German households buy less often into meat as alternatives gain ground
The share of German households buying meat or poultry fell to 93% in January-July 2026, although total purchased volume rose 3%. Meat alternatives reached nearly 35% of households, but high prices and additives remain major barriers.
Fewer households buy meat, but volumes rise
German consumers are gradually changing how they buy meat rather than abandoning it outright. From January through July 2026, 93% of households purchased meat or poultry, according to analyses by YouGov and SINUS cited by Borncity.com and Ad-hoc-news.de. That was 2 percentage points below the level recorded in 2022. However, the total quantity purchased increased by 3% over the same comparison period, indicating that the remaining buyers bought larger volumes.
The figures point to a divided market. Household penetration is declining, but aggregate demand has not followed the same direction. For producers and retailers, this means fewer purchasing households do not automatically translate into lower overall sales volumes. Purchase frequency, basket size and the choice of protein are becoming increasingly important measures of demand.
Poultry leads as processed meat loses buyers
Chicken accounted for 35% of German meat sales, making it the largest category, while pork represented 32%. Sausage products moved in the opposite direction: both the number of households buying them and the absolute volume sold declined. The data do not establish a cause, although Ad-hoc-news.de noted that changing views on health and quality may be influencing the category.
Intentions suggest that pressure on traditional meat categories could continue. Some 27% of meat eaters plan to reduce their consumption of meat and sausage, while only 2% intend to increase it. In addition, 43% agreed that eating less meat, sausage and fish would be good for their health. Yet most consumers considering a reduction are not planning to eliminate animal products: among this group, 22% are considering a fully vegetarian diet and 14% a fully vegan one.
This gap between reducing and quitting supports the expansion of flexitarian consumption. Consumers are moving between animal and plant proteins, changing individual meals or purchasing some categories less frequently. That creates a more complex competitive field for meat processors, poultry suppliers and plant-based manufacturers than a simple shift from one market to another.
Alternatives grow but face price and ingredient concerns
Nearly 35% of German households bought a meat-replacement product at least once in 2026, the highest share measured since 2022. Revenue from products designed to imitate meat, including vegetarian or vegan sausage, rose by just over 6%. Revenue from other substitutes, including tofu and falafel, increased by 38%. Overall, 58% of respondents said they had already tried meat alternatives.
The stronger performance of tofu, falafel and related products suggests that growth is not limited to direct replicas of conventional meat. Products with their own established identity may appeal to consumers seeking additional protein choices without necessarily expecting the taste or format of meat. For retailers, the figures support broader assortments spanning meat analogues, minimally positioned plant proteins and convenient prepared products.
Adoption still faces clear limits. Some 61% of respondents considered meat substitutes too expensive, while 64% believed many vegetarian and vegan alternatives contained too many additives. These concerns put price, formulation, nutritional value and clear labelling at the centre of competition. Manufacturers that reduce the perceived gap in price and simplify ingredient lists may be better placed to convert occasional trial into repeat purchasing. The German market is therefore moving toward coexistence: poultry remains central, processed meat is under pressure, and plant-based products are gaining reach without replacing meat at household level.
