German consumers are reassessing their relationship with meat, but a mass move to vegetarian diets has not taken hold. Data from YouGov and the SINUS Institute, released ahead of World Vegetarian Day on 1 October, show that 93% of households bought meat or poultry between January and July 2026. That was two percentage points below the 2022 level, yet the volume purchased over the period was 3% higher.
The shift differs by product. Chicken accounted for 35% of meat sales and pork for 32%. For sausage products, both the share of households buying them and the quantity sold declined. Among people who eat meat, 27% said they plan to reduce their consumption of meat and sausage soon, while 2% intend to increase it. A total of 43% agreed that eating less meat, sausage and fish would be good for them.
Even among people seeking to cut animal products, complete avoidance remains a minority choice: 22% are considering a fully vegetarian diet and 14% a fully vegan one. YouGov expert Petra Süptitz interprets the findings as evidence of growing flexitarian habits: consumers want to eat more consciously and reduce meat without giving it up altogether.
The meat-alternative market is also expanding. In 2026, nearly 35% of households bought such products at least once, the highest share since 2022. Sales of other alternatives, including tofu and falafel, rose by 38%, while revenue from meat-analogue products increased by just over 6%. Overall, 58% of respondents had tried a meat substitute. Price and ingredients remain barriers: 61% consider these products too expensive and 64% believe many contain too many additives.