Culinary heritage in change: what we no longer buy

Culinary heritage in change: what we no longer buy

A new study shows that some traditional food products such as sauerkraut, condensed milk and coffee filters could experience a falling demand in the coming years. The reasons for this are complex. An important aspect is the change in eating habits among the population, coupled with the gradual disappearance of the generation, which rebuilt the Germans after the Second World War.

According to a report by the GfK, which belongs to YouGov, the "recycling generation" born before 1952 will progress progressively in the age group. The change in shopping habits is mainly caused by the increase in vegetarian and vegan diets. Younger generations, including Millenials and Ibrains, show little interest in decades of popular products such as animal fats, especially lard.

changed eating habits influence product demand

The study points out that 41 percent of sales with lard to the older consumers is eliminated, while the number of millennials and the younger generation is only 6 percent. Robert Kecskes, a trading expert and author of the study, emphasizes the importance of these developments. The growing interest in plant -based nutrition has led to increasingly falling back on alternatives, which announces a profound change in the food industry.

In addition, the examination shows that products such as drinking milk, cream, yogurt and curd are often replaced by vegetable options. In 2024, the sales share of the reconstruction operators for goods of daily needs were 14 percent, while millenials and Ibrains came together to 29 percent. This shift is a clear indication that the next generation perceives and consumes foods completely differently.

Decline for other traditional products

The difficulties also continue in the segment of coffee filters and condensed milk. Two thirds of sales are eliminated by the older generation, while only about 10 percent come from younger consumers. Younger households are less likely to prepare filter coffee, which also affects the sales of coffee filter bags. Similarly, sauerkraut and red cabbage cannon are no longer in demand, since only a little more than 15 percent of the revenues come from Millenials and Ibrains.

The expert estimate indicates that these products could possibly become relics of the culinary tradition of our grandparents. With the decline in the older generation, different categories and brands can still be under pressure. The food industry could soon have to be oriented towards this trend in order to remain attractive according to the interests of recent consumer generations.