Gone are the days when a sausage, ketchup, a bread roll and a beer or two made for a decent barbecue – German consumers are growing increasingly hungry for sophisticated grillables which cater to their individual health and lifestyles needs.
45% of German consumers say they enjoy cooking on their barbecue
Innovation is particularly important to German barbecuers, who according to Mintel’s research are the biggest lovers of grilling in Europe, with 45% saying they enjoy cooking on their barbecue. It is very much a male dominated territory, with over half of German men enjoying barbecuing, compared to 37% of women. And it seems the type of cooking is more than just a means to an end – it is also a time of relaxation and enjoyment. While good weather is reason enough for most barbecue enthusiasts, birthdays and other events are also celebrated with the popular pastime – even in winter.
We take a look at some of the ways German brands are responding to the nation’s barbecue enthusiasts…
BBQ cheese melts barbecuers hearts
From summer raclette to cheese-based sausages and marinated cheese portions in grilling trays, brands are increasingly targeting not only vegetarians, but aiming to offer alternatives and side dishes for meat-lovers as well.
Veggie invades meat territory
Unthinkable some years ago, BBQ innovation is fulled by the nation’s growing fondness for meatless diets. Vegetarianism and veganism are moving into the mainstream – and also onto the barbecue with Wheaty Vegan Grill-Miz and Tofu Life Veggie Grill Roast Sausage.
Side dishes take centre stage
No longer just afterthoughts to a meat-laden feast, side dishes have started to get brands’ attention. We have seen convenient ready-to-grill products in aluminium trays on the rise with the Bonduelle BBQ Vegetable Mix, Crop’s Barbecue Spanish Style Vegetable Mix amd Lidl Grillmeister Marinated Vegetable Skewers.
Something for the sweet tooth
Barbecue cheese fondues have been embraced by consumers, so why not offer a chocolate counterpart? The confectionery industry is warming up to the idea of barbecue dessert innovation…
Sausage staples: the new diversity
Sausages are a staple of German barbecues. But while enjoying inherent barbecue character; products are rarely specifically positioned for the occasion. Despite this, flavour innovation during the summer peak season is becoming increasingly creative, with products including; Kletzl Sausage with Rieder Beer, Wiesenhof Bruzzler Kebab Style Sausage and Zimbo Krakauer Sausage with Bacon & Cheese.
What we think
From increasing diversification in the meat sector to the rising power of veggies, Germany’s barbecue fever is fuelling innovation.
Going forward, demand for quality rather than quantity – and an open mind to barbecue alternatives from across sectors – will characterise the modern German barbecue.
As grilling increasingly becomes a year-round event, the occasion offers a valuable platform for the growth of products that combine natural, convenient and indulgent credentials.
Julia Buech, Food and Drink Analyst for Germany at Mintel, specialises in delivering insights on issues affecting the German market, performing analysis across a range of food and drink categories. Upon joining Mintel in 2009 as a Trend & Innovation Consultant, Julia was responsible for providing tailored product innovation analysis and client support primarily to Mintel’s German speaking clients.
