机构研究报告-德国超市用户分析报告：marktkauf -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:

MARKTKAUFshoppers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofMARKTKAUF

shoppers

inGermany:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

MARKTKAUFshoppers

inGermany

(’’brandusers’’)

againstGerman

grocery

store

shoppers

ingeneral

(’’category

users’’),

and

theoverall

Germanconsumer,

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

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsMARKTKAUF

ranks

outside

the

top

10

of

most

used

grocery

stores

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

MARKTKAUF

has

stayed

fairly

similar

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

grocery

store

shoppersusing

MARKTKAUF10%10%9%9%8%8%8%8%8%7%7%7%7%7%7%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=75

-

578

MARKTKAUF

shoppers,

n=1042

-6031

grocery

storeshoppersConsumer

Insights

Global

as

of

October

2024MARKTKAUF

shoppers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsMARKTKAUF

ismore

popularamongMillennials

thanother

grocery

stores.Havingagood

timeisless

important

toMARKTKAUF

shoppers

than

toothergrocery

store

shoppers.Itstands

out

that62%

ofMARKTKAUFshoppers

actively

try

to

eat

healthy.X(Twitter)

ismore

popularamongMARKTKAUF

shoppers

thanthe

averagegrocery

store

shopper.53%

ofMARKTKAUF

shoppers

are

male.20%

ofMARKTKAUF

shoppers

areinnovators

or

early

adopters

ofnewproducts.MARKTKAUF

shoppers

aremoreinterested

inhealthand

fitnessthanother

grocery

store

shoppers.MARKTKAUF

shoppers

rememberseeing

adsinonlinestores

more

oftenthan

other

grocery

store

shoppers.MARKTKAUF

hasalarger

shareofshoppers

with

ahigh

income

than

othergrocery

stores.Arelatively

highshare

ofMARKTKAUFshoppers

think

thathousingisanissuethatneeds

to

beaddressed.Outdooractivities

arearelativelypopularhobbyamong

MARKTKAUFshoppers.28%

ofMARKTKAUF

shoppers

live

inlarge

cities.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+MARKTKAUF

is

more

popular

among

Millennials

than

other

grocery

storesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users19%20%21%44%29%8%Category

usersAllrespondents34%34%35%12%33%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=493

MARKTKAUF

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

202453%

of

MARKTKAUF

shoppers

are

maleDemographic

profile:

genderGenderofconsumersinGermanyBrand

users53%47%Category

usersAllrespondents50%50%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";

Multi

Pick;

Base:

n=493

MARKTKAUF

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

allrespondentsConsumer

Insights

Global

as

of

October

2024Sources:A

relatively

high

share

of

MARKTKAUF

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%30%29%25%25%19%18%17%17%17%13%

13%11%10%

10%3%2%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

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuyfoodand

products

foreverydayuse?";Multi

Pick;

Base:

n=493

MARKTKAUF

shoppers,

n=5,984grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024MARKTKAUF

has

a

larger

share

of

shoppers

with

a

high

income

than

othergrocery

storesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users46%28%26%Category

usersAllrespondents34%33%31%35%33%33%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=493

MARKTKAUF

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

grocery

store

shoppers,

MARKTKAUF

shoppers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live35%28%28%25%25%

24%24%

24%20%10%

9%8%

7%8%7%4%

4%Other2%2%2%

2%Multi-SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moregenerationalfamilyrelated

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=493

MARKTKAUF

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202428%

of

MARKTKAUF

shoppers

live

in

large

citiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany28%25%25%24%24%23%22%

22%19%17%16%15%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=493

MARKTKAUF

shoppers,

n=5,984

grocery

storeshoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20248%

of

MARKTKAUF

shoppers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users8%7%7%84%7%9%9%Category

usersAllrespondents84%84%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=493

MARKTKAUF

shoppers,

n=5,984grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedHaving

a

good

time

is

less

important

to

MARKTKAUF

shoppers

than

to

othergrocery

store

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%53%50%43%41%42%40%42%41%34%36%

36%35%34%29%30%30%29%21%20%21%24%21%21%16%12%13%12%10%

11%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

life

own

decisionsMaking

mySocial

justiceHavingagood

timeLearningnew

thingsTobesuccessfulAdvancingmy

careerTraditionsBrand

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=493

MARKTKAUF

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024MARKTKAUF

shoppers

are

more

interested

in

health

and

fitness

than

othergrocery

store

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofMARKTKAUF

shoppersinGermany57%54%

49%49%52%49%

48%48%44%43%42%40%40%40%35%34%39%38%37%35%34%

34%33%

33%31%29%

28%29%26%

26%Food

&diningMovies,TVshows&musicTravelHealth

&fitnessHome

&gardenSportsPolitics&societyandcurrentworld

eventsScience

&technologyHistoryCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=493

MARKTKAUF

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Outdoor

activities

are

a

relatively

popular

hobby

among

MARKTKAUF

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofMARKTKAUF

shoppersinGermany50%49%46%45%

45%44%43%42%

39%38%42%41%40%38%38%36%36%36%35%34%34%34%33%33%33%32%29%

29%27%

27%SocializingOutdooractivitiesCooking/bakingTravelingShoppingReadingDoing

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=493

MARKTKAUF

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024MARKTKAUF

shoppers

are

more

likely

to

go

running

or

jogging

than

othergrocery

store

shoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofMARKTKAUF

shoppersinGermany29%27%26%19%

19%20%

20%20%18%18%17%15%15%15%13%13%13%12%10%10%10%10%9%8%8%8%6%

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

cardioSwimming/DivingCyclingSoccerDancingBasketballYoga

/pilatesBadmintonBrand

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=288

MARKTKAUF

shoppers,

n=5984grocery

storeshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024MARKTKAUF

shoppers

are

more

likely

to

follow

basketball

than

other

grocerystore

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byMARKTKAUF

shoppersinGermany29%26%

26%14%13%12%12%11%11%11%10%9%8%

8%8%

8%7%

7%7%

7%7%

7%7%

7%7%7%6%

6%5%5%SoccerBasketballAmericanfootballIceHockeyAthletics(track&field)BoxingHandballMotorsportsTennisCyclingBrand

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=198

MARKTKAUF

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•

Politics21Itstands

out

that

62%

of

MARKTKAUF

shoppers

actively

try

to

eat

healthyConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninGermany62%53%

53%42%41%41%39%

39%36%

36%33%

33%27%25%

25%Iactively

trytoeathealthyItrytoavoidplasticpackagingwhen

buying

foodIavoid

artificialflavorsandpreservativesItrytoeat

lessmeatFood

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=493

MARKTKAUF

shoppers,

n=5,984

grocery

store

shoppers,n=5,984

all

respondentsConsumer

Insights

Global

as

of

October

202420%

of

MARKTKAUF

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany39%37%

37%36%

36%24%18%17%17%17%9%9%2%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=493

MARKTKAUFshoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

MARKTKAUF

shoppers

think

that

housing

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

MARKTKAUF

shoppers51%47%50%44%45%44%43%42%

37%37%38%41%37%36%39%38%

38%33%33%37%37%35%31%34%33%32%

29%28%31%31%Rising

prices/inflation/cost

of

livingImmigrationHousingCrimeEconomicsituationHealth

andsocial

securityEducationPovertyEnvironment

ClimatechangeBrand

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=493

MARKTKAUF

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

grocery

store

shoppers,

MARKTKAUF

shoppers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users19%20%19%40%25%19%17%Category

usersAllrespondents42%19%41%20%19%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=493

MARKTKAUF

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsX

(Twitter)

ismore

popular

among

MARKTKAUF

shoppers

than

the

averagegrocery

store

shopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand69%

62%63%68%58%

58%56%63%57%49%39%40%30%22%

22%26%17%25%19%19%

12%15%9%14%

15%15%12%10%7%

7%YouTubeFacebook

InstagramTikTokSnapchat

X(Twitter)LinkedInRedditTwitchBrand

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=376

MARKTKAUF

shoppers,

n=4484

grocery

store

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024MARKTKAUF

shoppers

tend

to

go

to

the

movies

more

often

than

grocery

storeshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks83%

77%77%74%66%

66%73%64%64%57%45%47%

48%39%

38%45%34%34%45%33%42%30%31%42%27%27%35%22%23%33%25%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=408

MARKTKAUF

shoppers,

n=5,984

grocerystoreshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024MARKTKAUF

shoppers

remember

seeing

ads

in

online

stores

more

often

thanother

grocery

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereMARKTKAUF

shoppersinGermany

have

come

across

digital

advertisinginthe

past

4weeks52%48%48%46%43%42%42%40%39%38%

38%37%36%33%32%32%30%

30%27%25%24%24%23%23%23%22%17%17%

17%16%Video

portalsOnlinestoresSocial

media

Search

engines

Video

streamingservicesWebsitesandappsof

brandsVideo

gamesNewslettersMusicportalsEditorialwebsitesandappsBrand

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=493

MARKTKAUF

shoppers,n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024MARKTKAUF

shoppers

remember

ads

they

saw

in/at

the

movies/cinema

moreoften

than

other

grocery

store

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks46%45%37%

37%45%38%

38%44%37%41%34%37%36%36%33%31%24%29%23%26%23%23%14%13%Directly

inthestoreBy

mailshot

/advertisingmailOnTVOnadvertisingspacesOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/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=493

MARKTKAUFshoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Globa