It is clear that meat is ingrained into the German diet, with 93% of Germans eating/buying processed meat. Meatballs cooked from raw, and cooked and sliced meats are the most popular formats – consumed as part of packed lunches and home-cooked meals.
However, political and societal pressures (animal welfare, sustainability and health) continue to propel the meat reduction trend, with 51% of processed meat eaters/buyers reducing the amount of processed meat per serving or reducing the number of eating occasions.
75% of eaters/buyers think most sausages/burgers and breaded meat products are highly processed, creating an opportunity to add natural and BFY cues to such products. Brands can communicate natural, clean label (eg no nitrates) and high/source of protein to improve the category’s highly processed image.
High-quality meat and animal welfare support are the main attributes for which processed meat eaters/buyers would pay the highest premium (82%). This highlights how premiumisation and quality is important to conscious meat users. Equally, frozen, ‘nose-to-tail’/lesser known types/cuts and hybrid formats could appeal from cost, health and sustainability perspectives too.
Prioritise high-quality, healthy, ‘greener’ and higher animal welfare attributes for long-term category growth.
Adam Millward, Research – Mintel Reports
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