Bad Rothenfelde – September 11, 2026 -- Seventy-four percent of Germans believe their diet has a major impact on their health, while 75 percent say they now pay closer attention to nutrition than a few years ago, according to a new Kantar survey of 2,000 people commissioned by heristo aktiengesellschaft.
The study, titled "Health on the Plate - Proteins, Longevity and the New Expectations of Food," was conducted in May 2026 among German residents aged 16 to 69 and is the third in heristo's generational barometer series, following editions on food (2024) and pet food (2025).
Food-first logic dominates over protein supplements across age groups
Around 49 percent of respondents consider a protein-rich diet important, but 66 percent prefer protein from everyday foods over supplements. Eggs, meat and dairy rank as the top protein sources, followed by fish, nuts/seeds and legumes. Younger respondents associate protein primarily with sport and performance, while older respondents link it to healthy aging.
Longevity interest peaks among 16-to-29-year-olds at 60% purchase intent
86 percent of respondents say living as long as possible in good health is an important goal, and 55 percent would buy products supporting that goal. Among 16-to-29-year-olds, purchase interest reaches 60 percent, higher than the overall average. Mental and physical fitness are cited by 89 percent and 83 percent of older respondents respectively, versus 66 percent and 71 percent of younger ones.
Doctors and pharmacists lead trust rankings at 53%, influencers trail at 14%
Doctors and pharmacists are the most trusted information source on nutrition (53 percent), ahead of friends, family and consumer organizations. Social media and influencers rank last at 14 percent, tied with direct manufacturer advertising. Two-thirds of respondents (66 percent) want more independent information on supplements and health-related foods, while only 39 percent feel adequately informed about side effects.
Willingness to pay for health benefits caps at a 5% premium for most buyers
Most respondents would accept a price premium of up to 5 percent for products with health benefits; premiums of 10 percent or more are far less accepted. Natural ingredients rank as the strongest purchase driver, followed by healthy-aging claims, reduced sugar, high protein content, gut-friendliness and scientifically proven benefits. Willingness to pay a premium declines with age.
Only 45 percent of respondents say it is easy to eat healthily in daily life, despite the high awareness of nutrition's role in health. "We understand the results of this study as a clear mandate to us as a food manufacturer," said Jörn Leogrande, head of Corporate Communications & Innovation at heristo and the study's lead. Prof. Dr. Tilman Grune of the German Institute of Human Nutrition, who advised on the study, noted that despite widespread recognition of nutrition's importance, many respondents feel insufficiently informed, and willingness to pay more for health-supporting products remains limited.