Contrary to common assumptions, in Germany Gen Z often cooks its own meals, and most of its members eat meat. For more than half of this group, poultry is the top choice.
The leading nutrition trend among young people in Germany is protein. Among the various sources of protein, eggs and poultry rank highest, followed by dairy products, protein powder, beef, and fish.
These findings are part of a survey conducted by Civey on behalf of Zentralverband der Deutschen Geflügelwirtschaft e.V. (ZDG), the German poultry industry organization.
In the 16 to 29 age group, 1 out of 2 people cook for themselves every day, 71% eat mindfully, 83% of respondents regularly eat meat, and for most of them, protein is an essential component.
Meat and plant-based foods are often served together in one dish. Only about 1 out of 9 people follow a vegetarian or vegan diet (11%).
When it comes to choosing a type of meat, respondents have clear preferences: 52% choose poultry, 23% beef, and 15% pork. A preference for poultry is especially pronounced among women, with 57% choosing poultry compared with 19% who choose beef. Meanwhile, among men, 46% prefer poultry and 28% prefer beef.
Around 3 of 5 respondents consider poultry an important element in getting food that is both delicious and healthy. In fact, 7 of 10 respondents believe that poultry can play an important role in a protein-rich diet.
ZDG Managing Director Wolfgang Schleicher stated, “This survey dispels various prejudices about Gen Z. It also debunks the myth that Gen Z is predominantly vegan or vegetarian. This commonly heard assumption is wrong. Eating meat remains commonplace among Gen Z. They cook their own meals. They make conscious decisions and know exactly what matters to them: good taste, shared dining experiences, adequate protein intake, affordable prices, and practical preparation—all of these aspects must be met. Poultry meets all these criteria: it tastes delicious, is rich in high-quality protein, and pairs easily with vegetables, salads, and bowl dishes.”
For Gen Z, food is not just served on a plate; it is also shared online: 1 of 5 respondents say they share photos or other content related to the food they eat on social media every day. Nearly 2 of 5 respondents post food-related content at least once a week.
They also look online for inspiration. When asked where they get ideas and inspiration for dishes and information about diet, 39% of respondents said they actively research online, 26% follow social media trends and use artificial intelligence (AI)-based apps, 25% follow content creators or influencers, 21% rely on nutrition-tracking apps or devices, and 14% read online articles or blogs.