Fast Food Restaurants - Germany - 2023 : Consumer market research report : Mintel.com (2024)

Stay ahead of the curve and future-proof your business with Mintel’s Fast Food Restaurants in Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the fast food market in Germany including the fast food market share in Germany, market size, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

• A detailed outlook on the fast food market in Germany, including expert insights and market drivers.
• The short-, medium- and long-term impact of inflation on fast food restaurants in Germany.
• Usage of fast food outlets, including eating in and takeaway and what types of fast food services used.
• Fast food behaviours: consumption occasions, features that consumers would be willing to pay more for, and more.
• Attributes associated with the most popular fast food restaurants in Germany.
• How your business can tap into opportunities to increase your fast food market share in Germany.

Overview of the Fast Food Market in Germany

Fast food restaurants in Germany are highly impacted by the rising cost-of-living. As a result, menu prices have spiked, discouraging consumers from eating out to save money.

However, fast food’s relative affordability and its well-established value positioning are causing the fast food market size in Germany to grow despite higher menu prices. Flavourful products are a must as expectations for value grow. Moreover, gourmet and sustainable ingredients can help justify higher prices.

Germany Fast Food Market: What Consumers Want and Why

• Germany Fast Food Market Consumer Behaviour: A majority of 71% of Germans frequent fast food outlets. However, consumers’ value-conscious behaviours are expected to continue as a result of inflationary prices, with 70% of consumers agreeing that cutting back on fast food is a good way to save money.
• Germany Fast Food Market Trends: When choosing a fast food outlet, consumers prioritise taste. While keeping price in mind, operators should also appeal to the senses with a flavourful, high-quality product.
• Germany Fast Food Market Forecast: 51% of consumers agree that food outlets should help people make healthier food and drink choices. This emphasises the growth of healthy eating and sustainability trends that are impacting the fast food market in Germany. Reusable packaging, plant-based and vegetable-forward menu options, as well as less-but-better meat, will become the norm rather than the exception.

Germany Fast Food Market Forecast

• Going forward, treat occasions are opportunities for brands and restaurants to tap into the ‘lipstick effect’ and encourage trading up while trading down with sustainable and gourmet fast food. A stronger focus on freshness, more-balanced indulgence and smaller portion servings could entice less engaged demographics and ensure the long-term appeal of fast food restaurants in Germany.

To learn how to connect with your audience, purchase our full Germany Fast Food Restaurants Market Report 2023. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: McDonald’s, Shake Shack, Five Guys, Miso Robotics, Nordsee, Too Good To Go, Notpla, Burger King, Starbucks, Little Ceasar’s, Chipotle, burgerme, Curry36, Manifesto Market, KERB, KFC, Wahaca, Domino’s, Vita Mojo (Deliveroo), Sushi Daily, Subway, Lotao, Pizza Hut, and many more.

Additional Features Included with Your Purchase

• Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
• Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
• Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights on Fast Food Restaurants in Germany

This report, written by Eliana Riera-McInnes, Foodservice Research Analyst, delivers in-depth commentary and analysis to highlight current trends in the fast food market in Germany and add expert context to the numbers.

Despite cutbacks, fast food restaurants in Germany profit from their value positioning. Brands and outlets should appeal to the senses with craveable, tasty menu offerings to prove fast food’s value beyond price.

Eliana Riera-McInnes
Research Analyst – Foodservice

1. EXECUTIVE SUMMARY
   

   • Key issues covered in this Report
   • Market context
   • Graph 1: consumer price index – foodservice, 2021-23
   • Mintel predicts
   • Opportunities
   • Graph 2: willingness to pay more for fast food with sustainable and gourmet ingredients, by age, 2023

2. MARKET DRIVERS
   

   • The German economy
   • Graph 3: key economic data, in real terms, 2019-24
   • The impact of the economy on fast food restaurants
   • Graph 4: consumer price index – foodservice, 2021-23
   • Health and wellness
   • Technology
   • Sustainability
   • Population dynamics
   • Graph 5: share of households, by size, 2010-30

3. WHAT CONSUMERS WANT AND WHY
   

   • Usage of fast food outlets
   • Graph 6: usage of fast food outlets in the last three months, by age, 2023
   • Graph 7: usage of fast food outlets in the last three months, 2023
   • Graph 8: frequency of fast food outlets usage in the last three months, 2023
   • Graph 9: frequency of fast food outlets usage in the last three months, by gender and age, 2023
   • Types of fast food outlets visited
   • Graph 10: types of fast food outlets used in the last three months, by gender, 2023
   • Graph 11: usage of sausage fast food outlets in the last three months, by generation, 2023
   • Fast food occasions
   • Graph 12: occasions for eating fast food, 2023
   • Graph 13: occasions for eating fast food, by gender, 2023
   • Graph 14: occasions for eating fast food, 2023
   • Factors influencing choice of fast food outlet
   • Graph 15: key factors to choose one fast food outlet over another, 2023
   • Graph 16: importance of taste and price when choosing a fast food outlet, by generation, 2023
   • Fast food behaviours
   • Graph 17: fast food behaviours, 2023
   • Graph 18: fast food behaviours regarding sustainable and gourmet ingredients, 2023
   • Fast food outlet brand associations

4. LAUNCH ACTIVITY AND INNOVATION
   

   • Advertising and marketing activity

5. MARKET SIZE, Segmentation and forecast
   

6. APPENDIX
   

   • Appendix – products covered, abbreviations, consumer research methodology and language usage
   • Appendix – market size and central forecast methodology