40 per cent of German households want meat ‘Made in Germany’
Nearly 40% of Germans actively seek out domestically-produced meat and intentionally avoid imported meat products, according to the latest Vion Consumer Monitor.
The finding is is in line with the regionality megatrend, which again received 75 per cent approval in 2024.
Vion noted how regionality plays an above-average role in all federal states and has ranked first among the four megatrends in meat purchasing – animal welfare, transparency, regionality and sustainability – since 2009. However, there are also differences: at 80 per cent, this statement is most popular in southern federal states such as Baden-Württemberg and Rhineland-Palatinate. Bavaria is close behind with 79 per cent. At 70 per cent, households in Thuringia attach the least importance to the regional origin of meat products.
Additional findings from the Consumer Monitor include that regionality is still very popular, but only 61 per cent are prepared to pay more for it.
The top three when buying meat is quality, freshness, value for money.
“Good quality” is the most important purchasing criterion for all meat-buying households in Germany. And transparency is still the key here: 65 per cent of all households prefer meat that has been produced sustainably. And 60 per cent of Germans want information on animal husbandry (eg more space, access to the outdoors) when buying meat. “Good quality” is followed by “freshness of the products” and in last place on the podium is a good price-performance ratio on the top list of purchasing criteria. Good selection from the region comes in fourth place.
The already declining per capita meat consumption is expected to continue in the coming years. At least more than half of all households estimate this. They cite health (50 per cent), sustainability (43 per cent), possible tax increases such as an animal welfare levy (40 per cent) and the general price increase (28 per cent) as reasons for the decline. Nevertheless, 68 per cent still want to eat meat regularly in three years’ time. After the image of the animal-based foodstuff had just come out of its slump in the previous year, things have been looking up since then. Overall, the perception of meat as an indispensable part of the diet has risen to 64 per cent (special survey Inflation September 2022: 57 per cent). This is the highest figure since 2018. In 2024, 55 per cent of Germans also agree with the statement that eating meat is healthy (2022: 48 per cent) – seven percentage points more than two years earlier.
For the second time in a row, only 10 per cent (2023: 9 per cent) of Germans agree with the statement that the expected quality standards (e.g. hygiene and animal welfare) are higher in large slaughterhouses than in small ones.
“The public’s trust in meat as a natural food and its right to exist as part of a balanced diet is returning,” says Wilhelm Habres, director national sales Vion Germany, who has been in charge of the Vion Consumer Monitor since the beginning. “We must now build on this as an entire industry with the binding support of politicians and actively work to break down prejudices in society. We practise regionality, animal welfare and food safety at each of our locations. Our doors are open so that everyone can see for themselves how we implement and guarantee our high standards.”
