Germany is the world leader for vegan product releases according to research from Mintel, as 15% of all global vegan food and drink products released between July 2017 and June 2018 were launched in the country.
Germany narrowly beat the UK to the top spot, which accounted for 14% of new vegan product launches, while the USA completed the top three, accounting for 12% of new vegan products.
According to Mintel, vegan products accounted for 5% of all food and drink products launched between July 2017 and June 2018, while vegan launches have more than doubled in the past five years, growing by 175% from July 2013 to June 2018.
The growth of vegan products in Germany has been even more pronounced, as the number of new products boasting vegan claims in the country has increased 240% between July 2013 and June 2018.
Mintel’s report found that the rise of meat alternative products among younger consumers has helped to fuel the growth of the vegan market in the country, as 20% of 16-24-year-old Germans “had purchased meat alternatives in the three months before taking part in Mintel’s survey in 2017.”
Furthermore, the report claims that 50% of all Germans consider that plant proteins are just as nutritious as animal proteins, while 17% think that plant protein tastes better than animal protein.
Katya Witham, global food & drink analyst at Mintel, said: “In recent years, consumers around the world have increased their intake of plant-based foods and Germany is no exception.
“Our research shows that stricter plant-based diets like veganism are still niche, while a much higher percentage of consumers are embracing ‘flexitarianism’.
“The majority of consumers are not giving up meat; they are making room for more vegan products as part of ‘flexitarian’ dieting, opening opportunities for plant-based food and drink innovation.
“Moreover, the rapid growth of vegan products in Germany also reflects the rise of ethical consumerism, especially among younger consumers.
“The appeal of products without animal-derived ingredients has extended far beyond the limited pool of steadfast vegans and vegetarians, carving a place within overall healthy and varied diets.
“Food and drink manufacturers would do well to incorporate vegan claims into wider health and ethical-related product positioning, serving the purpose of providing transparency, and communicating product suitability to the widest range of consumers.”
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