Stay ahead of the curve and future-proof your business with Mintel’s Germany Menu Trends: Healthy Dining Market Report 2024. Our full report is packed with consumer-led market intelligence, menu trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of healthy eating trends 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
- Market drivers specific to healthy eating trends in Germany, including the impact of inflation and VAT changes.
- Consumer Behaviour: Dietary preferences, including the growing trend of flexitarianism, consumer preference for healthier vs. less healthy dishes, and participation in foodservice by meal.
- Barriers to choosing healthier dishes, for example, insufficient choice and a lack of taste.
- Interest in better-for-you attributes, such as dishes high in protein or low in fat.
- Consumer behaviours towards eating out or ordering takeaway, for example, value perceptions of meat dishes, interest in portion sizes for less-healthy dishes, and interest in a wider choice of healthier dessert options.
An Overview of Healthy Menu Trends in Germany
As consumers recover from the cost of living crisis, healthy food in Germany is expected to regain relevance as they return to foodservice more often.
Improving healthiness of dishes while retaining flavour will help facilitate choice. And focusing on lower- and better-fat content, via cooking methods like grilling and using healthier oils, offers potential.
Menu Trends in Germany: What Consumers Want and Why
- Menu Trends in Germany: In response to higher prices, German consumers are dining out or ordering takeaway less often, making these occasions more of treat where health is less of a priority: only 13% of German foodservice users choose healthier dishes when eating out or ordering takeaway.
- Foodservice Challenges & Opportunities: To secure long term engagement and encourage frequency of visits, foodservice operators are tasked with challenging the link between indulgence and unhealthiness. They can leverage emerging cuisine flavours and naturally lower-fat but high flavour cooking methods to tackle barriers to healthier choices, such as a lack of choice and the unsatisfactory taste of healthier dishes.
- Healthy Eating Trends in Germany: Although over 8 in 10 Germans continue to eat meat, meat consumption is falling, with 50% of consumers cutting back their meat consumption. Rising flexitarianism is driving a greater appreciation of less but better meat and vegetable-packed dishes. By innovating with plant-forward dishes, providers can support planetary and personal health while capitalising on the perceived added value of meat in dishes.
A Market Forecast for Menu Trends in Germany
- As flexitarianism becomes entrenched, plant-forward dishes will increasingly dominate menus. Functionality will also take on a more prominent role in foodservice, with demand for fermented ingredients expected to grow as German consumers aim to enhance their wellbeing through their dining choices.
To learn how to connect with your audience, purchase our Germany Menu Trends 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: SixtyForty, Shake Shack, Honest Green, Coda, L’Osteria, Schlosshotel Münchhausen, Burgermeister, Reussenstein, getvoila, Domino’s, New York Pizza, True Food Kitchen, Heimwerk, Prezzo, Pizza Express, ROVI, Sweetgreen, Hart House, Leon, Horváth, Mildreds, Five Guys, Exki, Spreegold, Pret, Vapiano, Beets & Roots, Good Bank, dean&david, Burger King, Frittenwerk, McDonald’s, and more.
Products: Breakfast, brunch, lunch, dinner, snacks.
Expert Insights on Healthy Eating Trends in Germany
This report, written by Eliana Riera-McInnes, Research Analyst, delivers in-depth commentary and analysis to highlight menu and healthy eating trends in Germany and add expert context to the numbers.
Our Germany healthy eating market report shows that foodservice operators can prove healthier dishes can also be tasty and indulgent by leveraging lower- and better-fat innovation and through emerging cuisine flavours. This will encourage consumers to order healthier options from their menu.
Eliana Riera-McInnes
Research Analyst – Foodservice
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EXECUTIVE SUMMARY
- Market context
- Graph 1: consumer price index, 2022-24
- Mintel predicts
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 2: key economic data, in real terms, 2019-25
- Graph 3: financial confidence index, 2022-24
- The impact of the economy on menu trends
- Graph 4: consumer price index, 2022-24
- Graph 5: discretionary spending categories that consumers spend money on over the course of the year vs those they would prioritise if they had to make cutbacks, 2023
- Graph 6: eating out/takeaway ordering participation, by financial situation, 2023-24
- 19% VAT return for on-site meals
- Graph 7: action preferred by consumers if companies had to make changes to either product or pricing as a result of rising prices, 2023
- Personal health
- Graph 8: frequency of eating/drinking healthily, 2023
- Graph 9: population structure by age, 2022-30
- Planetary health
- Graph 10: per capita meat consumption, 1997-2022
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WHAT CONSUMERS WANT AND WHY
- Dietary preferences
- Graph 11: dietary preferences, 2020-24
- Graph 12: red meat/poultry consumption, 2024
- Participation in foodservice by meal time
- Graph 13: participation in eating out or ordering takeaway/home delivery in the last three months, 2020-24
- Graph 14: participation in eating out or ordering takeaway/home delivery in the last three months, by age, 2020-23
- Graph 15: consumers with healthy finances, by age, 2024
- Graph 16: meals eaten out in the last three months, 2020-24
- Graph 17: meals ordered for takeaway/home delivery in the last three months, 2020-24
- Preference for healthier vs less-healthy dishes
- Graph 18: type of dish ordered when eating out or ordering takeaway/home delivery, by type of participation in foodservice, 2024
- Graph 19: type of dish ordered in the last three months when eating out or ordering takeaway/home delivery, 2024
- Barriers to choosing healthier dishes
- Graph 20: key reasons for not ordering only healthier dishes when eating out or ordering takeaway/home delivery, by type of dish ordered, 2024
- Graph 21: reasons for not ordering only healthier dishes when eating out or ordering takeaway/home delivery, 2024
- Graph 22: dietary preferences, by gender, 2024
- Interest in better-for-you attributes in dishes
- Graph 23: interest in dishes with select features or ingredients, 2024
- Graph 24: interest in preparation/cooking methods used at restaurants/takeaways, 2021
- Graph 25: interest in dishes with select ingredients or features, by age, 2024
- Behaviours towards eating out or ordering takeaway/home delivery
- Graph 26: behaviours towards eating out or ordering takeaway/home delivery, 2024
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LAUNCH ACTIVITY AND INNOVATION
- Advertising and marketing activity
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
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