Germany Breakfast Eating Habits Market Report 2024
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Flexible breakfast eating patterns require convenient on-the-go ready meals, multi-purpose breakfast snacks, and satiating options to keep German consumers full and satisfied. Charlotte Sander - Associate Analyst…

Germany Breakfast Eating Habits Market Report 2024

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Breakfast Eating Habits Market Report 2024. Our full report is packed with consumer-led market intelligence, Germany breakfast trends, and consumer behaviours affecting your industry. Get a 360° view of breakfast habits in Germany including a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • The short-, medium- and long-term impact of inflation on breakfast habits in Germany, choice of foods eaten, and location.
  • Frequency of eating breakfast and foods eaten for breakfast in Germany.
  • How breakfast products can align with German consumers’ busy mornings through convenience and on-the-go options.
  • Germany breakfast product launch activity.

An Overview of Breakfast Habits in Germany

Baked goods remain a breakfast staple for the majority of German consumers. This also supports categories used as toppings such as jam, cheese, sliced meat or spreads.

Breakfast during the week serves as a more functional way to start the day, while breakfast on the weekend is a more indulgent affair. However, the return of 19% VAT on eating out means more German consumers will have their breakfast at home or opt for cheaper venues when they do eat breakfast out of home.

Breakfast in Germany: What Consumers Want and Why

  • The Impact of Inflation on Germany Breakfast Foods: Many German consumers are choosing private label breakfast items instead of branded products or bread from bakeries, while some skip breakfast completely to save money. The continued income squeeze will cause Germans to remain cautious when spending on groceries and eating out. Therefore, bread from bakeries remains a treat for special breakfast occasions, for example, the weekends.
  • Germany Breakfast Trends: 63% of German consumers are looking for healthy breakfast or brunch items, and prefer brands that align with their values and expectations in nutrition, transparency, and sustainability.
  • Breakfast Habits in Germany: 51% of Germans eat their breakfast at work, school, or college and 33% eat while they’re commuting, increasing the importance of convenient and flexible on-the-go options to fit into German consumers’ busy lifestyles. Brands can tap into international examples of savoury ready meals or innovate in all-in-one breakfast drinks. A fair share of consumers in Germany also tend to eat multiple little snacks throughout the morning instead of having one big breakfast, which creates opportunities for breakfast snacks that can serve as a bridge between breakfast and lunch.

To learn how to connect with your audience, purchase our Germany Breakfast Eating Habits Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Kroger, Rapunzel, Aldi, Western Family, Lidl, Natural Crunchy, Breakfast Club, Kuchentratsch, Lufthansa, dean & david, Haferkater, Deutsche Bahn, Mack in Butzbach, Zeh in Lindau, Feel Fit, DiGiorno, Alpha Foods, yfood, Feel Good, Rio d’Oro, Elite Sports Nutrition, Mogli, The Bibigo, Bio&Me, Funnyfrisch, Readywise, Myprotein, Peas of Joy, Grenade, Biotiful, Prozis, Allos, and more.

Products: Porridge, cereal, fruit, nuts, bread, bread rolls, eggs, yogurt/yogurt drinks, baked goods, granola, muesli, snack bars, biscuits, meal replacement drinks, and more.

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Expert Insights on Breakfast Habits in Germany

This report, written by Charlotte Sander, Associate Analyst, delivers in-depth commentary and analysis to highlight Germany breakfast trends and add expert context to the numbers.

Flexible breakfast eating patterns require convenient on-the-go ready meals, multi-purpose breakfast snacks, and satiating options to keep German consumers full and satisfied.

Charlotte Sander, Associate Analyst
Charlotte Sander
Associate Analyst

Table of Contents

    • Key issues covered in this Report

    • Market context
    • Graph 1: frequency of eating breakfast in and out of home, 2023
    • Mintel predicts
    • Opportunities

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-25
    • Graph 3: financial confidence index, 2022 – 23
    • Graph 4: total revenue of bakery businesses (€bn exc VAT), 2015-22
    • Graph 5: number of bakery business outlets, 2015-22
    • Population dynamics
    • Graph 6: BMI of the 18+ population, 2021
    • Regulations
    • Healthy eating

    • Frequency of eating breakfast, who with and where
    • Graph 7: consumers who eat breakfast, 2023
    • Graph 8: who breakfast is eaten with in and out of home, 2023
    • Graph 9: who breakfast is eaten with out of home, by age group, 2023
    • Graph 10: locations where breakfast is eaten out of home, 2023
    • Foods eaten for breakfast
    • Graph 11: what consumers eat for breakfast in or out of home, 2023
    • Graph 12: foods eaten for breakfast, in vs out of home, 2023
    • Breakfast-related behaviours and interests
    • Graph 13: behaviours and attitudes towards breakfast, 2023
    • Graph 14: reasons for skipping breakfast, 2023
    • Preferred attributes related to breakfast intake
    • Graph 15: select preferred breakfast attributes (exc health-related), 2023

    • Graph 16: breakfast/brunch product launches with nutri-score labelling vs all food* launches, 2021-23
    • Graph 17: breakfast/brunch product launches with no/low/reduced sugar/sugar free claims, 2019-23
    • Graph 18: breakfast/brunch product launches with on-the-go claim, 2015-23
    • Advertising and marketing activity

    • 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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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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