researches and writes about German consumer and market trends on health and wellbeing topics.
Our analysis of healthy food consumer trends shows that technology can be expected to play an increasingly significant role as time-strapped Germans externalise dietary decision making. Simplicity will help brands to cut through the noise.
Hannah Sandow
Associate Director — Food & Drink, Germany
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