Vegan grilling is becoming increasingly popular in Germany, with around half of the population considering exclusively using plant-based alternatives on the grill. A study conducted by OnePoll on behalf of Beyond Meat found that more than half (62%) of the 2,000 survey participants grill at least once a week during the warm months, with almost a third (30%) planning to prepare plant-based products this year. The popularity of plant-based meat is highest in Bavaria (35%), Niedersachsen and Bremen (35%), and Schleswig-Holstein and Hamburg (34%), surpassing seafood (28%) and halloumi cheese (26%). Additionally, 46% of respondents said they could imagine grilling only plant-based products in the future.
The increasing popularity of plant-based meat in Germany is due to several reasons, including the population’s high environmental awareness. Compared to animal meat, plant-based meat is considered a more sustainable option and a contribution to reducing the environmental impact of meat production. Another aspect that increases interest in plant-based meat is the belief of many people that it can make a positive contribution to a balanced diet. Plant-based meat is seen as a source of essential nutrients and an alternative to traditional meat consumption. Taste also plays a role in the decision to choose plant-based meat, with many people appreciating its flavor and considering it a tasty alternative to animal meat.
However, the study also revealed that a significant number of Germans (44%) still feel uncertain when hosting guests who do not consume animal products. For example, 21% of respondents are concerned that plant-based meat may not meet their guests’ taste preferences, while 16% are unsure how to serve it appropriately. Additionally, 14% of respondents did not even know that it is possible to grill plant-based meat. Bram Meijer, Marketing Director EMEA at Beyond Meat, believes that the survey shows that consumers are increasingly open to plant-based alternative products. Beyond Meat aims to demonstrate how easy and delicious it is to grill plant-based meat with their range of products, such as their iconic and award-winning Beyond Burger.
