Key Takeaways

• According to Euromonitor, the growing number of flexitarian consumers in Germany has led to increase in demand for more plant-based food products that look and taste like meat.
•  Rügenwalder Mühle remains the pioneer and the top meat subsititute brand, according to Euromonitor.
•  Supermarkets like Lidl, drug stores like Rossmann, and restaurants are some of the common channels where alternative meat products are sold

Introduction

Flexitarians Driving Demand for Plant-Based Food Products that Look and Taste Like Meat

• A survey by European researchers shows that about 30% of German consumers are flexitarians (having a plant-based diet, with the occasional inclusion of meat.) According to Euromonitor, the growing number of flexitarian consumers has led to increase in demand for more plant-based food products that look and taste like meat.
• For instance, when Beyond Meat Burger was launched in Germany in 2019, they were sold out after few hours in Lidl's 3,200 stores in the country.
• This trend has resulted to the entrance of new brands offering alternatives sausages, fish, chicken, and burgers. LikeMeat, for instance, is a startup that has gained popularity in Germany with its wide offerings that are alternative to chicken. In 2019 Nestle launched Incredible Burger ( rebranded to Sensational Burger) and also introduced the vegan minced meat.
• However, despite the rising competition from new entrants, Rügenwalder Mühle remains the pioneer and the top meat subsititute brand, according to Euromonitor. The brand has remained dominant through its strong brand awareness, which is "derived from its meat-based products and the brand’s appeal to flexitarians, backed by wide distribution across major retail chains."

Supermarkets, Restaurants, and Drugstores are the Most Common Channels in Which Alternative Meat Products are Sold.

•  Retailers, including discounters are playing a significant role in increasing the awareness of meat alternatives in the country. For instance the launch of the Beyond Meat Burger by Lidl promoted meat alternatives through media headlines. Aldi also followed the trend by launching its new veggie burger known as Wonderburger.
•  Retailers like Alnatura, which has a more established market presence in meat alternatives are also continuing to widen their product offerings.
•  Other supermarket labels that offer meat substitutes are; K-take it veggie (Kaufland), Mein Veggi Tag (Aldi), My Best Veggie (also Lidl), and No meat.Just Vegan (Edeka).
• Buying plant-based food products in drugstores like is also common in Germany. Top drugstore labels commonly purchased are Enerbio by Rossmann and DMbio by DM.

Research Strategy