Veganuary survey | Germany

Vegan advantages known, but reservations remain

Lieferando dish for the Veganuary: The Mango Bowl, created by Jimi Blue Ochsenknecht.
Lieferando dish for the Veganuary: The Mango Bowl, created by Jimi Blue Ochsenknecht.

Germans recognize the advantages of a purely plant-based diet. However, many do not want to change completely. That is the result of a representative inquiry of the market research institute Kantar under 1,000 participants. This was commissioned by the delivery platform Lieferando, on the occasion of the globally proclaimed "Veganuary" in January.

According to the survey, 88 percent of Germans are open to giving up animal products at least in part. However, there are still numerous reservations about switching completely to a vegan lifestyle.

Advantages are known, but skepticism remains

A conscious handling with the nutrition is important for ever more humans. Thus extrapolated 68 percent of the Germans believe that the renouncement of animal products is better for the environment. 60 percent think a vegan diet is better for ethical reasons. 65 percent agree with the statement that a vegan diet is healthier.

60 percent think a purely plant-based diet is better for ethical reasons and/or environmental protection, but are still not willing to eat a purely vegan diet. The fact that a vegan diet plays a significant role in the fight against climate change is also believed by 60 percent of all Germans. As with the Fridays for Future movement, the younger generation is also leading the way when it comes to nutrition - among 18-24 year olds, 74 percent consider veganism important in the fight against climate change.

Younger are more affine for vegan nutrition

The younger age groups are also more open to a vegan diet than the older ones. While 39 percent of 25-34 year olds eat a purely plant-based diet several times a week or even every day, this figure is only 13 percent among 56-65 year olds. Half of the respondents in this age group even say they never eat vegan.

When it comes to substituting dishes with vegan alternatives, half of respondents between the ages of 18 and 34 (50 percent) would take this option. In contrast, among 56-65 year olds, a vegan alternative would only be considered by 24 per cent.

Three percent would change completely

Even though only three percent of Germans plan to switch completely to a vegan lifestyle, there is still a great openness to a diet away from animal products. 13 percent, for example, want to eat vegetarian in the future, 21 percent want to be flexitarians and be more conscious of their meat consumption.

If they had the option of a vegan alternative, 36 percent of Germans would also consider it. 88 percent can imagine doing without animal products for at least a few meals a year, 81 percent would consider a vegan diet at least several times a month, and more than half (54 percent) are even willing to make their consumption purely plant-based several times a week or always.

Environment influences diet

The decision for or against a certain form of nutrition does not only depend on one's own convictions, more than a third of Germans (39 percent) are influenced in their eating habits by people in their personal environment. This applies above all to the young age groups, with 64 per cent of the 18-34 year olds the nourishing habits of the acquaintance play an important role for the own food choice. 42 percent of them have vegans in their immediate circle. On the other hand 56 per cent of the asked 56-65-J?hrigen Veganerin or Veganer to know give. The national average here is 47 percent.

Reasons preventing the switch

The most important reason, why Germans do not change completely to a vegan nutrition, is missing the taste of certain animal products (50 per cent) followed by the acceptance that vegan nutrition is expensive (35 per cent). That going out to eat or ordering is more complicated on a vegan diet, on the other hand, is believed by only 15 percent of respondents. Nine percent do not know exactly which dishes contain animal products.

With the meal order the Germans miss vegan alternatives for traditional courts such as Käsespätzle (German pasta dish with cheese) or Schnitzel most (30 per cent). A quarter (25 percent) would like to see more vegan fast food. Desserts without animal ingredients are only missed by ten percent of those surveyed.

Despite the reservations that still exist about a completely vegan diet, the Lieferando survey shows a great willingness to do without animal products, at least in part. This trend is also confirmed by the figures from the Recently published Lieferando Report 2021. Compared to the previous year, 75 percent more vegetarian and vegan dishes were ordered.