The Germany Healthy Eating Market Report 2022 identifies consumers’ attitudes towards eating and drinking healthily as well as the impact of COVID-19 and inflation on those attitudes, and the frequency of eating and drinking healthily. This report covers the attitudes towards healthy eating and drinking in Germany market size, market forecast, market segmentation and industry trends for the Germany healthy eating market.
These are some statistics on Germans opinions and attitudes towards healthy eating and drinking.
The majority of Germans try to eat and drink healthily most of the time. 66% of the German population state that they make an effort to consume healthy foods and drink, which contrasts the high obesity figures in Germany.
Overall, a shift towards conscious consumption is visible, with a new ‘trinity’ of holistic health emerging: good for the body, good for the mind and good for the planet. Germans are getting more conscious about ow a healthy diet contributes to their overall wellbeing, and are realising that this is a factor well within their control to ensure they live a healthy lifestyle.
While over half of Germans claim to at least try to eat/drink healthily, high obesity levels in Germany are fueling the demand for convenient better-for-you foods/drinks that encourage better and balanced dietary choices, resulting in improved weight management. This paradox is partly driven by a reliance on few and differing sources of dietary advice, leading to varying levels of nutrition proficiency. Moreover, the lack of on-pack transparency in some food/drink can lead to confusion and misinformed dietary choices.
Another growing interest on the German healthy eating market, is holistic health resulting after COVID-19 increased the focus on physical, mental, and planetary health. Products can connect the dots between such specific health factors and holistic health for a more long-term preventative health approach.
With rising obesity levels and health misinformation remaining a challenge, brands can play a bigger role, alongside the government, in informing consumers by, e.g. using simple health cues on-pack and exploring new channels of communication, e.g. TikTok, to create education touchpoints for credible information.
A further adoption of increased transparency will improve decision making in favour of healthier product options. In food/drink health themes such as plant-based dieting, conscious consumption, and functional health, e.g. immune, gut, mental health, will prevail in the next years.
Long-term, growing consumer pressure and government ambitions to increase organic farming will democratise access to sustainable nutrition. Furthermore, increased digitalisation will result in more products targeting mental wellbeing and access to affordable personalised direct-to-consumer nutrition services/products.
Sustainable nutrition is one of the most important diet trends of the decade. A more conscious approach to consumption, coupled with government pressure, will drive demand for plant-centric products. Concepts that embed planetary health in their value proposition and encourage the consumption of more plants hold potential.
Read on to discover more details or take a look at all of our Healthier Lifestyles Market Research.
Products: Consumers’ attitudes towards and behaviours related to healthy eating and drinking (including all food and drink categories).
Brands: EAT-Lancet, Lorenz, PepsiCo, Maggi, Greenforce, Voelkel, Onken, Quinola, and more.
This report, written by Valentin Thies, a leading research analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends in the Germany attitudes towards healthy eating market and adds expert context to the numbers.
A growing focus on holistic health is shifting the market towards better-for-you (BFY) food/drink that address long-term physical, mental and planetary health.
Valentin Thies
Senior Food & Drink Analyst
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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