: Veganz is particularly popular among young female shoppers aged 25-34 and residents of both small and large cities in Germany. Single-person households and those with annual net incomes between USD 15,000 and USD 30,000 favor this store.

: Veganz is a frontrunner in sustainable practices, exemplified by its compostable packaging and the Eaternity Sustainability Score, which informs consumers about the environmental impact of their purchases.

: Today, Veganz products are available in over 22,000 stores across 28 countries, making it a significant player not only in Germany but internationally.

High-Quality Offerings

: Keimling is known for its high-end kitchen appliances and health foods, catering to a niche market of health-conscious vegans. Their product range has recently expanded to include more ready-to-eat vegan meals and snacks, reflecting the growing demand for convenience.

: The store is particularly favored in mid-sized cities with populations ranging from 100,000 to 1 million. It is popular among households with annual incomes over USD 50,000 and larger families.

: Reformhaus has been a go-to store for health and wellness products for years. Its reputation is built on offering high-quality, natural products.

: With a focus on increasing its online footprint, Reformhaus has adapted to the digital age seamlessly, making its extensive vegan product range available to a broader audience.

: Reformhaus is popular among single-person households in large cities and the 35-44 age group, who value natural and organic products.

: Alongside its diverse offerings, Vekoop emphasizes products that are eco-friendly and often locally produced, ensuring minimal environmental impact.

: The store is favored in mid-sized cities and among high-income households. Male shoppers and larger families especially prefer Vekoop, contributing to its significant market share.

: Le Shop Vegan offers a meticulously curated selection of ethical and sustainable brands. This curation appeals to conscious consumers who prioritize both style and sustainability.

: The store leads in the sale of milk substitutes, with 73% of its shoppers purchasing these items. Higher-income households and large families are primary customer segments.

: More than half of online shoppers under 24 have made vegan purchases, whereas only about one tenth of those above 64 have done so. Younger vegans also show a higher likelihood of purchasing products online rather than offline.

: Female shoppers are more likely to buy vegan products both overall and specifically online. While male shoppers have a lower purchase rate, those who do tend to prefer online shopping over offline.

: Higher-income households are more inclined to buy vegan products, with a propensity towards online over offline purchases. This trend underscores the disposable income's role in influencing shopping choices.

: Three-person households exhibit the highest rates of vegan purchases online, followed by two-person households. Larger households also show a trend towards online purchases over offline.

: Shoppers from larger cities (with populations over 20,000) are more likely to buy vegan products. Interestingly, those from cities with populations over 100,000 are also more inclined to shop online.

: Two-thirds of vegan online shoppers have bought meat substitutes, making it the dominant category.

: Half of the vegan shoppers purchase milk substitutes online.

Vegan Cosmetics and Clothing

: Around 39% buy vegan cosmetics, and one-third purchase vegan clothing.

: Women predominantly buy vegan cosmetics and clothing. Shoppers under 35 favor milk substitutes, while those older than 35 lean towards vegan fashion and meat substitutes.

Income and Household Size

: Higher-income households opt for meat and milk substitutes, whereas those with lower incomes prefer vegan cosmetics and clothing. Larger households are more inclined towards buying vegan cosmetics.

: Meat substitutes are more popular in large cities (1 to 5 million inhabitants), whereas milk substitutes are favored in mid-sized cities (100,000 to 1 million inhabitants).

Top Online Vegan Stores in Germany: Customer Base, Top Products & Cons

Top Online Vegan Stores in Germany: Customer Base, Top Products & Consumer Insights

Introduction
Veganz: Leading the Pack
Keimling Naturkost: A Close Second
Reformhaus: The Trustworthy Veteran
Vekoop: The Eco-Friendly Choice
Le Shop Vegan: The Niche Specialist
Who Buys Vegan Products Online in Germany?
Popular Vegan Products in Germany
Key Motivations for Shopping Vegan Online
Conclusion
FAQs

Introduction

The rise of veganism in Germany is a trend that reflects a broader shift towards healthier and more ethically-conscious lifestyles. Individuals across the country are increasingly opting for plant-based products, driven by health benefits and ethical considerations. In this burgeoning market, several online vegan stores have distinguished themselves by offering a variety of products to cater to this growing demand. This post delves into the top online vegan stores in Germany, dissecting why they stand out and what consumer trends are shaping the market.

In this blog post, we will explore the leading online vegan stores in Germany and examine their customer bases, product offerings, and the key consumer insights that are propelling their success. We will also delve into the demographics of vegan product buyers and explore the types of vegan products that are most popular.

By the end of this article, readers will gain a comprehensive understanding of the current landscape of online vegan retail in Germany and insights into consumer behavior that are driving this market forward.

Veganz: Leading the Pack

Among the top online vegan stores in Germany, Veganz reigns supreme. Founded in Berlin in 2011, Veganz was Europe's first vegan supermarket chain. Initially, it concentrated on physical outlets but later transitioned to an online and product-centric model. Today, Veganz offers an impressive array of over 470 products, which include sweets, snacks, plant-based proteins, and cheese alternatives.

Why Veganz Stands Out

Demographics: Veganz is particularly popular among young female shoppers aged 25-34 and residents of both small and large cities in Germany. Single-person households and those with annual net incomes between USD 15,000 and USD 30,000 favor this store.
Sustainability: Veganz is a frontrunner in sustainable practices, exemplified by its compostable packaging and the Eaternity Sustainability Score, which informs consumers about the environmental impact of their purchases.
Extensive Reach: Today, Veganz products are available in over 22,000 stores across 28 countries, making it a significant player not only in Germany but internationally.

Keimling Naturkost: A Close Second

Keimling Naturkost takes the second spot, renowned for its extensive selection of natural and raw vegan foods. This store also enjoys significant popularity among older demographic segments and higher-income households.

Notable Features

High-Quality Offerings: Keimling is known for its high-end kitchen appliances and health foods, catering to a niche market of health-conscious vegans. Their product range has recently expanded to include more ready-to-eat vegan meals and snacks, reflecting the growing demand for convenience.
Customer Base: The store is particularly favored in mid-sized cities with populations ranging from 100,000 to 1 million. It is popular among households with annual incomes over USD 50,000 and larger families.

Reformhaus: The Trustworthy Veteran

Ranking third, Reformhaus has a long history in Germany as a trusted retailer for natural and organic products. It has expanded its online presence and diversified its product offerings to include a wide range of vegan items.

Key Attributes

Heritage: Reformhaus has been a go-to store for health and wellness products for years. Its reputation is built on offering high-quality, natural products.
Online Expansion: With a focus on increasing its online footprint, Reformhaus has adapted to the digital age seamlessly, making its extensive vegan product range available to a broader audience.
Demographics: Reformhaus is popular among single-person households in large cities and the 35-44 age group, who value natural and organic products.

Vekoop: The Eco-Friendly Choice

Vekoop ranks fourth, known for its commitment to sustainability and a wide range of products from groceries to personal care items. It shares similar customer demographics with Keimling Naturkost.

Standout Points

Sustainability: Alongside its diverse offerings, Vekoop emphasizes products that are eco-friendly and often locally produced, ensuring minimal environmental impact.
Consumer Base: The store is favored in mid-sized cities and among high-income households. Male shoppers and larger families especially prefer Vekoop, contributing to its significant market share.

Le Shop Vegan: The Niche Specialist

Le Shop Vegan sits fifth on the list, carving out a specialized niche in stylish vegan products, including fashion, accessories, and cosmetics, in addition to food items.

Unique Selling Points

Curated Selection: Le Shop Vegan offers a meticulously curated selection of ethical and sustainable brands. This curation appeals to conscious consumers who prioritize both style and sustainability.
Popularity: The store leads in the sale of milk substitutes, with 73% of its shoppers purchasing these items. Higher-income households and large families are primary customer segments.

Who Buys Vegan Products Online in Germany?

Insights from recent surveys indicate that younger online shoppers in Germany are significantly more inclined to purchase vegan products, with notable trends among different demographics.

Key Insights

Age: More than half of online shoppers under 24 have made vegan purchases, whereas only about one tenth of those above 64 have done so. Younger vegans also show a higher likelihood of purchasing products online rather than offline.
Gender: Female shoppers are more likely to buy vegan products both overall and specifically online. While male shoppers have a lower purchase rate, those who do tend to prefer online shopping over offline.
Income: Higher-income households are more inclined to buy vegan products, with a propensity towards online over offline purchases. This trend underscores the disposable income's role in influencing shopping choices.
Household Size: Three-person households exhibit the highest rates of vegan purchases online, followed by two-person households. Larger households also show a trend towards online purchases over offline.
Urbanization: Shoppers from larger cities (with populations over 20,000) are more likely to buy vegan products. Interestingly, those from cities with populations over 100,000 are also more inclined to shop online.

Popular Vegan Products in Germany

When examining product categories, meat and milk substitutes top the charts, with meat substitutes being the most common online vegan purchase.

Product Preferences

Meat Substitutes: Two-thirds of vegan online shoppers have bought meat substitutes, making it the dominant category.
Milk Substitutes: Half of the vegan shoppers purchase milk substitutes online.
Vegan Cosmetics and Clothing: Around 39% buy vegan cosmetics, and one-third purchase vegan clothing.

Purchasing Patterns

Demographics: Women predominantly buy vegan cosmetics and clothing. Shoppers under 35 favor milk substitutes, while those older than 35 lean towards vegan fashion and meat substitutes.
Income and Household Size: Higher-income households opt for meat and milk substitutes, whereas those with lower incomes prefer vegan cosmetics and clothing. Larger households are more inclined towards buying vegan cosmetics.
Urban Areas: Meat substitutes are more popular in large cities (1 to 5 million inhabitants), whereas milk substitutes are favored in mid-sized cities (100,000 to 1 million inhabitants).

Key Motivations for Shopping Vegan Online

The primary driver for purchasing vegan products online is the extensive product range. For items like milk substitutes and vegan clothing, competitive prices also play a significant role.

Conclusion

The vegan online market in Germany is poised for continued growth, fueled by increasing awareness about health, sustainability, and ethical consumerism. Younger generations and urban dwellers are driving this trend, with online stores like Veganz, Keimling Naturkost, Reformhaus, Vekoop, and Le Shop Vegan at the forefront.

As technology advances and consumers seek more convenient shopping experiences, these stores are well-equipped to meet the growing demand. The future looks bright for the vegan market, promising not just sustainability but also enhanced health and well-being for its adherents.

FAQs

What factors are driving the popularity of vegan products in Germany?

Health benefits, ethical considerations, and environmental awareness are the primary factors driving the popularity of vegan products in Germany.

Which online store is the most popular among vegan shoppers in Germany?

Veganz is the most popular online vegan store in Germany, especially favored by young female shoppers.

What motivates consumers to buy vegan products online?

A large product selection, competitive prices, product availability, and ingredient transparency are the main motivations for consumers to buy vegan products online.

Who are the primary customers of online vegan stores in Germany?

Younger generations, women, higher-income households, and urban dwellers are the primary customers of online vegan stores in Germany.

What are the most popular vegan products purchased online in Germany?

Meat substitutes, milk substitutes, vegan cosmetics, and vegan clothing are the most popular vegan products purchased online in Germany.

Top Online Vegan Stores in Germany: Customer Base, Top Products & Consumer Insights

Table of Contents

Introduction