Germany's Meat and Dairy Consumption Plummets as Plant-Based Diets Rise

More Germans are turning away from traditional meat and dairy products. A new report shows shifting eating habits, with half of adults now looking to reduce meat or adopt plant-based diets. The trend has also pushed sales of vegan alternatives to record levels in 2024.

Meat consumption in Germany hit a historic low in 2022, dropping to 52.8kg per person. At the same time, milk drinking fell to 46.2kg per capita in 2024—the lowest ever recorded. These changes reflect a broader move towards plant-based options.

Production of meat alternatives has surged since 2019, more than doubling by 2024. The value of plant-based meat products alone reached €647 million last year, a 137% increase from five years ago. Overall, plant-based food sales grew by 1.5%, totalling nearly €1.7 billion.

Over half of Germans now identify as vegan, vegetarian, or flexitarian. This shift is also visible in shopping habits, with a third of households buying vegan meat substitutes at least once in 2024.

The decline in meat and dairy consumption aligns with rising demand for plant-based foods. With production and sales of alternatives expanding, the trend suggests a lasting change in Germany's diet. The market for vegan products continues to grow as more consumers embrace new eating habits.