Nils-Gerrit Wunsch
Research expert covering foods trends in North America, Europe, and the global food system
Get in touch with us nowThe story of Rügenwalder Mühle
One company is emblematic of the developments in the German meat and meat substitute markets. Founded in 1834, Rügenwalder Mühle was initially a producer of meat products. The third millennium brought about a switch to plant-based meat substitutes. In 2021, the company made more revenue with their plant-based product range than with their meat products. Most recently, Rügenwälder Mühle has phased out meat products in favor of their plant-based replacements. Only vegan Schinkenspicker have been on offer since mid-January 2024. Previously this product, a form of lunch meat, also existed as a meat variant. The shift has been wildly successful, and Rügenwälder Mühle is the best-known plant-based meat brand in Germany.Meat substitute prices
It is, however, not all sunshine and roses for meat substitute products in Germany. Recent food price developments have put pressure on consumer spending, and plant-based products are still significantly more expensive than regular meat products. In Lidl supermarkets, vegan products and regular animal products have a price gap of 35 percent. Aldi and Edeka both have a 31 percent price gap between these items. Consumer opinions on the issue are clear: 41 percent of consumers say vegan and vegetarian alternatives for meat and fish should not exceed meat and fish products in price. The market is responding to these facts. Lidl announced that it would offer its private label meat substitutes at the same price as its meat products. The rest of the market is likely to follow suit to some degree.
