Stay ahead of the curve with Mintel’s Germany Sustainable Food and Drink Market Report 2024. Our full report is packed with consumer-led market intelligence, sustainable food and drink trends in Germany, and consumer behaviours. Get a 360° view of the German sustainable food and drink market 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.
Our Report Delivers Key Insights On
- The impact of inflation and supply chain issues on sustainability in food and drink in Germany.
- Purchase factors and priorities in the German sustainable food and drink market.
- Consumer behaviour and attitudes surrounding sustainability in food and drink in Germany, including attitudes towards improving their impact on the environment.
- Alternative ingredient choices in the German sustainable food and drink market, and the ethical connotation of sustainability and plant-based launches.
Do you want strategic insight into your global sustainability message?
The much-anticipated Global Outlook on Sustainability: A Consumer Study 2024-25 is now available to order. Covering 10,000 respondents from 10 leading economies, this report gives insights and inspiration on how best to position and position and prioritise your brands’ products. Download your copy today. Download your copy today.
German Sustainable Food and Drink Market Overview
Mintel’s German sustainable food and drink market research shows that climate change presents an urgent threat to food brands and producers, causing food scarcity and driving ‘Heatflation’. Therefore, futureproofing supply will be brands’ top concern.
Almost 70% of German consumers are also aware that climate change will affect food and drink availability in their lifetime, however, a declining number are prioritising purchases driven by eco-claims.
Food & Drink Sustainability in Germany: What Consumers Want and Why
- Consumer Behaviour Regarding Sustainability in Germany: Only 10% of food shoppers buy sustainable all of the time. To encourage engagement, brands can link sustainable production to superior quality as 73% of buyers prioritise taste.
- Germany Sustainability Trends: Locally produced food is gaining traction, appealing to one third of buyers in Germany. To keep consumers interested, brands can emphasise the benefits on the planet and the local economy.
- German Sustainable Food and Drink Market Challenges: Distrust over sustainability claims remains a purchase barrier. Transparent communication will be essential to overcome this. Traffic light scoring systems hold potential, while minimising jargon and focusing on the human impact of climate change can be an effective strategy to garner support.
More About This Report
This Report covers the retail market for sustainable food and beverages. Products include those with ‘green’ claims around production and packaging, such as carbon-neutral, organic, plant-based, and local.
Meet The Expert
This report, written by Adam Millward, delivers in-depth commentary and analysis to highlight German sustainable food and drink market trends and add expert context to the numbers.
Our market research on sustainability in food and drink in Germany shows that climate change threatens food security, however, German consumers are deprioritising eco claims. Brands can retain interest by focusing on honest communication, localism, and good taste.
Adam Millward
Research – Mintel Reports
Collapse All
-
EXECUTIVE SUMMARY
- The five year outlook for sustainability in food and drink
- Market context
- Food systems and consumers struggle to handle the heat as Planet Earth enters “the era of Global Boiling”
- Germany’s climate change push sets emission output into a steady decline
- Graph 1: greenhouse gas emissions, agriculture sector vs total GHG emissions, 2010-23
- Policy recap: domestic, European and global sustainability agendas
- AI can help producers mitigate the effects of climate change on food systems
- Opportunities
- Price and taste are still paramount in food purchase
- Graph 2: most important purchase factors for food and drink products, 2022 vs 2024
- Disengaged young buyers and financially challenged consumers can be kept loyal with loyalty rewards and challenges
- Root planet-friendly choices in familiarity
- As price continues to outrank sustainability, explain how ‘locavore’ diets benefit the local economy
- Demonstrate how sustainable launches allow Germans to keep enjoying activities they love
- Guide Germans towards a 75% plant-based diet
-
MARKET DRIVERS
- The German economy
- 2024 is expected to remain challenging
- Graph 3: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 4: financial confidence index, 2022-24
- Ongoing fiscal uncertainty means sustainability remains a hard sell
- Graph 5: purchase frequency of food & drink products with sustainability claims, by financial health, 2024
- Environmental context
- Food systems struggle to handle the heat as Planet Earth enters “the era of Global Boiling”
- Hotter summers will shape how Germans cook and eat in future
- Graph 6: extent to which consumers prioritise time spent outdoors*, 2023
- The rising wave of eco-anxiety is an opportunity to deliver much-needed climate comforts
- Domestic, European and global sustainability agendas
- Policy recap: domestic, European and global sustainability agendas
- The Paris Agreement: the battle to wrestle global warming below 1.5°C
- COP28: leading governments acknowledge food’s role in climate change
- EU increases accountability for climate change and human treatment in the food supply chain
- EU tackles plastic pollution with a Plastic Packaging Tax
- EU’s Green Claims Directive bids to end ‘greenwashing’
- Germany’s climate change push sets emission output into a steady decline
- Graph 7: greenhouse gas emissions, agriculture sector vs total GHG emissions, 2010-23
- BMEL’s Food and Nutrition Strategy 2024 promotes planet-friendly eating
- BMEL and retailers target reductions in food waste across supply chains
- Animal husbandry labelling to become mandatory for pork products, with further additions to follow
- Technology
- AI can help producers mitigate the effects of climate change on food systems
-
WHAT CONSUMERS WANT AND WHY
- Purchase factors for food and drink
- Price and taste are still the leading purchase factors, leaving eco-conscious Germans in a dwindling minority
- Graph 8: most important purchase factors for food and drink products, 2022 vs 2024
- Consumers at large deprioritise environmental claims, with 16-24s losing most interest
- Graph 9: consumers who prioritise environmental impact in their food & drink choices, by age groups, 2022 vs 2024
- Purchase intent
- Eco-purchase remains largely stable
- Graph 10: frequency of choosing food and drink products with sustainability claims, 2024
- 55+ are most minded to eco action but make infrequent buyers
- Graph 11: frequency of choosing food and drink products with sustainability claims, 2024
- Growing environmental consciousness among 25-34s pushed sustainable purchases
- Graph 12: frequency of choosing food and drink products with sustainability claims, 2022 vs 2024
- Keep buyers climate-accountable with loyalty schemes and challenges
- Parents are a prime target for launches with eco claims
- Brands can use children’s ‘pester power’ to convert sustainability into sales, inspired by Persil’s Dirt is Good campaign
- Barriers for choosing sustainable food and drink products
- Price is paramount and drives preference for safe choices
- Graph 13: factors against choosing food and drink products with sustainability claims, 2024
- Bundle deals can encourage Germans to buy sustainable goods in bulk
- Reassure buyers that healthy soil culminates in better taste
- Root planet-friendly choices in familiarity
- Harness the instant gratification of a gamified approach
- Behaviours for improving impact on the environment
- Germans view sustainability through the prism of personal benefit
- Graph 14: behaviours undertaken to improve impact on the environment, 2024
- Help Germans hack their way to a smaller carbon footprint at home
- Set up shelf stability as an easy win for consumers’ at-home eco efforts
- AI innovations will help brands and consumers slash the food waste burden
- Explain the taste, textural and nutritional benefits of ugly products
- Building longevity into food and drink packaging can boost the value proposition…
- …but disappearing packaging provides the ultimate convenience
- Factors that would encourage consumers to buy
- Localism is a gateway to build trust in environmental claims
- Graph 15: claims that would most encourage consumers to choose one product over another, 2024
- In trying times, explain how a ‘locavore’ diet benefits the local economy
- Rewe’s rooftop farm concept appeals to the ‘hyperlocal’ German
- For importers, put food miles into the context of sum emission output
- The great outdoors is a tangible touchpoint for eco-launches
- Launches tied to outdoor pursuit can deliver catharsis for the eco-anxious
- Green-fingered innovation can show Germans the yield of the circular economy
- Demonstrate how sustainable launches allow Germans to keep enjoying activities they love
- Behaviours towards sustainability
- Emphasise transparent communication to win over sustainability sceptics
- Graph 16: behaviours towards sustainability in food and drink, 2024
- Consider traffic light scoring systems
- Tailor communication efforts to young buyers’ ‘TikTok Brain’
- Learn from the international success of Clarkson’s Farm by taking a human approach to sustainability discourse
- Follow the example of Clarkson’s farm to humanise sustainability discourse
- Eckes-Granini grounds data-driven production in a human story
- Attitudes towards sustainability
- Broad interest in diets that are both healthy and sustainable
- Graph 17: attitudes towards sustainability in food and drink, 2024
- Demand for ‘au naturel’ eating can put sustainably farmed foods ahead as the UPF furore hots up
- Guide Germans towards a 75% plant-based diet
- Boosting plant-based taste through tech
-
LAUNCH ACTIVITY AND INNOVATION
- One fifth of food and drink products make environment claims
- Hot beverages and chocolate confectionary lead food categories in sustainability claims
- Graph 18: food & drink launches, by category and selected sustainability claims, 2023-24
- Planet A Foods’ cocoa-free chocolate cuts 90% of carbon emissions
- Penny Markt’s True Cost campaign shines a light on the planetary price of meat and dairy
- Plant-based claims warrant more attention
- Graph 19: food & drink launches by vegan, vegetarian and plant-based claims, 2021-24
- Rewe opens fully plant-based location in Berlin
- Infarm’s EU struggles are an ominous portent for vertically farmed goods
- Soy remains dominant in meat alts despite pea protein surge
- Graph 20: meat substitute launches, by selected proteins, 2014-24
- Rügenwalder Mühle partners with Koro to boost vegan offerings
- ‘Seafaux’ offerings are muscling in on the meat alternative space
- A slew of humanitarian crises have shone a spotlight on human ethics claims
- Graph 21: food & drink launches by human and charity claims, 2014-24
- Brands look to cultivate a holistic sustainability image by putting people first
- Recent food launches recognise the plight of European farmers
- Graph 22: food & drink launches featuring ‘farmer’ in the product description, Germany vs Europe, 2019-24
- REWE partners with Naturland to support farmers achieve the 30% organic objective
- B Corps are a relative rarity in German food launches…
- …but a growing pool are making certifications, led by smaller players
- Advertising and marketing activity
- Aldi’s own-label Nur Nur Natur ties sustainability to affordability
- Barilla promotes pasta-box parcels
- Grundig’s smart appliances lend eco triers a helping hand
- Vegetables don’t need to be dull, says Knorr
- Nestlé aims to use only responsibly sourced coffee by 2025
-
APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook available on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact usTrusted by global industry leaders
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact us
