Food exports to Germany: big market, high expectations

For Dutch food companies looking to grow, Germany is a logical next step. With 84 million inhabitants, the country holds plenty of potential. Sometimes, landing a listing with a single supermarket chain can already generate serious volume. But it doesn’t come easy. German consumers are critical, and competition is tough.

Price pressure sets the tone

Germans spend a smaller share of their budget on food than the Dutch: 11.7% of total expenditures compared to 12.7% in the Netherlands. Taste and health are top priorities when choosing food, followed by convenience, sustainability and price. Still, price has gained ground fast. Over the past four years, food prices rose by 28%—and that hasn’t gone unnoticed.

Targeting convenience or premium? Then location matters. Cities like Berlin and the affluent North Rhine-Westphalia region offer more opportunities. In less prosperous areas, discount retailers still dominate. Sustainability remains on the radar, especially in terms of local sourcing (18%), climate impact (9%) and animal welfare (8%).

A good story won’t cut it

Trust in Dutch food products is on the rise. Health and a focus on people and the environment are appreciated, despite ongoing concerns around crop protection agents. But anyone aiming for real impact needs more than a strong brand message.

German retailers are known for their tough negotiations and annual tenders. Even long-term suppliers don’t get special treatment. Once you're in, reliable and flawless delivery is a must. Newcomers are often better off working with a German trade agent. Business in Germany is structured, punctual and direct. But for those who are well prepared, the opportunities are there.

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