15-044959/Bord Bia PERIscope 8 Study 2015 Germany/October 2015
Introduction

PERIscope is Bord Bia‟s comprehensive review of food attitudes, shopping and cooking trends
amongst a nationally representative sample of adults.

In previous waves of the research, biennial studies were produced for ROI/NI/GB and for other
European countries (including France, Germany, Belgium, Spain, Netherlands, Sweden, New Zealand
and the US). In 2015, the countries were amended and research was conducted in ROI, GB, France,
Germany, Spain, Netherlands and the US. In addition, China was a new market added this year.

In 2013, Bord Bia took the decision to combine both studies in order to obtain a more detailed
perspective on how consumers view food related issues and report their behaviours across 10
countries. PERIscope 2015 therefore, as in 2013, provides research findings for the ROI/GB and
Continental study in one year.

Over the various studies we have held many questions constant to allow tracking over time; we also
include topical issues as they arise.

This deck is designed to provide a thorough flavour of the PERIscope 2015 results for
Germany. The charts included represent the study results. More detailed information is available in
the tabular reports.
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Research Method

Online survey conducted by Ipsos MRBI on behalf of Bord Bia.

The research was conducted among a representative sample of adults aged 18+ in Germany.

Quotas were set on sex, age, region and social class to ensure a representative sample.

Sample size 1,000.

Fieldwork was conducted between June and July 2015.

Please note, there may be discrepancies in relation to some of the „total‟ figures within this report.
This is due to rounding (e.g. “slightly agree” at 45, “strongly agree” at 30, “agree” at 76).

Where new statements have been added or in instances where question wording and/or format
may have changed, missing data is represented by „n/a‟.
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Contact Details

For further information about Bord Bia‟s PERIscope 8 2015 study, please email info@bordbia.ie or Tel:
01 6685155.

All content provided in this pack is also available on the Bord Bia website, www.bordbia.ie
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(Base: All Adults 18+)
Profile of Sample – 2015 (I)
5
%
Male
SEX
AGE
GERMANY
2015
GERMANY
2015
Under 25
10
25-34
15
49
35-44
45-54
Female
GERMANY
2015
Upper*
46
Lower
54
16
20
51
55+
SOCIAL CLASS
40
*Upper is classified as all earning above €24,001
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Profile of Sample – 2015 (II)
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%
HOUSEHOLD
COMPOSITION
REGION
WORKING
STATUS
GERMANY
2015
GERMANY
2015
GERMANY
2015
Single
Dual
3+
Hamburg/Bremen/
Schleswig-Holstein/
Niedersachsen
16
Nordhrein/
Westfalen
22
Hessen/RheinlandPfalz/Saarland
14
Baden-Württemberg
13
Bayern
15
33
42
25
Berlin
Mecklenburg/
Brandenburg/
Sachsen-Anhalt
Sachsen/Thüringen
4
8
Working full time/
self-employed
45
Working part time
12
Student
8
Other*
35
8
*Other includes housewife, retired, unemployed
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Profile of Sample (I)
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%
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
Male
Female
52
48
48
52
SOCIAL CLASS
AGE
SEX
48
52
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
18-24
11
11
10
10
25-34
17
15
14
15
35-44
20
21
45-54
16
49
19
20
18
36
34
37
Upper*
43
45
45
46
Lower
57
55
55
54
16
20
51
55+
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
40
*Upper is classified as all earning above €24,001
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Profile of Sample (II)
8
%
WORKING STATUS
HOUSEHOLD COMPOSITION
REGION**
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
Single
22
21
41
33
Hamburg/Bremen/
Schleswig-Holstein/
Niedersachsen
17
Nordhrein/
Westfalen
Dual
43
42
35
3+
35
38
24
25
Hessen/RheinlandPfalz/Saarland
16
22
22
14
14
Working full time/
self-employed
46
45
43
45
Working part time
13
12
13
12
Student
8
8
8
8
Other*
33
35
37
35
22
n/a
42
16
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
14
13
Baden-Württemberg
12
Bayern
Berlin
Mecklenburg/
Brandenburg/
Sachsen-Anhalt
Sachsen/Thüringen
4
13
15
15
8
4
8
4
8
8
8
8
**Geographic breakdown of regions different in ‘08
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*Other includes housewife, retired, unemployed
(Base: All Adults 18+)
Incidence of Dependent Children Living in
Household
%
GERMANY
2008
GERMANY
2010
Yes
31
30
No
69
70
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GERMANY
2013
GERMANY
2015
25
22
75
78
9
(Base: All Adults 18+)
Incidence Of Food Allergies In The Household
%
New question in 2013
GERMANY
2013
GERMANY
2015
19%
21%
Allergies Mentioned Amongst All Adults:
•
•
•
•
•
•
•
•
Yes
Lactose
Nut/peanut
Milk
Fish
Wheat (coeliac condition)
Shellfish
Soy
Eggs
8%
7%
5%
2%
2%
2%
2%
1%
Q.30a Do you or anybody in your household have any of the following food allergies?
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Attitudes Towards Food
15-044959/Bord Bia PERIscope 8 Study 2015 Germany/October 2015
Attitudes Towards Food: Summary

Utility ownership in Germany remains broadly consistent with previous waves. Smoothie
makers and grills record increases this year, while in keeping with emerging 2013 trends,
ownership of microwaves and deep fat fryers continues to decline.

The percentage of German adults who claim to eat a lot of fruit, vegetables and high fibre
foods remains high. As a new statement added this year, protein has also emerged as a
crucial dietary component for 8 in 10 German adults.

This year, the proportion of the German population who claim to eat convenience foods
often continues to fall. However, the preference still remains for foods that are quick to
cook and easy to prepare.

There appears to be less of a distinction between frozen and chilled food among German
adults in 2015. Now over half of the population believe they are about the same.
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(Base: All Adults 18+)
Utility Ownership In Home (I)
13
%
GERMANY 2008
91
92
GERMANY 2010
93
87
88
GERMANY 2013
GERMANY 2015
89
82
76
48
42
6
ANY…
Full oven…
5
5
Full oven…
Q.49 Which of the following do you have in your home?
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41
5
Separate…
*Code amended in 2015
(Base: All Adults 18+)
Utility Ownership In Home (II)
14
%
GERMANY 2008
89
86
89
GERMANY 2010
GERMANY 2013
86 84
82
GERMANY 2015
80 80
76
70
45 43
39
14
39
13
1
Kettle
45
Toaster
1
*
Tagine
2
4
4
6
Smoothie maker / smoothie blender Microwave
Q.49 Which of the following do you have in your home?
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Grill
(Base: All Adults 18+)
Utility Ownership In Home (III)
15
%
GERMANY 2008
GERMANY 2010
GERMANY 2013
GERMANY 2015
82
86
83 83
51 53
36
39 40
39
30 29
43 43
42
36 34
35 34
31
28
25 24
11
n/a n/a n/a 1
Deep
Fat Fryer
Sandwich
maker
Food
processor
Wok
Steamer
Q.49 Which of the following do you have in your home?
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Coffee
maker
Nutri/
Magic Bullet*
*New code added in 2015
(Base: All Adults 18+)
Utility Ownership In Home – 2015 VS. 2013 Differences
(I)
%
GERMANY 2015
1
1
=
7
3
-2
-50
ANY
OVEN
Full oven
– electric
Full oven
– gas
Separate
freezer
Q.49 Which of the following do you have in your home?
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Kettle
Toaster
Smoothie
maker/
smoothie
blender
16
(Base: All Adults 18+)
Utility Ownership In Home – 2015 VS. 2013 Differences
(II)
%
GERMANY 2015
6
=
-1
-1
Deep
Fat Fryer
Sandwich
maker
-3
-6
Microwave
Grill
Food
processor
Q.49 Which of the following do you have in your home?
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=
Wok
-1
Steamer
Coffee
maker
17
(Base: All Adults 18+)
Attitudes to Food (I)
18
% Applies a lot/a little
93
94
94
95
I try to eat a lot of fruit and vegetables
86
85
83
82
I tend to pick foods that are easy to prepare
92
92
93
90
I like to try new foods
79
77
78
I always try to eat high fibre foods
87
I rarely have time to eat a proper breakfast
42
46
GERMANY 2015
51
46
GERMANY 2013
GERMANY 2010
GERMANY 2008
Q.1 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
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Attitudes to Food (II)
19
% Applies a lot/a little
57
55
58
Food is one of the few pleasures I have left*
n/a
68
71
73
I tend to avoid sugary foods/sweets
84
75
78
76
80
I tend to pick foods that are quick to cook
46
53
56
51
I would often eat „ready prepared‟/ „convenience meals‟
I always try to buy brands that use
environmentally sensitive packaging*
71
74
73
GERMANY 2015
GERMANY 2013
n/a
GERMANY 2010
81
Protein is an important part of my diet**
n/a
n/a
n/a
Q.1 I am now going to read out some things people have said about their attitudes to the food they eat.
For each one, please tell me whether that statement applies to you personally a lot; a little or not at all?
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GERMANY 2008
* New statement added 2010
** New statement added in 2015
(Base: All Adults 18+)
Attitudes to Frozen Vs. Chilled Food
20
%
Frozen food is always better than
chilled food
GERMANY
2010
GERMANY
2013
GERMANY
2015
14
13
12
42%
Frozen food is usually better than
chilled food
28
About the same
46
Chilled food is usually better than
frozen food
Chilled food is always better than
frozen food
10
3
45%
32
9
1
27
52
44
12%
39%
11%
7
2
9%
•2006 & 2008 data not comparable –
wording change in 2010
Q.13 Now I would like you to think about frozen and chilled food. By chilled food I mean food that you find in the chilled cabinet
in a supermarket. Which of these phrases best describes your opinion of frozen food and chilled food?
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Attitudes Towards
Cooking
15-044959/Bord Bia PERIscope 8 Study 2015 Germany/October 2015
Attitudes Towards Cooking: Summary

The level of cooking expertise remains broadly in line with previous years. Females continue to
be the more skilled when it comes to cooking, as over 6 in 10 claim they would be confident in
producing a dinner with all the trimmings.

Attitudes towards cooking amongst German adults continue to be very positive, the proportion
of those who feel food is a passion appears to increase with age. Those aged 45+ are the most
likely to have a passion or love for food.

Eating dinner as a family continues to be important for German adults. The majority also claim
to enjoy creating a great meal, reinforcing the positive German attitude to food.

Similar to previous years, cooking habits and food preparation methods remain relatively
unchanged in Germany. However, the use of ready prepared ingredients appears to be
becoming less frequent in 2015.

While the vast majority of German adults acknowledge that convenience meals are quick and
easy to cook and require little preparation, the proportion who believe they contain natural
ingredients or are good for you continues to decline. In fact, only 4% of the population admit to
eating convenience meals more often, while over a quarter claim to be consuming them less
frequently.

Taste continues to be the most important factor when eating/preparing food in home. Quality is
also a key factor, though freshness is beginning to emerge as a further consideration over the
past few years.
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(Base: All Adults 18+)
Level of Cooking Expertise
23
%
Can‟t boil an egg
Can cook basic snacks (e.g.
beans on toast)
Can cook a simple dinner (e.g.
meat and three veg.)
GERMANY
2008
GERMANY
2010
GERMANY
2013
GERMANY
2015
1
1
4
1
5
1
5
23
23
24
57
57
55
15
14
15
7
22
Would be confident that I could
produce a good Sunday roast
with all the trimmings
44
Would enjoy having a dinner
party where I do all the cooking
26
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
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Level of Cooking Expertise – 2015
24
%
Can‟t boil an egg
Can cook basic snacks
(e.g. beans on toast)
Can cook a simple dinner
(e.g. meat and three veg.)
GERMANY
2015
1
5
AGE
SEX
Male
Female
18-24
25-34
35-44
45+
Main/Joint
Shopper
2
*
1
2
2
8
7
2
5
*
4
1
4
10
17
18
24
27
23
32
31
46
Would be confident that I
could produce a good
Sunday roast with all the
trimmings
66
62
55
51
57
45
44
35
Would enjoy having a
dinner party where I do all
the cooking
15
13
16
9
14
16
16
Q.3 Which one of these descriptions best describes your level of cooking expertise, or lack of, for that matter?
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(Base: All Adults 18+)
Attitude to Cooking
25
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
GERMANY
2015
A chore – something that has
to be done
10
8
9
12
Important because eating well
is important
22
18
19
44
Good fun at times
17
26
Q.4 And which of these phrases best describes your attitude to cooking?
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45
73%
74%
30
A passion – I love food
47
51
68%
18
70%
25
(Base: All Adults 18+)
Attitude to Cooking – 2015
26
%
AGE
SEX
GERMANY
2015
Male
Female
A chore – something
that has to be done
12
13
10
Important because
eating well is important
18
17
19
Good fun at times
18-24
17
25-34
9
46
17
16
45
45+
Main/Joint
Shopper
10
11
19
18
43
45
29
26
17
20
45
35-44
58
41
48
A passion – I love food
25
24
27
16
18
25
Q.4 And which of these phrases best describes your attitude to cooking?
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Attitude Towards Eating & Cooking
27
% Applies a lot/a little
We use a lot of ready to eat foods in our household
49
54
54
46
80
81
82
77
I only eat out for special occasions
I‟m too busy to cook meals as often as I would like
47
49
54
61
85
86
86
I really enjoy cooking and being able to create a great meal
67
It is important to spend time over dinner as a family
Q.1 The following are things people have said about their attitudes to the food they eat and cooking.
For each one, please indicate whether that statement applies to you personally a lot; a little or not at all?
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83
82
85
87
GERMANY 2015
GERMANY 2013
GERMANY 2010
GERMANY 2008
(Base: All Adults 18+)
Incidence Of Attending/Taking Cooking Classes In
Past 3 Years
New question in 2010
% Yes
GERMANY 2010
5
GERMANY 2013
7
GERMANY 2015
6
Yes
In 2015 Higher Amongst:
•
•
•
•
•
•
18-34 yrs
Working
Entertaining at home more often
Dependent children in household
Can cook
Share a recipe on social media
Q.5 Have you taken any cooking lessons, attended demonstrations or taken part in any cookery courses in the past three years?
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(Base: All Adults 18+)
Frequency of Preparing/Cooking Meals From
Scratch
29
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
GERMANY
2015
Once/few times a day
41
38
38
36
Few times a week
33
33
35
36
Once a week
11
11
11
10
4
2
2-3 times
per week
8
6
3
Once/few times a month
Less often
Never
Average
8
5
2
2-3 times
per week
10
11
6
2
2-3 times
per week
Q.6 About how often would you prepare or cook a meal from scratch? (i.e. using raw/fresh/primary ingredients)?
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2-3 times
per week
(Base: All Adults 18+)
Frequency Of Cooking Meals From Scratch
Compared To 12 Months Ago
30
%
GERMANY
2008
More often
About the same
Less often
GERMANY
2010
GERMANY
2013
GERMANY
2015
19
19
17
71
74
76
9
7
6
10
 18-24 yrs, female, entertaining
78
12
Q.7 Thinking back to 12 months ago, would you say that you are preparing /cooking meals from scratch?
(i.e. using raw/ fresh/primary ingredients) more often, less often or about the same?
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at home more, 3+ in household
(Base: All who prepare own meals)
Preparation of Food x Volumetrics – Overview
%
*‘Previous data not available as question format
changed year on year
(% prepare own meals)
GERMANY
2013
(90%)
GERMANY
2015
(87%)
Grilled
8
8
Boiled
14
15
Oven baked/roasted
14
15
On the hob
13
13
Uncooked/ cold
11
11
Fried
13
14
Microwaved
8
8
Steamed
8
7
Stir fry/wok
Other
10
9
*
*
Q.14b Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
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(Base: All who prepare own meals)
Preparation of Food in Home
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**‘On the hob’ added in 2010
*‘Grilled’ added in 2013
%
Grilled*
n/a
n/a
43
47
88
90
97
93
87
89
82
95
Boiled
Oven baked/roasted
64
Uncooked/ cold
70
83
81
79
83
Fried
74
On the hob**
79
n/a
Microwaved
44
48
41
Steamed
49
Stir fry/wok
89
GERMANY 2015
58
70
GERMANY 2013
GERMANY 2010
59
55
94
93
77
64
73
GERMANY 2008
87
Q.14b Thinking about all the food you prepare in home, what proportion would you prepare in the following ways?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients
%
Once/few times a day
3
3
6
6
21
22
22
Few times a week
16
18
17
18
Once a week
GERMANY 2015
25
25
24
23
Once/few times a month
Less often
20
Never
26
GERMANY 2013
GERMANY 2010
GERMANY 2008
27
26
24
8
7
7
7
Q.8 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.).
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
33
(Base: All Adults 18+)
Frequency of Using Ready Prepared Ingredients –
2015
34
%
AGE
SEX
GERMANY
2015
Male
Female
Once/few times a day
3
5
2
Few times a week
21
Once a week
Once/few times a month
16
25
18-24
25-34
35-44
45+
Main/Joint
Shopper
8
4
6
2
3
19
21
17
24
19
22
17
Never
27
8
16
19
15
18
24
24
24
9
30
21
24
7
4
23
7
9
Q.8 When cooking at home how often do you use meal components, that is ready prepared ingredients that need to be
added together for a meal? (e.g. jar of sauce and rice, or diced chicken and sauce etc.)
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
25
23
30
30
7
17
14
26
25
Less often
27
27
8
(Base: All Adults 18+)
Attitude Towards Convenience Meals (I)
35
% agree strongly/slightly
86
Are easy to cook
83
88
91
89
90
87
91
Are easy to prepare
84
88
85
91
Are quick to cook
44
Are expensive
49
47
52
57
Are filling
Are a good substitute for home
cooked meals when time is limited
55
61
63
59
49
61
63
Q.12 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals
you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
GERMANY 2015
GERMANY 2013
GERMANY 2010
GERMANY 2008
(Base: All Adults 18+)
Attitude Towards Convenience Meals (II)
36
% agree strongly/slightly
39
39
Taste great
36
44
25
28
Have poor quality ingredients
22
28
34
29
31
Are good value for money
36
33
33
Always have at home
Have natural ingredients/ good for you
39
40
15
16
18
GERMANY 2015
GERMANY 2013
21
GERMANY 2010
GERMANY 2008
Q.12 I am going to read out some things people have said about ready meals or convenience meals (by this I mean meals
you buy that only need to be heated up) For each please tell me how strongly you agree or disagree with each statement.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Adults 18+)
Incidence of Eating Convenience Meals
37
%
GERMANY
2008
More often
Less often
12
GERMANY
2010
GERMANY
2013
GERMANY
2015
8
6
4
29
28
13
33
Q.11 Thinking back to 12 months ago, would you say that you are eating ready made/convenience meals more often, less often
or about the same?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Adults 18+)
Ranking of Factors Considered Important When
Eating/Preparing Food in Home
%
1st
24
27
26
Taste
Healthiness
Freshness
Nutritional value
Value for money
Price
Variety
31
26
27
21
18
5
6
6
2
2
1
3
3
3
19
20
4
5
2
7
8
9
7
6
4
3
n/a
3
2
5
26
29
29
26
12
13
12
11
15
11
Enjoyment
Safeness of food
42
46
47
14
12
11
11
9
14
17
15
13
Quality
Ease of preparation
1st/2nd
10
10
25
GERMANY 2015
GERMANY 2013
GERMANY 2008
17
19
11
12
n/a
7
8
11
Q.24 Thinking about what are the most important considerations for you when eating/preparing food in home, can you rank the
following factors from 1 to 11 where 1 is the most important consideration to 11 which is the least important consideration?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
38
Food Behaviours
At Lunch Time
15-044959/Bord Bia PERIscope 8 Study 2015 Germany/October 2015
Food Behaviours At Lunch Time: Summary

The majority of adults in Germany continue to eat their lunch at home, with just over one
third eating their lunch at work.

Lunchtime habits among those who eat at work remain broadly unchanged. Just over half
of those eating their lunch at work are going out to lunch less often. This records a 5
percentage point decrease since 2013.

In reviewing the contents of German children‟s lunchboxes, it is clear that the most
popular items continue to be sandwiches and fruit. 9 in 10 lunchboxes contain
sandwiches, while almost 8 in 10 contain fruit.

Bottled water continues to be the most commonly found drink, and records a further three
percentage point increase since 2013, while juice has become less popular this year.

In 2013, the inclusion of cheese snacks in children‟s lunchboxes increased significantly.
This increase remains consistent in 2015, as just over 1 in 5 lunchboxes contain cheese
snacks / cheese strings.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
40
(Base: All Adults 18+)
Place Where Lunch is Usually Eaten
41
%
New question in 2010
GERMANY
2010
GERMANY
2013
GERMANY
2015
At work
35
36
34
At home
65
64
66
Q.16 During the week, do you usually eat lunch at work or at home?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime
Habits (I)
New question in 2010
Bring in my own lunch
GERMANY
2010
GERMANY
2013
Prepare my lunch at work
GERMANY
2015
GERMANY
2010
16
More often
47
43
42
GERMANY
2013
GERMANY
2015
11
11
61
64
27
25
44
66
Less often
31
No change
22
31
29
26
27
18
Q.17 For lunch at work, have you been doing any of the following more often or less often, or have you made no change?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All who usually eat lunch at work)
Change In Frequency Of Workplace Lunchtime
Habits (II)
New question in 2010
More often
Less often
No change
Go out to eat lunch
Go out & get sandwich & bring it back to work
GERMANY
2010
GERMANY
2013
GERMANY
2015
16
17
18
64
60
20
24
GERMANY
2010
GERMANY
2013
25
27
54
49
21
23
55
26
Q.17 For lunch at work, have you been doing any of the following more often or less often, or have you made no change?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
43
GERMANY
2015
22
52
26
(Base: All Adults 18+)
Responsible For Preparing Kids Lunch Box
New question in 2010
% Yes
GERMANY 2010
24
GERMANY 2013
17
GERMANY 2015
16
Yes
In 2015, Higher Amongst:
• 35-44 yrs
• 3+ households
• Working part-time
Q.18 Do you have any children in your household for whom you are responsible for preparing their lunch pack/ lunch box?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
44
(Base: All who pack kids lunch boxes)
Usual Contents Of Kids Lunch Boxes
45
%
New question in 2010
90
92
92
Sandwiches
Cereal bars
26
Crisps
2
1
Popcorn
2
1
34
31
4
4
77
77
Fruit
Smoothie
6
8
28
Juice
Milk
9
33
33
12
11
57
54
51
Bottle of water
27
30
33
Yoghurt
Cheese snack/cheese strings
Other
22
21
9
12
12
15
Q.19 What would their lunch boxes usually contain?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
83
13
GERMANY 2015
GERMANY 2013
GERMANY 2010
Eating in Home
15-044959/Bord Bia PERIscope 8 Study 2015 Germany/October 2015
Eating In Home: Summary

The proportion of Germans claiming to always prepare their own meals has returned to
levels similar to previous waves of research. Over half of German adults now claim to
always prepare their own meals.

Weekends continue to be the most popular time for a family breakfast, with over 4 in 10
claiming to do so on the weekend.

The incidence of entertaining at home more often records a decline in 2015. The most
popular types of entertainment tend to be group activities, including having friends over or
hosting family celebrations at home instead of going to a pub or restaurant. In addition,
just under 4 in 10 German adults are having romantic meals at home with a partner or
having a few drinks at home instead.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
47
(Base: All Adults 18+)
Responsibility for Meal Preparation in the Home
48
%
GERMANY
2008
GERMANY
2010
52
53
Always prepare own meal
GERMANY
2013
GERMANY
2015
63
Sometimes prepare own meal
32
31
57
30
27
Someone else prepares meal
Other/couldn‟t say
13
13
3
2
9
1
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare
your own meals or does someone else usually do the meal preparation in your household?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
11
2
(Base: All who always prepare own meal)
Profile of Those Responsible for Meal Preparation in
the Home
49
%
AGE
SEX
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
Male
Female
33
67
31
69
35
65
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
18-24
7
7
8
7
25-34
15
15
14
13
35-44
21
24
45+
57
54
37
63
19
59
Q.14a Thinking in general about meals that involve some preparation, do you always prepare your own meals, sometimes prepare
your own meals or does someone else usually do the meal preparation in your household?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
17
64
(Base: All Adults 18+, excluding ‘Not Applicable’)
Frequency of Family Sitting Down for Breakfast
Together
%
New question in 2010
GERMANY
2010
Every morning
31
Weekdays only
3
GERMANY
2013
GERMANY
2015
37
34
4
Weekends only
5
42
School holidays only
Holidays away from home
Term time only
Never
1
3
*
19
41
42
1
4
*
13
1
6
*
12
Q.15 About how often does your family as a whole sit down to a family or group breakfast?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
50
(Base: All Adults 18+)
Incidence Of Entertaining At Home More Often
Nowadays
New question in 2010
% Yes
GERMANY 2010
39
GERMANY 2013
38
GERMANY 2015
33
Yes
In 2015, Higher Amongst:
•
•
•
•
•
Females
Higher income level
Cooking is a passion
25-34 yrs
3+ households
Q.9 Some people are entertaining at home more often nowadays instead of going out to eat or drink.
Do you find that you are entertaining at home more often, or not?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
51
(Base: All entertaining at home more often)
Types Of Entertaining Done More Often Nowadays
New question in 2010
% Entertaining at home more often 2015
% Entertaining at home more often 2013
% Entertaining at home more often 2010
GERMANY
(33%)
(38%)
(39%)
38
37
34
Romantic meal in instead of going out
70
73
70
Having friends over instead of going to pub
or restaurant
66
65
66
Family celebrations at home instead
38
41
43
A few drinks at home with your partner
instead of going to the pub
Other
5
7
3
Q.10 And which, if any, of these types of entertaining in are you doing more often?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
GERMANY 2015
GERMANY 2013
GERMANY 2010
52
Eating Out of Home
15-044959/Bord Bia PERIscope 8 Study 2015 Germany/October 2015
Eating Out Of Home: Summary

The proportion of Germans eating our on home and on the premises of a
pub/restaurant/café in the last 7 days records a marginal increase of 1 percentage point,
but remains broadly consistent with previous years of research.

Those eating takeaway meals off the premises where they were prepared records a
decrease this wave and returns to levels recorded in 2010.

The incidence of meals or snacks delivered to the home in the last 7 days remains
relatively low and unchanged since 2010.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
54
(Base: All Adults 18+)
Meals Eaten Out in the Last 7 Days
Meals or Snacks
on the Premises of
a Pub/Restaurant/Cafe
55
2015
Takeaway Meals Eaten
Off the Premises Where
They Were Prepared
2015
Meals or Snacks
Delivered to
Your Home
2015
42%
34%
17%
(41%)
(40%)
(49%)
(38%)
(34%)
(36%)
(17%)
(17%)
(18%)
1.9
2.6
1.8
Incidence last 7 days
GERMANY 2013
GERMANY 2010
GERMANY 2008
Frequency in 2015
(no. of times – excl. zero)
Q.25 In the last 7 days, that is since last……(day of interview), how many of these types of meals, if any, have you eaten? By this I mean main
meals, light meals or snacks, excluding meals eaten in canteens and meals prepared at home or taken from your home.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
Health & Wellbeing
15-044959/Bord Bia PERIscope 8 Study 2015 Germany/October 2015
Health & Wellbeing: Summary

This year, an identical proportion of German adults describe their diet as healthy as did in
2013. 3 in 10 remain unsure about whether their diet is healthy or not, a similar figure as
recorded in the previous wave.

Almost a third of the German population remain convinced that their eating habits have
become more healthy in the past 12 months. This is being driven predominately by
females, aged between 18-34 years old.

German adults have a good awareness of the link between diet/ food and health and also
the impact healthy eating has on the body and mind, physical and mental well-being.

Difficulties remain in understanding labelling on packs and nutritional claims on
packaging, though to a lesser extent that in 2013. Strong support remains for
manufacturers helping consumers to eat healthily.

85% of German parents try to ensure their children have a balanced diet. However, less
than 7 in 10 are conscious of their children‟s sugar intake, while just over 1 in 4 find it
difficult to get their kids to eat vegetables with their dinner.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
57
(Base: All Adults 18+)
Overall Descriptors of Diet
58
%
My Diet is …
GERMANY
2008
GERMANY
2010
GERMANY
2013
GERMANY
2015
Very healthy
8
5
6
6
Fairly healthy
Not sure
Fairly unhealthy
Very unhealthy
Mean
73%
54
60%
58
64%
58
65
34
15
11
1
6
1
3.68
3.57
Q.29 How would you describe your diet overall?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
29
30
7
*
3.62
6
*
3.64
64%
(Base: All Adults 18+)
Change in Eating Habits in the Last Year
59
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
GERMANY
2015
More healthy
32
30
30
30
Less healthy
4
6
4
2
Q.30 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Adults 18+)
Change in Eating Habits in Last Year – 2015
60
%
AGE
SEX
GERMANY
2015
More healthy
30
Less healthy
2
Male
Female
33
18-24
25-34
37
39
29
26
1
3
35-44
2
3
2
45+
26
2
Q.30 Overall in the last year do you think your eating habits have become more or less healthy or have they remained the same?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
Main/Joint
Shopper
30
2
(Base: All Adults 18+)
Attitude Towards Diet (I)
61
% Agree
Slightly
% Agree
Strongly
50
To be healthy it is really important to eat properly
33
50
36
52
29
50
50
49
I eat to feel good and take control of my life*
35
16
19
83
85
81
85
66
68
48
16
64
47
16
63
18
59
18
61
41
44
I eat healthy to take control of my life
%
Agree
42
15
57
43
15
58
GERMANY 2015
GERMANY 2013
GERMANY 2010
GERMANY 2008
* Caution - wording change in 2010
Q.2 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Adults 18+)
Attitude Towards Diet (II)
% Agree
Slightly
% Agree
Strongly
40
43
42
30
I eat for enjoyment and not for health reasons
21
20
18
I am often confused about what I should eat to stay
healthy*
19
21
20
19
9
10
10
12
7
39
39
41
47
It‟s not the type of food you eat that causes health
problems, it‟s more the amount you eat of these foods
I‟ll think about eating healthily when I get older
19
17
16
8
5
5
n/a
n/a
I am concerned about my children becoming obese**
62
14
13
12
13
18
21
19
23
5
3
4
7
%
Agree
59
60
58
39
29
25
23
n/a
29
32
32
26
57
60
60
70
19
16
16
20
GERMANY 2015
GERMANY 2013
GERMANY 2010
GERMANY 2008
*New statement added in 2010
**Based on those with
dependent kids in h’hold
Q.2 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Adults 18+)
Attitude Towards Wellbeing
% Agree
Slightly
63
% Agree
Strongly
%
Agree
37
87
36
88
50
52
Good food can enhance body and
mind
28
53
31
51
45
I consider what I eat to be really
important for my wellbeing
45
41
47
19
81
82
64
16
62
16
57
16
63
Q.2 Now I am going to read out things people have said about their diet and general well-being. Please tell me how much you
agree/disagree with each statement on a scale of 1 to 5 where 5 = Agree Strongly and 1 = Disagree Strongly.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
GERMANY 2015
GERMANY 2013
GERMANY 2010
GERMANY 2008
(Base: All Adults 18+)
Attitudes Towards Healthy Options
% Applies
A Lot
I am willing to pay more for healthy food and
beverages as long as they taste good
7
6
11
15
Choosing healthy food to eat is very limiting and
boring too
%
Applies
11
12
13
22
6
8
8
7
51
53
53
52
51
53
51
52
34
33
41
44
41
45
I would like manufacturers to help me eat
healthy
I find there are never enough healthy food
options when shopping
% Applies
A Little
27
27
30
37
24
22
23
21
Healthier foods are always more expensive than
other foods
If the label says “Low Fat” or “Reduced Fat”,
then the product will always be a healthy choice
64
44
50
46
44
44
45
29
31
39
50
33
37
41
37
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bia Bia
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BiaPeriscope
PERIscope
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8 Study
2015
2015
Germany/October
Germany/October
2015
2015
79
79
83
89
75
75
74
73
41
39
55
65
87
88
85
90
40
44
52
72
39
45
49
44
GERMANY 2015
GERMANY 2013
GERMANY 2010
GERMANY 2008
(Base: All Adults 18+)
Attitude Towards Calories/Fat Content
% Applies
A Lot
17
18
22
29
I would like to see more low fat products
I am more concerned about fat content than
calories
13
14
18
21
19
21
27
26
I always look for a low fat option when
buying food products
I always think of the calories in what I eat*
% Applies
A Little
9
9
%
Applies
37
37
45
46
54
38
39
47
52
52
42
46
50
47
62
55
67
75
53
65
73
67
77
73
40
31
33
40
15
n/a
65
n/a
42
55
n/a
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
GERMANY 2015
GERMANY 2013
GERMANY 2010
GERMANY 2008
* New statement added 2010
(Base: All Adults 18+)
Attitude Towards Balanced/Healthy Diet
% Applies
A Lot
% Applies
A Little
44
44
40
40
I always try to eat a balanced diet
I try to limit the amount of fast food I consume
37
34
39
37
19
21
21
17
I always check the nutritional labelling on foods
before buying them
46
44
49
47
47
52
50
I try to give the children as much veg as possible*
n/a
%
Applies
49
47
51
51
50
50
47
54
45
39
42
n/a
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
66
93
91
91
91
87
84
86
91
64
GERMANY 2015
65
GERMANY 2013
70
GERMANY 2010
64
GERMANY 2008
91
92
92
n/a
*New statement added in 2010
Based on those with dependent kids
in h’hold
(Base: All Adults 18+)
Attitude Towards Nutrition & Wellness
% Applies
A Lot
% Applies
A Little
25
I eat to enrich/enhance mental alertness and
spiritual well being
52
77
22
53
75
55
88
56
44
14
22
27
50
64
51
73
56
83
29
10
19
11
21
32
8
20
28
n/a
n/a
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
81
24
11
My diet is mainly vegetarian*
%
Applies
55
33
There are not enough product options for people
who suffer food intolerances
67
GERMANY 2015
GERMANY 2013
GERMANY 2010
n/a
GERMANY 2008
* New statement added 2010
(Base: All Adults 18+)
Attitude Towards Health Products/Labelling
% Applies
A Lot
% Applies
A Little
I often find it difficult to understand
the nutritional claims on packaging
63
29
40
69
29
42
71
45
17
25
33
I often find it difficult to understand
the labelling on food
29
18
62
42
67
44
77
46
75
46
64
64
24
I am confident that food in the
supermarket is safe*
%
Applies
39
23
88
GERMANY 2015
n/a
n/a
n/a
n/a
n/a
n/a
GERMANY 2010
n/a
n/a
n/a
GERMANY 2008
Q.32/Q.33 I am going to read out a number of statements people have said about health and nutrition.
I would like you to tell me whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
68
GERMANY 2013
* New statement added 2015
(Base: All those with dependent children in h’hold)
Attitude Towards Children‟s Health & Well-Being
69
New question in 2015
% Agree strongly/slightly
I try to ensure that my children have a balanced diet
85%
I am conscious about my children‟s sugar intake
I find it difficult to get my kids to eat vegetables with their dinner
68%
26%
Q.1a The following are some things people have said about children‟s health and well-being.
Please indicate how much you agree/disagree with each statements on a scale from 1 to 5, where 5 = agree strongly and 1 = disagree strongly.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
Environmental Issues
15-044959/Bord Bia PERIscope 8 Study 2015 Germany/October 2015
Environmental Issues: Summary

Awareness of the environmental term „Sustainably Produced‟ records an increase this
year. Understanding of the term is more varied, with almost equal proportions believing
the term refers to production practices and meeting the needs of future generations.

Similarly, awareness of “Food Miles” records an increase this year when compared to
previous waves. This improved awareness has been matched by an increase in levels of
claimed purchase for foods which consider “Food Miles”.

Those agreeing that they “prefer to buy from companies that are aware of the impact of
environmental issues” and are “more conscious of environmental issues in their choice of
products nowadays” continues to decline as half of German adults now agree with these
statements.

Attitudes towards Fair Trade products is consistent with previous years. However, there is
a slight decrease in price acting as an off-putting factor in purchasing these products.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
71
(Base: All Adults 18+)
Attitudes towards Sustainably Produced
72
%
#Question amended in 2015
GERMANY
2008
GERMANY
2010
GERMANY
2013
13
I have never heard of it before today
28
38
GERMANY
2015
6
18
20
18
I have heard of it but do not consider it important
25
18
17
24
22
I consider the term to be a fad
14
I sometimes try to buy food with this issue
16
21
25
I actively/ always try to buy food with this issue
10
34
24
8
Q.42 Thinking specifically about „Sustainably Produced‟, which of the following statements best describes your attitude towards the term? #
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All aware of sustainably produced)
Understanding of the Term Sustainably Produced
2015
TOTAL
#Question amended in 2015
GERMANY
2008
(62%)
% Aware
%
Meeting the needs of the present
without compromising the ability of
future generations to meet their needs
GERMANY
2010
(72%)
%
45
Production practices which do not have
a future affect on the environment
Ensuring that future generations have
what we have today
8
Other
-
Don‟t know
-
18
1
1
14
%
%
%
34
33
37
33
34
34
36 35
37
26
31
38
38
16
12
17
16
12
14
6
8
10
10
8
6
-
-
-
-
-
-
8
9
11
9
8
8
7
9
Q.44 What do you understand the term “Sustainably Produced” to mean? #
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
FeMale male 18-24 25-34 35-44 45+
%
-
7
AGE
%
14
6
GENDER
%
34
28
13
6
GERMANY
2015
(94%)
%
40
24
20
Consumption practices which do not
have a future effect on the environment
GERMANY
2013
(87%)
%
43
27
73
(Base: All Adults 18+)
Attitudes towards Carbon Footprint
74
%
GERMANY
2008
GERMANY
2013
GERMANY
2015
In 2015, Highest Amongst
I have never heard of it before today
I have heard of it but do not consider it important
40
18
40
47
 Females, 45+ yrs
11
8
19
I consider the term to be a fad
17
I sometimes try to buy food with low footprint
15
I actively/ always try to buy food with low footprint
10
19
16
16
15
10
 housewives, passionate
about cooking
Q.42 Thinking specifically about „Carbon Footprint‟, which of the following statements best describes your attitude
towards the term?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All aware of Carbon Footprint)
Understanding of the Term Carbon Footprint
75
2015
TOTAL
% Aware
GERMANY
2008
(60%)
%
The amount of carbon dioxide
which is emitted before a product
reaches the market
An individuals effect on the
environment brought about by
the consumption of products
A measure of environmental
damage
GERMANY
2010
(35%)
%
67
67
Don‟t know -
11
10
19
1
7
GERMANY
2015
(53%)
%
60
15
14
Other -
GERMANY
2013
(60%)
%
1
58 63
53
48
52
70
58
12
22
30
28
13
11
11
10
15
9
3
12
2
1
-
1
1
2
14
14
7
9
12
17
17
14
10
1
14
14
Q.45 What do you understand the term “Carbon Footprint” to mean?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
GENDER
AGE
FeMale male 18-24 25-34 35-44 45+
%
%
%
%
%
%
(Base: All Adults 18+)
Attitudes towards Food Miles
76
%
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
In 2015, Highest Amongst
11
39
48
I have never heard of it before today
 18-24 yrs
24
68
11
12
9
15
13
I have heard of it but do not consider it important
I consider the term to be a fad
I sometimes try to buy food with this issue
I actively/ always try to buy food with this issue
7
11
18
19
7
7
32
11
16
23
Q.42 Thinking specifically about „Food Miles‟, which of the following statements best describes your attitude
towards the term?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All aware of the term food miles)
Understanding of the Term Food Miles –
Spontaneous
77
2015
% Aware
GERMANY
2008
GERMANY
2010
GERMANY
2013
GERMANY
2015
(32%)
(52%)
(61%)
(89%)
The distance that food
has to travel from
producer to shop
75
An indication of
environmental impact
73
25
Other
-
Don‟t know
-
80
16
*
10
*
11
56
10
*
10
34
Q.43 What do you understand the term “Food Miles” to mean?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
GENDER
AGE
FeMale male 18-24 25-34 35-44 45+
%
%
%
%
%
%
54
58
68
56
59
54
11
9
9
10
11
10
*
*
-
-
-
*
34
33
23
34
30
36
(Base: All Adults 18+)
Attitudes towards Food Waste
78
%
New question in 2015
GERMANY
2015
I have never heard of it before today
I have heard of it but do not consider it important
I consider the term to be a fad
I sometimes try to buy food with this issue
I actively/ always try to buy food with this issue
In 2015, Highest Amongst
8
21
11
29
30
 Females , 18-24 yrs,
larger households
Q.42 Thinking specifically about „Food Waste‟, which of the following statements best describes your attitude
towards the term?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All aware of Food Waste)
Understanding of the Term Food Waste
New question in 2015
TOTAL
GENDER
GERMANY
2015
(92%)
%
% Aware
Food that is bought but not
consumed and thrown away
6
Excess food packaging
2
Other
1
Don‟t know
5
Q.45a What do you understand the term „Food Waste‟ to mean?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
2015
AGE
FeMale male 18-24 25-34 35-44 45+
%
%
%
%
%
%
86
Food that goes out of date
before it is consumed
79
86
87
84
84
82
89
7
6
6
7
7
6
2
2
4
3
3
1
1
1
1
1
1
*
5
4
4
5
7
4
(Base: All Adults 18+)
Attitudes towards Conserving Resources
New question in 2015
%
GERMANY
2015
I have never heard of it before today
15
I have heard of it but do not consider it important
15
I consider the term to be a fad
17
I sometimes try to buy food with this issue
28
I actively/ always try to buy food with this issue
24
In 2015, Highest Amongst
 25-34 yrs
Q.42 Thinking specifically about „Conserving Resources‟, which of the following statements best describes your
attitude towards the term?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
80
(Base: All Adults 18+)
Attitudes towards Animal Welfare
New question in 2015
%
GERMANY
2015
I have never heard of it before today
8
I have heard of it but do not consider it important
16
I consider the term to be a fad
12
I sometimes try to buy food with this issue
30
I actively/ always try to buy food with this issue
35
In 2015, Highest Amongst
 Female, 55+ yrs
Q.42 Thinking specifically about „Animal Welfare‟, which of the following statements best describes your attitude
towards the term?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
81
(Base: All Adults 18+)
Statements Regarding Environmental Issues (I)
I am more conscious of environmental issues in my choice of products today
%
Agree
GERMANY 2008
61
GERMANY 2010
56
GERMANY 2013
55
GERMANY 2015
50
In 2015, Higher Amongst:
•
•
•
•
•
Females
45 yrs+
Cooking is a passion
Entertain at home
Dual households
Q.41 Please tell me how strongly you agree or disagree with the following statements?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
82
(Base: All Adults 18+)
Statements Regarding Environmental Issues (II)
I prefer to buy from companies that are aware of the impact of environmental issues
%
Agree
GERMANY 2008
48
GERMANY 2010
GERMANY 2013
GERMANY 2015
57
53
50
In 2015, Higher Amongst:
•
•
•
•
Females
45 yrs+
Entertain at home
Eating well is important
Q.41 Please tell me how strongly you agree or disagree with the following statements?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
83
(Base: All Adults 18+)
Attitude Towards Fair Trade Products
I wish there was more Fair Trade
products/brands available in store*
The higher price of Fair Trade products
puts me off buying them*
I try to buy Fair Trade products/brands
whenever they are available
%
Applies
a little
%
Applies
a lot
48
28
52
26
47
29
n/a
n/a
43
28
47
27
46
35
84
%
Applies
76
78
76
n/a
71
GERMANY 2015
GERMANY 2013
74
81
n/a
n/a
46
15
61
49
13
62
47
15
62
50
12
62
GERMANY 2010
GERMANY 2008
n/a
* New statement added 2010
Q.34 I am going to read out a number of statements people have said about Fair Trade products. I would
like you to state whether each statement applies to you personally a lot, a little or not at all.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
Grocery Shopping
15-044959/Bord Bia PERIscope 8 Study 2015 Germany/October 2015
Grocery Shopping: Summary

Watching out for announcements of promotions continues to be one of the most popular
grocery shopping behaviours displayed amongst German grocery shoppers. However, German
shoppers are not necessarily willing to spend time looking for a bargain or to engage in price
comparisons.

There appears to be a growing proportion of Germany grocery shoppers who rate quality above
price. Almost 7 in 10 now claim quality to be more important than price. More than 8 in 10 buy
smaller food packs and less consumers than ever before are willing to buy multi-pack products.

„GMO free‟ and „low/reduced sugar‟ are the most important food labels amongst German
adults. High fat is not considered important at all by 1 in 4.

The proportion of German shoppers who continue to check for a symbol of quality has declined
further this year. 3 in 10 now claim to never check for this label. On the other hand, country of
origin remains more important, however there is a decline in the proportion who claim to always
check.

17% of Germans have ordered food shopping online, identical to the proportion recorded in
2013. However, there appear to be growing numbers availing of this service more frequently.
54% shop online less than once a month, compared to 65% in 2013, an 11 percentage point
increase.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
86
(Base: All Mainly/Jointly Responsible)
Profile of Grocery Shoppers
87
%
AGE
SEX
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
Male
Female
48
52
46
54
47
53
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
18-24
11
10
9
8
25-34
17
15
15
15
35-44
20
21
21
45+
52
53
55
48
52
Q.46 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery
shopping, jointly responsible with someone else or is someone else responsible?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
16
61
(Base: All Adults 18+)
Frequency Of Purchasing Wheat (Gluten) Free Food
%
New question in 2013
GERMANY
2013
GERMANY
2015
Weekly
7
8
Less often
10
10
Never/don‟t know
83
82
Q.30b And how often, if at all, would you or somebody in your household purchase wheat (gluten) free food?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
88
(Base: All Adults 18+)
Frequency Of Purchasing „Free From‟ Food
%
New question in 2013
GERMANY
2013
GERMANY
2015
Weekly
14
14
Less often
16
14
Never/don‟t know
70
72
Q.30c And how often, if at all, would you or somebody in your household purchase food with a „free from‟ label (free from food is
food that has been designed to exclude one or more ingredients to which people can have intolerances or allergies or who do not
wish to consume certain products due to lifestyle choice. These ingredients may include dairy, eggs, nuts and wheat.).
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
89
(Base: All Adults 18+)
Responsibility for Grocery Shopping
90
%
GERMANY
2008
Mainly responsible
50
GERMANY
2010
GERMANY
2013
GERMANY
2015
58
68
Jointly responsible with
someone else
60
40
37
35
29
Someone else
responsible
10
5
3
Q.46 Thinking now of shopping for groceries for the household, are you mainly responsible for the grocery
shopping, jointly responsible with someone else or is someone else responsible?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
5
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (I)
%
Agree
Slightly
%
Agree
Strongly
Quality of fresh food is more important
than price
45
43
37
41
22
18
18
14
I most often go to the same store but
look for the best value for money I can
get
42
39
43
44
16
17
I will pay a bit more for grocery shopping
to get superior customer service
30
17
23
24
22
22
8
5
8
6
31
32
34
I don‟t mind spending time when looking
for a bargain
21
17
21
23
I watch for announcements for sales or
promotions on grocery
91
8
40
45
43
47
GERMANY 2015
GERMANY 2013
GERMANY 2010
GERMANY 2008
31
27
34
30
Q.47 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
%
Agree
67
60
56
55
58
56
73
61
31
29
30
28
51
49
51
31
71
72
77
76
(Base: All Grocery Shoppers 18+)
Attitudes Towards Grocery Shopping (II)
%
Agree
Slightly
%
Agree
Strongly
34
38
35
37
When I shop the first thing I look for is
price
17
16
20
17
27
28
28
The most important thing is price when
grocery shopping
11
11
15
18
6
33
36
29
There is no difference between the main
supermarkets*
11
12
12
n/a
I tend to buy on impulse if I think they
are cheap
n/a
26
28
27
8
8
8
9
36
I compare prices between outlets to see
where I can buy the cheapest fresh
food, even if I have to travel
23
23
26
24
GERMANY 2015
GERMANY 2013
GERMANY 2010
GERMANY 2008
12
11
15
11
92
%
Agree
52
53
54
54
37
39
43
25
44
48
41
n/a
34
36
36
45
35
34
42
35
* New statement added in 2010
Q.47 I am going to read out a list of things that people have said about grocery shopping.
Please tell me how much you agree or disagree with each statement.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Grocery Shoppers 18+)
Attitudes Towards Food Shopping
%
Applies
a little
55
Products in the chilled cabinet are
always fresher
59
56
11
66
11
71
73
78
71
11
58
73
16
60
20
68
80
14
82
45
38
83
46
36
81
44
29
38
37
Where possible I buy multi-pack
products
%
Applies
15
60
I buy food in smaller packs because
it means less waste
%
Applies
a lot
18
63
I much prefer to buy products from
the chilled cabinet
93
GERMANY 2015
39
GERMANY 2013
51
58
GERMANY 2010
GERMANY 2008
11
49
11
49
13
52
67
17
25
Q.48 And now about food shopping generally – please tell me whether these statements apply
to you a lot, a little or not at all?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
73
84
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (I)
94
GERMANY
Less
More
Often
Often
%
%
New question in 2010
30
Spreading my shopping across a
number of shops to get the best value
31
36
30
35
Shopping in discount retailers
37
19
40
18
43
20
Buying some of my food from suppliers
who sell at your door
54
4
55
5
65
4
38
Buying in bulk
50
42
54
21
23
19
Q.40 Thinking about your food shopping lately, have you been doing any of the following more often or less
often, or have you made no change?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
GERMANY 2015
GERMANY 2013
GERMANY 2010
(Base: All Grocery Shoppers 18+)
Recent Change In Food Shopping Habits (II)
95
GERMANY
Less
More
Often
Often
%
%
New question in 2010
Buying from farmers markets
41
20
42
19
47
Buying food items on promotion
24
18
43
20
43
23
Buying online
52
7
49
8
58
Travelling further to shop to get better
value
49
8
47
15
49
15
55
16
Q.40 Thinking about your food shopping lately, have you been doing any of the following more often or less
often, or have you made no change?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
GERMANY 2015
GERMANY 2013
GERMANY 2010
(Base: All Adults 18+)
Importance of Food Labels when Shopping (I)
96
Statements changed in 2015
Low/reduced
sugar
Very important
GMO
free
Low/reduced
fat
High
protein
High
fat
Reduced
salt
Added
vitamins/
minerals
15
13
13
14
16
28
27
40
37
18
19
24
34
28
20
33
Fairly important
36
26
41
34
Neither/nor
Not at all important
26
25
14
14
18
43
26
17
Q.36 When shopping for foods, how important or not are the following statements on labels?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Adults 18+)
Importance of Food Labels when Shopping (II)
Statements changed in 2015
2015
% Very / Fairly Important
GMO free
61%
Low /reduced sugar
60%
Low /reduced fat
48%
Added vitamins / minerals
43%
Reduced salt
42%
High protein
41%
High fat
33%
Q.36 When shopping for foods, how important or not are the following statements on labels?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
97
Definition x Different Food Types

Functional Food
(i.e. foods that are enriched with active components, e.g. vitamins/soya/omega that offer you health
benefits, e.g. healthy heart, reduced cholesterol).

Fair Trade Products
(i.e. produce that is sourced through a system which ensures a reasonable return to the producer).

Glycemic Index
(i.e. a measure of how quickly the body‟s digestive system breaks down carbohydrates into glucose).

Ethical Products
(i.e. foods which are kinder to the environment and/or fairer to the producer).
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
98
(Base: All Adults 18+)
Awareness of Different Food Types
99
Total Aware
%
42
50
49
Functional foods
74
89
87
Fair trade products
76
n/a
51
58
Ethical products
64
n/a
30
Glycemic index
35
33
32
GERMANY 2015
GERMANY 2013
GERMANY 2010
GERMANY 2008
NOTE: Fair Trade / Ethical Products combined in ‘08
Q.31 Which of the following have you ever heard of?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Adults 18+)
Likelihood of Buying Functional Foods in the Future
%
Very likely (5)
GERMANY
2008
GERMANY
2010
GERMANY
2013
GERMANY
2015
7
5
4
3
34%
Fairly likely (4)
21
26%
19
16
44
44
37
20
19
18
Fairly unlikely (2)
20
Very unlikely (1)
12
16
18
8
3.1
2.9
2.7
2.7
Mean
20%
27
41
Not sure (3)
23%
Q.35 How likely are you to buy functional foods (i.e. foods that are enriched with active components e.g. vitamins/soya/ omega that offer you
health benefits e.g. healthy heart, reduced cholesterol) in the future?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
100
(Base: All Grocery Shoppers 18+)
Checking for Symbol of Quality
101
%
Always check
GERMANY
2008
GERMANY
2010
GERMANY
2013
GERMANY
2015
15
13
12
11
61
59
27
30
Sometimes check
66
Never check
19
64
22
Q.39a When you are buying food produce, to what extent do you check for a symbol or certificate that guarantees the quality of the produce?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Grocery Shoppers 18+)
Checking for Country of Origin
102
%
GERMANY
2008
Always check
32
Sometimes check
56
Never check
20
GERMANY
2010
24
GERMANY
2013
GERMANY
2015
30
26
55
59
15
15
58
18
Q.39b And to what extent do you check for country of origin, i.e. what country the food was produced in?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Adults 18+)**
Internet Usage
103
%
Downloaded
A Recipe*
GERMANY GERMANY GERMANY GERMANY
2008
2010
2013
2015
Downloaded
A Mobile
Phone App
Downloaded
A Promotional
Voucher
GERMANY GERMANY
2013
2015
GERMANY GERMANY
2013
2015
17
Ever
69
GERMANY
2015
26
22
74
78
45
67
n/a
83
87
80
52
Never
GERMANY GERMANY
2013
2015
13
20
48
69
Share A
Use Social Media
Recipe Via
To Contact
Social Media***
a Company
31
31
55
33
**Filter on internet usage removed in 2015
*Change in wording in 2013
*** New statement added in 2015
Q. 51 In terms of the statements on this card, when did you last do any of the following over the internet?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
(Base: All Adults 18+)**
Frequency of Downloading / Using Internet (I)
New question in 2013
%
Downloaded a Mobile
Phone Food Application
Downloaded
a Recipe
GERMANY
2013
GERMANY
2015
GERMANY
2013
GERMANY
2015
42
6
4
2
3
5
16
14
Past week
Past month
Past 6 months
Longer ago
10
20
17
Never
83
80
15
31
**Filter on internet usage removed in 2015
Q.51 In terms of the statements on this card, when did you last do any of the following over the internet?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
19
16
18
33
104
(Base: All Adults 18+)*
Frequency of Downloading / Using Internet (II)
New question in 2013
105
%
Downloaded a
Promotional Voucher
Use Social Media To
Contact a Company
Share a Recipe
Via Social Media**
GERMANY
2013
GERMANY
2015
GERMANY
2013
GERMANY
2015
GERMANY
2015
Past week
5
4
Past month
14
11
4
7
7
2
4
6
1
2
5
5
12
9
Past 6 months
12
Longer ago
16
11
17
87
74
Never
52
78
55
*Filter on internet usage removed in 2015
Q. 51 In terms of the statements on this card, when did you last do any of the following over the internet?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
**New statement added in 2015
(Base: All Adults 18+)**
Online Grocery Shopping
106
%
Ever Ordered?
GERMANY
2013
Yes
How Often?
GERMANY
2015
17
17
GERMANY
2013
GERMANY
2015
4
5
2
6
6
Every day/few times a week
About once a week
2-3 times a month
11
About once a month
25
23
No
83
83
Less often
65
54
**Filter on internet usage removed in 2015
Q.52 Have you ever ordered your grocery shopping online on the internet?
Q.53 How often do you purchase groceries online?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
Buying Local
15-044959/Bord Bia PERIscope 8 Study 2015 Germany/October 2015
Buying Local: Summary

The importance placed on local produce remains broadly consistent when compared to
2013. An almost identical proportion of German adults believe that local food is very /
fairly important when shopping.

An increasing proportion of shoppers are purchasing local food more frequently than
before. This continues to be a growing trend in Germany, with those who purchase local
produce at least weekly recording an 8 percentage point increase since 2008.

In previous years German consumers emerged as somewhat divided on their
understanding and interpretation of what the term „local‟ actually means. However, this
year almost 6 in 10 believe that local food refers to food that is produced in a close
proximity to where they live.
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
108
(Base: All Adults 18+)
Importance of Buying Local Produce when Food
Shopping
%
GERMANY
2008
GERMANY
2010
GERMANY
2013
GERMANY
2015
Very Important (5)
17
17
15
16
Fairly Important (4)
38
37
45
44
Neither/nor (3)
28
30
29
30
7
3
3.6
8
3
3.6
Not very important (2)
10
12
Not at all important (1)
7
Mean Score
3.5
5
3.5
Q.26 How important or not is buying local produce i.e. products produced in your local area, to you when purchasing food?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
109
(Base: All Adults 18+)
Frequency of Purchasing Local Produce
110
%
GERMANY…
Daily
3
Few times/ once a
week
56
Few times/once a
month
24
Less often/ never
17
GERMANY…
GERMANY…
5
2
2
58
61
64
26
22
11
12
21
16
Q.28 How often would you buy local produce, i.e. products produced in your local area?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
GERMANY…
(Base: All Adults 18+)
Understanding of the Term “Local Food”
2013
%
2015
%
Made within a close proximity to where I live
45
Available in farmers markets
59
42
Made within the country in which I live
42
36
Made within a 20 mile radius from where I live
43
40
Made within the province in which I live
Made within Europe
39
37
3
4
1
Q.27 Which of the following statements best describes your perception of the term „local food‟?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
111
(Base: All Adults 18+)
Understanding of the Term “Local Food”
2008 not included as question format changed in 2010
112
Total
%
59
Made within a close proximity to where I live
45
41
42
42
Available in farmers markets
47
43
Made within the country in which I live
36
31
Made within the province in which I live
GERMANY 2013
39
40
35
Made within a 20 mile radius from where I live
4
37
5
Made within Europe
1
3
5
Q.27 Which of the following statements best describes your perception of the term „local food‟?
15-044959/Bia Bia
15-044959/Bord
BiaPeriscope
PERIscope
8 Study
8 Study
2015
2015
Germany/October
Germany/October
2015
2015
GERMANY 2015
GERMANY 2010
15-044959/Bord Bia PERIscope 8 Study 2015 Germany/October 2015