A new online poll by BVLH of 1,026 Germans run by a German federal association of German retailers analysed customers’ opinions about the plant-based alternatives offered and concluded that 21% believe the range of plant-based alternatives to animal products available in grocery stores is too small and that a higher number of options would lead to 29% of respondents buying more vegan products.

Other results of the poll are: 45% of 18- to 29-year-olds believe grocery stores have too few vegan products, as do 25% of 30- to 44-year-olds. Also, 21% with a net income below €2,500, 17% between €2,500 and €4,000, and 26% above €4,000 consider the number of vegan options to be limited. Regarding the promotion of the products, 51%  of the respondents feel retailers should promote locally grown plant-based food to encourage consumer adoption. 

Among people aged 18-29, 65% would buy more vegan food if it was locally made, compared to 54% for those between 30-44, and 52% for 45- to 59-year-olds. For people 60 and over, the number drops to 42%.

As far as politics is concerned, the study shows the prevalence of left-leaning people among vegans. The Green Party have the highest number of vegans (2%), vegetarians (14%), and flexitarians (53%), from those supporting the centre-left Social Democratic Party (SPD) 2% are vegans, 6% are vegetarians, and 42% are flexitarians, while members of the pro-tech, pro-business Free Democratic Party (FDP) have no vegans in the survey, only 1% vegetarians and 43% flexitarians. The more right-leaning supporters of the Christian Democratic Union and its sister party Christian Social Union count more vegans (1%) and vegetarians (6%) than the FDP.

Some German MPs are proposing a change in the nation’s tax laws to reduce the current 19% VAT on plant-based milk and reach price parity with dairy (which is taxed at 7%). If passed, this will increase even more the interest in vegan alternatives. 

“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.