YouGov and CPS GfK release joint study on evolving dietary trends and the rise of plant-based consumption in Germany

As flexitarian diets gain traction and plant-based nutrition increasingly enters mainstream consumer consciousness, the decline in meat consumption is becoming a notable trend within the fast-moving consumer goods (FMCG) and retail sectors. Recognizing this shift, Consumer Panel Services GfK (CPS GfK) and YouGov have collaborated on an in-depth study that aims to equip FMCG and retail clients with a comprehensive understanding of changing consumer preferences and behaviors.

The collaborative study combines YouGov's consumer attitude data with CPS GfK's shopper behavior insights, analyzing both consumer opinions and purchase actions to provide a holistic view of the plant-based market. This approach allows brands to make future-proof decisions based on a more detailed picture of how and why consumers are adopting plant-based diets. The study, focusing specifically on the German market, surveyed over 2,000 adults aged 18 and older, covering dietary habits, purchase drivers, and attitudes towards both plant-based and animal proteins.

Despite the increased scrutiny surrounding plant-based products, interest in these options is especially strong among younger, affluent consumers who are drawn to plant-based alternatives for reasons ranging from environmental sustainability to personal health. This demographic was highlighted in the 2024 Veganuary campaign, which attracted over 160 attendees to a YouGov and CPS GfK-hosted webinar. Although the growth of plant-based products has fluctuated recently, the campaign underscored the potential for these alternatives to continue expanding their market reach.

The study addresses the following critical questions for clients:

• How are changes in the food market shaping the future of plant-based substitutes?
• What is driving younger generations' interest in alternative diets, and how can brands encourage long-term loyalty?
• Which factors prevent consumers from making permanent dietary shifts toward plant-based foods?

These questions are central to understanding how brands can capitalize on emerging trends while adapting their strategies to resonate with consumers' evolving preferences.

The YouGov and CPS GfK study uncovered several key insights about the plant-based market. Between 2020 and 2024, the plant-based food sector in Germany grew by an impressive 79% in volume. Market penetration also increased by 19% during this period, driven by a steady rise in flexitarianism, where 11% of German consumers now identify as following a vegan or vegetarian diet.

Furthermore, consumers expressed intentions to increase their purchases of plant-based products, with an anticipated 14% growth in both plant-based meat and dairy alternatives. This interest reflects a larger trend among shoppers who are exploring these options as part of their everyday diets. The study highlighted generational differences in dietary choices, with younger generations demonstrating a strong preference for plant-based foods compared to their older counterparts.

Combining YouGov’s panel of over 27 million members with CPS GfK’s six decades of experience in purchasing behavior, the study delivers a rich perspective on consumer motivations, media habits, and brand engagement. The analysis provided detailed insights for brands to optimize their strategies and tap into new market opportunities.

For instance, while the taste remains a primary factor in consumers’ purchasing decisions, animal welfare and environmental concerns are also major motivators. These insights help brands understand the barriers that may be preventing some shoppers from fully committing to plant-based diets. With these findings, FMCG and retail brands can more effectively communicate the benefits of plant-based products, appealing to consumers’ health and ethical priorities.

The study's comprehensive data offers brands a clearer understanding of the entire plant-based shopper journey—from purchase drivers and consumption patterns to attitudes and future buying intentions. Six clients have already commissioned in-depth reports to gain actionable insights on the plant-based segment, enabling them to tailor their products and marketing strategies to meet evolving consumer demands.

For many companies, these insights are timely. As of August 2024, brands are using the report’s findings to fine-tune their strategies in a competitive and rapidly changing market. The study also revealed that consumers interested in plant-based options tend to prioritize taste, which remains a crucial point of comparison with traditional animal-based products. Additionally, insights into consumer segments that prioritize animal welfare and sustainability provide a roadmap for brands seeking to align with these values.