Mintel Research reveals that only 7% of Germans consumed food and drink products labelled as light or diet to lose or maintain weight in 2015. What’s more, when asked about dieting behaviour, only one in five (18%) claimed they bought more products labelled as low in sugar, fat or calories in the 12 months prior to the survey*
DECREASING APPEAL, THE REASONS – Among the reasons for the decreasing popularity of diet food and drink products is the growing scepticism towards such products. More than three quarters (76%) of Germans agree that not all products marketed as “diet” are necessarily lower in calories in comparison to standard varieties, while almost three in five (58%) say they are wary of the ingredients that go into diet food products to make them low-calorie. Moreover, more than two-thirds of Germans (67%) say regular foods are as good as diet food products when trying to lose weight.
GERMANS MORE CONCERNED ON HEALTHY FOOD – This comes despite the fact that a sizeable portion of the German population is concerned about their weight and want to lead a healthier lifestyle. According to Mintel research, almost three in 10 (29%) German consumers say they would like to and need to lose weight, and more than a third (36%) are prepared to change their lifestyle to be healthier. Whilst food and drink products labelled as diet or light are falling out of favour, many consumers are addressing health concerns by cutting down on certain foods instead. When asked about key dietary changes, more than three in 10 (31%) German consumers say they are cutting down on sugar, while almost two in five (39%) claim they are reducing their fat intake. What’s more, just over one quarter (26%) say they are cutting down on carbs, while almost three in 10 (29%) claim they are eating smaller portions.
“While consumers in Germany are becoming increasingly concerned about being overweight, ‘diet’ and ‘light’ food and drink products are coming under increasing scrutiny in regards to their nutritional values and benefits. Given that most consumers want clearer nutritional information and greater ingredient transparency, they no longer see diet varieties as a good or healthy option to lose or maintain weight.” Katya Witham, Senior Food and Drink Analyst at Mintel, says:
NATURAL AND UNPROCCESSED FOOD TO BECOME MORE POPULAR – Instead of relying on “diet” or “light” claims, Germans are increasingly looking towards natural and unprocessed foods to help them keep off the pounds. According to Mintel research, 62% of German consumers agree that they prefer foods that are naturally low in fat compared to reduced-fat products, while 44% say they eat unprocessed foods in order to lose or maintain weight. Moreover, almost three quarters (73%) of Germans claim that fresh fruit and vegetables help them to lose or maintain weight, while 27% say the same of food high in protein, such as lean meat and fish.