Continental PERIscope
European Consumers and their Food
Understanding attitudes in Germany
SECTION
1:
SECTION 1:
Profile of
of Sample
Profile
Sample
Profile of sample – Germany
(Base: All Adults 18+ - Germany)
AGE
SOCIAL CLASS
GENDER
2008
2008
%
Male
2008
%
18-24
11
25-34
17
52
35-44
13
C1
30
Female
13
16
48
DE
55+
%
Hamburg/
Bremen
17
Nordrhein/
Westfalen
23
Hessen/
Rheinland-Plaz/
Saarland
14
Baden/
Wurtenburg
11
Bayern
14
20
C2
45-54
2008*
%
AB
REGION
36
44
Berlin
Mecklenburg/
Brandenburg
5
Thurlingen/
Saxony
8
8
Nationally representative population of Germany
Quotas were set against, gender, age and region (interlocking gender and age) in order to
have a nationally representative sample based on the most recent population statistics.
Profile of sample –
household composition and work status
(Base: All Adults 18+ - Germany)
WORK STATUS
HOUSEHOLD COMPOSITION
2008
2008
%
Single
%
22
Working
full time
Dual
43
46
Working
part time
Student
13
8
3+
35
Other
33
* Other includes housewife, retired, unemployed
SECTION
2:
SECTION 1:
Profile&ofCooking
Sample
Food
Attitude to food & cooking summary
Utility Ownership
Ovens, freezers, kettles, toasters, microwaves, coffee makers and
handheld blenders are all owned by approximately 80% of Germans.
Food & Cooking
Germans endeavour to eat a lot of fruit and veg and dairy produce. Meat is
an important part of the German Consumer’s diet, more so for men (97%)
than women (87%).
Half of German consumers eat ready prepared/ convenience meals. 8 in 10
are likely to pick foods that are easy to prepare. They are not very likely to
eat sandwiches/rolls from deli counters. However, younger Germans are
subject to time pressure and are turning to convenient options such as
ready meals and prepared foods.
They are concerned with food safety, and so look up information on food
safety issues.
Women (73%) and those aged 25-34 (71%) are more inclined to say that
they really enjoy cooking and being able to create a great meal.
Germans believe that it’s important to eat dinner together as a family and
they report less difficulty in getting the family together than other
European countries.
Attitude to food & cooking summary
Dinner is often a last minute choice for German consumers. 18-34 year
olds are most stretched for time and look for easy options such as
convenience foods.
Not surprisingly females and those over 25 years of age show a greater
expertise of skill level in cooking. The younger age cohorts are more likely
to think that cooking is good fun at times.
41% of German adults claim to prepare/cook meals from scratch on a daily
basis with 10% claiming to do so more often than last year.
Younger Germans (18-34yrs) use meal components more frequently and
have increased their consumption of convenience meals in the past year.
18-24 year olds are more likely to always have convenience meals at home
and claim they taste great, although they are critical of the quality.
Frozen convenience meals are considered better value for money, quicker
to cook and easier to store, fresh scored better on all other aspects.
Utility ownership in home
(Base: All Adults 18+ - Germany)
%
%
82
ANY OVEN
76
Full oven – electric
Full oven – gas
6
%
80
ANY MICROWAVE
Microwave without grill
43
Microwave with grill
39
96 Grill
ANY FREEZER
Separate freezer section
attached to fridge
2008
Mini Oven
6
Rice Cooker
7
45
Deep Fat Fryer
36
39
Freezer box in fridge
52
Sandwich maker
Separate freezer unit
48
Food processor
Electric Juicer
Kettle
86
Steamer
Toaster
89
Coffee maker
1
Handheld
Blender
51
Fondue/Raclette
42
Wok
15
Crepe Maker
Tagine
33
26
Espresso Maker
11
82
82
24
47
Germans try to eat healthy
(Base: All Adults 18+ - Germany)
100
95
90
% Applies
86
80
70
84
50
90
72% among
18-24 year
olds.
Higher
among
female and
45+ yrs.
60
87
40
30
20
10
0
Try to eat a lot of
fruit and veg
Try to eat foods
low in fat
Avoid sugary
foods & sweets
2008
Frozen is as good
as fresh
Meat important
part of diet
Dairy foods considered very important
(Base: All Adults 18+ - Germany)
100
90
% Applies
88
87
Higher
among
females
Higher among
45+ yrs.
60
96
84
80
70
90
50
40
30
20
10
0
Add sauces &
dressings to food
Try to eat high
fibre foods
Try to eat
nationally
made/home grown
food
2008
Like to try new
foods
Dairy foods
important in diet
Easy to prepare food important
(Base: All Adults 18+ - Germany)
100
% Applies
90
82
80
70
60
50
51
46
40
36
30
29
20
10
0
Often eat ready
prepared/
convenience
meals
Pick easy to
prepare foods
Use a lot of ready Buy hot food from
Eat prepared
to eat foods
deli counters
sandwiches/rolls
from deli counters
2008
Younger Germans (18-34yrs) have significantly higher ratings
on each of these attributes.
Enjoy cooking and often make an effort for
special meals
(Base: All Adults 18+ - Germany)
100
% Applies
90
82
80
72
70
71
67
60
50
40
42
54
Lower
among
males
Higher
among 18-34
yrs old
30
20
10
0
Have to do
versus enjoy
Enjoy cooking
& creating
great meals
Often look up
info on food
safety issues
Often make
Only cook now
extra effort for
& again
a special meal
2008
Look for
recipes on
internet
Difficult to gather family for meal times
(Base: All Adults 18+ - Germany)
100
90
80
70
60
% Applies
88
87
77
Lower
among 45+
yrs.
56
50
48
40
30
20
10
0
Enjoy eating out
Only eat out for
special occasions
Hard to get
household
together for
mealtimes
2008
Usually have
Important to eat
dinner together as family meal (roast)
a family
on Sunday
Time pressure evident
(Base: All Adults 18+ - Germany)
100
% Applies
90
86
80
80
75
70
61
60
50
55
46
40
83% among
18-24 year
olds
30
20
10
0
Rarely have
time for a
proper
breakfast
Pick foods that Too busy to
are quick to
cook as often
cook
as I would like
Don't like to
spend too
much time
cooking
2008
Like to have
ample time to
cook/prepare
meals
Dinner is often
a last minute
choice
Primary attitudes to food
(Base: All Adults 18+ - Germany)
% Applies
Dairy foods are an important part of my diet
96
I try to eat a lot of fruit and veg
95
I like to try new foods
90
Meat is an important part of my diet
90
I enjoy eating out
88
I add sauces and dressings to food
88
Important to spend time over dinner as a family
87
I think frozen food is as good as fresh in terms of quality
87
I always try to eat high fibre foods
87
I try to eat foods that are low in fat
86
Dinner is very often a last minute choice
86
Females and over 25’s show greater cooking
skills
(Base: All Adults 18+ - Germany)
Total
Gender
2008
%
Male Female
%
%–
1
1
7
Can't boil an egg
Can cook basic snacks
(e.g. beans on toast)
Can cook a simple dinner
2
13
Main
Shopper
Age
18-24 25-34 35-44
%
%
%
–
–
–
10
4
5
45+
%
1
9
15
22
%
–
4
18
20
14
48
46
47
27
30
31
31
28
50
49
Would be confident that I
could produce a good Sunday
dinner
44
44
40
29
Would enjoy having a dinner
party where I do all the
cooking
34
26
18
21
11
18-24 year olds and males have weaker cooking skills.
Cooking seen as fun, especially among younger
(Base: All Adults 18+ - Germany)
Attitude to Cooking
Total
Gender
2008
%
Male Female
%
%
A chore - something
that has to be done
10
Important because
eating well is important
22
Good fun at times
51
11
8
19
24
Age
A passion - I love food
17
15
Eating
Out
More
18-24 25-34 35-44
%
%
%
45+
%
%
%
8
10
10
10
9
22
53
50
Main
Shopper
18
57
9
21
52
59
20
10
24
47
19
28
50
48
17
18
19
18-24 year olds and females are more likely to think that
cooking is good fun at times.
21
14
Two in five likely to prepare from scratch daily
(Base: All Adults 18+ - Germany)
Frequency of
Preparing/Cooking
Meals from Scratch
Frequency
2008
Change in Frequency
2008
%
More often
Daily + (7-6)
10
41
78
About the same
Less often
Several times
a week (5)
Weekly (4)
Monthly + (3-2)
Less often (1)
Never
Average
12
33
11
8
5
2
Several
times
a week
24% of 18-24 year olds are less
likely to prepare a meal from
scratch.
Younger frequently using meal components
Frequency of
Using Ready
Prepared
Ingredients
Daily + (7-6)
Several times
a week (5)
(Base: All Adults 18+ - Germany)
Total
Gender
2008
Male Female
%
%
%
6
7
6
26
Main
Shopper
Age
18-24 25-34 35-44
%
%
%
%
11
8
7
5
5
20
23
22
29
33
27
37
Weekly (4)
18
17
18
23
23
Never
7
21
25
22
17
5
25
23
19
20
24
17
23
Less often (1)
18
20
19
21
Monthly + (3-2)
45+
%
9
11
12
5
5
17
6
9
22
7
Younger have increased consumption of
ready meals
(Base: All Adults 18+ - Germany)
Increased/Decreased
Consumption of
Convenience Meals
Total
2008
Gender
Male Female
More often
Less often
Age
18-24 25-34 35-44
26
12
12
13
13
13
14
21
10
Eat out
more
19
11
13
45+
Main
Shopper
12
13
7
15
14
14
Convenience meals seen as quick and easy
(Base: All Adults 18+ - Germany)
Agree
Slightly
Convenience meals are….
Agree
Strongly
2008
Total
…Easy to cook
43
91
…Easy to prepare
41
91
…Quick to cook
41
91
…Expensive
36
…A good substitute for home cooking
when time is limited
37
52
49
Females (56%) are slightly more inclined to think that convenience
meals are expensive.
Convenience meals a filling option
(Base: All Adults 18+ - Germany)
Convenience meals are….
Agree
Slightly
…Taste great
…Something I always have at home
…Have poor quality ingredients
…As healthy for me as something I
would prepare for myself
…Good value for money
…Good for you/have natural ingredients
Agree
Strongly Total
47
…Filling
2008
63
38
44
40
27
28
23
17
14
29
18
36
21
61% of 18-24 year olds think that convenience meals taste great – 50% always have
them at home. However, they are more critical of the quality of the ingredients.
Fresh ready meals preferred but frozen quicker,
easier to store and better value
(Base: All Adults 18+ - Germany)
Fresh ready
Frozen ready
meals better
meals better
Taste
Healthier ingredients
39
18
21
35
26
For all the family
16
28
19
Value for money
11
Easy to store
60
23
Quick to cook
38
Low in salt
22
14
Lower fat
21
15
Has less preservatives
Has less additives
37
36
26
21
SECTION 2:
Eating In Home
Eating in home – summary
Just over half (52%) are always responsible for meal preparation – the
responsibility generally resting with females.
Germans are most likely to wok/stir fry their food followed by boiling.
Steamed followed by stir fry are considered the best options for health.
The primary consideration for meal preparation is taste. Secondary
considerations are:
– Quality
– Freshness
– Healthiness
Among 18-24 year olds taste is considered the most important while
freshness is considered more important for the 45+ age group as a
consideration factor in meal preparation.
1 in 2 always prepare own meal
Responsibility for
Meal Preparation
in the Home
(Base: All Adults 18+ - Germany)
2008
%
Always prepare own meal
52
Sometimes prepare own meal
32
Someone else prepares meal
13
Other
3
Responsibility of meal prep lies with females
(Base: All Adults 18+ - Germany)
Profile of Those
Responsible for Meal
Preparation in the Home
Male
(52)
ALWAYS PREPARE OWN MEAL
Gender
Age
Work Status
%
%
%
33
18-24
(11)
25-34
(17)
35-44
(20)
Female
(48)
67
45+
(52)
7
15
Work full
Time (46)
32
Work part
Time (13)
17
Other (41)
51
21
57
The older age cohorts (45+) are most likely to always prepare their own meals.
Prepare food in variety of ways
Preparation
of Food
(Base: All who always prepare own meals - 52%)
2008
%
Boiled
17
Oven baked/roasted
15
Uncooked/cold
11
Fried
14
Microwaved
9
Steamed
12
Stir fry/wok
19
Others
3
A variety of
cooking methods
are used by the
Germans – they like
to stir-fry, boil,
oven bake, fry etc.
Steaming healthiest, microwaving most
unhealthy
(Base: All adults 18+ who always prepare their own meals)
Ranking of Methods of
Cooking – Based on
Healthiness of Method
Worst for Health 8
Microwaved, 5.7
Fried, 5.4
Stir-fry and steaming are
considered the healthiest
methods of cooking however
steaming only accounts for
12% of cooking time.
Oven baked/roasted, 4.7
Boiled, 4.1
Uncooked, 3.4
Stirfry/wok, 2.8
Steamed, 2.2
Ranked from 1 through 8.
1 = Best for health, 8 = Worst for health
Best for Health 1
Taste most important
(Base: All Adults 18+ - Germany)
Ranking of Factors Considered
Important When
Eating/Preparing Food in Home
1st/2nd
1st
26
Taste
Quality
47
11
27
Freshness
13
26
Healthiness
14
26
Safeness of food
1 2
11
Enjoyment
Ease of preparation
6
Value for money/Price
10
Variety
Nutritional value
Presentation
20
12
19
5
3
1– 1
11
9
SECTION 3:
Eating Out of Home
Eating out of home summary
Germans are eating out more often during the week, with increases likely
to be male and younger adults (18-34 years). Primary reasons driving
midweek eating out is not wanting to wait for something to cook, it’s a
chance to meet with friends, and it’s a treat/something different.
Just under 1 in 2 Germans have eaten meals or snacks on the premises of
the pub/restaurant/cafe in the last 7 days. 18-34 year olds have a higher
incidence of eating in a cafe/bar, eating takeaway, and having food
delivered.
29% of Germans eat in the workplace several times a week or more often,
with the primary location for this being at their desk.
Younger eating out more midweek
(Base: All Adults 18+ - Germany)
Factors Influencing Incidence
“Do you find you are eating
out during the week more
often or not?”
8%
%
2008
8
Yes
1.
Don’t want to wait for something to
cook/no time to prepare (37%)
2.
Chance to meet with friends/catch
up (36%).
3.
Just feel like a treat/something
different (32%)
4.
More choice of places to eat out
locally (27%).
5.
Working day is longer (27%).
Consumers eating out more often during the week are more likely to
profile as male, and younger (18-34 years).
No time to prepare leads to eating out more
(Base: All who eat out more during the week – 8%)
Factors Influencing Decision to
Eat Out More
2008
%
Just feel like a treat/something different
32
36
Chance to meet up with friends/catch up
27
More choices of places to eat locally
25
Too tired to make something at home
14
Not food at home
27
Working day is longer
Length of time spent commuting to/from work
12
Too difficult to decide what to have
12
20
Staying out for evening/not going home
A treat for the kids
8
Don’t want to wait for something to cook/no time to prepare
37
No point in cooking just for myself
Not good at cooking/don’t like cooking
Cheaper to eat out nowadays
11
9
6
Half have eaten out in past week
(Base: All Adults 18+ - Germany)
Meals Eaten Out in the Last
7 Days – Summary
Meals or snacks on the
premises of the
pub/restaurant/cafe
Mean
Takeaway meals eaten
off the premises where
they were prepared
Mean
Meals or snacks
delivered to your home
Mean
%
49
(2.0)
36
(2.0)
18
(2.1)
Younger (18-34yrs) are eating out more (61%), eating takeaways more (56%) and having
food delivered (27%) compared with older consumers (35+yrs).
2008
On average eat in car once a month
Frequency of Eating in
Car/at work (Excluding
Sweets and Chocolate)
Every day (6)
Several times a week (5)
Once a week (4)
(Base: All Adults 18+ - Germany)
In the car
At work
2008
2008
%
%
2
6
6
14
11
15
Once a month (3+2)
9
9
Less often (1)
75
53
Average:
Once a
month
Twice a
month
25-34 year olds are most likely to eat in their cars and in work while those aged 55+ are
least likely – as this age group will have older/retired within it.
2 in 5 never eat in car
Frequency of Eating in Car
x Demographics (Exc.
Sweets and Chocolates)
(Base: All Adults 18+ - Germany)
Gender
Total
2008
%
Daily + (6)
Several times
a week (5)
Weekly (4)
2
6
6
Monthly + (3-2)
11
Less often (1)
35
Male
%
2
6
7
12
32
Age
Female
%
1
5
6
18-24
%
25-34
%
9
2
4
9
35-44
%
16
16
13
1
6
11
40
41
40
1
6
5
8
35
37
32
Never
3
6
6
45+
%
36
36
33
34
37
18-34 year olds are more likely than all other to eat in their car on a monthly basis.
45
Younger consumers more likely to eat in work
Frequency of Eating at
Work x Demographics
(Excluding Sweets and
Total
Chocolate)
Daily + (6)
Several times
a week (5)
(Base: All Adults 18+ - Germany)
Gender
2008
%
Male
%
Female
%
14
14
13
Age
18-24
%
20
25-34
%
19
15
45+
%
10
10
15
15
16
Weekly (4)
9
9
9
Monthly + (3-2)
9
9
8
19
Less often (1)
35-44
%
24
23
25
20
6
6
28
12
13
12
27
9
13
22
14
23
Never
41
10
29
30
29
15
14
18-24 year olds are most likely to eat in work several times a week.
22
Work desk primary location for eating
Location (Most Often) for
Eating in Workplace
(Base: All Adults 18+ - Germany)
% eat more than twice monthly
2008
Location of Eating
%
In the canteen
15
%
17
In the staff room
2008
43
Yes
47
At my desk
Women, and those over the age of 35 are
more likely to eat at their desk. Those
aged 18-24 years old, and males are more
likely to eat in the canteen when at work.
Outside on a bench/wall
7
In the kitchen
8
SECTION
4:
SECTION 1:
Profile
of Wellbeing
Sample
Health
and
Attitude towards diet and wellbeing summary
Just under three quarters of German consumers describe their diet as
being fairly healthy – this is higher among females and the 45+ age
bracket.
Of all age groups the 18-24 year olds are more likely to claim that their diet
has become more healthy over the past year (also more likely to claim less
healthy however).
In order to try and be more healthy, Germans would eat more fresh fruit
and vegetables, wholegrain foods, hi-fibre foods and fish, but would eat
less meat.
Germans realise that in order to be healthy, it is important to eat properly,
they believe that good food can enhance the body and mind and that a
good diet can help their mental health.
Attitude towards diet and wellbeing summary
9 in 10 German consumers would like manufacturers to help them eat
healthily, they also associate healthy food with being expensive food.
91% of Germans always try to eat a balanced diet and they try to limit the
amount of fast food that they consume, however a lower proportion
actually consume 5 portions of fruit and veg each day.
Those aged 45+ are more likely to try buy organic and Fair Trade.
Females and older Germans (45+yrs) are more concerned about
controlling their weight and see low fat products as important in weight
management.
Males and older consumers have more difficulty in understanding
nutritional labels and packaging.
Females claim to have a healthier diet
Overall
Descriptors of Diet
My Diet is …
Very Healthy (5)
Fairly Healthy (4)
(Base: All Adults 18+ - Germany)
Gender
TOTAL
2008
Male Female
AGE
18-24
25-34
35-44
%
%
%
%
%
%
8
8
8
8
8
6
57
55
65
62
61
69
15
Fairly Unhealthy (2)
Very Unhealthy (1)
11
1
20
17
10
1
8
20
12
12
1
%
73
15
Not Sure (3)
45+
19
16
1
1
11
13
–
The 45+ age cohort claim to have a healthier diet than all other age cohorts.
18-24 year olds are most likely to say that they have an unhealthy diet.
7
1
1 in 3 claim to have changed to healthier eating
(Base: All Adults 18+ - Germany)
Change in Eating
Habits in Last Year
Total
2008
Gender
Male Female
More healthy
32
30
Less healthy
4
3
Main
Shopper
Age
34
5
18-24
39
9
25-34
34
5
35-44
45+
29
31
33
5
2
4
18-24 year olds show the greatest level of eating habits having become ‘more healthy’
over the last year. However they also show the highest ‘less healthy’ eating habits.
Eating less fatty foods and meat
Items Eaten More if Trying
to be More Healthy
(Base: All Adults 18+ - Germany)
% Eat less of
2008
% Eat more of
Fresh vegetables/salads
2
98
Fresh fruit
3
97
10
Fish
90
Products which claim to lower blood pressure/cholesterol
28
72
Products enriched with vitamins and minerals/oligo elements
32
68
13
Lower fat foods
81
19
Milk and dairy products
72
28
Bread, cereals, pasta, rice, potatoes
74
Meat
Carbonated soft drinks
87
26
88
12
23
Foods low in salt
77
Food or drinks containing sugar
95
5
Food containing fats
96
4
Wholegrain foods
Hi-fibre foods
8
92
10
90
Clear divisions
across all food
types as to
whether they
would increase
or decrease
consumption.
Important to eat properly
(Base: All Adults 18+ - Germany)
I am concerned about my children
being obese *
Agree
Slightly
Agree
Strongly
19
26
To be healthy, it is important to
eat properly
I am conscious of the nutritional
benefit of food
2008
Total
50
36
85
46
Good food can enhance body and
mind
51
I think diet and lifestyle are more
important than medication in
preventing heart disease
48
Females and
45+yrs more
aware
82
77
German support for theory that healthy body is important for a healthy mind.
* Base: Those with children
Strong link of diet to mental health
(Base: All Adults 18+ - Germany)
Agree
Slightly
A good diet can help your mental
health
47
I eat for enjoyment and not for health
reasons
63
43
58
47
I eat to feel good
30
Total
80
53
I consider what I eat to be really
important for my mental wellbeing
I eat healthy to take control of my life
Agree
Strongly
2008
63
39
Concerned about amounts of food rather than
type
(Base: All Adults 18+ - Germany)
Agree
Slightly
It’s not the type of food you eat that causes
health problems, it’s more the amount you eat of
those foods
There is no such thing as healthy foods anymore
It doesn’t matter what I eat, I am still fairly healthy
I’ll think about eating healthy when I get older
I would take my child to see a GP/nutritionist if
he/she was showing signs of being overweight*
* Base: Those with children
Agree
Strongly
35
27
I only eat foods that are healthy and good for me
47
14
Total
Stronger among
45+yrs
70
17
24
20
13
2008
Stronger among
younger 18-24yrs
20
43
63
Would like help from manufacturers
(Base: All Adults 18+ - Germany)
Applies
A Little
Healthier foods are always more
expensive than other foods
I would like manufacturers to help
me to eat healthy
Choosing healthy food to eat is
very limiting and boring too
Applies
A Lot
Total
52
89
45
I am willing to pay more for
healthy food and beverages as
long as they taste good
If the label says ‘Low Fat’ or
‘Reduced Fat’ then the product
will always be a healthy choice
2008
90
52
73
50
37
65
44
Less enthusiasm for low fat foods among 18-34yr olds. They also see healthy
food as boring.
Opportunity to meet need for those with food
intolerances
(Base: All Adults 18+ - Germany)
Applies
A Little
I eat to feel good and take control of my life
I very rarely nibble between meals
55
47
There are not enough product options for
people who suffer food intolerances
56
I eat to enrich/enhance mental alertness and
spiritual wellbeing
55
2008
Applies
A Lot
Total
89
84
83
88
18-34 year olds are more likely to snack between meals. Strong support of
mental alertness and spiritual wellbeing and healthy eating for Germans.
Concerned with controlling what they eat
(Base: All Adults 18+ - Germany)
Applies
A Little
I am more concerned about what I eat and
drink to control my weight nowadays
46
I would like to see more low fat products
46
2008
Applies
A Lot
Total
82
75
I find there are never enough healthy food
options when shopping
50
72
I always look for a low fat option when
buying food products
47
73
I am more concerned about fat content
than calories
I am conscious of controlling my
children’s intake of sugary or fatty foods*
52
47
73
88
Females and 45+yrs most interested in low fat options and fat content.
* Base: Those with children
Majority try to eat a balanced diet and limit
fast food
Attitudes Towards
Balanced/Healthy Diet
(Base: All Adults 18+ - Germany)
Applies
A Little
91
37
42
I try to buy products that have added
vitamins
49
I always check the nutritional labelling
on foods before buying them
47
Total
87
51
I always try to eat a balanced diet
I eat at least 5 portions of fruit and veg
per day
Applies
A Lot
51
I try to buy foods that are natural
I try to limit the amount of fast food I
consume
2008
91
52
68
64
Higher ratings
among females
and older
(45+yrs).
Labelling could be improved
Attitude Towards
Products/Labelling
(Base: All Adults 18+ - Germany)
Applies
A Little
I often find it difficult to understand the
labeling on food
48
I often find it difficult to understand the
nutritional claims on packaging
45
I try to buy Fair Trade products/brands
whenever they are available
I try to buy organic foods where
possible
50
55
2008
Applies
A Lot
Total
64
62
62
72
Older (45+yrs)
buy more
organic than
Fair Trade.
Generally difficulty in understanding labelling on food, in particular males
and older consumers experience greater difficulty.
SECTION 5:
Environmental Issues
Attitude towards environmental issues
Awareness of Food miles is not strong and has little impact on German
consumers shopping habits.
Sustainability and Carbon Footprint are better known with 2 in 5 aware and
a quarter claiming they have an impact on shopping habits.
Germans are more conscious of environmental issues and they are more
likely to select foods that have minimal packaging rather than look for
recycled packaging.
Over 2 in 3 unaware of ‘food miles’
(Base: All adults 18+ Years – Germany)
Awareness
%
Understanding
(All aware of Food miles 32%)
%
Never heard of it
An indication of
environmental impact
Heard of it but not
important when buying
food
It’s a fad and doesn’t
impact on shopping
Sometimes try to buy food
with low food miles
Actively/always try to buy
food with no food miles
7
11
7
7
75
Distance food has to travel
from producer to shop
68
18% Aware
– No impact
on shopping
14% Aware
– Impact on
shopping
25
2 in 5 unaware of ‘carbon footprint’
2008
(Base: All adults 18+ Years – Germany)
Awareness
%
Never heard of it
40
Unaware
Understanding
(All aware of carbon footprint 60%)
%
Measure of environmental
damage
Heard of it but not
important when buying
food
18
It’s a fad and doesn’t
impact on shopping
17
Sometimes try to buy food
with low carbon footprint
15
Actively/always try to buy
food with no carbon
footprint
10
35% Aware
– No impact
on shopping
25% Aware
– Impact on
shopping
19
Amount of carbon dioxide
which is emitted before a
product reaches market
An individuals effect on the
environment by
consumption of products
67
14
Greater awareness & consideration of
sustainability
(Base: All adults 18+ Years – Germany)
Awareness
%
Never heard of it
38
Heard of it but not
important when buying
food
22
It’s a fad and doesn’t
impact on shopping
14
Sometimes try to buy food
with sustainability features
16
Actively/always try to buy
food with sustainability
features
10
Unaware
36% Aware
– No impact
on shopping
26% Aware
– Impact on
shopping
Understanding
(All aware of sustainability 62%)
%
Meeting needs of present
without compromising the
ability of future generations
to meet their needs
Production practices that do
not have a future effect on
environment
45
27
Ensuring future generations
have what we have today
Consumption practices
which do not have a future
effect on the environment
20
8
High consciousness of environmental issues
(Base: All Adults 18+ - Germany)
Agree
Slightly
I am more conscious of environmental issues
in my choice of products today
I prefer to buy from companies aware of the
impact of environmental issues
Agree
Strongly
Total
61
43
35
48
For environmental reasons I…
…Select foods that have
packaging which can be recycled
36
…Select foods with minimal
packaging
41
…Select foods which used
recycled material for its packaging
39
Older consumers (45+yrs) are more aware of
environmental issues.
50
62
53
SECTION 6:
Grocery Shopping
Attitude towards grocery shopping
German consumers profile more as weekly rather than daily shoppers.
Shoppers tend to be female and slightly older (35+years).
German shoppers are promotionally driven and are aware of price when
shopping, however, unlike the Dutch price in not their only focus.
Younger Germans (18-34 yrs) are more price conscious and are more likely
to impulse buy if they think something is cheap.
Private label products are seen as equal to branded products by two-thirds
of German consumers.
Multipacks and products from the chill cabinet are appealing to Germans.
Awareness of Functional foods and ethical/Fair Trade products is strong.
Females show stronger awareness of the Glycemic Index than males.
Despite the high levels of awareness of Functional foods, over one third of
consumers are unsure of whether they would purchase them.
On average shop once a week
(Base: All Adults 18+ - Germany)
Responsibility
2008
%
Mainly Responsible
Jointly responsible
with someone else
50
40
Frequency
Daily + (5)
Several times a week (4)
Weekly (3)
Monthly + (2)
Someone else responsible
10
Less often (1)
Average
2008
%
3
42
41
8
6
Once a week
Grocery shopping profile closely matches main
food preparer
(Base: All main responsible for grocery shopping – 2006 – 50%)
Profile of
Grocery
Shoppers
GENDER
AGE
2008
2008
%
Male
(52)
Female
(48)
34
%
18-24
(11)
8
25-34
(17)
16
35-44
(19)
22
45-54
(16)
20
55+
(37)
34
66
( ) = Total German Population
Shopping promotionally driven
(Base: All Adults 18+ - Germany)
Agree
Slightly
I most often go to the same store but look
for the best value for money I can get
44
Quality of fresh food is more important
than price
41
I watch for announcements for sales or
promotions on grocery
I don’t mind spending time when looking
for a bargain
2008
Agree
Strongly
Total
61
55
77
47
23
31
Younger (18-24yrs) are most likely to spend time bargain
hunting and will trade off quality for cost savings.
Will look out for prices
(Base: All Adults 18+ - Germany)
Agree
Slightly
When I shop the first thing I look for
is price
The most important thing is price
when grocery shopping
Agree
Strongly
37
18
I will pay a bit more for grocery
shopping to get superior customer
service
22
I compare prices between outlets to
see where I can buy the cheapest
fresh food even if I have to travel
24
2008
Total
54
Germans will look out
for price but it is not the
most important thing
24
28
35
Younger Germans are more price conscious. Those
55+yrs are least motivated by price.
Low incidence of home delivery or shopping
online
(Base: All Adults 18+ - Germany)
Agree
Slightly
I tend to buy on impulse if I think
things are cheap
36
I am prepared to pay a charge for
home delivery
10
In the past year I have been using
the internet more for shopping
12
13
Agree
Strongly
2008
Total
45
Low incidence of home
delivery or increase in
shopping online.
16
Younger 18-34 yrs more likely to be enticed by cheap
offers.
Private label as good as branded
(Base: All Adults 18+ - Germany)
Agree
Slightly
I shop daily as I don’t have a car and
shop on foot/bike
12
My local shop delivers my groceries
5 7
I’d often buy foods because the
children asked for them*
I feel the private label brands are just as
good as the branded ones
I plan my grocery shopping around the
meals I’m going to prepare that week
*Base: Those with children
Agree
Strongly
18
39
Total
30% Among 1824 year olds
48
45
38
67
53
Prefer chilled cabinet
(Base: All Adults 18+ - Germany)
Applies
A Little
I much prefer to buy products from the
chilled cabinet
Applies
A Lot
68
Products in the chilled cabinet are always
fresher
83
63
38
Total
82
58
Where possible I buy multi-pack products
I buy food in smaller packs because it
means less waste
2008
78
49
Three quarters aware of functional foods
(Base: All Adults 18+ - Germany)
% Aware
74
Functional foods
66
Ethical/fair trade products
45
Food which has been irradiated
Glycemic index
Glycemic loading of a serving of food
32
19
2008
Greater awareness amongst females
(Base: All Adults 18+ - Germany)
2008
% Aware
Gender
Male
Female
Functional foods
69
Ethical/fair trade products
67
Food which has been
irradiated
Glycemic index
Glycemic loading of a
serving of food
47
23
15
Age
18-24
79
25-34
35-44
75
66
76
73
33
40
41
37
35
20
18
73
73
66
44
23
45+
66
65
50
43
32
17
29
19
One third likely to buy functional food
(Base: All Adults 18+ - Germany)
Likelihood of Buying
Functional Food
2008
Very Likely (5)
7
Fairly Likely (4)
27
Unsure (3)
37
Fairly Unlikely (2)
20
Very Unlikely (1)
8
Average
3.1
Unsure
34% likely to buy
function food.
â
Average unsure.
SECTION 7:
Local Food
Attitude towards local foods
Over half of Germans see local food as important to them. Older
consumers (45+ years) are more likely to see local food as important and
purchase it more frequently.
Initial thoughts relate local to county or province but also, upon
consideration, within a 20km radius is also considered local.
Local food is seen as superior in terms of its freshness, nutritional
content, quality, and safety. Germans like to check the farm name on their
meat.
Younger Germans (18-24yrs) are less enthusiastic about local food.
Local means county or province
(Base: All adults 18+ - Germany)
Understanding of
the Term “Local
Food”
% First Mention
Made within close proximity to where I live
11
45
Made within a 20km radius from where I live
15
Available in farmers markets
16
55
45
Made within the county in which I live
28
Made within the province in which I live
27
Made in Europe 3 5
Other 1 1
Total
51
58
Over half consider buying local food as
important
(Base: All Adults 18+ - Germany)
Overall
Importance of
Buying Local
Produce
Total
2008
%
Very Important (5)
17
Gender
Male Female
%
%
17
18
18-24 25-34 35-44
%
%
%
9
11
14
40
31
Fairly Important (4)
38
38
Main
Shopper
Age
45+
%
%
23
19
63
33
38
37
39
40
29
33
Neither/Nor (3)
28
27
27
29
27
26
19
16
Not very Important (2)
10
11
10
Not at all Important (1)
7
7
6
12
8
13
9
6
5
Buying local increases in importance as you move through each of the age cohorts.
9
7
Greater frequency of purchasing local as one
gets older
(Base: All Adults 18+ - Germany)
Frequency of
Buying Local
Produce
Total
2008
Daily + (6)
Several times
a week (5)
%
3
22
Gender
Male Female
%
3
24
%
3
20
18-24 25-34 35-44
%
2
16
32
Weekly (4)
Monthly + (3-2)
Less often (1)
Never
34
24
%
2
%
4
45+
%
3
%
3
13
19
27
22
35
30
33
33
35
22
Main
Shopper
Age
36
27
31
31
28
24
19
15
14
16
17
18
18
2
2
2
1
2
4
Men are more likely to buy local produce weekly+.
13
1
15
2
Older more conscious of locally produced foods
(Base: All Adults 18+ - Germany)
Agree
Slightly
I like to know the area where my food
comes from
I only buy meat that is fully traceable
Agree
Strongly
Total
69 77% amongst 45+ age group
45
35
2008
54
When buying meat I always check
the label for the farm name
40
Food produced locally results in
higher quality products
42
53
I am more confident in the safety of
food produced in my local area
40
52
Local food is fresher and more
nutritious
41
58
60
18-24 year olds significantly
behind the norm in terms of
attitudes towards food
locally produced.
SECTION 8:
Food Labelling
Attitude towards labelling
German’s are more likely to always check for country of origin than a
symbol of quality. Younger Germans (18-24 yrs) are less interested in
country of origin and one–fifth claim they never check for it.
The appearance of ‘Fresh’ on a label is more important to Germans that
‘Natural’. ‘Fresh’ implies vegetables or fruit, food which has been grown in
the past few days, is free from preservatives and is nutritionally superior.
‘Natural’ is associated with a product that is unprocessed/unrefined, has
no artificial colours or ingredients, is from nature and is not fortified with
any artificial ingredients.
Both Fresh and Natural are more important to older Germans (45+years)
than younger adults.
More likely to check for country of origin than
quality symbol
Checking of Food
Labelling –
When Buying Food
Always Check
(Base: All Grocery Shoppers)
Symbol of Quality
Country of Origin
%
2008
%
2008
14
31
Sometimes Check
66
57
Never Check
19
12
Stronger (21%)
among 18-24yr
olds.
“Fresh” is important on the label
(Base: All adults 18+ - Germany)
Impact of “Fresh”
on labels when
shopping
%
Fresh - Prompted Associations
%
Vegetables & fruit
Very important
59
88%
Important
Fairly important
Neither/nor
Not at all
important
94
Food cooked grown in the last few days
69
Free from preservatives
66
Nutritionally better for you
65
Made from scratch/home-baked
45
Short shelf life
41
Tasty
41
Kept in the fridge
39
29
9
3
“Natural” less important than “Fresh”
(Base: All adults 18+ - Germany)
Impact of ‘Natural’
on Labels when
Shopping
%
Natural - Prompted Associations
%
Very important
34
77%
Fairly important
43
Unprocessed/unrefined
81
No artificial ingredients/
preservatives/colours
80
From nature
75
Not fortified with artificial ingredients
72
60
Nutritionally better for you
Produced organically
Neither/nor
19
Not at all
important
4
Produced locally
22
17
SECTION 9:
Attitude Towards Alcohol
Attitudes towards alcohol summary points
Three-quarters of Germans drink alcohol. Frequency of drinking alcohol is
strongest among those 35 years and over.
Drinking while dining out is popular among Germans.
Older Germans (35+ yrs) drink more while dining while younger Germans
and more likely to drink without food. They also report they are drinking
more alcohol at home than before.
Just under two thirds drink alcohol weekly
Incidence of Drinking Alcohol
(Base: All Adults 18+ - Germany)
INCIDENCE
FREQUENCY
% Drink Alcohol (74%)
2008
74
Daily+ (7-6)
14
Several times
a week (5)
27
Weekly (4)
2008
Higher amongst
18-44 yrs and
males.
Monthly+ (3-2)
Less often (1)
Average
2008
81 – 100%
17
61 – 80%
15
41 – 60%
18
21 – 40%
19
0 -20%
31
24
Yes
1.
PROPORTION –
Consumed with Food
25
9
Weekly
Frequency of drinking alcohol is stronger among those 35+ years.
Seven in ten enjoy a drink while dining out
Attitude Towards
Drinking Alcohol
(Base: All who drink alcohol)
Agree
Agree
Slightly Strongly
I always have a drink of alcohol/wine
when I have dinner at a restaurant
I am drinking more alcohol at home
these days than before
I often have a drink at lunch time
I often have a drink when dining at
home on a weekday
I often have a drink when dining at
home at weekends
Total
42
15
2008
70
21
34
18
22
35
42
Males are more likely to drink when dinning out or at home than females.
Younger (18-34yrs) are drinking more at home but not while dining.
Study Summary
Key lifestyle trends
Desire for Healthy Eating
Germans Enjoy Cooking
Younger Consumers Under
Time Pressure (18-34 yrs)
Older Consumers more
Altruistic (45+ yrs) and
concerned with Weight
Management
Key lifestyle trends
Desire for Healthy Eating
Germans aim for a healthy lifestyle. They try to eat lots of fruit and
vegetables, they look for low fat options and try to include wholegrain and
hi fibre products in their diet. Just under one third have changed their diet
to become more healthy in the past year. Increasing in take of fruit and
vegetables along with hi fibre, low fat and wholegrain and dairy products
are all seen as ways of becoming healthier. Reducing meat and fatty foods
are seen as routes to a healthy lifestyle. Like the French, Germans are
more likely to believe that it is not the type of food you eat but the amount
you eat that has health consequences.
Germans have a strong awareness of the impact that food has on both
physical and mental well being.
Germans Enjoy Cooking
Germans enjoy cooking and generally see it as fun. They like to make an
extra effort with special meals, however Germans are not as passionate
about cooking and food as the French and Spanish.) They cook from
scratch on a daily basis. Taste is very important to Germans when they are
cooking/preparing food.
Local produce is important to them and they also like to know where their
food comes from. Fresh food is also of great importance.
Key lifestyle trends
Younger Germans Under Time Pressure
18-34 year old Germans have less time to dedicate to cooking and
preparing food. They look for quick options and use meal components
and ready meals more often. They also eat out more often and eat more
takeaways. They snack more between meals. However, while they feel
they can deal with health issues later in life they also claim that they are
trying to become more healthy.
Younger Germans are a bit more price conscious and are more motivated
by promotional offers to buy on impulse. Younger Germans are more
likely to shop on a daily basis than older due to a lack of transport.
Key lifestyle trends
Older Germans Concerned with Weight and the Environment
Older Germans (45+ yrs) are more interested in using low fat foods as part
of their diet to control their weight. They are more health conscious and
this is reflected in their higher incidence of cooking from scratch and
lower incidence of using convenience meals. They actively seek out
natural foods and look for balance in their diet. Local foods are very
important to them and older Germans purchase local foods more
frequently, finding them fresher and more nutritious.
Older Germans are more aware of the environment and are more interested
in purchasing organic and Fair Trade products. They are less price
conscious so are willing to pay more for better service and healthier
products.
What they are looking for when shopping…
Healthy Food
Healthy options that are quick to prepare and cook are appealing to
Germans. Convenience meals that are in the chilled cabinet and that
contain fresh and healthy ingredients offer most potential.
The younger market will be won over with value for money and multipack
offers while the older market may be more interested in more
sophisticated options (given their better cooking skills) and organic
ingredients.
Clear Labelling
Germans report some difficulty with understanding labelling on food, in
particular nutritional labelling. They would like manufacturers to help
them eat healthily so would appreciate clearer /easier to understand
labels. Information on portion size may also be useful given Germans
belief that portion control is important to healthy eating. Men and older
consumers (45+ yrs) have most issues with clarity of labelling.
Less Packaging on Food
Environmental awareness is high among Germans but less in terms of
looking for recyclable packaging and more in terms of looking for food
products that use less packaging.
Opportunities/challenges for manufacturers
Premium/Added Value Products
Older Germans (45+ yrs) are less price conscious and offer more
potential for luxury healthy foods. Low fat and organic products
appeal to them as do Fair trade. They have good cooking skills and
enjoy creating great meals – more specialised produce will appeal
more.
Fast, Quick & Healthy
Convenience products appeal to younger Germans (18-34 yrs).
Taste as well as value for money are important to them. Fresh ready
meals with healthy ingredients will have strong appeal. Microwave
cooking is seen as unhealthy in Germany, focusing on other
methods of preparation such as baking, boiling or grilling may fit
more with the health image.
Appendix (1)
PERIscope is Bord Bia’s biennial study that has been tracking the
Irish, British and Northern Irish consumer since 2001. In 2006
Bord Bia expanded this study to include consumer views from five
Continental European countries.
–
–
–
–
–
France
Spain
Sweden
The Netherlands
Germany
Continental PERIscope provides a detailed perspective on how
consumers view food related issues and report their behaviours.
The 2008 study expands on the first study undertaken in 2006 and
allows us to compare and contrast between countries but also
over time. Where possible we have included the Irish, British and
Northern Ireland data to highlight differences between the
markets.
The study findings are presented in six booklets, first an analysis
and comparison of all countries and then separately findings for
each of the individual countries.
Appendix (2)
A large quantitative study was undertaken through on-line panels of
households, thereby effectively and efficiently drawing a nationally
representative sample of households across all five countries.
Quotas were set against age, gender, region and social class, additional
weighting was applied to ensure a fully representative sample.
Although social class by country is outlined within the profile of sample,
its definition differs between countries and therefore is not directly
comparable, e.g. the French classing system is based on whether the work
is derived from the land, from manufacturing or from service.
The research was conducted amongst a representative sample of adults
aged 18+ in France, Germany, Spain, Sweden and the Netherlands.
A sample size of 1,000+ was obtained for each region to ensure
comparable statistically robust data at a national level.
Fieldwork was conducted on behalf of Bord Bia by
during May and June 2008.