At the German Fruit and Vegetable Congress, Ulrike Singer, the Director Team Lead in Consumer Panel Services at GfK, unveiled the latest insights and trends in fruit and vegetable consumption in Germany. These findings are derived from a comprehensive survey encompassing 13,000 households. Despite recent challenges and crises that have had a significant impact on the consumer climate, there are signs of stabilization in consumption, particularly from April to August 2023.
Singer pointed out that the consumer price index indicated a noteworthy trend. Despite an initial sharp surge in prices at the outset of 2023, consumers perceived a dual effect – their incomes had increased, and prices were gradually stabilizing. During the third and fourth quarters of 2022, this gap began to narrow. However, alongside consumer sentiment, price expectations remain a focal point of concern. The prevalence of promotions and discounts has contributed to this dynamic. While consumer confidence was relatively positive through the first half of the year, households have started to exhibit renewed pessimism since August 2023, partly attributed to wage developments and soaring energy prices.
One striking revelation from the survey is that 25 percent of all households in Germany now claim to have limited purchasing power, signifying a significant increase compared to the previous year. Conversely, the number of households asserting that they can afford everything has markedly declined. The issue of prices has evolved into an economic imperative, driven by the strain of high energy costs on household budgets. Consequently, households increasingly perceive an opportunity and a necessity to economize on food and beverages, a sentiment that is reinforced by media coverage.
These insights provided by GfK shed light on the complex interplay of economic factors, consumer behavior, and perceptions shaping fruit and vegetable consumption trends in Germany. As the economic landscape continues to evolve, these findings offer valuable guidance for businesses and policymakers seeking to navigate this dynamic market.
