Summary of top food trends in Germany
- German consumers increasingly diversify protein sources while rejecting extreme maxxing culture
- High protein fatigue grows despite rising fortified food product launches
- Retro foods gain momentum as shoppers seek heritage reassurance and comfort
- Multisensory designs enhance emotional enjoyment using textures colours and flavours
- GLP‑1 adoption shifts cultural attitudes and drives smaller nutrient focused portions
In Germany, a number of food’s key trends are gaining traction. GLP-1s are beginning to enter the conversation, and consumers are starting to diversify their protein sources.
Germans are also seeking familiarity and excitement from their food and beverage choices, with trends in retro and multisensory foods taking off.
1. Diversifying protein sources
German consumers are increasingly diversifying their protein sources, and moving away from ‘maxxing’ culture (when consumers eat as much as they can of certain nutrients).
In fact, ‘maxxing’ culture may be on its way out. According to market analytics company Mintel, consumers will this year move from eating as much protein as they possibly can, to instead looking to get it from a wider range of sources.
In Germany, this trend is seeing traction, explains Mintel’s director for food and drink, Hannah Sandow.
Furthermore, 56% of consumers pay attention to the quality of protein, considering factors like digestibility and amino acid profile.
In spite of this, “high-protein fatigue” has begun to set in throughout Germany. Around 64% of German consumers believe that high protein is ‘overrated’.
But protein is still the most common fortification in Germany, and rising.
Forty-five percent of 2025’s functional food and drink launches contained protein, compared to 37% in 2023.
2. Retro food
Many Germans are looking to retro food for comfort, and the retro trend is taking off.
In food and drink, older ideas of food quality are being revived to “meet modern expectations”, explains Mintel’s Sandow.
“In periods of economic uncertainty, consumers rely more heavily on familiar indicators such as origin, craftsmanship and authenticity.”
People are looking for products that can demonstrate “traditional expertise”. Foods with strong heritage attached convey reliability, consistency and competence, which many consumers look for when trying to cut back on spending.
Retro products could include heritage ingredients, as well as food made through “ancestral” food practices such as fermentation, and kept through old-fashioned preservation like pickling or drying.
3. Multisensory designs
Another key trend is the incorporation of multisensory elements into food.
“Textures, colours and flavours are deliberately used to create emotional product experiences,” says Sandow.
For example, think the crunching noise and bright green colour of Dubai chocolate, or the vivid, neon maximalism of dirty sodas (sodas mixed with creamers).
“Thoughtful sensory cues can turn eating and drinking back into a real experience that appeals emotionally and emphasises enjoyment.”
Multisensory elements in food are being used to bring enjoyment back to the eating experience, especially for those consumers who are particularly mindful about health or weight.
4. Consumers are adopting GLP-1s
Unlike in France, consumers in Germany are not overwhelmingly sceptical about adopting GLP-1 drugs for weight loss.
According to Mintel, around 6% of German consumers use prescription weight-loss drugs, compared to 64% that are trying to lose weight.
“With direct adoption still low, GLP-1’s greatest impact is cultural, shaping the dialogue around weight management. Media coverage and celebrity use have reignited societal focus on weight loss and thinness, influencing consumer attitudes and behaviours”, explains Mintel’s Sandow.
Notably, this is already being seen in food and drink, with portions smaller than they once were. There is a renewed emphasis on nutritional value as well.
According to AI-driven analytics company Tastewise, online conversation around GLP-1 weight-loss drugs has surged by 188.9% year-over-year in Germany, mainly associated with weight management.
Nevertheless, within the broader context of the weight management conversation, levels of discussion around the drugs for weight-loss is still very low in Germany.
