A recent BVLH investigation on plant-based nutrition clarifies consumer expectations when it comes to product line design and customer communication.
More and more German consumers become aware that the way they eat can have an impact on their environment, biodiversity and their health. With this in mind, they increasingly prefer plant-based foods.
According to a recent representative consumer survey commissioned by the Federal Association of German Food Retailers (BVLH)), 41 percent of those surveyed identify as flexitarians, meaning they only eat meat occasionally. Nine percent are vegetarian and three percent are vegan. Vegans, vegetarians and flexitarians represent 47% of the population who do not adhere to any of these recommendations. diets.
The consumer survey on the topic “Plant-based diet” was conducted by Forsa from August 10 to 14, 2023. A total of 1,026 people aged 18 and over were surveyed using a systematic random procedure. The results of the study can be transferred to the general population Germany with the error tolerances possible in all sample surveys (in this case +/- 3 percentage points).
Women and young people
This attitude is particularly pronounced among women and those under 30. At twelve percent, the proportion of women following a vegetarian diet is twice as high as that of men. And the younger the people surveyed are, the more often they report following a vegetarian diet. 15 percent of people under 30 describe themselves as vegetarian. Among respondents aged 60 and over, this figure is only six percent.
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Consumers satisfied with the breadth of the food offering of plant-based products
German food retail companies have constantly expanded their product range of plant-based foods and vegan alternatives to animal products. A large majority of 72 percent of German citizens consider this offer sufficient or fair.
![Greenforce Meatloaf Packaging Photo](https://vegconomist.com/wp-content/uploads/sites/3/greenforce-meatloaf.jpg)
When asked what grocers can do to encourage their customers to buy more plant-based foods, half (51%) say retailers should promote locally grown plant-based foods and vegan alternatives . 43 percent would buy more plant-based foods if they were offered at a cheaper price.
Consumers want information on the benefits of plant-based diets
If grocers offered more preparation tips and recipes for plant-based foods or hosted hands-on in-store activities, it would encourage nearly a third (31%) to buy more plant-based foods. A similar number of respondents (29%) think they would buy more plant-based products if there was a greater choice. 15% of respondents believe that grocers should explain to customers the benefits of a plant-based diet, for example in the form of leaflets, brochures, information stands or explanatory videos, so that they buy more of plant-based foods.
More information on : www.bvlh.net