Vion Consumer Monitor: 40 percent of Germans want meat ‘‘Made in Germany‘‘
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 percent, this statement is most popular in southern federal states such as Baden-Württemberg and Rhineland-Palatinate. Bavaria is close behind with 79 percent. At 70 percent, households in Thuringia attach the least importance to the regional origin of meat products.
Regionality is very important for households that buy meat. But are Germans prepared to spend more money on it? For the past 13 years, over 70 percent of the population have consistently been of the opinion that a good piece of meat can sometimes be more expensive. A remarkable benchmark that even held up in the inflation-dominated 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 purchasing criterion for all meat-buying households in Germany. And transparency is still the key here: 65 percent of all households prefer meat that has been produced sustainably. And 60 percent of Germans want information on animal husbandry (e.g. 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 percent), sustainability (43 percent), possible tax increases such as an animal welfare levy (40 percent) and the general price increase (28 percent) as reasons for the decline. Nevertheless, 68 percent 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 percent (special survey Inflation September 2022: 57 percent). This is the highest figure since 2018. In 2024, 55 percent of Germans also agree with the statement that eating meat is healthy (2022: 48 percent) – 7 percentage points more than two years earlier.
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 establishments 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 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".
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