2022
9
Germany Attitudes towards Lunch at Home Market Report 2022
2023-01-11T13:33:31+00:00
REP3CD8DB93_04B0_4B95_9005_C8ABB4CC2823
2195
159268
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Report
en_GB
Hybrid working presents opportunities to call out suitability for the lunch-at-home occasion and to target health-oriented scratch cooks with veg-centric options. Katrin Förster, Food & Drink Research Analyst, Germany…

Germany Attitudes towards Lunch at Home Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Attitudes Towards Lunch at Home Market Report 2022 identifies consumers’ attitudes towards lunch at home, the impact of increased WFH and inflation on German eating habits, and what type of products consumers buy for their lunch at home.

Do Germans Go Home for Lunch? – Current Market Landscape

A significant number of Germans eat lunch at home several times a week, and according to our Lunch at Home in Germany market report, hybrid working will continue to support the number of at-home lunch occasions at above pre-COVID levels, thus, increasing the home cooking frequency Germany 2022.

Lunch at home has also gained significance amid the cost of living crisis. Indeed, a lot of Germans who eat lunch at home say that wanting to save money has prompted them to cook their lunches from scratch more often. So, do Germans cook at home? The answer is yes. Due to an increase in WFH and rising prices, cooking from scratch presents itself as a cheaper alternative to foodservice.

What Do Germans Cook at Home? – Market Share and Key Industry Trends

Once inflationary pressure eases, competition from foodservice for the lunch occasion will regain momentum. However, the number of people eating lunch at home will remain higher than before the pandemic driving a higher total number of such occasions.

Increasing food and drink prices not only affect consumers eating habits in Germany, but also what they buy. As a consequence of increasing prices, many will purchase more own label products, while others are turning towards low-cost retailers – brands will have to prove their value against discounters/own labels that are upping their game.

  • 68% of Germans eat lunch at home at least 3 to 4 times a week.
  • 65% of Germans who eat lunch at home say that saving money is the key reason for preparing lunch from scratch more often.
  • 65% of Germans who eat lunch at home eat dishes created completely from scratch for everyday occasions.
  • 85% of Germans who cook lunch at home use fresh produce in their dishes.

What Do Germans Eat at Home? – Future Trends

The predicted long-term increased interest in health will also affect eating habits in Germany. Products which help people meet their nutrition targets will appeal to German lunch consumers, and those aiding people to create meat-free lunches will meet growing demand given the increasing popularity of plant-based diets. Thus, there are opportunities for brands to offer convenient lunchtime solutions with a balanced nutrition, as well as more plant-centric meals.

Do Germans cook at home? – While numbers of at-home lunches are increasing due to varying factors, many consumers are actually buying more frozen/tinned food instead of fresh products to save money on food/drink. There is an opportunity for cupboard-staple brands to promote their strong value-for-money proposition.

Read on to discover more details or take a look at all of our German Eating Habits and Food Trends Market Research.

Quickly Understand

  • What are the market drivers for lunch at home?
  • The impact of inflation and hybrid working models on German eating habits.
  • Frequency of consumption, with over half of Germans eating lunch at home at least 3-4 times a week.
  • How much time do consumers spend on average to prepare everyday lunch at home?
  • What do Germans eat at home – fresh produce, frozen or chilled foods?
  • What factors/qualities are buyers looking out for – convenience, healthiness, etc.?
  • Attitudes towards lunch at home – interest in ways to keep it exciting and a strong wish for inspiration.
  • Behaviours, including opportunities for nutritionally balanced snacks to gain a foothold in the lunch-at-home occasion.
  • Recent product launch activity and innovations.

Covered in this Report

Products: Fresh produce (fruits, vegetables), chilled food, frozen food, dry food (rice, legumes), tinned food, and more.

Brands: Bonduelle, Scratch, Penny, Birkel, Barilla, WhatsApp, TikTok, Maggi, Quinola, Merchant Gourmet, M&S, Miam, Just Spices, YouTube, Sargento, Abakus, L’Osteria Tortelloni, EDEKA, Little Lunch, Lenas Küche, Alnatura, Iglo, Davert, Tress Brüder, bio verde, Giovanni Rana, Food for Future, Just Taste, Original Wagner, and many more.

Expert Analysis from a Specialist in the Field

This report, written by Katrin Foerster, a leading analyst in the Food & Drink sector, delivers in-depth commentary and analysis to highlight current trends in the German Lunch at Home Market 2022, and adds expert context to the numbers.

Hybrid working presents opportunities to call out suitability for the lunch-at-home occasion and to target health-oriented scratch cooks with veg-centric options.

Katrin Förster
Katrin Förster
Food & Drink Analyst, Germany

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
  2. MARKET DRIVERS

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • Market drivers specific to the lunch-at-home occasion
  3. WHAT CONSUMERS WANT AND WHY

    • Frequency of lunch consumption at home
    • Graph 2: frequency of eating lunch at home, 2022
    • Graph 3: frequency of eating lunch at home, by age groups, 2022
    • Graph 4: expected frequency of eating lunch at home in six months' time, by age groups, 2022
    • Time spent preparing everyday lunch at home
    • Graph 5: average time spent on preparing/cooking lunch at home for an everyday occasion, 2022
    • What people eat for lunch at home
    • Graph 6: types of dishes eaten for lunch at home, by occasion, 2022
    • Graph 7: types of food used to prepare/cook lunch at home on an everyday occasion, 2022
    • Important qualities when preparing/cooking lunch at home
    • Graph 8: most important qualities when preparing/cooking lunch at home on an everyday occasion, 2022
    • Attitudes towards lunch at home
    • Graph 9: attitudes towards lunch at home, 2022
    • Graph 10: agreement with the selected statements, by age group, 2022
    • Behaviours related to lunch at home
    • Graph 11: [no title]
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 12: product launches in selected home cooking products and aids* categories, 2018-22
    • Graph 13: top convenience claims in selected home cooking product launches featuring a convenience claim, by category, 2018-22
    • Graph 14: prepared meals and meal kit launches, by top five claim categories, 2018-22
    • Graph 15: ready meal and meal kit launches, by branded vs private label, 2018-22
    • Graph 16: product launches in selected home cooking categories*, 2018-22
    • Graph 17: pasta retail segmentation, by value (€m), 2017-21
    • Graph 18: pasta retail market segmentation, by volume (000 tonnes), 2017-21
    • Graph 19: top five claims for processed fish, meat and egg product launches, 2018-22
    • Graph 20: product launches in selected home cooking products and aids* with plant-based claims, 2018-22
    • Advertising and marketing activity
  5. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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