New analysis of German consumers

Kantar and Wilke have conducted a population survey for the Danish Agriculture & Food Council on German consumers’ food culture, attitudes and behaviour. The survey was carried out in May 2023 among 3001 representatively selected Germans between the ages of 18-70.

Pork and tomatoes are popular ingredients
When asked about their behaviour, the survey shows that 72% of those questioned ate meat the night before. 27% ate pork which therefore took clear first place as the meat that was served for dinner on the previous evening (see table 1).

As regards vegetables, tomatoes, onions, cucumber and peppers are the most popular (see table 2). One in three German consumers responded that they eat more vegetables now compared to two years ago. Just 9% said that they eat fewer vegetables while 57% said they eat roughly the same amount of greens now as they did two years ago.

Table 1: What type of meat, fish, poultry, or cooked meat was included in your evening meal yesterday?

Source: Wilke & Kantar for the Danish Agriculture & Food Council, May 2023, among those who ate an evening meat n =2429

Table 2: Which of the following vegetables were included in your evening meal yesterday?

Source: Wilke & Kantar for Danish Agriculture & Food Council, May 2023 n=2429 (ate dinner the previous evening)

Preference for poultry and pork
Poultry and pork are popular meats. While approximately half responded that they eat poultry one or several times week, 43% eat pork on a weekly basis, table 3.

The reasons why consumers go for pork is because it can be used in many dishes, has a good taste and is easy to prepare. Men, in particular, stated that they eat pork more often: 53% eat pork on a weekly basis while the same applies to 33% of women. Men are also more likely to eat beef. There are also differences across age groups. In this respect, pork is more popular among older consumers, while younger consumers under the age of 25 eat beef to a greater extent than the other age groups. 34% of women did not eat meat on the previous evening compared to 22% of men.

Table 3: How often do you eat these types of meat/fish?

Source: Wilke & Kantar for the Danish Agriculture & Food Council, May 2023 n=3001

Consumers have found that their behaviour has changed: more vegetables and less meat
While consumers indicated that their vegetable consumption is increasing, the opposite applies to meat. 39% state that they eat less meat than two years ago and approximately half eat the same amount as two years ago. Just 6% eat more meat now and 4% don’t eat meat at all. The main reason for the declining meat consumption is related to consumers’ own health. Close to half believe it is healthier to eat no or small amounts of meat. The second most frequent reason for cutting down on meat is because it is better for animals and thirdly it is too expensive.

German consumers are concerned about climate change and sustainability. Around half responded that they are interested in eating in a more climate-friendly way, in particular the 18-34-year-olds. When the consumers were asked what they were concerned about, 40% also said that they are worried about climate change. This is only exceeded by 'I’m worried about food waste' 42% and 'I try to follow a varied diet and not eat too much' 43%.

Animal welfare is also an important issue for German consumers (table 4). Over half expressed a degree of concern and one in four consumers 'think a lot about animal welfare and are generally concerned'.

Table 4: Which of the following statements best describes your approach to animal welfare?

Source: Wilke & Kantar for the Danish Agriculture & Food Council, May 2023 n=3001

The war in Ukraine also worries consumers. About a third of them feel insecure/very insecure about the war. Specifically, they are concerned about rising energy and food prices as well as the increasing number of immigrants. Many have also changed their behaviour. Half of the respondents have begun to save on their energy consumption as a consequence of the war, more buy goods on special offer and save on their water consumption.

The entire survey can be found on the Danish Agriculture & Food Council’s website in Danish here.