机构研究报告-德国超市用户分析报告：aldi -外文培训课件

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，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSGrocery

stores:

Aldi

shoppers

inGermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofAldishoppers

inGermany:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Aldi

shoppers

inGermany

(’’brand

users’’)againstGerman

grocery

store

shoppers

ingeneral(’’category

users’’),

and

theoverall

German

consumer,labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

57%,

Aldi

is

the

most

used

grocery

store

in

GermanyManagement

summary:

brandusageand

competitionTop10

most

used

grocery

stores

inGermanyAldi57%55%53%51%LidlEdekaReweKaufland41%Penny29%27%NETTONetto-MarkendiscountNorma22%12%Alnatura9%4Notes:"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=5,984

grocery

storeshoppersConsumer

Insights

Global

as

of

October

2024Sources:The

market

share

of

Aldi

has

stayed

fairly

similar

compared

to

2023

Q1Management

summary:

brandusagetimelineTimeline

of

grocery

store

shoppersusing

Aldi59%58%58%58%57%57%57%2023

Q12023

Q22023

Q32023

Q42024

Q12024

Q22024

Q35Notes:"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=840

-3499

Aldi

shoppers,

n=1482

-

6002

grocery

store

shoppersConsumer

Insights

Global

as

of

October

2024Sources:Aldi

shoppers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

Aldi

shoppersandgrocery

store

shoppers

overall

isfairly

similar.Similaraspects

oflifeareimportant

toAldishoppers

and

other

grocery

storeshoppers.57%

ofAldishoppers

statethattheyactively

try

to

eat

healthy.65%

ofAldiconsumers

are

activeonYouTube.37%

ofAldishoppers

are

laggardswhenitcomes

to

innovation

adoption.Aldishoppers

remember

seeing

adsinvideo

portalsmore

often

than

theaverage

consumer.There

is

afairlyeven

splitofmale

andfemale

Aldishoppers.Traveling

isarelatively

prevalentinterest

of

Aldi

shoppers.Rising

prices,

inflation&cost

of

livingAldishoppers

haveasimilarincomedistributionas

grocery

store

shoppersingeneral.49%

ofAldishoppers

havesocializing

as

andimmigration

areissues

ofparticularahobby.

concern

toAldi

shoppers.Grocery

store

shoppers

ingeneral

andAldishoppers

specifically,live

inasimilar

typeof

community.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+The

age

distribution

of

Aldi

shoppers

and

grocery

store

shoppers

overall

is

fairlysimilarDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users20%20%21%33%35%12%12%12%Category

usersAllrespondents34%34%33%35%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=3,392

Aldi

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024There

is

a

fairly

even

split

of

male

and

female

Aldi

shoppersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users49%50%50%51%50%50%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";

Multi

Pick;

Base:

n=3,392

Aldi

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024The

education

level

of

Aldi

shoppers

and

grocery

store

shoppers

are

similarDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%

31%30%25%25%25%18%17%

17%13%

13%13%10%

10%10%2%2%1%

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

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuyfoodand

products

foreverydayuse?";Multi

Pick;

Base:

n=3,392

Aldi

shoppers,

n=5,984

grocerystoreshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Aldi

shoppers

have

a

similar

income

distribution

as

grocery

store

shoppers

ingeneralDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users34%34%33%33%31%33%35%33%Category

usersAllrespondents33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodandproducts

foreverydayuse?";Multi

Pick;Base:n=3,392

Aldi

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024The

living

arrangements

of

Aldi

shoppers

and

grocery

store

shoppers

overall

aresimilarDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live30%28%28%25%25%

24%24%

24%23%10%

9%9%8%8%

7%4%

4%Other4%2%

2%Multi-generationalfamily1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=3,392

Aldi

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Grocery

store

shoppers

in

general

and

Aldi

shoppers

specifically,

live

in

a

similartype

of

communityDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany25%25%25%24%24%23%22%22%

22%17%17%16%14%13%12%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

stores

do

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=3,392

Aldi

shoppers,

n=5,984

grocery

store

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20246%

of

Aldi

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users6%7%7%85%84%84%9%9%9%Category

usersAllrespondentsYesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=3,392

Aldi

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSimilar

aspects

of

life

are

important

to

Aldi

shoppers

and

other

grocery

storeshoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%55%53%43%42%44%42%42%41%36%34%34%36%36%35%29%29%29%20%20%21%20%21%21%12%12%11%10%

11%9%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

lifeHavingagood

timeMaking

myown

decisionsSocial

justice

TobesuccessfulLearningnew

thingsTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=3,392

Aldi

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Traveling

is

a

relatively

prevalent

interest

of

Aldi

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofAldi

shoppersinGermany49%53%

49%48%52%49%49%44%43%39%42%40%35%34%38%38%33%35%34%34%31%33%33%29%26%31%30%29%28%26%Food

&diningMovies,TVshows&musicTravelHealth

&fitnessPolitics&societyandcurrentworld

eventsHome

&gardenSportsHistoryScience

&technologyCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=3,392

Aldi

shoppers,

n=5,984

grocery

storeshoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202449%

of

Aldi

shoppers

have

socializing

as

a

hobbyConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofAldi

shoppersinGermany45%49%46%45%39%38%42%42%41%41%40%

36%36%39%38%38%33%32%36%34%34%33%29%33%33%28%31%30%29%28%SocializingCooking/bakingReadingOutdooractivitiesTravelingShoppingDoing

sportsandfitnessPetsGardeningandplantsVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=3,392

Aldi

shoppers,

n=5,984

grocery

storeshoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Aldi

shoppers

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofAldi

shoppersinGermany22%22%20%

20%17%19%

19%19%18%17%15%13%15%14%13%10%11%10%9%9%9%8%8%

8%6%6%

6%6%6%5%HikingRunning/joggingFitness,aerobics,

cardioSwimming/DivingCyclingSoccerYoga

/pilatesDancingBadmintonBasketballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=1,794

Aldi

shoppers,

n=5984grocery

storeshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Aldi

shoppers

follow

soccer

teams

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byAldi

shoppersinGermany28%26%

26%10%9%8%

8%8%8%8%8%

8%8%7%7%7%

7%7%7%

7%7%7%7%7%7%6%

6%7%6%6%SoccerBasketballHandballTennisAthletics(track&field)AmericanfootballBoxingIceHockeyMotorsportsWinter

sportsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;

Base:

n=1,204

Aldi

shoppers,

n=5984grocery

storeshoppers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2157%

of

Aldi

shoppers

state

that

they

actively

try

to

eat

healthyConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninGermany57%53%

53%43%39%

39%39%36%

36%35%33%

33%25%

25%

25%Iactively

trytoeathealthyItrytoeat

lessmeatItrytoavoidplasticpackagingwhen

buying

foodIavoid

artificialflavorsandpreservativesFood

mustbeconvenient

andfastBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

for

everyday

use?";Multi

Pick;

Base:

n=3,392

Aldi

shoppers,

n=5,984

grocery

storeshoppers,n=5,984

all

respondentsConsumer

Insights

Global

as

of

October

202437%

of

Aldi

shoppers

are

laggards

when

it

comes

to

innovation

adoptionConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany37%

37%37%36%36%

36%17%17%17%10%9%9%1%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

storesdo

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=3,392

Aldi

shoppers,n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Rising

prices,

inflation

&

cost

of

living

and

immigration

are

issues

of

particularconcern

to

Aldi

shoppersConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Aldi

shoppers51%54%50%44%46%44%38%38%37%41%37%40%40%40%33%33%38%37%37%36%36%31%35%33%34%29%33%31%31%28%Rising

prices/inflation/cost

of

livingImmigrationHousingHealth

andsocial

securityCrimeEconomicsituationPovertyEducationClimatechange

EnvironmentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=3,392

Aldi

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Aldi

shoppers

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users20%20%19%44%42%17%19%19%19%19%Category

usersAllrespondents41%20%LeftCenterRightPrefer

nottoanswer25

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

stores

do

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=3,392

Aldi

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpoints65%

of

Aldi

consumers

are

active

on

YouTubeMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand62%65%58%56%63%60%59%58%57%39%41%40%22%24%17%18%22%14%19%12%12%15%15%12%10%9%

9%8%7%

7%YouTubeFacebook

InstagramTikTokSnapchat

X(Twitter)LinkedInTwitchRedditBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";MultiPick;Base:n=2527

Aldi

shoppers,

n=4484

grocery

store

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

202481%

of

Aldi

shoppers

watched

TV

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks81%

77%77%70%66%69%

64%66%64%47%

45%

47%41%39%38%36%

34%35%33%34%33%

33%

30%31%28%

27%

27%24%22%23%19%

17%17%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsMagazinesDailynewspapersPodcastsMovies

/cinemaOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

stores

do

youregularly

buy

food

and

products

foreverydayuse?";Multi

Pick;Base:n=2,749

Aldi

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Aldi

shoppers

remember

seeing

ads

in

video

portals

more

often

than

theaverage

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereAldi

shoppersinGermany

havecome

across

digitaladvertisinginthepast4weeks46%

43%39%38%42%42%36%41%40%39%38%37%30%32%30%23%23%24%23%25%24%24%24%22%17%16%17%18%18%17%Video

portals

Search

engines

Social

mediaOnlinestores

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesNewslettersEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=3,392

Aldi

shoppers,

n=5,984grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Aldi

shoppers

remember

ads

they

saw

directly

in

the

store

more

often

than

theaverage

consumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks41%40%40%39%38%

38%37%

37%37%37%37%36%36%34%33%25%25%24%23%23%23%14%14%

13%OnTVBy

mailshot

/advertisingmailDirectly

inthestoreOnadvertisingspacesOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=3,392

Aldi

shoppers,n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CONSUMER

INSIGHTSUnderst