Germany a leading force in the 'vegan revolution', report claims

Mintel says flexitarianism also seems to resonate in the country.

Germany has the highest share of new vegan product launches in food and drink globally, according to latest research from Mintel.

Data shows that they accounted for 15% of global vegan introductions between July 2017 and June 2018. Globally, 5% of all food and drink products launched between the said period were vegan, while 11% were vegetarian.

Vegan launches, in particular, more than doubled in the past five years, growing by 175% from July 2013 to June 2018.

In Germany, 14% of all food and drink launches appearing on the market between July 2017 and June 2018 carried vegan claims, while only 8% featured vegetarian claims. From just 4% of food and drink launches five years ago, vegan claims in Germany have grown exponentially between July 2013 to June 2018, more than tripling (240%) during the time period.

"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'," Katya Witham, Global Food & Drink Analyst at Mintel, commented.

"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.”