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Price is becoming increasingly important for German consumers
German consumers are once again paying more attention to price when shopping. This is important for Dutch agriculture, as its main customer lives in Germany.
German consumers are shifting slightly more towards price-conscious shopping – partly due to economic conditions. But the picture is nuanced: taste remains king, health and provenance are firmly entrenched, and sustainable values remain relevant. The German market is thus shifting towards a hybrid consumer: someone who prefers to buy consciously and regionally, but ultimately, more than in recent years, is once again taking a critical look at price.
After years in which sustainability, animal welfare, and regional origin were increasingly cited as key purchasing factors, the importance of budget has noticeably increased since 2021. According to the 2025 Nutrition Report from the German Federal Ministry of Agriculture and Food (BMLEH), 59% of respondents now consider low price a key criterion when purchasing food. This is a significant increase from the low point in 2020, when this share was only 46%.
The trend is clear: price consciousness is back, and it's strong. Inflation in recent years and the higher cost of living are prompting consumers to once again look more critically at special offers and price differences. "Nearly three out of four Germans pay attention to special offers when shopping," the report states. This represents a significant shift after a period in which ethical and ecological factors gained ground.
Yet, the renewed focus on price doesn't mean that taste or quality are fading into the background. On the contrary: 93% of Germans still say they primarily buy what tastes good. This means taste has consistently been the most important purchasing criterion for the past ten years. But where it used to be "taste and sustainable values," it's now increasingly "taste and price."
What else Germans find important
Although price is becoming increasingly important, German consumers still attach great importance to other aspects. The 2025 Nutrition Report shows that health remains a top priority; 90% consider healthy eating (very) important. Older consumers, in particular, attach particular importance to nutritional value and balanced meals.
Origin and animal welfare still play a major role. 77% pay attention to products from their own region. An equally large group says that animal husbandry practices influence their purchasing decisions. German consumers also increasingly consult the Nutri-Score to quickly compare nutritional values.
The trend toward lower meat consumption continues: only 24% eat meat or sausage daily, compared to 34% in 2015. Plant-based alternatives are increasingly being tried, especially by young people. This is true at least for the period from 2020 to 2024, with the report indicating a stabilization by 2025.
John Ramaker
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