Voluntary Report – Voluntary - Public Distribution

Date: January 25, 2023
Report Number: GM2023-0002

Report Name: Plant-Based Food Goes Mainstream in Germany
Country: Germany
Post: Berlin
Report Category: Promotion Opportunities, Market Development Reports, Market
Promotion/Competition

Prepared By: Leif RehderApproved By: Kirsten Luxbacher

Report Highlights:
German food culture is changing. The number of vegans is growing, and more than half of the
population wants to reduce meat consumption, considering themselves flexitarian. This makes Germany
one of the most important markets for plant-based food worldwide with good opportunities for U.S.
exporters. This report presents a closer look at the German market and its health-focused consumers.

THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF
AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY

I.

Executive Summary

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. Germany has the highest rate ofvegetarianism compared to its European neighbors and the number of vegans reached over 1.5 million
people in 2022. Additionally, more than half of Germans describe themselves as flexitarians - in otherwords, opting for less animal-based food on their plates. Food culture in Germany is changing – thatmuch is clear. Until a few years ago, people who reduced their own meat consumption were ridiculed.
Those days are gone. Today, vegans, vegetarians, and flexitarians set food trends and the market forplant-based food shows extraordinary growth rates. Berlin, as Germany’s capital and most international
city, has long been key to the market, but other metropolitan areas are catching up. Today, there is alively vegan and vegetarian scene in every major city. There are good prospects for U.S. companies toexport and it is recommended to check out one of Germany’s first-class trade shows to get a feel for themarket.

II.

Flexitarians have become mainstream

In recent years, the vegan and vegetarian population in Germany has rapidly expanded. According to a
recent survey, nearly 8 million people followed a vegetarian diet and 1.58 million people identified
themselves as vegan in 2022. In other words, nearly 10 million people are choosing to follow a dietwithout meat and fish or entirely without animal products. This is quite a change, since it is worth
remembering that it was 0.1 million people 10 years ago who considered themselves vegan.
Additionally, the number of people who are concerned with their meat consumption continues to grow:
55% of people in Germany are "part-time vegetarians" or "flexitarians". Flexitarians often reduce but
don’t stop eating meat.

Figure 1: Percentage of Vegans, Vegetarians and Flexitarians

How people in Germany eat?

Source: Proveg International
The rise of flexitarians is seen as the main driver for plummeting meat consumption in Germany. In
2011, Germans ate an average 138 pounds of meat each year. That number dropped to 121 pounds in
2021. Pork is the preferred meat in Germany and its consumption dropped considerably over the last ten
years while beef consumption remained stable and chicken consumption went up. Pork consumption
decreased by 23% to 68 pounds, while chicken consumption increased by 13% to 29 pounds and beef
consumption remained at 21 pounds. This trend runs a bit counter to trends in other countries. Citizens
in low-income countries add more meat to their diet as incomes increase. In richer countries, meat
consumption is usually more or less stable at a high level.

Figure 2: Pork Consumption Declines

Meat Consumption in Germany
in kg per head per year
40.0
30.0
20.0
10.0
0.0
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022*
Pork

Poultry

Beef & Veal

Source: Federal Statistics Office; 2022: FAS Berlin estimate
This trend towards a more plant-based diet is not just impacting meat products but also dairy products.
Per capita consumption of milk and dairy products also declined. Per capita consumption of cow's milkin 2021 was 105 pounds, down more than 4% from the previous year. For butter, milk fat, and milk fat
spread products, consumption fell by over 3% to 13 pounds. In contrast, cheese consumption remained
relatively stable at 56 pounds in 2021. These changes are increasingly due to higher consumption ofmilk substitutes, which are increasing in popularity.
A common explanation for the rise of flexitarians in Germany is that young people are driving thechange and taking their parents with them. Germans are generally very eco-conscious and young people
are very much aware of the environmental effects of meat consumption. For example, Germany’s
Fridays for Future Movement demands halving meat consumption by 2035. By comparison, the Fridays
for Future Movement website in the United States does not say anything about meat. There is also
political support to reduce meat consumption. In 2013, the Green party included the demand for a veggie
day in its federal election campaign. It was heavily criticized and lost votes. Those days are long gone.
The Greens are currently part of the governing coalition, and the country’s Green Minister of Food andAgriculture incorporated a focus on plant-based diets in the Ministry’s strategy. This action is supported
by many young people in Germany.
The typical Vegan is young and female
While flexitarianism has become mainstream, veganism is also continuously rising. As previously
mentioned, the number of practicing vegans in Germany has drastically increased. As vegans set many
trends and leading activists of Fridays for Future and other movements are vegan, it is worth looking at
some characteristics of this demographic. According to veggieworld, the typical vegan in Germany isfemale (81%), young (60% are between 20-39 years old), well-educated (70% have a high level ofeducation), and has a higher income. Millennials are concerned with vegan lifestyles. There are manyreasons why more and more people in Germany are opting for a meat-free diet. The most frequently
stated reasons for this lifestyle are of a moral-ethical nature. Common reasons cited include love of
animals, criticism of modern farming practices, animal welfare, climate and environmental protection,world hunger, and food allergies or other health problems. Much of the vegan population sees veganism
as a lifestyle choice, not just a dietary one. Vegans are often making a political statement with their diet,seeing themselves as pioneers of a sustainable eating style. This is one of the main drivers for changing
consumer diets and facilitating the rise of vegetarianism and veganism as well as increasing the numbersof flexitarians in Germany.

III.

The Market

Germany has 84 million of the world’s wealthiest consumers. It is the second largest importer and thirdlargest exporter of consumer oriented agricultural products worldwide, and by far, the most important
European market for exporters. Overall, Germany is a net importer of all major categories of foodproducts. Grocery retail sales reached a record high of over USD 300 billion in 2021. Imports ofagricultural products increased by 7.7 percent to USD 108 billion in 2021. Of that, USD 76 billion wereconsumer-oriented agricultural products. For more detailed information please check out the Country
Exporter Guide.
Over the past few years, the German food market experienced a rapid growth of vegan fooddevelopment and restaurants. Plant-based alternatives can now be found in every supermarket. In 2021,
every 5th food product launched in Germany was vegan. Meat alternatives, in particular, are becoming
increasingly popular. Just a few years ago, plant-based meat and sausage alternatives could only befound in select health food stores. Today, they are part of the product portfolio in every supermarket.
According to the Federal Statistics Office, production of meat substitutes in Germany increased by over
17% to nearly 100,000 tons and valuing roughly USD 540 million. According to the newspaper
Handelsblatt, the market for plant-based meat substitutes has also grown strongly. Sales of meat
substitutes in the German food retail sector rose by 32 percent to over USD 720 million in 2021. Thereis no recent data for plant-based milk sales, but they are estimated to be on a similar level. Oat milk is
the most popular, followed by soy and almond milk. Please be aware that plant-based milk can only bemarketed in the under other names, such as soy drink, in the European Union and Germany while theterm "soy milk" is permitted in the U.S.
Germany is frontrunner in Europe
The "Plant-based Food Sector Report" of the “smart protein project” shows that Germany is thefrontrunner in Europe for plant-based products. Here are some more key findings:--

Consumption of animal-based products: Milk is the most frequently consumed dairy product inGermany (35% daily), followed by cheese (24% daily) and yoghurt (21% daily). In terms ofmeat, poultry is the most consumed (46% at least once a week).
Animal-based meat consumption: 51% of German consumers have reduced their meat
consumption in the past year, making Germany the country with the second-highest share ofmeat reducers, after Romania, among the countries analyzed.

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IV.

Animal-based dairy consumption: 32% of consumers say that they will consume fewer dairy
products (e.g., milk, yoghurt, cheese) in the next six months. The German market for plantbased-dairy products is among the largest and fastest growing in Europe.
Consumption of plant-based products: looking at plant-based food, plant-based milk is the mostfrequently consumed product (28% at least once a week), followed by plant-based yoghurt (21%at least once a week) and plant-based poultry and beef (20% at least once a week).
Plant-based meat consumption: compared to consumers in the other countries analyzed, German
consumers are the most likely to pay more for plant-based meat than for animal-based meat. In
fact, 26% are likely to pay a higher price if the plant-based product has the same taste and texture
as animal-based meat. German consumers would specifically like to be able to buy plant-based
minced meat, burger patties (32%), chicken breasts, and sausages (30%) in supermarkets. The
plant-based meat market in Germany is the fastest growing among the European countries
analyzed.
Plant-based dairy consumption: in terms of plant-based cheese, German consumers would
especially like to see plant-based cream cheese (32%), sliced cheese (32%), and plant-based
mozzarella (31%) available in supermarkets. The market for plant-based dairy products inGermany is one of the largest and fastest growing in Europe. Plant-based milk is the largest
segment in the German plant-based food market.
Plant-based fish: German consumers specifically wish they could buy more plant-based fish
sticks (27%) and smoked salmon (22%). Sales value for plant-based fish increased by 623% over
the two periods.
Preferred ingredients for plant-based foods: potatoes (40%), rice (37%), and lentils (33%) are
Germans’ favorite core ingredients in plant-based foods.

Berlin is the hotspot, but other cities are catching up

The German capital is a global hotspot for vegans. Some even call it the vegan capital of the world, andwith good reason. Berlin boasts not just a huge number of vegan restaurants but also many restaurants
offering vegan options. Even some butchers have vegan options for sale. In today’s Berlin, food isreceiving unprecedented attention, bringing together tradition and innovation, humble and fine dining.
The city is known as a fast-growing startup hub, attracting young professionals from all over the world.
Each year, around 50,000 new inhabitants are shaping its diverse and innovative food landscape. The
rich concentration of traditional regional German and international cuisines always comes up with new
flavors for the booming, trendy food scene.
Berlin is one of Europe's most influential cities when it comes to vegetarian, vegan, and sustainablecuisine. Being one of the places in the Western hemisphere with the most vegan restaurant options,
Berlin’s vegetarian and vegan populations are growing steadily and many cities in the country are
adopting Berlin's attitude of sustainable food consumption. According to HappyCow, a vegetarian
restaurant database, currently there are nearly 500 vegan restaurants in Germany, 105 of which are in theGerman capital. Berlin truly belongs in every conversation about global vegan and vegetarian hotspots.

Figure 3: Vegan Restaurants in Berlin

Figure 4: Vegetarian Restaurants in Berlin

Source: HappyCow

Source: HappyCow

Figure 5: Increasing Number of Vegan and Vegetarian Restaurants

Number of Restaurants

Vegan & Vegetarian Restaurant Growth inGermany
1500
1000
Vegetarian
500

Vegan

0
2017

2018

2019

2020

2021

Source: HappyCow

Berlin also hosts the largest vegan summer festival in Europe. In 2019, the 12th annual festival took
place at Alexanderplatz. It was canceled over the last few years due to COVID-19, but the next event isscheduled to take place in August 2023. Again, there will be over 100 booths inviting visitors topurchase vegan products and learn more about the plant-based lifestyle. Additionally, there is a so-called“world’s first vegan avenue” on Schivelbeiner Straβe in the north of the city - a full city block dedicatedto vegan food, clothes, and restaurants.

Figure 6: Vegan Summer Festival

Source: Vegan Summer Festival
While Berlin has become the vegan hotspot in Germany, most other major cities are also part of thevegan boom. According to HappyCow, Hamburg is home to over 40 vegan-friendly restaurants, Munich
and Cologne have nearly 30 each, while Frankfurt and Leipzig have about 20. Things have reallychanged over the past few years. Every major German city now boasts many vegan options and there isno end to this trend in sight.
This change not only affects restaurants in Germany, fast food and snack culture is undergoing a
noticeable change. Classic fat and salty options are generally considered unhealthy and are constantly
losing their followers. The demand for vegetarian and vegan snacks and fast-food options is growing as
the stalls and snack bars adapt by adding more falafel or tofu to the menu. Nearly every international
fast-food chain now offers alternative burgers and other vegetarian options to their customers inGermany.

V.

Labeling

Germany has gone so far as to create legal definitions of vegan and vegetarian for food labeling. To be
defined as vegan, foods must not be of animal origin or contain ingredients, processing
aides, or other substances of any animal origin. Vegetarian goods have the same Figure 7:
restrictions as vegan ones except that they may contain milk, colostrum, eggs, honey, Vegetarian Labelbeeswax, propolis, or wool grease. These legal definitions do not differ from the usual
U.S. definitions, though they do not have the legal standing. The EU-vegetarian labelhas become a well-recognized, registered symbol for labelling vegan and vegetarian
products and services. Please check its website for more information.
At the end of 2018, the German Food Book Commission (Deutsche LebensmittelbuchKommission) published new guidelines for vegan and vegetarian food. These new principles reflect
manufacturing and commercial practices as well as consumer expectations. This is particularly the casefor vegan and vegetarian food products that have a sensory similarity to products of animal origin.

VI.

Best Prospects

According to the Institute for Commercial Research (IFH) in Cologne, the three top-selling productgroups are vegetarian-vegan meat and milk alternatives, superfoods (foods that are rich in healthbeneficial compounds like fiber, antioxidants etc.), and the "breakfast" category. Germany has areputation as a meat loving country and in Berlin, that seems to be true of its vegan population. Moreand more eateries in the German capital - from gourmet restaurants to fast food joints – are offeringvegan or vegetarian options. This is great news for U.S. vegan brands as it shows that Germany could bea strong market. However, Germany is also well known for its plant-based and meat substitutes industry.
1. Meat substitutes:
 The German food industry is reacting to customer demand for a less meat-heavy diet. The
number of plant-based foods and drinks on the market has skyrocketed and continuous togrow.
 Meat substitutes have become a part of the assortment in every supermarket.
 According to Statista, the United Kingdom (UK) and Germany are the leading markets
for meat substitutes in Europe. Both countries were also among the top five countries,
together with Italy, Sweden, and Spain, whose population were most likely to eat
alternative meats.
2. Dairy product substitutes:
 Dairy product substitutes are very popular in Germany with oat milk being the mostpopular, followed by soy and almond milk.
 It is important to note that the European Court of Justice ruled in a case that says dairy
terms, such as milk and butter, cannot be used on plant-based products that are designed
as substitutes.
3. Superfoods and breakfast foods like muesli, cornflakes, and spreads made from herbs, seeds,
nuts, legumes, vegetables, and vegetable oils.
 Germany is one of the world’s leading markets for superfoods with a constantly growing
customer demand and the second highest rate of new product launches.
 Inside the German superfood market is a growing demand for organic superfood
alternatives.
4. Innovative foods and hemp-based products:
 Hemp has been known for many years, but it has only become a ‘trend’ in the last 5 years.
In Europe the “Hemp Hype” started in Italy and from there has spread throughout theEuropean continent. In the EU hemp products must not contain more than 0.2 percent of
THC, while in the US the limit is set at 0.3 percent. Today the range of hemp products thatcan be purchased in-stores or online is quite wide. This includes protein powder, hemp oil,soft drinks, and snacks just to name a few.
5. Sustainability. Sustainability. Sustainability.
 German consumers are becoming more aware of sustainability and are making theirpurchases accordingly. Just like the clean label movement, growing demand for



VII.

sustainable products is ‘pushing’ the food industry to come up with new innovative
solutions.
According to the Forsa Institute, when asked about their food values and eating habits,
German respondents over the age of 14 said they regularly cooked at home, and werecommitted to reducing waste. Not long ago, Germany would have been called a paradisefor meat-lovers, and while meat also goes through a sustainable renaissance with highstandards to origin and animal welfare, more and more chefs are putting vegetarian andvegan fare high up on their menus.

Competition

How are other vegetarian and vegan brands doing in Germany? Have the ones who already tried topenetrate this market managed to develop a loyal and dedicated consumer base? Latana Brand Analytics
conducted a survey in 2019 to see which vegan food brands German consumers were aware of and these
are the results. Alpro came out on top as 74 percent of respondents had heard of it. The Belgian brand
was miles ahead of local German brands. This is unusual as Germans tend to stick to domestically
produced products. Additionally, 33 percent knew Simply V and 27 percent were aware of Veganz. The
bottom three brands were Made with Luve (12 percent), Oatly (9 percent), and Naturli (8 percent).
When Latana Brand Analytics revisited the brands in 2021, it found out that Alpro is still the frontrunnerand its parent company, Danone, plans to triple worldwide plant-based sales to USD 5 billion by 2025.
Simply V has a focus on dairy alternatives and is called the undisputed market leader for plant-based
cheese alternatives. Veganz has really been growing over the past years by launching 120 products
internationally, clearly increasing sales and brand awareness. Oatly has further cemented its stronghold
in Germany. It is one of its key markets and the brand offers a wide range of oat-based products.
Most major vegan food producers are based in the United States. However, there are several competitors
in Canada. Additionally, the number of vegan producers, especially in places like Germany, is growing
as the market expands rapidly. Most of the European vegan competition is based in the United Kingdom.
A list of some major European vegan producers includes:

Table 1: Companies and ProductsCompany (Country of Origin)
Alpro (Belgium)
Oatly

Happidog (UK)
Huel (UK)
Quorn (UK)
Vegetarian Butcher (the Netherlands)
Innocent (UK)
Plamil Foods (UK)K-Take it Veggie (Germany)
Made with Luve (Germany)
SimplyV (Germany)
Veganz (Germany)

Products
organic and non-organic, non-GMO soy-based
products
Known for oat milk but also ice cream, coldcoffee, yoghurt substitutes, cooking cream,
spread, custard, and mayonnaise
vegetarian hot dogs
liquid vegan foodmeat substitutes and pre-packaged meals
meat substitutes
juices and smoothies
soy milk, horchata, egg-free mayonnaise,chocolate, and carbo bars
bread spreads, dairy and meat alternatives, andprepared foods
vegan dairy alternatives and ice creamvegan spreads and cheeses
bread spreads, dairy and meat alternatives, andprepared foods

It is important to note that this is not an exhaustive list, especially considering major companies inGermany produce vegan products as only a portion of their inventory rather than the entirety. This
includes but is not limited to: Erasco Kühne Lambertz
 Pfanner
 RUF
 Rügenwalder Mühle
 Demeter
 Gutfried
It is also important to note that large food retail chains have jumped on the bandwagon with their own
brands and, for example, cover an estimated 30% of demand for meat alternatives. For more informationon the food retail market in Germany, please check our Retail Foods report.

VIII. Marketing opportunities
Trade shows can help U.S. companies — especially those new to the export market — expand theirreach to potential customers around the globe. Germany is a trade show hub and there are a number ofshows that focus on vegan or vegetarian products. A list of these shows can be found below.
Biofach Trade Show
Biofach is the world’s leading trade show for organic foods. Recently, there was a special part of theexhibition titled “Experience the World of VEGAN” with many new vegan products being presented.
Biofach is a great opportunity for U.S. companies to connect with importers and retailers and promote
their products. Biofach 2023 will take place on February 14-17, 2023, in Nuremburg, Germany. Biofachis an endorsed trade show of the U.S. Department of Agriculture.
VeggieWorld
VeggieWorld is Europe’s largest consumer fair for the vegan lifestyle. Exhibitors show their latest
products and services. Visitors have a chance to try, buy, and get detailed information about the entire
range of vegan food and non-food-products. The conference program with interactive panels and highlevel speakers conveys the latest insights and trends in the fields of vegan products and lifestyle.
VeggieWorld will be held in Berlin on March 25-26, 2023.
Rohvolution
The Rohvolution is an exhibition specializing in uncooked vegetarian food with the goal to present ahealthier alternative diet. The focus lies on the exchange between exhibitors and visitors. In 2023, theexhibition take place in Berlin and Speyer.
Veggie & Frei Von
The exhibition Veggie & Frei Von (free from) is an exhibition focused on free from and vegetarian
products. The show includes cooking workshops, dietary consulting, and a huge variety of vegan,vegetarian and free from products. Veggie & Frei Von will take place in November 2023 in Stuttgart.

IX.

Post Contact and Further Information

If you have questions or comments regarding this report, or need assistance exporting to Germany,please contact the U.S. Office of Agricultural Affairs in Berlin:
U.S. Department of Agriculture Foreign Agricultural Service
Embassy of the United States
Clayallee 170
14191 Berlin
Phone: +49(030) 83 05 – 1150
agberlin@fas.usda.gov
www.fas-europe.org

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