Overview

In 2024, Germany was the third largest exporter and the second largest importer of consumer oriented agricultural products by value worldwide, after China and the United States and by far the most important European market for foreign producers. The retail market’s key characteristics are consolidation, market saturation, strong competition and low prices. Germany is an attractive and cost-efficient location in the center of the EU. While many consumers are very price sensitive, the market also provides many wealthy consumers who look for high quality at a fair price. These consumers are looking for premium quality products and are willing to pay higher prices. Germany still has some of the lowest food prices in Europe, and German citizens spend only about 14 percent of their income on food and beverages. Low food prices are a result of high competition between discounters and the grocery retail sale segment.

Key Market Drivers and Consumption Trends

Fair trade and organic products have become more important on the German grocery market. Germany is the second largest organic market in the world (behind the United States) and presents good prospects for exporters of organic products.

Berlin is spearheading the trend of sustainable food consumption, and other German cities are following its lead. An aging population and increased health consciousness of consumers are fueling the demand for health and wellness products, as well as functional food products. Increasingly high-paced society and the rising number of single households are driving the demand for convenient ready-to-eat meals, desserts, and baking mixes. Ethnic foods, beauty and super foods, clean label foods, “free from” products (e.g., gluten or lactose free) and locally grown products are further trends that are attracting more German consumers. Many consumers view their purchasing decisions as a political or life-style statement (no GMO, only free-range eggs, vegetarian, or vegan diet). Consumers increasingly expect traceability and information about production methods. According to a report (Ernährungsreport 2024) from the German Federal Ministry of Food and Agriculture published in September 2024, labelling is becoming more important for consumers, especially the animal welfare label, the organic label, and the sustainable fishing label.

At the same time, Germany remains a price-focused market. With the war in Ukraine raising prices for energy, feed and fertilizer (and ultimately food prices) and inflation reaching two-digit numbers, many German consumers cut back spending on higher-cost foods such as organic, fair trade, regional products and meat substitutes, but also on essential products. While food prices in 2024 only increased by around 2.2 percent compared to the previous year, consumers remain price conscious.

Whereas e-commerce sales grew during the pandemic, online food purchases have decreased by 6.8 percent in 2023. The total sales revenue of food and beverages purchased online is at about USD 4 billion. The pandemic has also accelerated the rise of on-demand grocery delivery platforms, such as Flink, which deliver groceries within minutes of ordering for a small delivery fee, also known as quick commerce. The sector has seen significant competition with several apps launching in 2021. Today, after significant consolidation, only one large-scale player remains. The Berlin-based startup Flink is owned by Rewe-Group and operates in over 60 major cities across Europe with about 10 million customers.

Leading Sub-Sectors

Tree Nuts

The category of tree nuts includes fresh or dried almonds, pistachios, pecans, hazelnuts, and walnuts. Germany does not produce significant quantities of these products, and supply therefore comes primarily from imports. The United States continues to be the largest supplier of tree nuts to Germany. The leading competitor for the United States in the German tree nut market is Spain. Many U.S. agricultural associations actively promote their products in Germany, including the Almond Board of California, California Pistachio Commission, and the California Walnut Commission. Most tree nuts are used as ingredients by the food processing sector. Almonds are the top export within this category. Further products with good sales potential include walnuts, pistachios, and pecans. 

Source: Trade Data Monitor query dated June 18, 2025 

Fishery Products

Although per capita fish consumption in Germany is quite low in global comparison (13.4 kg as of 2023), the German market offers lucrative opportunities for fish and seafood products. Since Germany is a major producer of fish sticks (processed frozen battered whitefish), Alaska pollock is by far the most important U.S. seafood export by value. Other whitefish like cod or hake also have good prospects on the German market. Furthermore, smoked fish traditionally enjoys great popularity in Germany and smokehouses are for example importing salmon or dogfish (marketed as “Schillerlocke” in Germany). Other good prospects for U.S. seafood exports are caviar substitutes, flat fish, shrimps, lobster and crabs. By value, the two most important U.S. fishery export products to Germany are Alaska pollock and salmon. 

Source: Trade Data Monitor query dated June 18, 2025 

Wine

Germany is the world’s third largest importer of wine by volume and value. In 2024, German wine imports were valued at more than USD 2.85 billion. Italy, France, and Spain are the leading suppliers of wine to Germany with a combined import market share of 79 percent. U.S. wines, together with other “new-world” wines, have developed an increasingly good reputation for quality in the German market. In 2024, the value of Germany’s imports of U.S. wines totaled USD 55 million. 

Sources: Trade Data Monitor LLC query dated June 18, 2025 

Pet Food

Germany is one of the leading countries for pet ownership in the world (almost every second household owns a pet). Germans are willing to pay a premium to buy high-quality pet food, and interest in specialty health pet food products is growing rapidly. Most pet food is produced domestically, and the EU requires pet food to be derived from meat that can be used for human consumption. Despite the bureaucratic obstacles, opportunities for exporting pet food products to Germany are available given the considerable size of the market. 

Source: Trade Data Monitor LLC query dated June 20, 2025 

Agricultural Attaché Reports

Attaché reports provide information on market opportunities, crop conditions, new policy developments and information about Germany’s food industry. Some standard reports include Retail Market Report, Exporter Guide, Food Service Report, and market briefs on wine, seafood, and other select products. Attaché reports can be found at the Global Agricultural Information Network. In recent years, many of the German reports have been consolidated and are submitted as part of EU reports. We recommend that companies interested in the German market also review the EU reports. 

U.S. Agricultural Commodity Associations Active in Germany

Several U.S. agricultural commodity and other trade associations conduct market development programs in Germany. In some cases, these associations maintain field offices in Germany, while others may have a trade representative or public relations company representing their interests. Others may cover Germany from elsewhere in Europe or from offices in the United States. The USDA-operated Market Access Program (MAP) and Foreign Market Development Program (FMD) provide a portion of the funding for these associations’ market development programs. For further information about the MAP and FMD programs or to know more about which associations are active in Germany, please contact the Office of Agricultural Affairs at the U.S. Embassy in Berlin. 

Trade Shows

In Germany, trade fairs play a key role in presenting new products to the trade or in finding additional buyers and importers. The major international trade fairs are: 

• AUGA – The world´s leading food fair for the retail trade and the food service and catering market. It is held every two years in Cologne. Next show: October 4-8, 2025
• AGRITECHNICA – The leading show for agricultural technology and machinery. Next show: November 9-15, 2025
• ISM – Show for the global sweets and snacks industry. Next show: February 1-4, 2026
• FRUIT LOGISTICA – The leading show for fruit and vegetables, dried fruits, and nuts. It is held on an annual basis in Berlin. Next show: February 4-6, 2026
• BIOFACH – The leading European trade show for organic food and non-food products. It is held on an annual basis in Nuremberg. Next show: February 10-13, 2026
• Interzoo – The world leading pet industry exhibition. It is held every two years in Nuremberg. Next show: May 12-15, 2026
• BrauBeviale – The world’s leading exhibition for the brewing sector. Next show: November 10-12, 2026
• EuroTier – Global leading show for animal farming and livestock management. Next show: November 10-13, 2026