For over ten years, Vion Food Group has been conducting a representative consumer survey in Germany. This survey tells us more about consumers' attitudes towards meat and helps us understand consumer motivation and behaviour. That way we can respond to consumer trends, such as the desire for regional products, sustainable production or organic products.

Facing rising food prices (+11% May 2022 in Germany), consumers are paying more attention to promotions and cheaper products and buy fewer premium products. The Monitor shows that the willingness to pay more for quality, regionality and animal welfare has declined. Whereas in 2021, 56% of respondents found the prices at retailers too low for the quality offered, in March 2022 only 48% agreed. Nevertheless, important trends of regionality, animal welfare and sustainability continue to be important.

In Germany, retailers have been driving forward their "Haltungsform" labelling in the last few years. As the survey shows, 62% of all households would like to be informed about the type of farming and more than half are guided by the “Haltungsform” information. For 48%, the “Haltungsform” labelling delivers good information.

To continue to offer the right products, we need to use our insights from market research in close cooperation with our partners. We strongly believe that our balanced chains from farmer to consumer are the right way to meet consumer needs. Their insights help us decide which concepts to develop further and facilitate the dialogue with our customers.