Germany Attitudes towards Home Cooking Market Report 2022

The Germany Attitudes Towards Home Cooking Market Report 2022 identifies consumers’ attitudes towards home cooking, the impact of the pandemic on changing attitudes towards food in Germany, and possibilities for innovation in the Home Cooking Germany market. This report covers the Home cooking Germany market size, the Home cooking Germany market forecast, market segmentation and industry trends for the Home Cooking Germany market.

Click here to view the German version of our Germany Attitudes towards Home Cooking Market Report 2022.

Current Market Landscape

The initial lockdown and restrictions led to changes in attitudes towards food in Germany and initiated a rise in at-home meal occasions as well as an increase in scratch cooking and baking that provided an at-home activity to help pass the time.

Scratch cooking plays a major role in Germany as our Home Cooking Germany report has shown. Over half of home cooks mostly cook from scratch – it is considered enjoyable as it allows meals to be healthier and/or tailored to personal preferences. The Covid-19 impacts on food related behaviour in Germany are significant as many Germans expect to be cooking more from scratch post-pandemic, making this a major opportunity.

Home Cooking Germany Market Share and Key Industry Trends

At-home meals were fueled by the 2021 lockdown, and any later restrictions as well as wariness of public places and pressure on incomes continued. Scratch cooking is considered healthy, and the long-term uplift of working from home contributes to the home cooking frequency Germany.

• 52% of German home cooks mostly cook from scratch.
• 37% of German home cooks expect to be cooking more from scratch post-COVID-19.
• 38% of Germans still feel uncomfortable going to restaurants.
• 38% of Germans who eat unhealthily do so because they are in a rush.

Future Trends in the Home Cooking Germany Market

Changed attitudes towards food in Germany are increasing consumers’ concerns around health, and consequently they pay more attention to their diets. Speedy lunches for working at home and more premium meals for evenings hold potential. Moreover, social media’s role in providing recipe inspiration and improving cooking skills is growing significantly resulting in a new generation of ‘digital home cooks’. Brands can enter this space to secure a long-term competitive edge.

Our Home Cooking Germany report identifies that many home cooks see scratch-cooked meals as healthier and weight management has become a priority post-pandemic. Convenient scratch cooking aids that encourage quick, healthy eating have potential and cooking products that equip home cooks with the right tools to make plant-based dishes warrant attention.

Read on to discover more details or take a look at all of our German Consumer Lifestyle Market Research.

Quickly Understand

• Market drivers for at-home cooking.
• The impact of COVID-19 on home cooking behaviours.
• Types of meals prepared and frequency of consumption.
• Key reasons for cooking meals from scratch or semi-scratch.
• Interest in home cooking features and approaches.
• Behaviours and attitudes related to cooking in the home.
• Recent product launch activity and market opportunities for 2022.

Covered in this Report

Brands: Just Spices, Whats App, TikTok, Quinola, Knorr, Heinz, SimplyCook, El Taco Truck Fridge, Giovanni Rana, HelloFresh, and more.

Expert Analysis from a Specialist in the Field

This report, written by Valentin Thies, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends in the Home Cooking Germany market, and adds expert context to the numbers.

Healthy eating, convenience, skill development and connecting people through food are key areas for brands to explore as home cooking becomes more popular.

Valentin Thies
Senior Food & Drink Analyst