Germany Attitudes towards Healthy Eating and Drinking Market Report 2023
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The market continues to advocate tailored BFY offerings; celebrating functional ingredients, positioning food 'as medicine' for both mental and physical health. Harry Meehan, Analyst…

Germany Attitudes towards Healthy Eating and Drinking Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Healthy Eating Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends, consumer behaviours, and German eating habits affecting your industry.

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

Topics Analysed in this Report

  • Market drivers for healthy eating and drinking in Germany, including the impact of inflation and supply chain issues.
  • The legacy of COVID-19 which resulted in more awareness of health and rising obesity levels, as well as new dieting trends.
  • Frequency of consumption of healthy food in Germany.
  • Eating habits in Germany regarding healthy food and drink, and the impact of consumers’ finances on those habits.
  • Consumer interest in trying functional foods that support specific ailments.
  • Recent product launch activity and market opportunities for 2023-24.
  • How your business can tap into market opportunities regarding healthy food in Germany.

Overview of German Attitudes towards Food and Drink

  • 66% of Germans claim to try to eat and drink healthily all or most of the time.

However, this conflicts with the high percentage of Germans who are overweight or obese. A lack of education to accessibility surrounding nutritious foods amongst other factors is causing this paradox.

Despite high interest in healthy eating and drinking in Germany, inflation may push consumers towards cheap and often less nutritious products, as cost is also a major factor influencing consumer behaviour.

Attitudes towards Healthy Eating and Drinking in Germany: What Consumers Want and Why

  • Germany Consumers Eating Habits: High obesity levels in Germany are fuelling demand for better-for-you offerings that encourage balanced diets. 37% of Germans agree that foods providing a good amount of one’s daily nutritional needs prove a healthy product’s good value.
  • Trends in Healthy Food in Germany: Conscious consumption and functional health, e.g. mental health, will continue to gain traction over the next years. Mood foods see increasing uptake following the stresses of the pandemic with 40% of Germans showing interest in food/drink that support relaxation.
  • German Eating Habits and Sustainability: 73% of Germans agree that many healthy habits are also beneficial for the environment. Therefore, plant-based dieting will continue to be favoured for both personal and planetary health reasons.

Market Forecast for Healthy Eating and Drinking in Germany

  • Digitisation will help to educate consumers and tailor products/services to specific needs, e.g. functional foods.
  • Because (older) men are less inclined to eat healthily, brands can feature (older) male influencers in healthy eating messaging to resonate with this demographic.

To learn how to connect with your audience, purchase our full Germany Healthy Eating Market Report 2023. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: St. John’s, Bioland, Nestlé, Milbona, Aldi, Pichler, Rauki, P&T, Warcry, Huel, Layenberger, Davert, TikTok, Yuka, Peter Riegel Weinimport, Moxy, Joice Keto, Yfood, Voekel, and many more.

Products: Food (fresh produce, meat, vegan and veggie products, crackers, snack food), ingerdients, drink (energy drinks, wine, tea, juice), technology (apps, wearables), and many more.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on Eating Habits in Germany

This report, written by Harry Meehan, Analyst, delivers in-depth commentary and analysis to highlight current trends surrounding German eating habits and add expert context to the numbers.

The market continues to advocate tailored better-for-you offerings with a celebration of functional ingredients. Positioning food ‘as medicine’ for both mental and physical health will help brands to remain relevant.

Harry Meehan, Analyst
Harry Meehan

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Graph 1: agreement with statements around Value (describes me somewhat/very well)*, 2022
    • Mintel predicts
    • Opportunities
    • Graph 2: consumers who eat/drink healthily all or most of the time, by age within gender, 2023

    • The German economy
    • Graph 3: key economic data, in real terms, 2019-24
    • Graph 4: agreement with statements around Value (describes me somewhat/very well)*, 2022
    • Health issues of Germans
    • Graph 5: trends in body mass index (BMI), 1999-21
    • Planetary health

    • Frequency of eating/drinking healthily
    • Graph 6: frequency of eating/drinking healthy, 2021 vs 2023
    • Graph 7: consumers eating/drinking healthily all or most of the time, by age, 2023
    • Graph 8: key factors driving consumer behaviour around wellbeing (very well/somewhat describes me), by gender*, 2022
    • Behaviours if less money is available to spend on food/drink
    • Graph 9: food and drink behaviours if having less money to spend, 2023
    • Behaviours regarding healthy eating/drinking
    • Graph 10: behaviours regarding healthy eating/drinking, 2023
    • Functional food benefits consumers would be interested in trying
    • Graph 11: functional food attribute types that Germans would be interested in trying, 2023
    • Attitudes towards healthy eating/drinking
    • Graph 12: attitudes towards health-led eating/drinking, 2023
    • Graph 13: agreement that I try to eat healthily all or most of the time, by age within gender, 2023
    • Graph 14: agreement that eating a wide variety of different plants is important for gut health, by age within gender, 2023

    • Rise of plant-based NPD
    • Graph 15: food and drink launches with vegan, vegetarian or plant-based claims, 2018-23
    • BFY launches
    • Graph 16: food and drink launches with minus, plus, functional and free-from claims, by top 10 categories, 2021-23
    • Graph 17: % of total food and drink launches with Nutri-Score labelling, 2018-23
    • Graph 18: share of food and drink launches with the Nutri-Score, by top 10 categories in 2023, 2021-23
    • Functional health
    • Holistic health through naturalness
    • Graph 19: food and drink launches with natural claims, 2021-23
    • 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.

Below is a sample report, understand what you are buying.

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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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