Conscious decision: 40% of Germans choose meat from home!

Buchloe (ots)

regionality as a trendsetter

The current study of the Vion Consumer Monitor 2024 draws a clear picture of the interests of German consumers in the meat sector. With a remarkable proportion of 38 percent of households that do without meat from abroad, the importance of regional products is becoming increasingly clear. This tendency corresponds to a growing megatrend that is also anchored in a broader social discussion about sustainability and quality.

trust in local producers grows

The desire for regional meat is particularly pronounced in the southern federal states. Here the consent to the regionality is over 80 percent. However, only 70 percent of households in Thuringia express a comparable interest in the regional origin of meat products. This shows that there are significant differences in the perception and appreciation of regionality.

price discussion in regional meat

regional products set quality standards - but are German consumers ready to dig deeper into their pockets? While constant over 70 percent of the respondents are willing to pay more for good quality, only 61 percent agree to actually spend more for regional meat. This suggests that despite a high interest in regional products, the price still plays a crucial role in the purchase decision.

the view of the meat quality

Quality, fresh and an appropriate price-performance ratio form the three main criteria when buying meat. A majority of 65 percent of households prefer sustainably produced meat and demands transparency regarding the keeping conditions of the animals. This tendency shows that consumers not only value the consumption of meat, but also increasingly pay attention to the ethical aspects of production.

sustainability and health as buying impulses

The perception of meat as an indispensable component of nutrition has increased constantly, which indicates a trend towards consuming consumers: 68 percent of those surveyed also intend to consume meat regularly in the coming years. Interestingly, health, sustainability and even possible tax increases have an impact on declining meat consumption. Over 50 percent of households expect this trend to continue.

a prejudice -free look at the industry

Surprisingly, only 10 percent of Germans stated that the quality standards in major battle companies were higher than in smaller companies. Trust in the producers is crucial for the industry, and Vion demands that everyone involved work together to reduce prejudices and to emphasize the positive aspects of meat production.

conclusion: a rethink in consumer awareness

The survey results of the Vion Consumer Monitor show that Germans are increasingly relying on regionality and quality, even if the price often remains the decisive factor. The trend towards a more conscious diet, supported by growing trust in local producers and sustainable practices, could shape the future of the meat market. Consumers seem to enter into a new era of consumption in which conscious decisions about food play a central role.