机构研究报告-德国超市用户分析报告：kaufland -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:

Kauflandshoppers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofKaufland

shoppers

inGermany:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

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

Kaufland

shoppers

inGermany

(’’brandusers’’)

againstGerman

grocery

store

shoppers

ingeneral

(’’category

users’’),

and

theoverall

Germanconsumer,

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

41%,

Kaufland

is

one

of

the

top

5

grocery

stores

inGermanyManagement

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

Kaufland

has

grown

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

grocery

store

shoppersusing

Kaufland43%43%42%42%42%42%42%41%41%40%40%40%39%39%38%2021

Q1

2021

Q2

2021

Q3

2021

Q4

2022

Q1

2022

Q2

2022

Q3

2022

Q4

2023

Q1

2023

Q2

2023

Q3

2023

Q4

2024

Q1

2024

Q2

2024

Q35Notes:Sources:"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=995

-2554

Kaufland

shoppers,

n=2601

-

6031

grocery

storeshoppersConsumer

Insights

Global

as

of

October

2024Kaufland

shoppers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

Kauflandshoppers

andgrocery

store

shoppersoverall

isfairly

similar.Similaraspects

oflifeareimportant

toKaufland

shoppers

and

other

grocerystore

shoppers.55%

ofKaufland

shoppers

statethatthey

actively

trytoeat

healthy.TikTok

ismore

popularamong

Kauflandshoppers

thantheaverage

grocerystore

shopper.12%

ofKaufland

shoppers

areinnovators

or

early

adopters

ofnewproducts.There

is

afairlyeven

splitofmale

andfemale

Kaufland

shoppers.54%

ofKaufland

shoppers

areinterested

infood

and

dining.Kaufland

shoppers

remember

seeingadsinvideo

portalsmore

often

thanother

grocery

store

shoppers.Kaufland

shoppers

haveasimilarincome

distribution

asgrocery

storeshoppers

ingeneral.Shoppingisarelatively

popularhobbyamong

Kaufland

shoppers.Arelatively

highshare

ofKauflandshoppers

think

thatunemployment

isanissuethatneeds

tobeaddressed.Grocery

store

shoppers

ingeneral

andKaufland

shoppers

specifically,

liveinasimilar

typeof

community.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+The

age

distribution

of

Kaufland

shoppers

and

grocery

store

shoppers

overall

isfairly

similarDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users22%20%21%34%33%11%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=2,443

Kaufland

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

2024There

is

a

fairly

even

split

of

male

and

female

Kaufland

shoppersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users51%50%50%49%50%50%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";

Multi

Pick;

Base:

n=2,443

Kaufland

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

2024The

education

level

of

Kaufland

shoppers

and

grocery

store

shoppers

aresimilarDemographic

profile:

educationConsumer’s

level

of

educationinGermany33%31%30%26%25%25%17%17%17%13%

13%12%10%

10%9%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=2,443

Kaufland

shoppers,

n=5,984

grocerystoreshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Kaufland

shoppers

have

a

similar

income

distribution

as

grocery

store

shoppersin

generalDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users33%34%33%33%31%33%34%35%33%Category

usersAllrespondentsHighMiddleLow11

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=2,443

Kaufland

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024The

living

arrangements

of

Kaufland

shoppers

and

grocery

store

shoppersoverall

are

similarDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live29%28%28%25%25%

24%24%

24%23%10%

9%9%8%8%7%4%

4%Other4%2%

2%

2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

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=2,443

Kaufland

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Grocery

store

shoppers

in

general

and

Kaufland

shoppers

specifically,

live

in

asimilar

type

of

communityDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany27%26%25%24%24%23%22%

22%21%17%16%14%14%13%13%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=2,443

Kaufland

shoppers,

n=5,984

grocery

storeshoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20247%

of

Kaufland

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users7%7%7%84%84%84%8%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=2,443

Kaufland

shoppers,

n=5,984

grocerystoreshoppers,

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

Kaufland

shoppers

and

other

grocerystore

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%54%53%43%42%45%42%43%41%36%35%34%32%36%35%29%29%29%20%20%21%20%21%21%12%12%10%10%12%11%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=2,443

Kaufland

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202454%

of

Kaufland

shoppers

are

interested

in

food

and

diningConsumer

lifestyle:

main

interestsTop10

interestsofKaufland

shoppersinGermany54%49%52%49%49%

48%49%44%43%39%43%40%34%35%38%33%37%36%34%34%31%33%29%33%31%26%30%29%28%26%Food

&diningMovies,TVshows&musicTravelHealth

&fitnessHome

&gardenPolitics&societyandcurrentworld

eventsSportsHistoryScience

&technologyCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=2,443

Kaufland

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Shopping

is

a

relatively

popular

hobby

among

Kaufland

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofKaufland

shoppersinGermany50%46%45%

45%38%39%42%41%41%41%41%40%38%38%33%32%36%36%35%34%34%34%29%33%33%33%27%30%29%27%SocializingCooking/bakingOutdooractivitiesTravelingReadingShoppingDoing

sportsandfitnessPetsVideo

gamingTech

/computersBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=2,443

Kaufland

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202422%

of

Kaufland

shoppers

regularly

go

running

or

joggingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofKaufland

shoppersinGermany22%20%21%17%19%

19%20%18%18%18%15%15%15%13%13%12%10%10%10%9%9%8%8%

8%6%6%

6%6%6%5%Running/joggingHikingFitness,aerobics,

cardioSwimming/DivingCyclingSoccerDancingYoga

/pilatesBadmintonBasketballBrand

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=1,266

Kaufland

shoppers,

n=5984grocery

storeshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

202428%

of

Kaufland

shoppers

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byKaufland

shoppersinGermany28%26%

26%10%9%9%9%9%8%

8%8%

8%8%8%7%

7%7%

7%7%7%

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

6%6%

6%SoccerBasketballBoxingHandballTennisMotorsportsAmericanfootballAthletics(track&

field)IceHockeyWinter

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=876

Kaufland

shoppers,n=5984

grocery

storeshoppers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2155%

of

Kaufland

shoppers

state

that

they

actively

try

to

eat

healthyConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninGermany55%53%

53%40%39%

39%38%36%

36%34%33%

33%27%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=2,443

Kaufland

shoppers,

n=5,984

grocery

storeshoppers,n=5,984

all

respondentsConsumer

Insights

Global

as

of

October

202412%

of

Kaufland

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany37%

37%

37%36%

36%34%17%17%17%11%9%9%1%Innovators1%1%Early

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=2,443

Kauflandshoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Kaufland

shoppers

think

that

unemployment

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Kaufland

shoppers51%54%50%44%48%44%38%42%

37%37%38%41%37%41%40%33%33%38%37%37%36%31%34%33%34%32%32%27%26%31%Rising

prices/inflation/cost

of

livingImmigrationCrimeHousingEconomicsituationHealth

andsocial

securityPovertyEducationClimatechange

UnemploymentBrand

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=2,443

Kaufland

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Kaufland

shoppers

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users19%20%19%42%42%19%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=2,443

Kaufland

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

touchpointsTikTok

is

more

popular

among

Kaufland

shoppers

than

the

average

grocerystore

shopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand62%68%58%56%63%

63%61%58%57%39%45%40%22%17%24%22%14%20%19%12%16%15%13%12%10%10%9%9%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=1813

Kaufland

shoppers,

n=4484

grocery

storeshoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

202481%

of

Kaufland

shoppers

watched

TV

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks81%

77%77%71%66%68%

64%66%64%49%

45%47%41%39%38%

38%

34%37%33%34%33%33%

30%31%

30%

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=1,968

Kaufland

shoppers,

n=5,984

grocerystoreshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Kaufland

shoppers

remember

seeing

adsin

video

portals

more

often

than

othergrocery

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereKaufland

shoppersinGermany

havecome

across

digital

advertisinginthepast4weeks48%39%43%43%43%42%36%40%40%38%

38%37%30%34%30%23%23%27%23%26%25%24%24%22%16%17%19%18%17%17%Video

portalsSocial

media

Search

engines

Onlinestores

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=2,443

Kaufland

shoppers,n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Kaufland

shoppers

remember

ads

they

saw

directly

in

the

store

more

often

thanother

grocery

store

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks41%40%40%38%

38%38%37%

37%37%37%37%36%36%34%33%26%26%24%23%23%23%15%14%13%Directly

inthestoreOnTVBy

mailshot

/

OnadvertisingOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaadvertisingmailspaceson

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=2,443

Kauflandshoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of