Despite spicy hot dishes taking over menus in markets like the US, only 39% of German foodservice consumers think spicy restaurant dishes in Germany should be hotter (vs 61% who disagree). However, multi-dimensional flavour profiles such as salty-and-spicy and sweet-and-salty enjoy wide appeal, while more niche ones like sweet-and-spicy appeal to highly engaged adventurous consumers. Operators can integrate these further into menus by tapping into emerging global cuisines to deliver richer sensory experiences.
Price rises in foodservice continue to outpace general inflation. Coupled with perceived high inflation in essential categories, this is contributing to a persisting cautious spending habits. While overall foodservice participation has remained steady, Gen Z’s has declined, as they transition into adulthood and juggle savings, a tighter leisure budget and household bills. Positioning snacks as a money-savvy choice and boosting the experiential aspect of eating out (eg via interactive activities like market tours) can help.
While its role in menu creation is a recent development, 44% of foodservice consumers would order a dish with a recipe developed by AI. Given high demand for meal personalisation, using AI to develop dishes that cater to individual preferences and nutritional goals is a significant opportunity for growth.
This report looks at the following areas:
- Changes in foodservice and mealtime participation, and how operators can leverage blurring dayparts
- Frequency of trying something new in foodservice, and how this links to foodservice engagement
- Interest in flavour combinations by mealtime, such as sweet-and-salty and sour-and-spicy
- Features associated with dishes made with food/ingredient from various origins, including from one’s own federal state, the EU or outside the EU
- Attitudes and behaviours relating to menu trends, including consumer acceptance of AI use in menu development and whether consumers consider spicy dishes in Germany should be hotter
While spicy heat continues to conquer global menus, Germans still approach it with caution. To tantalise without overwhelming palates, operators can look to emerging cuisines (eg Peruvian, Korean) for bold flavour with nuanced spice profiles and ‘swicy’ combinations.
Eliana Riera-McInnes, Foodservice Research Analyst
Market Definitions
This Report looks at menu trends in the foodservice market and developments in on- and off-premise preferences in Germany.
This Report highlights key trends currently affecting the eating out market and their effects on menu development. It also explores some of the major issues affecting the direction of the eating out market in general. The Report is primarily based on Mintel’s exclusive primary research of consumer attitudes and Mintel’s observations of the trends in the German foodservice market.
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Outlook
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OPPORTUNITIES
- Embrace complex flavour profiles
- Dare to transition from single to multidimensional…
- …flavour combinations
- Tap into emerging global cuisines…
- …to deliver diversity of salty and spicy flavours to menus in Germany
- Leverage the ‘swicy’ trend to cater to the adventurous and entice cautious diners
- Dare to ‘swice up’ menus, from mains to drinks
- Use AI for next-level meal personalisation
- Harness AI tools to support consumers in their healthy eating priorities …
- …whilst retaining the human touch
- Re-engage Gen Z
- Capitalise on Gen Z’s optimism for 2025
- Position snacks as a money-savvy choice
- Enhance the experiential aspect of eating out
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CONSUMER
- Changes in foodservice participation
- Foodservice participation remains stable despite another challenging year
- Graph 1: meals eaten out/ordered takeaway for in the last three months, 2020-24
- Participation among engaged Gen Z sees a drop…
- Graph 2: meals eaten out for in the last three months, by generation, 2024
- …as saving becomes a more pressing priority for them
- Germans are diversifying their mealtime participation…
- Graph 3: meals eaten out/ordered takeaway for in the last three months, 2020-24
- …with the boundaries between dayparts becoming increasingly blurred
- Snackable meal: Burger King leans into mealtime blurring with a new portable burger format
- The snackification trend continues to thrive, powered by Gen Z…
- …and better off Germans
- Graph 4: snacking participation, by financial situation, 2024
- Premium snacks as an ‘affordable indulgence’
- Frequency of trying something new in foodservice
- Most foodservice consumers continue to seek out new dishes/restaurants only occasionally
- Graph 5: frequency of trying something new (eg new dishes, new restaurant) when eating out/ordering takeaway, 2023-24
- Be aware of consumers’ ongoing cautious approach when venturing beyond their comfort zone
- Frequent experimenters are some of the more active foodservice consumers in Germany
- Graph 6: participation in eating out or ordering takeaway/home delivery, by frequency of trying something new (eg new dishes, new restaurant) when eating out/ordering takeaway, 2024
- Interest in flavour combinations
- Spicy-and-salty and sweet-and-salty flavour pairings are favourites, but preferences vary by mealtime
- Graph 7: preferred flavour combinations for lunch and dinner, 2024
- Complex, vibrant flavour combinations remain underrepresented on menus
- Bring contrasting flavours and textures to breakfast, brunch and snacks
- ‘Swicy’ flavours are heating up
- Less common flavour profiles will attract adventurous consumers seeking new experiences
- Graph 8: select preferred flavour combinations by mealtime, NET, by frequency of trying something new (eg new dishes, new restaurant) when eating out/ordering takeaway, 2024
- Features associated with dishes made with food/ingredients from various origins
- The closer the source, the more food/ingredients are tied to flavour, nutrition and ethical practices…
- Graph 9: features associated with restaurant/food outlet dishes prepared mainly using food/ingredients sourced from different origins, 2024
- …highlighting how the locavore trend is here to stay…
- …bringing challenges but also a chance for greater collaboration with local producers
- The use of non-EU ingredients in menus is facing greater scrutiny
- Enhance sustainability and quality perceptions of non-EU ingredients through mindful, added-value sourcing strategies
- Flavour associations for local and German ingredients are strongest among older Germans
- Graph 10: consumers who associate restaurant/food outlet dishes prepared using food/ingredients from select origins with being flavourful, by age, 2024
- Local food/ingredients offer a chance to excite…
- …and educate younger generations
- Attitudes and behaviours relating to menu trends
- Seasonality, visual appeal and personalisation drive consumer interest
- Graph 11: behaviours towards menu trends, 2024
- Eye-catching dishes entice digital native younger generations
- Graph 12: foodservice consumers who say seeing a new dish on social media has encouraged them to try it at a restaurant/food outlet, by generation, 2024
- AI use in menu development has considerable acceptance
- Personalisation as an upselling strategy
- Graph 13: foodservice consumers who say getting personalised menu suggestions based on their food preferences appeals to them, by financial situation, 2024
- Take inspiration from the high/low menu strategy
- Make new foodservice experiences more approachable…
- …to those who are less adventurous
- The hot, hotter, hottest trend requires a nuanced approach…
- …with younger men as a key target
- Graph 14: foodservice consumers who think spicy dishes from restaurants/food outlets in Germany should be hotter, by age and gender, 2024
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MARKET DRIVERS
- Foodservice prices remain high despite declining inflation
- Graph 15: harmonised consumer price index, by select categories, 2022-24
- Perceived high inflation in essential categories…
- …contributes to ongoing cautious spending habits
- AI’s role in menu development is bound to grow
- The localism movement continues to gain momentum
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations and generations
- Abbreviations
- Generations
- Methodology – consumer research
- Consumer research methodology
- A note on language
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