People across Germany want to maintain their health as they age through diet, but financial willingness to pay higher prices for health-promoting products remains strictly limited, according to a representative survey commissioned by the Heristo AG. Conducted by market research firm Kantar in April and May, the study surveyed roughly 2,000 individuals aged 16 to 69 across four distinct generations to evaluate attitudes toward nutrition, longevity, and food costs.
Generational Priorities in Healthy Aging
The goal of healthy aging spans all age groups, though the specific driving factors shift across generations. According to the Kantar survey data, 74 percent of all respondents believe that nutrition exerts a major influence on overall health, while 75 percent report paying closer attention to their diet today than they did several years ago.
Among older cohorts, physical and mental fitness dominate health concerns at 89 percent and 83 percent, respectively. Younger populations share similar priorities. For respondents aged 16 to 29, mental and physical fitness represent the most frequently cited factors for healthy aging, noted by 66 percent and 71 percent of that age group. Overall, 60 percent of these younger respondents state they are willing to spend money on a healthy diet.
Consumer Resistance to Premium Food Prices
Despite widespread interest in nutrition, consumer readiness to absorb higher grocery bills is tightly constrained. The survey indicates that many shoppers accept price increases of up to five percent for health-promoting products. However, price bumps of ten percent or more face significant resistance. Older respondents display the highest reluctance to accept any price premium.
When consumers do consider paying more, natural ingredients and reduced sugar content serve as the primary justifications. Rather than investing in protein preparations, two-thirds of respondents prefer everyday protein-rich whole foods such as eggs, meat, and dairy products.
Trusted Information Sources Versus Influencer Marketing
Consumers look primarily to traditional medical professionals for dietary guidance. More than half of all respondents identify physicians and pharmacists as their most important sources of nutritional information. Conversely, social media and influencers occupy the bottom tier of the ranking, capturing 14 percent, and signaling a broad public demand for independent information sources.
Yet, the survey highlights a persistent practical barrier: fewer than half of all respondents find it easy to maintain a healthy diet as they age.
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