Germans consciously choose 'Made in Germany' meat

Nearly 40 percent of German households deliberately avoid meat that is not sourced from Germany, according to the Vion Consumer Monitor 2024, a study conducted by Consumer Panel Services GfK. The research highlights the continued popularity of regionalism, with 75 percent of respondents in 2024 expressing support for this trend. The preference for regional meat is particularly strong in southern states like Baden-Württemberg and Bavaria, where 80 and 79 percent of households, respectively, favor locally sourced meat. In Thuringia, this preference is slightly lower at 70 percent.

Price remains a crucial factor

While regionalism remains a significant factor in meat purchasing decisions, the monitor reveals that only 61 percent of Germans are willing to pay more for regional meat. This contrasts with previous years, where over 70 percent indicated a willingness to pay a premium for quality meat. Despite the economic uncertainties of recent years, price remains a decisive factor for 44 percent of households when choosing meat products.

Quality and freshness top purchasing criteria

In addition to the regional origin of meat, quality and freshness are the top priorities for German consumers when buying meat. "Good quality" leads the list, followed by "product freshness." Transparency is also important, with 65 percent of households preferring sustainably produced meat. Despite an expected decline in per capita meat consumption in the coming years, meat remains an essential part of the diet for many Germans. The perception of meat as indispensable for a healthy diet has even increased, rising from 57 percent in 2022 to 64 percent in 2024.

Vionfoodgroup.com