德国线上超市netto marken discount用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSGrocery

delivery:

Netto

Marken-Discount

users

in

GermanyConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofNetto

Marken-Discount

usersinGermany:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

NettoMarken-Discount

users

in

Germany(’’brandusers’’)

againstGerman

grocery

delivery

usersingeneral

(’’category

users’’),

and

theoverall

Germanonliner,

labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsThe

brand

ranks

outside

of

the

top

10

of

most

used

grocery

delivery

services

inGermanyManagement

summary:

brandusageand

competitionTop10

most

used

grocery

delivery

servicesinGermanyAmazon

/Amazon

Fresh

/Amazon

Pantry39%EdekaRewe23%23%HelloFreshBoFrost18%17%KauflandEismann12%12%Flink11%bringmeister.defood.de9%8%4Notes:"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;

Base:n=1419,

grocery

delivery

usersConsumer

Insights

Global

as

of

August

2023Sources:Netto

Marken-Discount

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsNettoMarken-Discount

is

more

popular

Learning

new

thingsismore

importantItstands

out

that42%

ofNetto

Marken-Discount

users

saythatfood

must

beconvenient

andfast.NettoMarken-Discount

users

access

theinternet

viaadesktop

PCmore

oftenthan

theaverage

grocery

delivery

user.among

Millennials

thanother

grocerydelivery

services.toNettoMarken-Discount

usersthantoother

grocery

delivery

users.Compared

toothergrocery

deliveryservices,

NettoMarken-Discount

hasarelatively

high

share

offemale

users.Health

and

fitnessare

relativelyprevalent

interests

of

NettoMarken-Discount

users.30%

ofNetto

Marken-Discount

usersareinnovators

or

early

adopters

of

newproducts.Onsocial

media,

NettoMarken-Discountusers

interact

withcompanies

moreoften

than

other

grocery

delivery

users.NettoMarken-Discount

hasalargershareof

users

with

ahigh

income

thanother

grocery

delivery

services.Outdooractivities

arearelativelypopularhobbyamong

NettoMarken-Discount

users.Arelatively

highshare

ofNetto

Marken-Discount

users

think

thateducation

isanissuethatneeds

tobeaddressed.NettoMarken-Discount

usersremember

seeing

adson

videostreaming

services

more

often

thanother

grocery

delivery

users.NettoMarken-Discount

users

aremorelikely

to

liveinlarge

citiesthangrocerydelivery

usersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Netto

Marken-Discount

is

more

popular

among

Millennials

than

other

grocerydelivery

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users21%21%57%23%0%Category

usersAllrespondents43%27%9%18%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=97,

Netto

Marken-Discount

users,n=1419,

grocerydelivery

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

services,

Netto

Marken-Discount

has

arelatively

high

share

of

female

usersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users48%52%Category

usersAllrespondents55%45%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=97,

Netto

Marken-Discount

users,n=1419,

grocerydelivery

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202351%

of

Netto

Marken-Discount

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany35%31%25%24%22%

22%19%18%18%17%12%12%11%11%9%4%3%2%1%

1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youordered

groceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=97,

NettoMarken-Discount

users,

n=1419,

grocery

delivery

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Netto

Marken-Discount

has

a

larger

share

of

users

with

a

high

income

thanother

grocery

delivery

servicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users49%27%24%Category

usersAllrespondents41%29%30%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:n=97,

Netto

Marken-Discount

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Netto

Marken-Discount

users

arerelatively

likely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live48%31%29%26%26%24%23%20%11%10%9%7%

7%5%5%4%3%3%

3%Other3%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

thepast

12

months?";

Multi

Pick;Base:

n=97,

Netto

Marken-Discount

users,

n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Netto

Marken-Discount

users

are

more

likely

to

live

in

largecities

than

grocerydelivery

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany39%31%26%25%24%24%21%19%18%16%16%12%12%11%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

providershave

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=97,

Netto

Marken-Discount

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202313%

of

Netto

Marken-Discount

users

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users13%79%7%8%Category

usersAllrespondents8%84%7%84%9%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=97,

NettoMarken-Discount

users,

n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedLearning

new

things

is

more

important

to

Netto

Marken-Discount

users

than

toother

grocery

delivery

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%49%39%44%42%42%42%39%37%36%36%35%

36%29%28%33%30%29%28%27%25%20%24%20%19%15%10%12%10%11%Safety

andsecurityAnhonest

andrespectable

lifeAhappyrelationshipLearningnew

thingsHavingagood

timeTobesuccessful

Social

justiceMaking

myown

decisionsAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12months?";

Multi

Pick;Base:n=97,

Netto

Marken-Discount

users,n=1419,

grocery

delivery

users,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Health

and

fitness

are

relatively

prevalent

interests

of

Netto

Marken-DiscountusersConsumer

lifestyle:

main

interestsTop10

interestsofNetto

Marken-Discount

usersinGermany63%58%51%49%42%48%47%45%42%42%42%42%41%41%40%40%39%33%32%37%32%31%30%29%30%28%27%27%26%25%Movies,TVshows&musicHealth

&fitnessFood

&diningCareer

&educationTravelFashion&beautyScience

&technologyFamily

&parentingSportsFinance&economyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=97,

Netto

Marken-Discountusers,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Outdoor

activities

are

a

relatively

popular

hobby

among

Netto

Marken-DiscountusersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofNetto

Marken-Discount

usersinGermany61%52%52%49%49%47%37%44%44%42%42%41%41%40%40%38%37%37%36%35%27%34%32%32%29%Pets30%30%28%25%23%OutdooractivitiesDoing

sportsandfitnessSocializingCooking/bakingTravelingReadingTech

/computersDIYandarts&craftsGardeningandplantsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=97,

Netto

Marken-Discountusers,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Netto

Marken-Discount

users

are

more

likely

to

go

cycling

than

other

grocerydelivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofNetto

Marken-Discount

usersinGermany33%32%27%26%25%21%21%21%20%19%19%17%18%18%18%16%15%

15%14%14%11%11%10%9%9%8%6%5%5%4%Running/JoggingCyclingSwimming/DivingFitness,aerobics,cardioHikingBadmintonDancingSoccerTableTennisBasketballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=66,

NettoMarken-Discount

users,

n=1472,

grocery

delivery

users,n=17984,

all

respondentsConsumer

Insights

Global

as

of

August

2023Netto

Marken-Discount

users

are

more

likely

to

follow

table

tennis

than

othergrocery

delivery

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byNettoMarken-Discount

usersin

Germany24%23%21%16%16%14%13%13%13%13%12%12%9%7%7%7%7%7%7%6%6%6%6%5%4%4%4%3%2%2%SoccerBasketballTabletennisCyclingAmericanfootballBoxingHandballSwimming/divingBaseballMotorsportsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=38,Netto

Marken-Discount

users,n=934,

grocery

delivery

users,n=11368,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

42%

of

Netto

Marken-Discount

users

say

that

food

must

beconvenient

and

fastConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninGermany64%61%58%56%45%44%43%43%42%42%26%

26%19%17%

17%Iactively

trytoeathealthyItrytoavoidplasticpackagingwhen

buying

foodItrytoeat

lessmeatCategory

usersFood

mustbeconvenient

andfastIdonotenjoy

cookingBrand

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=97,

Netto

Marken-Discount

users,n=1419,

grocery

delivery

users,n=5994,

all

respondentsConsumer

Insights

Global

as

of

August

202330%

of

Netto

Marken-Discount

users

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany44%42%37%37%28%23%16%15%14%13%12%9%7%1%Innovators1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:

n=97,

Netto

Marken-Discount

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Netto

Marken-Discount

users

think

that

education

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Netto

Marken-Discount

users56%48%48%46%42%33%36%34%39%38%38%37%37%37%33%31%34%

37%31%29%34%33%33%33%30%30%26%

26%19%

19%Health

andsocial

securityEducationRising

prices/inflation/cost

of

livingEconomicsituationUnemployment

ClimatechangeCrimeEnvironmentPovertyFood

andwater

securityBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

inthe

past

12

months?";

Multi

Pick;Base:n=97,

Netto

Marken-Discount

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Netto

Marken-Discount

users

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users15%39%31%14%14%Category

usersAllrespondents22%42%43%21%22%17%18%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=97,

Netto

Marken-Discount

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsNetto

Marken-Discount

users

access

the

internet

via

a

desktop

PC

more

oftenthan

the

average

grocery

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet95%90%

91%74%70%68%65%64%63%60%55%55%53%50%48%46%43%43%39%37%36%34%33%33%27%26%24%SmartphoneDesktop

PCLaptopTabletSmart

TVGaming

consoleAllrespondentsSmartwatchSmart

speakers

Streaming

deviceBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:n=97,

Netto

Marken-Discount

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Netto

Marken-Discount

users

interact

with

companies

moreoften

than

other

grocery

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype54%57%45%55%54%53%40%49%46%43%39%44%38%42%31%43%40%40%36%35%34%33%30%27%26%19%22%16%18%11%12%11%8%8%3%1%Commented

Sentprivateon

posts

messagesPostedpictures/videosFollowedpeoplePosted

texts/statusSharedpostsbyother

usersSharedcompanypostsLiked

postsbyotherusersLikedcompanypostsFollowedIhaveonly

Ihaven’t

usedcompanies

used

social

social

mediaupdatesmediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beverages

ormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=97,

Netto

Marken-Discount

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Netto

Marken-Discount

users

tend

to

go

to

the

movies

more

often

than

grocerydelivery

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%

76%82%72%79%75%64%67%67%66%63%50%60%56%54%47%54%40%52%48%40%46%40%30%38%28%38%29%37%36%36%21%18%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsMovies

/cinemaOnlinemagazinesDailynewspapersPodcastsMagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providershave

youorderedgroceries,beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=97,

Netto

Marken-Discount

users,n=1419,

grocery

delivery

users,n=17900,

all

respondentsConsumer

Insights

Global

as

of

August

2023Netto

Marken-Discount

users

remember

seeing

ads

on

video

streamingservices

more

often

than

other

grocery

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereNetto

Marken-Discount

usersinGermany

havecome

across

digitaladvertisinginthepast4weeks56%55%52%49%47%45%43%40%45%42%41%41%40%39%39%38%38%38%31%28%26%26%26%25%24%25%24%22%21%19%Video

streaming

Video

portals

Search

engines

Social

mediaservicesOnlinestoresVideo

gamesNewslettersWebsitesandappsof

brandsEditorialwebsitesandappsOtherappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:n=97,

Netto

Marken-Discount

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202352%

of

Netto

Marken-Discount

users

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks52%43%46%44%38%

38%42%41%42%40%40%39%37%36%35%35%35%28%34%28%26%26%21%14%OnTVOntheradioOnadvertisingspacesInprinteddailynewspapersDirectly

inthestoreAtthemovies

By

mailshot

/Inprintedmagazinesandjournals/cinemaadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youo