Consumer attitudes towards store brand vegan and vegetarian products in Germany 2018

German consumers interested in vegan and vegetarian products generally have serious and attentive attitudes towards what they want to buy. The present survey reveals that customers would like to see independent store seal indicators that a product is vegan or vegetarian, as well as a wider range of such products overall.

Changing lifestyles

The number of people in Germany classifying themselves as vegetarian increased, so far amounting to 6.1 million in 2019. These numbers are reflected in various figures on non-vegetarian food consumption, so to speak. For example, beef and veal consumption levels have been decreasing year after year. On the other hand, soy milk drinking frequency has been increasing.

The next generation

In (selected) European countries, the share of vegetarians among young adults was highest in Germany, while France had the most vegans. In 2018, 13 percent of newly launched products on the German market were declared vegan.