German Breakfast Eating Habits Consumer Report 2024

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