Food Marketing Trends Germany in 2021
The food industry is one of Germany´s largest economic areas, and it is a very innovative one. Each year, around 20.000 new food products enter the German market, but only few of them survive. Therefore, there is a lot of movement in this industry, and especially since Corona, many things have been turned upside down. Consumers developed new preferences and understood the need for a change, in order to create a more sustainable production and consumption. We have spend the last weeks researching what is new and increasing, to create for you our top 10 list of the food marketing trends in Germany in 2021, Enjoy the read.
Plant based products
Plant based or vegan is a trend that has been growing in the German food market over the past 10 years, and developed from a niche industry to a mass phenomenon. A lot of companies, from small startup to multinational corporation, try to find a way to replace traditional meat, milk & egg products into a plant based alternative, without losing taste or texture. A challenging task, but as we see more and more great results, it is definitely worth the effort!
Not only does a plant based diet help the planet to better deal with the immense demand for food products, but so can other measures for a more sustainable food production. From plastic reduction in packaging, to CO2 reduced transportation and the fight of food waste, a lot is going on in the German market in order to make food production more sustainable.
Support your locals - regional & seasonal
This is a clear consumer trend that heavily got shaped during the Corona year 2020, which shows how much say consumers actually have in moving a whole industry into a different direction. The trend for more regional shopping does not mean that online purchases or fruit & vegetables from the other side of the world have lost tremendously, but it can clearly be watched that “local” production and a use of this benefit in food brand communications can help to drive (regional) sales.
Consumers nowadays do not only want to eat food, they want to experience it. Which also means they want to experience the company producing it, find out where their food comes from and get to know the people behind the brand. For any food marketing specialist, this might be a dream come true - telling real stories and letting consumers get in close contact with the brands they love.
From Fast Food to Fast Good
Fast food is great and saves us time, and this trend has not at all declined, even though Germans might take more time for home cooking and healthy meal preps nowadays. What has changed though and will keep changing is the need for better alternatives, that offer healthy and nutritious meals, even though they can be reheated within minutes. A quick stop at the supermarket after work is still a thing, and fresh food convenience shelves are getting bigger and bigger in German retail. A great chance for anyone selling (or planning to sell) into that category.
DNA-based diet & very special, healthy ingredients
You might have heard of maca, hemp, amaranth, black garlic, birch tree juice or chaga? Some very interesting superfoods with supposedly high health benefits are coming into the market, but time only will show if they really find their permanent place in German kitchen cupboards like chia has since a couple of years. DNA-based diets are also a new megatrend for people who really want to take their health to the next level. But even though both are a highly trendy niche, we will have to see how much of that will actually stick around in the mass market.
Not only a trend for pregnant women or people who have some kind of intolerance towards byproducts that develop in the process of making alcohol. Non-alcoholic beer has been a mass market phenomenon in the German market for many years already, and it is totally accepted everywhere. Non-alcoholic wine and spirits are not quite there yet, but we are sure these “special beverages” will also be a very normal thing in bars, restaurants and retail in a couple of years. So if you would like to enter the market in this segment, your time is probably now.
Home cooking has increased again in 2020, but so has snackification, which means that more and more people switch from 3 big meals to something like 7 smaller portions during the day. Often, a dip is included here in some of the snack meals, and smaller portion sizes are of course seeked.
High Tech & Vertical Farming
Farming in Germany also holds a big share of the overall food industry, and there are strong efforts to a more perfect, smooth and sustainable production process all along the value chain. This means that food tech solutions for farming are absolutely booming, not only from a scientific and demand perspective, but also in terms of who wins the hearts of investors. Vertical farming is another way to make the food production industry for vegetables more sustainable, by using “city” areas for farming much more often.
At first glance, this last trend might be a sad one, but it might actually help transform parts of a whole industry for the better. It means having restaurants without guests, where the chefs only prepare food in the kitchen which then gets delivered to the consumers. It might sound boring, but it can reduce costs in the restaurant scene by a lot, also reducing the long hours of each evening shift and focus the experience on what it really is about for a lot of people: the food. It might not be our thing forever, but every once in a while, it can also be nice to enjoy a high class dinner at home in your personal space. Right?