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"With protein claims proliferating, celebrate basic whole foods as trusted, everyday choices grounded in inherent health functionality. Fibre-led satiety offers a food-first solution to weight management."
Eliana Riera-McInnes, Foodservice Research Analyst
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.
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