Regional food product shopping Germany 2024

In 2024, around 37.96 million German consumers preferred to buy regional products when grocery shopping. This was a decrease compared to the year before, otherwise numbers had been increasing annually during the specified time period.
The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.

Number of people in Germany who prefer regional products from home when going grocery shopping from 2019 to 2024 (in millions)

Characteristic	People in millions
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Release date

June 2024

More information

Region

Germany

Survey time period

2019 to 2024

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

Information on population:
Base: German-speaking population aged 14 and older in private households at main place of residence in the Federal Republic of Germany

Information on total sample:
2019: 23,318 respondents, representing 70.60 million people
2020: 23,191 respondents, representing 70.64 million people
2021: 22,563 respondents, representing 70.54 million people
2022: 23,015 respondents, representing 70.6 million people
2023: 23,524 respondents, representing 70.08 million people

2024: 23,485 respondents, representing 70.48 million people

Further information on methodology is available here.

The survey question was asked in the following wording: "Various options are listed here. Could you please look at them and name those where you would say, This applies to me? - I prefer regional products from home when I go grocery shopping."

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