Supermarkets are about to shut down sauerkraut and condensed milk

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Status: 15.09.2024, 21:27

From: Victoria Maiwald

Traditional foods such as lard and sauerkraut are losing importance. A study shows how changing eating habits are affecting this.

Dortmund – Lunch at grandma’s is the heartiest. Smoked pork or meatloaf are not to be missed with side dishes such as potatoes or sauerkraut. But the older this generation gets, the fewer products such as sauerkraut are bought – they could even disappear completely over time.

Supermarkets are about to shut down sauerkraut and condensed milk

According to a new study, some of the classic products in German supermarkets such as lard, sauerkraut, condensed milk and coffee filters could become less important in the coming years. The reason for this is changing eating habits and the gradual loss of the generation born before 1952.

This so-called reconstruction generation still plays a central role in the consumption behavior of certain products, but its share is steadily decreasing. This is according to a report by Consumer Panel Services GfK, which belongs to the Yougov group.

Shopping in the supermarket is changing: products disappear over time

The study cites animal fats such as lard as examples. While older consumers continue to rely heavily on these, the product is becoming increasingly less relevant among younger generations. According to the study, around 41 percent of lard sales are made up of rebuilding consumers, while baby boomers (57 to 71 years old) account for 36 percent of sales (more news on supermarkets and discounters at RUHR24).

Generation X (42 to 56 years) accounts for 17 percent, while Millennials (27 to 41 years) and the younger Generation Z (12 to 26 years) are only responsible for 6 percent of sales. Retail expert and author of the study, Robert Kecskes, explains that lard will continue to lose importance due to the trend towards plant-based diets and the age of the corresponding consumer group.

Shopping in the supermarket: Younger generations are increasingly turning to plant-based alternatives

The reconstruction generation’s share of sales for everyday products was around 14 percent in 2024. Millennials and Generation Z together account for 29 percent.

The trend towards plant-based alternatives for dairy products is particularly striking: whether drinking milk, cream, yoghurt or quark – consumers under 42 are increasingly turning to plant-based alternatives. They account for almost half of sales in this area. Baby boomers, on the other hand, only account for 6 percent of sales.

Supermarket offerings are changing: “Discontinued models of our grandparents’ culinary heritage”

Other classic foods such as condensed milk and coffee filters are also affected by this development. Two thirds of condensed milk sales are accounted for by the reconstructionists and baby boomers, while millennials and Generation Z together only contribute 10 percent. The popularity of filter coffee has declined particularly among younger households, which has affected the demand for coffee filters accordingly.

In addition to lard and condensed milk, traditional products such as canned sauerkraut and red cabbage are also under pressure. According to the study, only 15 percent of the revenue from these products comes from the younger generations. Retail expert Kecskes warns: These foods could “run the risk of becoming obsolete models of our grandparents’ culinary heritage.”

With the continuous decline of the reconstruction generation and the changing consumer behavior of younger people, some food categories and brands are expected to see further declining sales in the coming years.

Dpa/edited by Victoria Maiwald