The Germany Meat Substitutes Market Report 2022 identifies consumers’ attitudes towards plant-based options in Germany, the impact of (the awareness of) climate change on the industry, and possibilities for innovation in the Meat Substitutes Market Germany. This report covers the Meat Substitutes Germany market size, the Meat Substitutes Germany market forecast, market segmentation and industry trends for the German meat substitutes market.
Meat substitutes are set for long-term growth as the meat reduction trend continues and people focus more on their own and the planet’s health. These are some statistics and insights into the meat substitutes market Germany.
The market share in the German meat substitutes industry is held by a number of different brands and companies. Rügenwalder Mühle Carl Müller GmbH & Co. KG owns a significan proportion of this market share. However, the influence of private labels is not to be underestimated.
The estimated retail value of meat substitutes in Germany has increased by 38% after COVID-19 as consumers’ focus on their own, as well as the planet’s health, has increased. A further 66% of long-term growth is expected in the meat substitutes market in Germany.
Meat substitutes benefited from a rise in scratch cooking and an increased focus on protecting the planet by eating less meat. Meat substitutes’ association with healthiness, further boosted their appeal.
Our Meat Substitutes Germany report shows that plant-based options in Germany benefited from a rise in the number of meals consumed at home during the pandemic in 2020, resulting in a significant increase in retail value sales. This added to the benefit that meat substitutes were already enjoying thanks to the meat-reduction trend.
As lockdowns remained, sales continued to rise as more meals were eaten at home, while the meat reduction trend also gained momentum in 2021. However, the market became more competitive with new brands and private label products entering the German meat substitutes market.
On the other hand, half of non-users perceive plant-based options in Germany as overpriced, including more pulses or vegetables can be an attractive lower-cost option – brands can use this to their advantage as meat substitute buyers look for a low price.
Our Meat Substitutes Germany report predicts that sales growth will continue as consumers focus on both their and the planet’s health, because eating less meat is connected to protecting the environment. Focusing on meat substitutes’ environmental benefits and communicating tangibly how these products contribute to the health of the planet represents a great opportunity for the market, as lots of Germans want to eat less meat because it is better for the environment.
New convenient formats will also drive category growth: For consumers who can’t yet envision meatless burgers on their plates, plant-based prepared meals can serve as a safe and convenient introductory format. This offers a great opportunity, because many meat alternative buyers/eaters would also be interested in more choice of plant-based ready meals.
Read on to discover more details or take a look at all of our German Food Market Research.
Products: Sausages, meat preparations (breaded escalope/Schnitzel, nuggets, minced meat, burgers, fishfingers, others (shredded meat/Geschnetzeltes, steaks, fillet, and ready meals.
Brands: Block House, Räucher, Rügenwalder Mühle, The Live Kindly Co., Nestlé, Royal FrieslandCampania, Taifun-Tofu, Alnatura, and many more.
This report, written by Olivia Placzek, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends in the Meat Substitutes Market Germany, and adds expert context to the numbers.
Meat substitutes are set for long-term growth as the meat reduction trend continues and people focus more on their own and the planet’s health.
Olivia Placzek
Food & Drink Research Analyst
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