Study reveals: Vegetarians and vegans are setting new trends when shopping!

Study reveals: Vegetarians and vegans are setting new trends when shopping!

Eating habits in Germany are changing. A new study by KPMG in cooperation with the EHI has shown that the shopping behavior of different dietary types has differences that go beyond mere preferences. According to the Rundschau, around 25% of those surveyed now eat a primarily or completely plant-based diet. Hermeneutics such as meat-reduced or meat-free experiences are on the rise.

A notable trend: Omnivores are the largest group at 57.5%, followed by flexitarians at 16.7%. The latter are characterized by the fact that they consciously reduce animal products without rejecting them completely. They are well positioned. Women make up 19.2% of flexitarians, while men remain in the background at 14.1%. Anyone who thinks men love meat more than anything might be surprised to find that one in five women adopt a flexitarian lifestyle.

The purchasing behavior of vegetarians and vegans

The study shows another interesting result for vegetarians and vegans: they shop more frequently than their omnivorous counterparts, with a frequency of 3.1 and 3.4 visits per week, respectively. This means they are actively looking for plant-based alternatives in stores. According to SWR, 5% of Germans describe themselves as vegetarians and around 2% as vegans. The younger generation in particular, especially between the ages of 15 and 29, show a high affinity for these diets.

Avoiding meat is often influenced by ecological and ethical considerations. The innovative strength in the food industry cannot be overlooked when it comes to alternatives to meat products. Experimentation with new ingredients such as pea and chickpea proteins is on the rise. This not only responds to user requests, but also attempts to close the gap between taste and nutritional content.

Health and sustainability in focus

According to the Nutrition Report 2023 from the Federal Ministry of Food and Agriculture, the desire for a healthy and sustainable diet is deeply rooted in society. Fewer and fewer people are consuming meat and sausage products every day, while the demand for vegetarian and vegan alternatives is increasing. A notable point: Over half of those surveyed had already had vegetarian or vegan products in their shopping cart.

The reasons for these developments are diverse. Curiosity, environmental awareness and animal welfare are crucial for many purchasing decisions. Consumers value where their food comes from and how it is produced, with regional products in particular being in high demand. The legal framework follows this trend: a new law to label animal husbandry conditions came into force in August 2023.

In summary, one can say that the change in German eating habits is remarkable. The combination of personal taste, environmental awareness and a healthy lifestyle opens up new markets. It will be exciting to see how these developments will continue in the coming years.