Vegan alternative products seem to have found their way into people's everyday lives in Germany: In a recent GfK survey commissioned by REWE to mark World Vegan Day on 1 November, 57.5 per cent said they had already bought these products. And more importantly, just under 27 per cent said that they replace animal products with plant-based alternatives at least several times a week.
Incidentally, if you want to convince even more consumers of the benefits of plant-based alternative products, you should focus primarily on flavour: In the survey, 48.6 per cent of respondents stated that taste was the decisive criterion for them. This was followed at some distance by price (24.3 per cent) and the organic quality of the products (13.8 per cent).
When asked why they ultimately bought such products, more than half (54.8 per cent) answered that they simply wanted to try them. This was followed by animal welfare (38.8 per cent) and health (28.3 per cent). Climate protection came a close fourth (27.2 per cent).
Those who have already bought plant-based alternatives also have a top five of their favourite plant-based alternatives. Their favourite substitutes are:
- Meat (68 per cent)
- Milk (51 per cent)
- Dairy products (39.9 per cent)
- Spreads (39.6 per cent)
- Chocolate / sweets (17.7 per cent)
Interesting: Among very young people (aged 18 to 29), plant-based alternatives to honey, eggs and fish are also very popular.
"We are noticing more and more that people are open to vegan alternatives and are simply happy to try them out. At REWE, for example, there is now such a wide range of products that can provide a lot of variety in the kitchen. What's more, many classic dishes can also be prepared vegan - without compromising on flavour," says Anja Corvin, an ecotrophologist at REWE.
The representative survey was conducted by the data and analytics company GfK on behalf of REWE. For the survey, GfK eBUS® interviewed 1005 German citizens between the ages of 18 and 74. The survey period was October 2023.
REWE also demonstrates the extent to which vegan products not only help animal welfare, but also help the climate in another way: the "climate prices". This type of calculation is not about euros and cents, but about the carbon footprint of individual products. To this end, REWE has had the "price" of food products calculated on the basis of their impact on the climate, i.e. their emissions and impact. Three examples are used to illustrate the potential savings for the climate:
- 72 per cent reduction: REWE Beste Wahl vegan soya natural, which has only 0.51CO2e/kg(compared to 1.85 CO2e/kg REWE ja! Natürlich natural yoghurt 3.5 %)
- 84 per cent reduction: REWE Beste Wahl Genießer slices, which have only 3.62CO2e/kg(compared to 21.46 CO2e/kg for REWE ja! medium-aged Gouda in slices)
- 66 per cent reduction: REWE Beste Wahl vegan meat sausage, which has only 2.61CO2e/kg(compared to 7.78 CO2e/kg for REWE ja! meat sausage)
Data for all products: calculated per 1 kg, PCF calculation based on the GHG Protocol by Climate Partner, further information at rewe.de/veganeprodukte.
World Vegan Day takes place every year on 1 November. The day of action comes from England and goes back to the Vegan Society there. it was first proclaimed there in 1994.
For the initiators, the day is about becoming aware of one's own consumer behaviour and thus making a contribution to animal and environmental protection.
