Lard, sauerkraut, coffee filters – some products in German supermarkets may significantly lose their importance in the coming years. The reason are the changing eating habits of Germans and the fact that the post-war generation, born before 1952, is slowly dying out – according to the report by Consumer Panel Services GfK, part of the Yougov group.
Change eating habits are a phenomenon that constantly accompanies societies. However, rarely have these changes been as noticeable as they are today. Latest GfK's report shows that classic products that are consumed mainly by the post-war generation may soon become rare in German supermarkets.
Vegetable instead of animal
GfK statistics show that animal fats, e.g. lard, are still popular among the post-war generation (41% of turnover), 36% of falls on the baby boom generation (57-71 years old) and less than 17 percent. for Generation X (42-56 years old). Only 6 percent turnover falls on millennials (27-41 years old) and the even younger Generation Z (12-26 years old). Due to the trend towards a plant-based diet and the age of the relevant group of consumers, lard will lose its importance – predicts trade expert and author of the study Robert Kecskes.
In 2024, the share of the post-war generation in the turnover from the sale of everyday products was only 14 percent. The two younger generations – millennials and zoomers – together make up 29 percent. Instead of drinking milk, milk drinks, cream-based products, yogurts, cottage cheese and desserts, they reach for plant substitutes much more often.
People under 42 years of age account for almost half of the turnover in these products, while the “baby boomer” generation accounts for only 6 percent.
Supermarkets of the future
In the future, the fate of products such as condensed milk and coffee cream may also be uncertain. According to the study, two-thirds of the turnover from these products goes to the post-war generation and boomers, but only just over 10 percent to millennials and Generation Z.
The ongoing changes also affect the coffee drinking culture. The decline in the popularity of filter coffee, especially among younger people, has a negative impact on the sales of coffee filters. This trend is reflected in the decreasing demand for them in supermarkets.
Classics such as sauerkraut and canned red cabbage are also of little interest among the youngest generations. Only just over 15 percent of their sales turnover goes to millennials and zoomers.
According to study author Robert Kecskes, these foods may become “an outdated model of our grandparents' culinary heritage.” The ongoing extinction of the post-war generation and the different preferences of younger generations may lead to a re-examination of the variety of products available in supermarkets. Products that are no longer in demand disappear from the market. This phenomenon affects not only the availability of certain food products, but also agricultural production and the entire food industry. Adapting to new tastes while maintaining their culinary heritage will be a big challenge for producers and traders. (DPA/jar)
The article comes from the website Deutsche Welle