June 20, 2024 – This report assesses the key drivers and influences most likely to be impacting on German food and beverage choices. Through a review of consumer research data, it shows that Germans are a strongly indulgent nation, with the pleasure of eating experiences particularly important to them. At the same time, cost-of-living pressures have increased the focus achieving these experiences at affordable prices. When it comes to health, Germans are most likely to focus on sugar reduction as a core theme but tend to under-index global averages on demand for high-protein, high-fiber or functional positionings. The environment is another important consideration in Germany, particularly in the plant-based arena where health plays second fiddle to eco benefits in the consumer consciousness.

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