Veggie Power: Why Plant-Based is the New Normal in Germany

Has your fridge gone greener too? When you go shopping today, do more plant-based products automatically end up in your cart than five years ago? That's no coincidence, it's a real food trend that is currently revolutionizing our eating culture. A current study by Simply V and YouGov surveyed over 1,000 people in Germany, and the results are clear: Plant-based nutrition is no longer a niche, but on its way to becoming the new normal.

Your Everyday Life, Plant-Based

Surprise: Almost one in three of us (30 percent) consumes more plant-based alternatives today than before. And more than half (53 percent) are keeping their consumption at least stable. This means products like oat milk, veggie sausage, and cheese alternatives are firmly established in German kitchens. You see, you are not alone with your new eating habits!

Who is Driving the Change: Gender and Generations

Let's look at who is particularly active here. In reducing meat consumption, women play a key role. 43 percent describe themselves as flexitarians, meaning they consciously reduce animal products. Among men, this figure is 29 percent. Women are also more highly represented in completely avoiding meat and fish: Twice as many women (12 percent) live vegan or vegetarian as men (6 percent).
The motives behind this also differ: Women more often cite animal welfare, sustainability, and health as their main reasons. Men, on the other hand, more frequently value taste and pragmatism.
However, age also plays a crucial role. Generation Z is going all the way: 9 percent are vegan, 14 percent vegetarian. For these young people, plant-based food is not a sacrifice, but a statement – an expression of a conscious and sustainable lifestyle.

Why We Are Changing

What makes the transition easier for all of us? It's the simple preparation, the great availability in the supermarket, and the inspiring recipes we encounter every day. We are looking for nutrition that not only satisfies us but also gives us a good feeling.
And it's about more than just veggie. Longevity (long, healthy life) and Terrapy (natural, home-prepared foods) show: We see nutrition as a holistic contribution to our well-being and the climate. Flexitarianism, the conscious reduction of meat, is the golden mean here, uniting both: Enjoyment without sacrifice and a smaller ecological footprint. Are you ready to go this way with us?