Introduction

PERIscope 2015 explores consumer behaviours & attitudes towards food, shopping and cooking.

Online survey conducted amongst 1,000 adults aged 18+ in Germany.

Results are also available across seven other countries.

Survey covers topics such as: Eating at home, attitudes towards cooking, local food, sustainability,
the environment, grocery shopping and health & wellbeing.

A Consumer Trend Index was created based on the relevant and most indicative questions. This
allowed for each country to be ranked within each emerging theme. The ranking is provided at the
start of each thematic section.

Research carried out by Ipsos MRBI.


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).
For further information or queries please visit www.bordbia.ie or email info@bordbia.ie
2
Overview of Themes
The Power of Food
Back to Work
Love Local
Understanding the
health benefits of eating
well
Changing shopping &
working habits
Why local, is and will
remain loved
Easier Living
Joyning
Better Business?
Using food and cooking to
create social, sharing
experiences
Does ‘better’ business
impact on consumer
purchase behaviour?
Importance of technology
& convenience for busy
lives
The Power of Food
“The Power of Food”: Consumer Index
5
Who believes in the benefits of healthy eating?
#1
China
#2
Spain
#3
ROI
#4
#5
#6
#7
#8
Netherlands
US
GB
France
Germany
The benefits and rewards of a healthy diet are cutting through to varying degrees across each of the
markets, understanding the implications of healthy eating is the focus for this theme. Attitudes towards
healthy food options, eating habits, perception of diet and the importance of “healthy option” labelling of food
have been addressed.
“The Power of Food”: German Thematic Overview

Germany‟s perceptions of health and diet continue to be low when compared to other countries in
PERIscope 2015, as they rank eight overall. Close to two thirds of Germans do perceive their diet to
be healthy and 3 in 10 believe they are eating more healthily than 12 months ago.

There continues to be strong support when considering the importance of diet for mental health. 87%
of Germans believe good food can enhance both body and mind.

However, there are mixed results when it comes to German respondents with dependent children.
Compared to other countries, concern regarding obesity and sugar intake are quite low. A majority of
these respondents do try to ensure their children have a balanced diet (85%).

There are also conflicting results regarding their opinion of convenience meals. While there are
decreases in agreement regarding “great taste” and “good value for money”, fewer Germans believe
that convenience meals “are expensive” and have “poor quality ingredients”.

Approximately six in ten Germans experience difficulty with nutritional information and food labelling.
A higher proportion (90%) would like manufacturers to help them eat healthily.
6
Overall perceptions of diet amongst the Germans have declined
by almost ten percentage points since 2008.
7
Diet Perceptions
NET ‘Healthy’
73
Describe their diet
as ‘very’ healthy
8
64
64
6
6
54
58
58
2010
2013
2015
60
5
Describe their diet
as ‘fairly’ healthy
65
2008
Germanys perception of its own healthiness continues to be the lowest of the PERIscope 2015 study.
Three in ten Germans believe their eating habits to be more
healthy in the last 12 months; a relatively unchanged figure over
the past seven years.
Changes in eating habits in last 12 months
My eating
habits are more
healthy
32
30
30
30
4
6
4
2
2008
2010
2013
2015
My eating
habits are less
healthy
Germany ranks in joint fourth with Netherlands when it comes to believing its
eating habits are healthier than before. China holds the strongest belief that its
eating habits are more healthy (50%).
8
The proportion of Germans who agree that it is important to eat
properly to be healthy remains high in 2015, with over eight in ten
respondents in agreement since the research began.
% agree that ‘To be healthy it is important to eat properly’
85%
81%
2008
2010
85%
2013
83%
2015
Germany ranks quite low, only ahead of GB and Netherlands, in agreeing that to be
healthy it is important to eat properly. ROI, France and Spain all rank in first (92%).
9
Eating healthy to take control of one‟s life is a concept relevant to
just under six in ten Germans. It is a concept that has maintained
relative stability since 2008.
10
I eat healthy to take control of my life
% agree slightly
2015
41
% agree strongly
18
18
59
61
2013
44
2010
42
15
57
2008
43
15
58
Germany ranks seventh out of eight countries. GB ranks lowest at 57%. ROI ranks first (73%).
The relationship between diet and mental health is being viewed
with consistent strength in Germany. There is continuously more
support for the concept that good food can enhance body and
mind.
11
% Agree
Good food can
enhance body
& mind
I consider what I
eat to be really
important for my
mental well-being
2008
2010
2013
2015
82
81
88
87
63
57
62
64
Germany is a strong supporter of the idea that a good diet can help your mental health. It ranks joint
fourth, alongside US and China, regarding this idea. It ranks lower (6th) when considering diet as really
important for mental well-being.
Concerns about ones children becoming obese have risen to
almost three in ten of all adults with dependent children.
12
I am concerned about my children becoming obese
% agree slightly % agree strongly
2015
19
10
2013
21
10
32
2010
20
12
32
2008
19
7
29
26
Germany ranks seventh in terms of concern about one‟s children becoming obese.
Spain are the most concerned and the Netherlands are the least concerned.
A majority of Germans with dependent children are conscious of
their children‟s sugar intake and an even stronger majority are
attempting to ensure a balanced diet for their children.
13
% Agree strongly/slightly
I am conscious about my children’s
sugar intake
68%
I try to ensure that my children
have a balanced diet
I find it difficult to get my kids to
eat vegetables with their dinner
85%
26%
Germany ranks third for ensuring their children have a balanced diet. However, it ranks
second lowest for conscientiousness regarding their children‟s sugar intake.
Sandwiches and fruit are popular lunchbox components in
Germany. Water is the most popular drink. Cheese snacks have
grown in popularity in three years.
Content of kids’ lunchboxes
Sandwiches
Cereal bars
Crisps
92
92
4
83
Cheese Snack 9
Milk 11
27
30
22
28
33
9
12
51
77
77
21
33
90
34
2
33
2015
31
1
Yoghurt
Bottle of Water
2013
26
Fruit
Juice
2010
54
57
Sandwiches are more popular in Germany than in any other country in PERIscope 2015.
14
Germans associate convenience foods with lower levels of value &
poorer taste than in 2008. However, they are deemed marginally
less expensive than previously.
15
Convenience foods……
… are expensive
… are good value for money
52%
44%
36%
34%
2008
2015
2008
2015
… have poor quality ingredients
… taste great
28%
25%
44%
39%
2008
2015
2008
2015
Germany shows average levels of agreement when it comes to claims that convenience meals „taste great‟
or are „good value for money‟. China are strongest in agreement that convenience meals are „good value for
money‟ and that they „taste great‟.
In Germany, todays grocery shopper is no different to that of the
grocery shopper in 2008 when it comes to checking the nutritional
labelling on food prior to purchase.
% applies that they ‘always check the nutritional
labelling on foods before buying them’
2015
64
2013
65
2010
2008
70
64
Compared to other countries, Germanys tendency to check the nutritional
labelling on food before purchase is average (sixth position).
16
Compared to 2013, the Germans are finding it slightly less difficult
to understand nutritional claims on packaging and labelling on
food.
% applies that they ‘often find it
difficult to understand
nutritional claims on packaging’
2015
2013
63
67
69
77
71
75
2010
2008
% applies that they ‘often find it
difficult to understand labelling
on food’
62
64
Germany displays an average understanding of nutritional claims on packing and
food labelling. Spain display the highest levels of difficulty in understanding.
17
The Germans continue to maintain a strong preference for having
manufacturers help them to eat healthy.
I would like manufacturers to help me to eat healthy
87%
88%
2008
2010
85%
2013
90%
2015
Spain (95%), China (93%) and Germany rank as the top three countries that
would like manufacturers to help them to eat healthy.
18
Back to Work
“Back to Work”: Consumer Index
20
Whose workplace habits are changing?
#1
#2
#3
GB
ROI
US
#4
#5
#6
#7
#8
Netherlands
France
Spain
Germany
China
The question has arisen across all markets – is the recession coming to an end? Behaviours relating to
shopping, workplace habits and trends that are emerging have been analysed in this section in the context
of changing shopping habits as well as attitudes towards price and value for money.
“Back to Work” - German Thematic Overview
21

Germany is positioned towards the lower end of the “Back to Work” theme. As with
previous years, over a third of Germans eat lunch at work. There is a higher
proportion of Germans bringing their lunch to work more often, than less often.

Compared to other countries, Germany does not place a high value on price when
shopping. But, they are ranked second to lowest when considering quality more
important than price. Striving for the best value in a known store is not important in
Germany compared to other countries.

Shopping habits are mixed amongst German respondents. 40% are shopping in
discount retailers more often than before. Over three in ten German shoppers are
spreading their shopping across shops for better value both more and less often.
Almost half of German shoppers are travelling further for better value less often.
Just over a third of Germans will eat their lunch at work, which has
been consistent in the past two waves of research.
% Eating lunch at work
2010
2013
2015
35
36
34
Germany ranks similar to France (30%), Spain (32%) and ROI (35%) in the proportion
that eat lunch in work. France has the lowest proportion eating lunch at work.
22
Slightly less Germans are changing their lunch habits in work
compared to 2008. Over four in ten continue to bring lunch into
work more often, while just under three in ten bring lunch to work
less often.
% Bringing in own lunch to work
More often
Less often
2010
2013
2015
47
43
44
31
31
29
Germany ranks joint fourth with ROI when considering the proportion who bring in their
lunch to work more often.
23
There are considerably higher proportions of Germans going out to
eat less often in work than eating lunch out more often. Since 2008,
there has been a decrease in those going out to eat at work less
often.
% Going out to eat lunch at work
More often
Less often
2010
2013
2015
16
17
18
64
60
55
Germany ranks only behind France for those going out to eat lunch at work less often.
24
The importance placed on price when grocery shopping has
decreased slightly in Germany in 2015.
When I shop the first thing I look for is price
% agree
slightly
2015
2013
2010
2008
33
38
% agree
strongly
17
51
16
53
35
20
54
37
17
54
Looking for price as a „first thing‟ is not a defining behaviour of German grocery shoppers.
The Germans rank sixth overall with regard to agreement with this statement.
25
The practice of placing the quality of fresh food ahead of price
has seen an increase in Germany compared to five years ago.
26
Quality of fresh food is more important than price
% agree
slightly
2015
45
2013
43
2010
2008
37
41
% agree
strongly
22
18
18
14
67
60
56
55
Germany displays a relatively weak level of agreement with the idea that quality is more important than
price. It ranks seventh overall, considerably behind Spain (81%) who has the highest level of agreement.
Getting value for money in the same store is important for more
than half of German grocery shoppers. Yet, compared to 2010, this
behaviour has declined considerably.
I most often go to the same store but look for the best value for
money I can get
% agree
slightly
2015
2013
42
39
2010
43
2008
44
% agree
strongly
58
16
17
56
73
30
17
61
Obtaining value for money in the same store is least popular in Germany.
German behaviour is significantly different to US (80%).
27
The concept of paying more for better customer service has not
experienced any significant change in attitude in Germany in the
past five years.
I will pay a bit more for grocery shopping to get superior customer service
% agree
slightly
% agree
strongly
2015
23
8
2013
24
5
2010
22
2008
22
8
6
31
29
30
28
Germany ranks joint sixth, alongside US, in terms of willingness to pay a
premium for superior customer service. Spain (58%) and China (56%) record the
highest scores.
28
Buying products on impulse has become a less common feature
amongst German grocery shoppers since 2008.
% agree strongly
% agree slightly
I tend to buy on impulse if I think products are cheap
2008
45
36%
2010
36
9%
27%
2013
36
8%
28%
2015
34
8%
26%
Germany ranks sixth in terms of its susceptibility towards buying products on
impulse. GB (49%) continues to be the most likely to respond impulsively.
8%
29
Spending time looking for a bargain is a shopping behaviour that
has ascended considerably in Germany since 2008, but just over
half of German shoppers exhibit this behaviour.
I don’t mind spending time looking for a bargain
% agree
slightly
% agree
strongly
2015
31
21
2013
32
17
49
2008
2151
34
2010
23
51
49
51
831 31
Germany remains behind the US (64%) when it comes to bargain hunting, but is
also considerably ahead of France (38%).
30
In Germany, 4 in 10 shoppers are claiming to shop in discount
retailers more often than 12 months ago, a decrease of three
percentage points since 2013.
% Shopping in Discount Retailers
2010
2013
2015
More often
50
43
40
Less often
20
18
19
Germany ranks second overall for more frequent shopping in discount retailers. ROI rank
the highest for shopping in discount retailers more often.
31
Almost equal proportions of German shoppers have changed their
behaviour regarding spreading shopping across a number of shops
to get the best value.
% Spreading shopping across a number of
shops to get the best value
2010
More often
37
Less often
35
2013
2015
30
31
36
30
Germany are ranked third overall for spreading their shopping across shops more often. It
is ranked second overall for spreading their shopping less often.
32
Higher proportions of German shoppers are travelling further for
better value less often, than those who have increased this habit.
Both proportions remains similar to previous years at 15%.
% Travelling further to shop to get better value
2010
2013
2015
More often
16
15
15
Less often
55
49
47
After China (63%), Germany have the highest proportion who are travelling less often for
better value. It is ranked third for those travelling more often.
33
Love Local
“Love Local”: Consumer Index
35
Where is local produce on the rise?
#1
#2
#3
#4
#5
#6
#7
#8
China
Spain
France
ROI
Germany
US
Netherlands
GB
The focus of this theme is “why „local‟ is, and will remain loved” and the importance of transparency when it
comes to food production and purchase. The importance of transparency, knowing the source of your food
has emerged as a central trend in the food and drinks industries over the past few years. This theme
manifests in attitudes towards locally produced food, cooking from scratch, importance of pre prepared or
convenience foods and the frequency of purchasing local food.
“Love Local” - German Thematic Overview

The majority of German respondents consider local food important but not as important
as four other countries in PERIscope 2015 as they rank fifth on the scale for “Love
Local”.

Almost six in ten agree that local food is food within a close proximity to where one lives.
High proportions check for the country of origin (85%) and symbol of quality (70%),
although the latter has been decreasing since 2008. Two thirds of Germans purchase
local foods more often than once a week.

Over 70% of Germans continue to prepare meals from scratch several times a week or
more often. This effort to be healthy is also seen in the high proportions of Germans who
attempt to limit their fast food consumption (87%).
36
The overall importance of local food has remained at high levels,
with consistent proportions of respondents considering local
produce „very important‟.
Importance of buying local produce when shopping
2008
Total
importance
Very
important
2010
55%
17%
2013
60%
54%
17%
2015
15%
59%
16%
Germany‟s attitude towards local, places it inside the bottom three, along with GB (52%) and the
Netherlands (34%).
37
In Germany, „local food‟ is most often viewed as food that is made
within close physical proximity.
Almost 6 in 10
believe local
food is food
that is…
Approx. 4 in 10
believe local
food is food that
is…
Very few believe
local food to refer
to food that is …
59%
… made within close proximity to where I live
43%
42%
…made within the country that I live
… available in farmers’ markets
39%
… made within a 20 mile/30km radius from where
I live
4%
…made within the province that I live
1%
… made within Europe
38
The routine of checking for the country of origin label is well
established amongst German grocery shoppers and has shown
little change in the past seven years.
Checking for Country of Origin label
2008
2010
2013
2015
Always check
32
24
30
26
Sometimes
check
56
58
55
59
NET (check for
quality symbol)
(88)
(82)
(85)
(85)
Never check
20
18
15
15
Germany ranks in the top four, behind China, Spain and France, for checking the
country of origin label.
39
The process of checking for the symbol of quality has fallen over
the past seven years. The proportion who „never check‟ is now
more than one in four, compared to less than one in five in 2008.
Checking for Symbol of Quality label
Always check
Sometimes
check
NET (check for
quality symbol)
Never check
2008
2010
2013
2015
15
13
12
11
61
59
66
64
(73)
(70)
27
30
(81)
(77)
19
22
Germany ranks as fifth, ahead of US, the Netherlands and GB respectively, for
checking the symbol of quality on food products.
40
A strong majority of Germans believe that food in supermarkets is
safe.
I am confident that food in supermarkets is safe
% applies a
little
2015
64
% applies a
lot
24
88
Germany is ranked fifth, along with US, for its belief in the safety of food in supermarkets.
41
The momentum of buying local food more frequently continues to
build. Just one in ten now buy local less often than monthly, while
over one in six buy local food several times a week.
Frequency of ‘Local’ Food Purchases
2008
2010
2013
2015
3
5
2
2
Few times/ once
a week
56
58
61
64
Few times/ once
a month
24
21
26
22
Less often/
never
17
16
11
12
Daily
Germany ranks second last for having the highest level of local food purchases several times/
once a week.
42
Just under three quarters of Germans prepare their meals from
scratch few times a day/few times a week , a relatively
unchanged proportion since 2008.
% preparing a meal from scratch once/ few times a day
% preparing a meal from scratch few times a week
2008
2010
2013
2015
74
71
73
72
33%
33%
41%
38%
43
35%
38%
36%
36%
Compared to other countries in the PERIscope 2015 study, Germany ranks fifth for scratch
cooking. The Netherlands (81%) ranks first.
The majority of Germans are cooking from scratch to the same
extent as 12 months ago, however, just under two in ten claim to
be scratch cooking more often, which is an increase from one in
ten in 2008.
Frequency of cooking meals from scratch more often or less
often compared to 12 months ago
2008
Cooking from
scratch more
often
Cooking from
scratch less
often
2010
2013
2015
19
19
17
9
7
6
10
12
Germany is behaving similarly to many other countries when it comes to scratch cooking. The
Spanish and the Chinese have increased their scratch cooking the most.
44
Since 2008, efforts to limit fast food consumption in Germany had
slipped slightly but have increased once more in 2015.
45
I try to limit the amount of fast food that I consume
% applies a lot
% applies a little
2015
50
37
2013
50
34
47
39
2010
2008
54
37
87
84
86
91
While all countries are making efforts to reduce fast food consumption, German efforts rank in the bottom
four, with the same proportion as ROI attempting to limit their fast food consumption.
Easier Living
“Easier Living”: Consumer Index
47
Who is under the most time pressure?
#1
#2
#3
#4
#5
#6
#7
#8
China
Spain
US
GB
Germany
France
ROI
Netherlands
It is all about making the consumers‟ life easier. Companies need to be part of the solution, not part of the
problem. We have utilised statements relating to the use of ready prepared ingredients, convenience meals
and pre prepared meal components. Time is a key criterion for this theme the focus is on attitudes towards
foods that are easy and quick to cook, easy to prepare, as well as those with a willingness to spend time
cooking and eating a proper breakfast.
“Easier Living”: German Thematic Overview

Less than half of Germans feel too busy to cook as often as they would like and that they
rarely have time for a proper breakfast. In addition, under half feel they often eat ready
made/convenience meals or would use a lot of ready to eat foods in their household.

Germany uses the least amount of ready prepared ingredients when compared
internationally. But, it ranks third for choosing foods that are easy to cook and easy to
prepare. Almost six in ten Germans consider ready made meals a good substitute for a
home cooked dinner if time is limited.

Germany has the lowest proportion of respondents eating ready made/convenience
meals more often than twelve months ago.

Internet usage to order groceries online is average amongst German shoppers.
Significantly more Germans use the internet to download a recipe than to download a
food app.
48
There has been a gradual decrease in the percentage of Germans
who regard themselves as too busy to cook as often as they would
like to.
49
% agree that ‘I am too busy to cook as often as I would like’
2015
47
49
2013
2010
54
2008
61
2006
n/a
Germany is ranked
within the top five
feeling too busy to
cook as often as
they would like.
The proportion of
Spanish feeling
this way is highest
(72%).
Over four in ten Germans agree that they rarely have time for a
proper breakfast. The proportion that agree is lower in 2015 than in
the previous years of research.
50
% agree that ‘I rarely have time for a proper breakfast’
2015
2013
2010
42
46
51
2008
2006
46
n/a
When it comes to
rarely having time
for a proper
breakfast,
Germany ranks in
fifth, between
Spain in first (59%)
and the
Netherlands in last
(32%).
There has been a decrease in the proportion who often eat ready
prepared foods in their households, with less claiming to behave
this way in 2015.
% applies that they ‘would often eat ready prepared/
convenience meals’
2015
2013
2010
2008
46
53
56
51
Eating convenience meals has average popularity in Germany. Germany ranks sixth overall
while the China (90%) ranks the highest.
51
Since 2008, Germany has reduced the amount of ready prepared
meal components used in the meals cooked on a daily/ weekly
basis.
Use of ready prepared ingredients
2008
Once a day/ few
times a day
2010
2013
6
3
2015
6
Few times a
week
26
Once a week
18
22
22
17
18
3
21
16
In terms of daily/ weekly usage of ready prepared ingredients, Germany uses
the least amount of ready prepared meal components.
52
Demand for food that is easy to prepare and quick to cook has
continued to be paramount in German food attitudes.
%
Applies
2008
2010
2013
2015
I tend to pick
foods that are
easy to prepare
82
83
85
86
I tend to pick
foods that are
quick to cook
80
76
78
75
Germany ranks third when it comes to picking foods that are easy to prepare and in its
tendency to pick foods that are quick to cook.
53
Almost half of Germans claim to use a lot of ready to eat foods in
their households, a slight decrease on 2013 levels.
% applies ‘we use a lot of ready to eat foods in our
household’
2015
49
2013
54
2010
54
2008
46
Text
Boxto eat foods. It ranks fifth overall.
Germany displays average use of
ready
54
The proportion who consider convenience meals to be a good
substitute for home cooked meals when time is limited has
increased since 2008.
% agree that convenience meals… ‘are a good substitute for
home cooked meals when time is limited’
59
2015
61
2013
63
2010
2008
49
Germany displays one of the highest levels of agreement with the idea that convenience meals
can be a good substitute for home cooked meals, ranking third behind China and France.
55
Just under three in ten Germans claim to be eating ready meals/
convenience meals less often than 12 months ago, a much
improved situation since 2008.
% eating ready meals/ convenience meals more/less often than
12 months ago
2008
More often
Less often
12
2010
2013
2015
8
6
4
33
29
28
13
Germany ranks as the country with the lowest proportion eating ready meals more often than 12
months ago. It compares most similarly to the Netherlands in its consumption of ready meals/
convenience meals in the last 12 months.
56
Less than 2 in 10 German adults have ordered their grocery
shopping online. The majority of these shop online for grocery less
often than once a month.
17%
57
How often have they ordered
their grocery shopping online?
Every day/ few
times a week
of German adults
have ever
ordered their
grocery shopping
online.
6
Once a week
6
11
54
2-3 times a
month
23
Germany has the fifth highest percentage
of people who have ordered their shopping
online. However they are considerably
behind China (71%).
Less often
About once a
month
Using the internet to access recipes is significantly more popular
than downloading food apps. Technology appears to be
facilitating more traditional information searches among German
adults.
67%
20%
Downloaded
Recipe
Downloaded
Food App
58
Most recent download activity
14%
Past
Week
19% 16%
18%
2%
3%
5%
10%
Past
Month
Longer
Ago
Past
Week
Past
Month
Past 6
Months
Longer
Ago
Past 6
Months
Germany is in the top five for the percentage of people who have downloaded a recipe and for the
percentage who have downloaded a Food App.
Joyning
“Joyning”: Consumer Index
Who is searching to feel connected?
#1
#2
#3
#4
#5
#6
#7
#8
France
Germany
China
Netherlands
Spain
GB
US
ROI
The desire for connection, new ways to be satisfied and using food as a social experience.
This theme focuses on trying new foods and having new experiences, new ways of connecting with people
and with food. The attitudes of those who enjoy spending time cooking to create a great meal and who
consider it important to spend time together as a family over meals – including breakfast and dinner, have
been included. Additional areas for focus include those who consider that they have good levels of cooking
expertise, those who like cooking/preparing meals and hosting dinner parties.
“Joyning”: German Thematic Overview

Germany rank highly (second place) on the “Joyning” theme. High proportions of
Germans like to try new foods (92%). A majority claim that they primarily eat for
enjoyment rather than in the interests of their health.

Germany can be considered to have the most positive attitude towards cooking in
PERIscope 2015. Germany is ranked the highest for considering cooking „good fun‟ and
„a passion‟. In addition, the highest levels of enjoyment when creating a great meal are
found in Germany and Spain.

Germany also possess the highest measured level of cooking expertise, alongside
France, with their confidence levels for cooking a Sunday roast claiming the highest
position.

The vast majority of Germans consider it important to spend time over dinner as a family
and 1 in 3 make the effort to eat breakfast as a family every morning.
61
High proportions of Germans enjoy trying new foods. This
proportion has remained consistent in the past seven years.
62
% agree that ‘I like to try new foods’
2015
2013
2010
92
Germany ranks
third overall in
enjoying trying
new foods. It is
marginally behind
Spain (95%) and
China (94%).
92
93
2008
90
2006
n/a
The levels of eating for enjoyment rather than health reasons have
risen considerably since 2008 and have remained steady in the
previous two waves of research.
% agree that ‘I eat for enjoyment and not for health reasons’
39%
2008
58%
2010
60%
59%
2013
2015
Germany ranks as fourth overall. It is not far behind first position, which is held by France
(63%).
63
The German relationship with cooking continues to remain positive.
The amount of fun associated with cooking has progressed, while
the level of passion associated with cooking has decreased slightly.
Good Fun
A Passion
Attitude towards cooking
2008
2010
2013
2015
68%
74%
73%
70%
17%
51%
30%
44%
26%
47%
25%
45%
When it comes to cooking, the Germans consider themselves to be the most passionate. They also have
the most fun of any of the other countries in the PERIscope 2015 study.
64
Since 2008, those who are comfortable as a dinner party host has
fallen significantly. Despite this, overall levels of culinary expertise
have remained stable, with heightened levels of confidence in
producing a roast.
65
Level of cooking expertise
70
Would enjoy having a
dinner party where I
do all the cooking
Would be confident
that I could produce
a good Sunday roast
with all the trimmings
72
71
70
15
14
15
57
57
55
2010
2013
2015
26
44
2008
Germanys cooking expertise (on the basis of dinner party hosting and producing meals with all the trimmings),
ranks in at joint first, alongside France. Its confidence regarding a Sunday roast is the highest in the study.
Attendance of cooking classes in Germany has remained at a
consistently low level in the past three years.
% who have attended/taken cooking classes in the past three years
6
2015
7
2013
2010
5
Germany ranks only higher than GB for attendance at cooking courses.
66
The proportion entertaining at home more often has decreased by
5 percentage points since 2013.
67
% who are entertaining at home more often nowadays
2015
2013
2010
33
38
39
70% Friends over
more often
66% Family
celebrations at home
Germany is ranked at fourth for those entertaining at home more often. It is far behind
China (79%) and the Netherlands (77%).
In Germany, the enjoyment obtained from cooking a great meal
has increased significantly since 2008 and remains consistent with
the previous two waves.
% applies that they ‘enjoy cooking and being able to create a
great meal’
85
2015
2013
86
2010
86
2008
67
Germany and Spain (85%) display the highest enjoyment levels associated with creating a great meal.
68
There has been a slight decline in the importance placed on
eating dinner together as a family since 2008. However, at more
than eight in ten, it remains important to the majority.
% applies that ‘it is important to spend time over dinner as a family’
2015
2013
2010
2008
83
82
85
87
Overall, spending time eating dinner together as a family is important in all
countries. However, compared to all other countries in the PERIscope 2015
study, this is least important to Germany and GB (79%).
69
Over a third of Germans eat breakfast as a family every day.
Consistent levels exist for families who eat breakfast together on
weekends. There is a decline in the amount of families who never
eat breakfast together.
% Eating breakfast as a family
Every
morning
2010
2013
2015
31
37
34
4
5
41
42
5
7
13
12
Weekdays only
3
Weekends only
42
Other*
4
Never
19
In terms of eating breakfast together every morning, Germany ranks as third along with
France. Proportions of weekend breakfast as a family is third highest in Germany.
70
Better Business?
“Better Business?”: Consumer Index
72
Who is concerned about environmental issues?
#1
#2
#3
#4
#5
#6
#7
#8
China
Spain
Germany
France
Netherlands
US
ROI
GB
The concept that „good‟ business will be good for business in an economic sense is the focus of this theme.
We have analysed attitudes towards environmental concerns, terminology and ongoing issues, including
awareness, understanding and propensity to purchase. Changing behaviours towards these issues will also
be included in order to demonstrate development in this area.
“Better Business?”: German Thematic Overview
73

Compared to the other countries, Germany does not have strong support or awareness
of environmentally friendly products and companies. There have been gradual declines in
conscientiousness towards environmentally friendly products and purchasing from
environmentally friendly companies.

There are relatively low levels of awareness towards Carbon Footprint amongst German
respondents. However, there is a high level of awareness of sustainability, with only 6%
claiming to have never heard of it. Germany also has the highest awareness when
compared to other PERIscope 2015 countries.

Over seven in ten Germans attempt to behave in an environmentally friendly manner
when shopping. Germany has one of the highest proportions of buying food in smaller
packs and buying environmentally sensitive packaging as they rank in third place on the
theme of “Better Business?”
The momentum behind being environmentally conscious and
buying from companies who are environmentally aware is
beginning to show signs of decline in Germany.
% who agree that they are more
conscious of environmental issues in
their choice of products
61%
2008
56% 55% 50%
2010
2013
2015
74
% who agree that they prefer to buy
from companies that are aware of the
impact of environmental issues
48%
2008
57%
2010
53% 50%
2013
2015
Consumer consciousness for environmental issues and the practice of buying from environmentally
aware companies is quite low in Germany. Germany is ranked in the bottom three for the proportion
supporting these behaviours.
Overall efforts to buy Fair Trade products by Germans have
remained relatively unchanged in seven years.
I try to buy Fair Trade products/brands whenever they are available
% applies a lot
2015
2013
2010
2008
15
% NET applies
61
13
62
15
62
12
62
The Germans rank fourth overall when it comes to efforts to buy Fair Trade products. China (93%)
claim to try to buy these products the most while ROI (45%) are the least inclined.
75
Compared to 2008, those claiming to have never heard of carbon
footprint has shown no signs of advancement. There has been a
slight reduction in low footprint purchases.
76
% never heard of carbon footprint
2008
2013
2015
40
40
47
25
15
% who buy foods with
low footprint
2008
26
16
31
16
2013
2015
TOTAL % who buy foods with low footprint
% who sometimes try to buy food with low footprint
Germanys awareness of carbon footprint is one of the lowest of the study. Its awareness is
only higher than Spain (46%).
„Sustainably produced‟ is now a very well known term in Germany.
The proportion claiming to buy foods with sustainable features has
been risen substantially since 2008.
77
% never heard of sustainably produced
2008
2010
38
% who buy
foods with
sustainable
features
28
26
16
2008
2013
2015
13
6
29
21
2010
49
24
2013
58
34
2015
TOTAL % who buy foods with sustainable features
% who sometimes try to buy food with sustainable features
Germany has the highest awareness of the term sustainably produced in PERIscope 2015 at 94%. It is
significantly higher than ROI‟s (42%) awareness.
Food Waste and Animal Welfare record higher levels of awareness
than Conserving Resources, though all are high when compared to
other countries.
% aware 2015
Food Waste
92
Animal Welfare
92
Conserving Resources
85
78
Buying in smaller packs to avoid waste has become an extremely
popular practice in Germany since 2010.
% applies that they ‘buy food in smaller packs because it
means less waste’
2008
2010
73
2013
2015
81
83
49
The Germans are one of the most conscious of cutting down on food waste,
apart from China (92%).
79
Over seven in ten German respondents continue to try buy brands
that use environmentally sensitive packaging.
% agree that ‘I always try to buy brands that use
environmentally sensitive packaging’
73%
2010
74%
2013
71%
2015
The Germans are the third most conscious of environmentally sensitive brands.
China (92%) and Spain (85%) complete the top three.
80