Germany's agriculture and food usually enjoy plenty of attention at the start of the year. That includes food trend predictions. On January 24, Nutrition Hub published its food trends for 2023 in Germany, reports GroentenFruit Huis.
Nutrition Hub is a food expert platform. With input from 170 German experts on behalf of the national nutrition center, Bundeszentrum für Ernährung, they have compiled a comprehensive Trendreport Ernährung 2023 that includes many interviews and practical examples.
Trend 1: Climate-friendly, sustainable food
As in 2022, the increasing demand for climate-friendly, sustainable food is the top trend in 2023. Consumers are aware that food is an area where they can make a crucial contribution to greater sustainability. For a long time, it has not only been about food production but packaging, logistics, and growers' living conditions too.
For example, more and more foods' carbon footprint is known, and people know where to find that information, even if it is not on the packaging. Specifically, it means increased demand for plant-based products, regionally produced food, value chain transparency, and ingredient traceability.
Trend 2: Flexitarianism is mainstream
Experts think the trend toward less meat consumption will continue. That will also lead to a reorientation toward plant-based alternatives in 2023. This need not be limited to meat substitutes but could lean toward various plant-based products like nuts and new (or forgotten) vegetable varieties. The Forschungsinstitut für pflanzenbasierte Ernährung IFPE sees this development in, for instance, a marked increase in plant-based nutrition research questions.
Trend 3: Digital
Germany is known for its many food product labels. Shoppers no longer read packaging information; they increasingly search for it online via digital sources and social media. Digitalization is going so far that apps sharing nutritional advice on, say, diabetes or obesity are showing clear growth. The Bundesinstitut für Arzneihmittel und Medizinprodukte (BfArM) certifies such apps. Also, health insurance companies are increasingly reimbursing user fees.
Trend 4: Quick & healthy
Convenience food has always been a more difficult category in German supermarkets. Its small market share grew slowly. The COVID-19 pandemic changed that. One in five experts predicts a growing demand for healthy convenience food and to-go meals in 2023.
Trend 5: Personalized
Advancing research is making great strides in personalized nutrition. An expanding group of companies specializes in using health markers from medical diagnostics, such as blood or intestinal tests, to formulate customized dietary requirements. The demand for this is particularly high among people aged 30 to 60. It is also related to hybrid working, making the work-life balance increasingly flexible.
Source: GroentenFruit Huis