For German consumers, taste and health remain the two most important criteria when purchasing food products. As many as 99% of respondents believe that food should taste good above all else, while 91% consider health a priority. This is evident from the annual nutrition report of the BMEL Ministry for Food and Agriculture.
The annual report provides comprehensive insights into the changing eating habits of the German population, with a strong focus on health, sustainability and animal welfare. Since 2015, the Federal Ministry of Nutrition and Agriculture (BMEL) has been investigating annually which aspects are important to consumers in their food choices.
The results show that taste and health remain the two most important factors for Germans when choosing food. These are consistently high percentages since the start of the reporting in 2015. It is striking that women place more emphasis on healthy food (97%) compared to men (85%).
Another important finding is the shift towards plant-based alternatives. The number of people who regularly consume vegetarian or vegan products has increased significantly. In 2024, 39% of Germans reported eating plant-based products at least occasionally, an increase of 10% compared to 2020.
This change is partly caused by the increasing availability of meat substitutes and the growing awareness of the impact of meat consumption on both health and the environment.
The focus on animal welfare has also increased significantly in Germany in recent years. In 2024, 65% of consumers indicated that animal welfare is important in their purchasing decisions, a significant increase compared to 36% in 2015. The demand for products with an animal welfare label continues to grow.
Another striking aspect of the report is the growing awareness of food waste. In 2024, a large proportion of respondents indicated that they would handle food carefully and ensure that products are not thrown away unnecessarily. As many as 91% of the Germans first check whether food with an expired best-before date is still usable before it is thrown away.
In addition, the results show that German consumers are willing to pay more for sustainable and animal-friendly products.