Fresh food in 2024: The big picture
Total volume sales of fresh food in Germany registered a slight increase in 2024, following flat growth in 2023. Only eggs posted above a mid-single-digit increase in total volume sales at the end of the review period, with most other categories recording slight-to-moderate increases.
2024 key trends
Total meat consumption declined further at the end of the review period. There was a notable shift from red to white meat (chicken benefited as a perceived healthier alternative to red meat), as well as rising popularity for organic products and stronger animal welfare regulations.
Retailing developments
Supermarkets and discounters remained the main distribution channels for fresh food in Germany, offering wide assortments of meat, fish, fruits and vegetables, with options to cater to different consumer needs and preferences. Supermarkets continued to enjoy a clear lead in the distribution of fresh food in Germany in retail volume terms at the end of the review period.
What next for fresh food?
Overall, fresh food in Germany is projected to see a flat total volume CAGR over the forecast period. An anticipated moderate foodservice volume CAGR is only expected to offset marginal decreases in retail volume sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Fresh Food industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Eggs
- Fish and Seafood
- Fruits
- Meat
- Nuts
- Pulses
- Starchy Roots
- Sugar and Sweeteners
- Vegetables
If you're in the Fresh Food industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Fresh Food in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Fresh Food in Germany?
- What is the impact of commodity price fluctuations on local production and consumption?
- What are the key campaigns or legislation driving Fresh Food sales?
- How are consumer attitudes towards fresh food evolving?
- How significant is health and wellness in shaping consumer demand?
- Where is future growth expected to be most dynamic?
Fresh Food in Germany
Fresh food in 2024: The big picture
2024 key trends
Retailing developments
What next for fresh food?
DISCLAIMER
Eggs in Germany
KEY DATA FINDINGS
Affordability and versatility drive a strong performance for eggs
Consumer interest in higher protein intake favours eggs
Eggs to ride key food and diet trends to gain consumers
Health and sustainability trends to benefit organic eggs
Fish and Seafood in Germany
KEY DATA FINDINGS
Reduced consumption of animal products underpins dip in total volume sales
Discounters continue to leverage wide assortments and affordability
Healthy eating and sustainable and ethical sourcing to shape demand in fish and seafood
Geography and economic factors and product type to impact demand trends
Fruits in Germany
KEY DATA FINDINGS
Upturn for fruits although consumption remains underdeveloped
Consumers diversify their fruit choices
Total volume sales are set to improve as consumers look for healthier food options
Provenance and sustainability to provide impetus for the development of fruits in Germany
Meat in Germany
KEY DATA FINDINGS
Foodservice demand recovers as retail struggles with reduced meat consumption
Strong ethical labelling developments to help consumers make informed choices
Quality meat consumption to shape demand amidst reduced consumption and shifts to protein alternatives
Ethical concerns to continue to exert a strong influence on the category
Nuts in Germany
KEY DATA FINDINGS
Consumers revive their interest in nuts as price movements stabilise
Robust preference for affordable and versatile peanuts
Players and climate change to stimulate investments in nut products and production
Nuts to benefit from health positioning
Pulses in Germany
KEY DATA FINDINGS
Foodservice drives volume growth for pulses as consumers experiment with food choices
Peas fit well with the key plant-based diet trend
Positive outlook for local production and sales
Fava beans and soy beans to enhance an increasingly wide-reaching category
Starchy Roots in Germany
KEY DATA FINDINGS
Shift to sweet potatoes as urban consumers diversify their choices
Slow return to fresh potatoes
Organic potatoes to gain momentum
Significant growth opportunities for non-potato starchy roots through foodservice and retail
Sugar and Sweeteners in Germany
KEY DATA FINDINGS
Germany has a sweet tooth although growing health concerns limit per capita consumption
The offer of sweeteners develops as concerns over sugar intake increase
Key obstacles dampen the outlook for sugar and sweeteners
Search for less harmful sweeteners to shape category development and consumer purchasing decisions
Vegetables in Germany
KEY DATA FINDINGS
Foodservice continues to make gains while price competition spurs retail volume growth
Tomatoes and onion remain versatile and popular choices
Provenance and seasonality to play key roles in vegetables
Sustainability to gain prominence in production and consumption trends
The following categories and subcategories are included:
Fresh Food
- Eggs
-
- Crustaceans
- Fish
- Molluscs and Cephalopods
-
- Apples
- Banana
- Cherries
- Cranberries/Blueberries
- Grapefruit/Pomelo
- Grapes
- Kiwi Fruit
- Lemon and Limes
- Oranges, Tangerines and Mandarins
- Peaches/Nectarines
- Pears/Quinces
- Pineapple
- Plums/Sloes
- Strawberries
- Other Fruits
-
- Beef and Veal
- Lamb, Mutton and Goat
- Pork
- Poultry
- Other Meat
-
- Almonds
- Coconuts
- Peanuts (Groundnuts)
- Pistachio
- Walnuts
- Other Nuts
-
- Beans
- Peas
- Other Pulses
-
- Cassava
- Potatoes
- Sweet Potatoes
- Other Roots
- Sugar and Sweeteners
-
- Cauliflowers and broccoli
- Maize
- Onion
- Tomatoes
- Other Vegetables
Fresh Food
Fresh Food refers only to fresh uncooked and unprocessed foods (packaged and unpackaged). Packaged sugar products and natural sweeteners (e.g. brown sugar, table sugar, molasses) are also included. For Fresh Food, we research total sales across distribution channels including retail, foodservice and institutions. For a selected 18 markets, we have a breakdown of total fresh food sales according to the following formats: • Retail • Foodservice sales • Institutional sales Retail Retail sales is defined as sales through all legal establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. Retail sales excludes sales to hotels, restaurants, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition excludes the purchase of food products from foodservice outlets for consumption off-premises, eg grilled chicken/meat/fish bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. We estimate sales through the following channels: Modern Grocery Retailers • Supermarkets • Hypermarkets • Discounters • Convenience stores • Forecourt retailers Traditional Grocery Retailers • Independent small grocers • Food/Drink/Tobacco Specialists • Other grocery retailers (morning/speciality/open/wet/farmers’ markets, stalls and kiosks, etc) Non-grocery retailers • Health and beauty specialist retailers • Other non-grocery retailers Non-store retailers • Homeshopping • Internet retailing • Vending • Direct selling Foodservice Foodservice sales are defined as sales TO consumer foodservice outlets that serve the general public in a non-captive environment. In other words, this means that the foodservice volumes track sales of all fresh food going into restaurant kitchens, regardless of what the restaurant actually does with that food. Foodservice outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semi-captive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. • Retail refers to foodservice units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. • Leisure refers to foodservice units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. • Travel refers to foodservice units based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Institutional sales Institutional sales is defined as sales to captive foodservice units that serve captive populations such as in hospitals, schools, prisons, military camps, hotels, hostels, nursing homes, homes for elderly people, religious houses, etc.
See all of our definitionsWhy buy this report?
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- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Fresh Food research and analysis database.
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