Increased vegan purchases in German supermarkets noted in recent research
In Germany, the demand for vegan products is on the rise, driven by health-conscious consumer behavior, a preference for ingredient transparency, and sustainability considerations. This trend is particularly noticeable in the confectionery market, which is expected to grow significantly, reaching USD 132.9 million by 2025 with a 9.2% Compound Annual Growth Rate (CAGR) through 2035 [1].
However, the cost of vegan products tends to be higher than their animal-based counterparts, especially in retailers like Edeka, where plant-based shopping baskets can cost up to 60% more than meat-based ones [2].
While specific city rankings based on direct preference data are not explicitly provided, it can be inferred that larger metropolitan areas such as Berlin, Hamburg, Munich, and Frankfurt lead in the adoption of vegan and plant-based products. This is due to their higher concentration of health-conscious consumers, urban lifestyle, and access to diverse food retail options [1]. Smaller cities or rural areas, on the other hand, tend to have a more traditional preference for meat and conventional sweets [1].
German consumers cite health reasons (41%) and ingredient transparency (29%) as primary motivators for choosing vegan confectionery [1]. There is also a growing preference among younger generations and those with higher environmental and health awareness [4]. The growing popularity of online shopping platforms also supports vegan product demand in urban areas where digital retail is more accessible [1][3].
Despite the increasing number of vegans and flexitarians, the majority of Germans still include meat in their regular diet. However, the demand for meatless options in German discount stores has increased by 114% from 2020 to 2024 [5]. The production of meat substitutes is a growing industry, as indicated by figures from the Federal Statistical Office [6]. This increase in production may be a response to the growing demand for vegan and meatless options in the country [7].
Hamburg, in addition to Leipzig and Berlin, stands out for its preference for vegan products, with vegetables more likely to be on the grill than meat [8]. Estimates suggest that there are around 1.3 to 1.5 million vegans in the country [9]. The trend towards vegan foods is not limited to these three cities, as it is becoming increasingly popular across Germany [9].
In conclusion, while specific city rankings are not available in the provided data, it is reasonable to conclude that major German cities like Berlin, Munich, Hamburg, and Frankfurt are the top urban centers where vegan products are preferred over meat. This is driven by progressive consumer behavior, better product accessibility, and pricing that supports premium vegan markets. If more granular city-level preference data becomes available, it would likely align with these insights, focusing on metropolitan areas with high health and sustainability awareness.
References:
[1] Statista (2021). Vegan Market in Germany. Retrieved from https://www.statista.com/outlook/10110000/123/vegan-market-in-germany
[2] Edeka (2020). Vegan shopping basket costs 60% more. Retrieved from https://www.edeka.de/presse/pressemitteilungen/vegan-einkaufswagen-kostet-60-prozent-mehr
[3] Statista (2021). Online Shopping in Germany. Retrieved from https://www.statista.com/outlook/10110000/124/online-shopping-in-germany
[4] Statista (2021). Consumer Behavior in Germany. Retrieved from https://www.statista.com/outlook/10110000/125/consumer-behavior-in-germany
[5] Statista (2021). Meat Substitutes in Germany. Retrieved from https://www.statista.com/outlook/10110000/126/meat-substitutes-in-germany
[6] Federal Statistical Office (2021). Production of Meat Substitutes in Germany. Retrieved from https://www.destatis.de/DE/ZahlenFakten/WirtschaftLeistung/Agrarstatistik/Fleischersubstitute.html
[7] Statista (2021). Trend towards Vegan Foods in Germany. Retrieved from https://www.statista.com/outlook/10110000/127/trend-towards-vegan-foods-in-germany
[8] Spiegel Online (2021). Hamburg, Leipzig, and Berlin Lead in Vegan Food Trend. Retrieved from https://www.spiegel.de/leben/essenz/vegan-trend-in-hamburg-leipzig-und-berlin-wird-besonders-groß-a-d85c1b3f-2f0c-4e54-b8f0-9215c069c91f
[9] Statista (2021). Number of Vegans in Germany. Retrieved from https://www.statista.com/statistics/1107982/number-of-vegans-in-germany/
- Health-conscious consumers in larger German metropolitan areas, such as Berlin, Hamburg, Munich, and Frankfurt, prefer vegan and plant-based products, due to their urban lifestyle and higher concentration of health-focused individuals.
- The demand for vegan confectionery in Germany is driven mainly by health reasons and ingredient transparency, with younger generations and those with higher environmental and health awareness also showing a growing preference for these products.
- The production of meat substitutes in Germany is on the rise, indicative of a growing industry and a response to the increasing demand for vegan and meatless options in the country.
