What Are We Really Eating?

The Way to the Heart is Through the Stomach, Right?

What is the most important thing to you when you go to the supermarket or start cooking? Is it the price? Is it the health aspect? Or is it simply that it must taste absolutely fantastic? The current German Ministry of Food and Agriculture's nutrition report looked closely at exactly this question and provides an answer that might surprise you.

The Undefeated Champion: Taste

We Germans are connoisseurs. Even though we talk about healthy eating, origin, and sustainability for years, Taste remains the undisputed number one. A solid 93 percent of those surveyed say it is crucial. This shows us that even the healthiest dish doesn't stand a chance if it's not simply delicious. You know that feeling when you try a new recipe and it just doesn't hit the spot – even an organic label can't save it then!

When the Wallet Joins the Conversation

But we can't deny it: Life has gotten more expensive. And we feel that especially when buying groceries. Look how much things have changed: Currently, three-quarters (74 percent!) of us look for special offers, and 59 percent want the products to be simply inexpensive. That's a huge leap compared to a few years ago! It is becoming increasingly important to be smart about saving without having to sacrifice quality.

Quick, Healthy, and Transparent

Besides taste and price, there are two other clear trends. First: We want things to be quick! Nearly 60 percent wish that food was easy and fast to prepare – understandable, because who has endless time in the kitchen? Second: We are becoming more health-conscious. More people (now 64 percent) are consciously looking for less sugar, fat, or salt in processed and ready-made foods. And speaking of clarity: The Nutri-Score is on everyone's lips. An incredible 90 percent notice this simple traffic light system when shopping – a great example of more transparency in the supermarket! It shows that we want to know what we are actually buying.