The annual report provides extensive insight into the changing eating habits of the German population, with a strong emphasis on health, sustainability, and animal welfare. Since 2015, the Bundesministerium für Ernährung und Landwirtschaft (BMEL) has annually investigated which aspects are important to consumers when choosing food.
The results show that taste and health remain the two most important factors for Germans when selecting food. These have been consistently high percentages since the reports began in 2015. Notably, women place more emphasis on healthy nutrition (97%) compared to men (85%).
Another significant finding is the shift toward plant-based alternatives. The number of people who regularly consume vegetarian or vegan products has increased considerably. In 2024, 39% of Germans stated that they eat plant-based products at least occasionally, a rise of 10% compared to 2020.
Promotion
This change is partly driven by the increasing availability of meat substitutes and growing awareness of the impact of meat consumption on both health and the environment.
Attention to animal welfare has also greatly increased in Germany in recent years. In 2024, 65% of consumers indicated that animal welfare is important in their purchasing decisions, a significant rise from 36% in 2015. The demand for products with an animal welfare label continues to grow.
Another notable aspect of the report is the growing awareness of food waste. In 2024, a large portion of respondents said they handle food carefully and make sure products are not thrown away unnecessarily. As many as 91% of Germans check whether food with an expired expiration date is still usable before discarding it.
Additionally, the results show that German consumers are willing to pay more for sustainable and animal-friendly products.