Market & Trends

Germany: Alt Meat Retail Value Rises by 38% as Half of Consumers Aim to Eat Less Meat

A report by Mintel has predicted long-term growth for the alt meat market in Germany, as consumers increasingly aim to eat less meat.

The retail value of meat alternatives is said to have risen by 38% following the pandemic, helped by an increase in cooking from scratch. A further 66% growth is expected in the long term.

This rise is being driven by increased awareness of environmental and health issues, with 54% of Germans saying they want to eat less meat because it is better for the planet. Three-quarters of those who buy alt meats say they would like to see more ready meals containing the products.

However, 50% of consumers who do not buy meat alternatives believe they are overpriced, which could be restricting the market. Additionally, competition in the sector is increasing as new brands and private-label products continue to launch.

Plant-based sausage
© Redefine Meat

“Extraordinary growth rates”

Last year, a study found that meat consumption and the live animal trade had both hit a record low in Germany. The decline was largely attributed to the rise of plant-based diets.

A USDA report published earlier this year indicates that 55% of Germans now consider themselves flexitarian after reducing their meat consumption. The number of vegans in the country has also surged, rising from 0.1 million ten years ago to 1.5 million in 2022.

“Finding vegetarian and even vegan options is becoming easier in Germany — a land more commonly known for its sausages, schnitzel, and abundant meat-based dishes,” said the report. “Germany has the highest rate of vegetarianism compared to its European neighbors. Today, vegans, vegetarians, and flexitarians set food trends and the market for plant-based food shows extraordinary growth rates.”

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