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The insights revealed are compelling for drinks brands, suppliers, and operators looking to elevate sustainability and harness it for strategic growth and market expansion.
It’s a rising priority amongst over half (57%) of German consumers to purchase food and drink products from sustainable and ethical businesses. These findings emphasise the growing trend of conscious localisation, which serves as a powerful driver in attracting consumers to brands aligning with their values. In the face of this trend, understanding when and why consumers choose sustainable options when out in cafés, bars and restaurants becomes business critical.
The Top 5 ethical and sustainable practices resonate with German consumers. Local production is the most important factor among 41% of consumers, followed by more than a third looking for low waste and pollution (38%) and recycling initiatives (37%), and a quarter most valuing ethical sourcing (28%) and artisanal products (24%).
Furthermore, sustainability is a particularly impactful factor in the selection of spirits, with Tequila, Gin, and Rum leading as the top three types where ethical and sustainable practices influence consumer choice.
Additionally, sustainability also influences willingness to spend. More than a third of German consumers are willing to pay a premium for ethically produced and locally sourced products. This willingness opens opportunities for brands and operators to align with consumers while achieving commercial growth through additional spending driven by these values-based considerations.
It’s clear sustainability in the gastronomy sector is a year-round commitment that can level up consumer trust and loyalty. This is why effective communication about these efforts is essential, due to the profound impact they can have on how consumers perceive and interact with brands.
For all these reasons, drinks brands, suppliers, and operators can gain competitive edge by understanding the motivations, behaviours, and preferences of sustainable consumers in the channel. This knowledge, and the ability to react to it, is central for expanding market share and reaching new, environmentally conscious market segments.
Bilal Kaddouri, Client Solutions Director – Germany said: “Sustainability isn’t just good practice. It‘s good business, and demand for it is increasing as the market evolves. The latest OPUS research highlights where the opportunities lie and how On Premise stakeholders can integrate these values into their core offerings. Ultimately, tapping into the sustainable consumer segment goes beyond adaptation to the next big trend. By comparison, it’s about leading with purpose to drive real change and thrive in tomorrow’s market.”
OPUS is CGA by NIQ’s leading-edge provider of analytics and thought leadership in the hospitality industry, specialising in consumer research and strategic insights, empowering businesses to make informed decisions and achieve competitive advantage. To find out more about CGA’s consumer research capabilities, get in touch with Bilal Kaddouri, Client Solutions Director here.
