Germany Sustainability in Foodservice Market Report 2024
There is a chance for operators to convey sustainability through quality to deliver added value.
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EXECUTIVE SUMMARY
- The five-year outlook for sustainability in foodservice
- Market context
- Inflationary pressures…
- …pose an additional challenge to sustainable foodservice choices
- As climate change shapes menus, foodservice needs to both adapt and lessen its impact
- Opportunities
- Align sustainability with quality indicators like taste and freshness
- Lead with social initiatives to promote holistic sustainability
- Tap into under-explored ingredients for sustainable menu innovation that celebrates diversity
- Cater to sustainability-driven patrons with experiences that push the envelope
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MARKET DRIVERS
- The German economy
- 2024 remains challenging
- Graph 1: 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 2: financial confidence index, 2022-24
- The impact of the economy on sustainablity in foodservice
- Menu prices in German foodservice continue to rise…
- Graph 3: evolution of consumer price index, 2022-24
- …putting strain on sustainable choices
- Climate change
- Climate change will increasingly shape menus and pricing…
- …prompting foodservice to address its contribution to environmental issues
- Waste
- Tackling food waste is on everyone’s agenda
- New EU law targets foodservice packaging waste with a focus on reducing, reusing and recycling
- Health and sustainability
- Germans are seeking comfort through food, fuelling the healthy eating paradox
- Graph 4: type of dish ordered in the last three months when eating out or ordering takeaway/home delivery, 2024
- Aligning sustainability and nutrition will help secure foodservice’s future
- Meat consumption in Germany continues to fall
- Concerns about ultra-processed foods prompt a rethink of plant-based menu options
- Social sustainability
- Sustainability in foodservice needs to begin with its greatest asset: employees
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WHAT CONSUMERS WANT AND WHY
- Foodservice participation
- The popularity of takeaway shows no sign of waning…
- …calling for action against growing packaging waste
- Promote use of reusables, but recognise they are only part of the solution
- Prevent ‘wishcycling’
- Explore packaging with new plastic-free coating technologies
- Target eco-conscious EV-drivers
- Invite EV drivers to recharge their cars and themselves
- Factors that foodservice consumers prioritise
- Quality and price are essential priorities in foodservice, leaving sustainability at the back of the queue
- Graph 5: factors that foodservice consumers prioritise when choosing where to eat out at/order a takeaway from, 2024
- While it is not a priority, sustainability is an expectation
- Communicate sustainability through the lens of quality to align with mindful consumption
- Better-off Germans drive demand for sustainable dining
- Graph 6: foodservice consumers who prioritise sustainability when choosing where to eat out at/order a takeaway from, by net monthly household income, 2024
- Target sustainability-driven urbanites…
- …with immersive sustainable food experiences
- Barriers to sustainable choices
- Mistrust and price concerns hamper sustainable choices in foodservice
- Graph 7: barriers to sustainable choices in foodservice, 2024
- Tackle greenwashing concerns through open and transparent communication…
- …and standardised sustainability labelling
- Address the costly image (and often costly reality) of sustainable dining
- Casual foodservice: take the lead in broadening access to sustainable choices
- Graph 8: foodservice consumers who prioritise sustainability when choosing where to eat out at/order a takeaway from, by type of participation, 2024
- Sustainability measures important to foodservice consumers
- Social issues play a key role in building a more-sustainable foodservice industry
- Graph 9: sustainability measures that are important to foodservice consumers, 2024
- Advocate holistic sustainability practices in foodservice
- Put employees at the centre of your sustainability strategy
- Embrace circularity
- Leverage upcycling to extend your brand
- Champion sustainable sourcing practices
- Graph 10: selected sustainability measures that are very/somewhat important to foodservice consumers, 2024
- Put regenerative on the plate
- Offer diversity with less-explored sustainable animal protein sources
- Ride the sustainable blue foods wave
- ‘If you can’t beat them, eat them’
- Sustainable actions taken by foodservice consumers
- Combining enjoyment with sustainability, choosing dishes with seasonal ingredients tops the list of consumers’ sustainable behaviours
- Graph 11: sustainable actions taken by foodservice consumers, 2024
- Increase visibility of sustainability practices…
- …to foster greater awareness and engagement
- Expand the appeal of vegetarian and plant-based dishes…
- Graph 12: selected sustainable actions taken by foodservice consumers, by age, 2024
- …with real, whole plants
- Explore wild and rarer local and seasonal ingredients…
- …for sustainable seasonal innovation
- Attitudes towards sustainability issues in foodservice
- Foodservice consumers demand guidance on how to make sustainable choices
- Graph 13: attitudes towards sustainability in foodservice, 2024
- Harness the farm-to-table movement to deliver added value…
- …and a more-resilient, more-transparent and ultimately fairer food system
- Be aware that foodservice consumers still need convincing on emerging sustainable ingredients
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LAUNCH ACTIVITY AND INNOVATION
- German restaurant Nobelhart & Schmutzig wins the 2024 Sustainable Restaurant Award
- Mikrokosmos, Germany’s first insect restaurant, opens in Berlin…
- …but the bakery sector proves that every trend has a counter-trend
- Restaurant chain Vincent (formerly Vincent Vegan) aims to expand appeal
- Peter Pane rewards better-for-the-planet choices…
- …by planting flower meadows
- Advertising and marketing activity
- McDonald’s recycling campaign seeks to add value to packaging waste
- NGOs join forces to encourage uptake of reusables
- Burger King promotes its plant-based diversity
- Hans im Glück emphasises mindfulness
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Abbreviations
- Consumer research methodology
- A note on language
Price concerns still trump sustainability claims as a defining purchase factor, but operators can focus on transparently communicating how environmental claims provide added value to products.
Sustainability in the Foodservice Sector – Current Landscape
As continuously rising prices make cost a greater concern, short-term initiatives like pricing incentives and long-term measures like direct sourcing will help democratise access to sustainable dining. However, scepticism is a key barrier to sustainable foodservice choices, as those who don’t prioritise sustainability in foodservice say that environmental claims are hard to trust. Open, straightforward communication, such as standardised labelling can foster trust and awareness.
A holistic approach to sustainability that goes beyond the environment matters to German foodservice users, with many agreeing that ensuring employee welfare is an important factor. Investing in employee development and wellbeing initiatives, such as by providing training on sustainability topics, will ultimately boost customer satisfaction in the Germany foodservice market.
It is true that only a small number of foodservice consumers prioritise sustainability when choosing where to eat out/order takeaway food from, but, as sustainability increasingly becomes the norm, delivering it alongside high-priority values like food quality is key to justifying spending.
Sustainability in Foodservice – Market Statistics
- Consumer Attitudes Towards Sustainability in Foodservice: 79% of Germans think it’s important for restaurants and food outlets to ensure employee welfare, making sustainability go beyond the environment.
- Challenges in Foodservice Sustainability: 44% of those who don’t prioritise sustainability in foodservice say that such claims are hard to trust.
Foodservice and Sustainability in Germany Market Report – What’s Inside?
Key Topics Analysed in this Report
- The short-, medium- and long-term impact of inflation/supply chain issues on the Germany foodservice market and its implication on sustainability.
- Foodservice participation, with a focus on the popularity of takeaway and opportunities to improve sustainability in this sector.
- Factors prioritised by foodservice consumers, such as quality and price, as well as barriers to making sustainable choices.
- Sustainable factors that matter to consumers and sustainable actions they take.
- Consumer attitudes towards sustainability in foodservice, with a focus on the farm-to-table movement and emerging sustainable ingredients.
Report Scope
This Report explores consumer attitudes and behaviours as well as industry responses related to sustainability in the foodservice sector, encompassing the environmental and ethical aspects of eating out and ordering takeaway/home delivery, including related barriers.
Meet the Expert Behind the Analysis
This report was written by Eliana Riera-McInnes, Research Analyst. She joined Mintel in 2022, focusing on consumer and market trends in the German foodservice sector. She has worked in different areas of the foodservice industry, including business strategy, market research, operations, and marketing. She holds a BA (Universidad Metropolitana), a BSc (Université du Vin) and a MA (Humboldt University of Berlin).
There is a chance for operators to convey sustainability through quality to deliver added value. Using rare local and seasonal ingredients will attract consumers demanding sustainable sourcing while exciting them with unique flavours.
Eliana Riera-McInnes
Research Analyst – Foodservice
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