40 percent of Germans want meat “Made in Germany”
The results of the current Vion Consumer Monitor, a representative survey conducted by the consumer panel service GfK in March-April 2024, show that almost 40 percent of Germans are looking for meat from Germany and are even consciously avoiding imported meat. This is in line with the megatrend of regionality, which again received 75 percent approval in 2024.
Regionality plays an above-average role in all federal states and has been number one among the four megatrends in meat purchasing - animal welfare, transparency, regionality and sustainability - since 2009. However, there are also differences: at 80 percent, this statement is most popular in southern federal states such as Baden-Württemberg and Rhineland-Palatinate. Bavaria follows closely behind with 79 percent. Households in Thuringia attach the least importance to the regional origin of meat products at 70 percent.
Regionality is very important for households that buy meat. But are Germans also prepared to spend more money on it? For 13 years, over 70 percent of the population have consistently believed that a good piece of meat can sometimes be more expensive. A remarkable benchmark that even held up in the inflation-ridden years of 2022 and 2023. However, "only" 61 percent agree with the statement "I am prepared to spend more money on meat from my region." Overall, price continues to play a more important role for almost half of German households (44 percent) than, for example, regional origin.
“Good quality” is the most important purchase criterion for all households in Germany that buy meat. And transparency is still the trump card here: 65 percent of all households prefer meat from sustainable production. And 60 percent of Germans want information about animal husbandry when buying meat (e.g. more space, outdoor exercise). “Good quality” is followed by “freshness of the products” and in last place on the winners’ podium is a good price-performance ratio. A good selection from the region comes in fourth place.
Per capita meat consumption, which is already declining, is likely to continue in the coming years. This is what more than half of all households estimate. They cite health (50 percent), sustainability (43 percent), possible tax increases such as an animal welfare levy (40 percent) and the general rise in prices (28 percent) as reasons for the decline. Nevertheless, 68 percent still want to eat meat regularly in three years. After the image of animal products had only just emerged from its low last year, things have been on the up since then. Overall, the perception of meat as an indispensable part of the diet has risen to 64 percent (special inflation survey September 2022: 57 percent). This is the highest figure since 2018. In addition, 55 percent of Germans agree with the statement that eating meat is healthy in 2024 (2022: 48 percent) - 7 percentage points more than two years previously.
However, for the second time in a row, only 10 percent (2023: 9 percent) 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. Yet it is precisely these companies that are constantly driving up industry standards through strict controls and their own efforts.
"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 of National Sales Vion Germany, who has been in charge of the Vion Consumer Monitor since its inception. "We as an entire industry must now build on this with binding support from politicians and actively work to reduce prejudices in society. We practice 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." (Source Meat News)