Germans demand trustworthy labels, prize those with 3d party endorsement

By: Trademagazin editor Date: 2025. 11. 13. 09:51

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A study by Simon-Kucher in Germany highlights that two out of three consumers actively consider food labels when shopping – but only selected labels inspire real trust and willingness to pay more.

Conducted with 1,000 participants, the research found that 71% factor certifications into their purchasing decisions, with “organic” (75%) and “fair trade” (67%) among the strongest motivators. According to the news published in PLMA International Newsletter, product claims such as “sugar-free” (75%) and “natural ingredients” (80%) also influence choices, particularly among health- and sustainability-oriented shoppers.

While consumers are open to paying a premium for products that align with their lifestyle, price tolerance remains limited. Around 70% would accept higher prices for organic products, but overall, only 46% of consumers are prepared to spend significantly more. High markups are tolerated mainly for specific religious certifications, such as halal or kosher.

However, trust is the decisive factor. One in three consumers doubts sustainability and climate-related claims, and suspicions of greenwashing sharply reduce willingness to pay. Younger shoppers, especially Gen Z, are driving demand for credible, transparent labelling but are also the most critical.