Germany is one of the fastest and second biggest plant-based meat markets where the people are willing to pay a higher price for plant-based meat products; around 26% of people are ready to pay a high price for plant-based meat. As they become aware of the nutritional benefits that can be taken from plant-based meat in recent times. And also due to covid-19, consumers' preferences changed from conventional meat to plant-based meat. According to the research, Germany produced less meat and more conventional meat. Conventional meat production in Germany fell around 4% in 2020, which is around $46.8 billion whereas the substitute of conventional meat products showed a rise in demand to around 39%.
According to the report titled “Germany Plant-Based Meat Market Research Report, 2027”, published by Bonafide research, the plant-based meat market in Germany is expected to grow by over 18% during the forecast period ending 2027. The plant-based meat product sales skyrocketed during the Covid pandemic as consumers wanted to avoid any animal-origin products. The pandemic made the consumer aware of the nutritional factors that plant-based meat can serve to people. This changing behaviour of the consumers in Germany also changed the facts and figures of the German meat market. After the breakdown of COVID-19, animal-based meat production fell to around 4%, and around 26% of people were ready to spend more on plant-based meat. Germans are heavy chicken consumers and thus plant based chicken products are the most selling in the market.
Soy is the main source of plant-based meat used widely in Germany to make plant-based meat products as it is easily procured by manufacturing companies. Also, it is familiar with the processes and execution of soy source as an important ingredient. On the other hand, quinoa and oats are the other types of plant sources that have been recently gaining attention of the makers as consumers demand for variety. Soy’s allergencity and wheat’s gluten are the major restraining factors for their decreasing market share as the preferred choice of producers now days. As Europeans love burgers so do Germans who find eating a plant based burger most cost effective and easy to substitute product to animal meat. However, other snacks like plant based meatballs and chips and deli are increasingly tried by consumers. Consumers now opt for a healthy snacking option as there are many choices and have become more focused towards health. Unlike other countries, Germany has comparatively more share in retail sales of these products, as they prefer to cook at home and also proves to be cost effective. Eating out in hotels, restaurants serve plant based meat menu at a higher price.
German schnitzels and sausages are world famous but with plant based meat over powering the demands and change in consumer attitudes it is becoming sidelined. More than 35 Million Germans abstain from animal meat in some or other form. The German marketplace for plant based meat constitutes of traditional vendors, local companies, new start-ups, and international players too. Also with government initiatives and proposing plant based meat diet to its citizens, the future market growth is expected to grow robustly over the forecast period. Another major factors being animal love and environment benefits that help reduce carbon and GHG gases.
The changed tastes of the consumers in Germany have led to inclusion of plant based meat menu in several hotels and restaurants in the last five years. According to Happy cow there are over 900 vegetarian restaurants and out of which at least 300 are serve only vegan meals. Berlin, in Germany is a fast growing start-up hub attracting many professionals from all over the world. Nearly, a quarter of the countries vegan and 15% vegetarian restaurants can be found here. The growing number of vegans and flexitarians are pushing the demand for burgers, sausages and chicken alternatives. Beyond Meat was the first to sell plant based meat burger through Lidl’s stores and were sold out in no matter of time. The German market is growing rapidly with ever increasing demands from consumers.
A famous meat processing company Rugenwalder Muhle that was founded in 19th century started selling vegan products in 2014. By 2018 they saw a 50% rise in sales of vegan meat products and sell more than animal products. Local suppliers usually make plant based meat products from soy or wheat. German based start-up Terra Vegane backed by retailer Aldi made an entry into market. These new players are trying out new substitutes like maize, peas, vegetables, jackfruit, seeds, beans or lupins to replace animal meat. The major retailers also jumped into the bandwagon of producing plant based meat products and the most affluent example being Lidl who introduced Next level burger in Germany.
Considered in this report
Base year: 2021
Estimated year: 2022
Forecast year: 2027
Aspects covered in this report
Germany Plant-Based meat products market with its value and forecast along with its segments
Various drivers and challenges
On-going trends and developments
Five force models
Top profiled companies
By Source in the report
Others (quinoa, oats, hemp, others)
By Product in the report
Strips & Nuggets
By Type of meat in the report
Others (lamb & turkey)
The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Plant-Based meat industry, food and other related industries and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.
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