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German millennials would pay more for pre-cut vegetables

Staff writer |
New research from Mintel finds that more than one quarter of German Millennials would be willing to to pay more for pre-cut vegetables such as sliced carrots, chopped onions or stir-fry.

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In fact, 26% of consumers aged 16-24 and 27% of those aged 25-34 say that they would pay extra for such products, compared to just one in five (19%) German consumers overall who say they would be happy to do so.

However, when compared to neighbouring Western European markets, the usage of convenient pre-cut and ready-to-eat fresh vegetables is still rather low in Germany.

While only one in 10 (10%) German consumers claim to regularly buy fresh ready-to-cook vegetables, 17% of Italian, 17% of Spanish, 16% of Polish and 12% of French consumers claim to regularly purchase these products.

Mintel research indicates that this is due to the fact that German consumers are less likely to eat vegetables incorporated in soup or other dishes, opting for raw vegetables instead.

While 35% of Spanish, 29% of French and 24% of Italian consumers say they prefer to eat vegetables incorporated in soup or other dishes instead of on their own, less than one in five (19%) of German consumers agree.

While it’s true that 40% of Germans say they are concerned about the safety of fruit and vegetables, Mintel research reveals that there is an opportunity to sway consumer opinion — especially among younger consumers.

In fact, almost three in five (59%) Germans aged 25-34 claim that convenience in cooking plays a key role in their choice of vegetables, compared to less than half (47%) of Germans overall.

German Millennials are also the cohort who are most likely to show the least interest in cooking from scratch. Over one quarter (27%) of Germans aged 16-24 admit to rarely cooking properly from scratch during the week, compared to an average of 19% of consumers overall.

What’s more, almost two in five (39%) Germans aged 16-24 say they would buy more prepared vegetables and fruits if they were available in snack-sized packages, while only one quarter (25%) of Germans across all age groups agree.


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