14 June 2019

Consumers in Germany can feel that they are subject to information overload on the topic of health

The topic of health remains at the forefront of discussion amongst stakeholders in Germany, such as the government, media, and brands. This is hardly surprising given that the diagnosis rates of health problems continue to rise in the country. The biggest challenge posed to the country is the ongoing obesity epidemic. FMCG Gurus research conducted in 2019 shows that currently, 32% of consumers in Germany are on a diet to lose weight. Despite this, obesity rates continue to rise. Interestingly, the proportion of consumers who say they are on a diet is marginally lower compared to 2017 (36%). This highlights the scale of the obesity problem in the country.

When it comes to dieting and leading a healthier lifestyle, many challenges exist for consumers. For instance, consumers can feel that healthy food and drink is bland or boring, or they may feel that their lifestyles make it difficult to monitor nutritional intake. However, research shows that another challenge the country faces is that consumers can feel that they are subject to information overload when it comes to the topic of health. For instance, a total of 34% of consumers say that they feel they are “fed up” being told what they can and cannot eat by nutritional experts. Meanwhile, 30% of consumers say that they feel public health warnings around obesity are exaggerated.

If consumers feel that they are being subject to information overload when it comes to the topic of health, then those that messages may have the opposite effect to that intended. That is, consumers may switch off from such information altogether. As such, it is crucial that any information around healthy living in Germany is communicated in a simple, subtle and transparent manner.