机构研究报告-德国超市用户分析报告：netto -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:

NETTOshoppers

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofNETTOshoppers

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

NETTOshoppers

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

insightsNETTO

is

the

seventh

most

used

grocery

store

in

Germany

with

Aldi

in

first

placeManagement

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

NETTO

has

stayed

fairly

similar

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

grocery

store

shoppersusing

NETTO31%31%31%30%29%28%28%28%28%28%28%28%28%27%27%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=690

-1872

NETTO

shoppers,

n=2601

-6031

grocery

storeshoppersConsumer

Insights

Global

as

of

October

2024NETTO

shoppers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

NETTOshoppers

Similaraspects

oflifeareimportant

to29%

ofNETTOshoppers

statethatfoodmustbeconvenient

andfast.TikTok

ismore

popularamong

NETTOshoppers

thantheaverage

grocerystore

shopper.andgrocery

store

shoppers

overall

isfairly

similar.NETTOshoppers

andother

grocerystore

shoppers.12%

ofNETTOshoppers

areinnovatorsor

early

adopters

ofnew

products.There

is

afairlyeven

splitofmale

andfemale

NETTOshoppers.Food

and

dining

are

relatively

prevalentinterests

of

NETTOshoppers.NETTOshoppers

remember

seeing

adsinvideo

portalsmore

often

thanothergrocery

store

shoppers.Arelatively

highshare

ofNETTONETTOhasasmaller

shareof

shopperswith

ahigh

income

compared

toothergrocery

stores.NETTOshoppers

are

more

likely

tohave

shoppers

think

thatunemployment

isoutdoor

activitiesas

ahobbythanother

anissuethatneeds

tobeaddressed.grocery

store

shoppers.Grocery

store

shoppers

ingeneral

andNETTOshoppers

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

NETTO

shoppers

and

grocery

store

shoppers

overall

isfairly

similarDemographic

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=1,624

NETTO

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024There

is

a

fairly

even

split

of

male

and

female

NETTO

shoppersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users52%48%Category

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

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";

Multi

Pick;

Base:

n=1,624

NETTO

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

202429%

of

NETTO

shoppers

have

a

lower

secondary

educationDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%

31%30%29%25%25%17%

17%16%13%

13%10%10%

10%10%2%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=1,624

NETTO

shoppers,

n=5,984

grocerystoreshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024NETTO

has

a

smaller

share

of

shoppers

with

a

high

income

compared

to

othergrocery

storesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users29%34%37%Category

usersAllrespondents34%31%35%33%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=1,624

NETTO

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202430%

of

NETTO

shoppers

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live30%28%28%25%

25%24%24%

24%22%10%

9%9%8%8%7%5%4%

4%Other2%

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=1,624

NETTO

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Grocery

store

shoppers

in

general

and

NETTO

shoppers

specifically,

live

in

asimilar

type

of

communityDemographic

profile:

typeofcommunityCommunities

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

22%17%17%16%14%13%11%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=1,624

NETTO

shoppers,

n=5,984

grocery

store

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20247%

of

NETTO

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users7%7%7%82%84%84%11%9%Category

usersAllrespondents9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=1,624

NETTO

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

NETTO

shoppers

and

other

grocery

storeshoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%53%52%43%42%43%42%42%41%36%34%32%36%36%35%29%30%29%20%21%21%21%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=1,624

NETTO

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Food

and

dining

are

relatively

prevalent

interests

of

NETTO

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofNETTO

shoppersinGermany55%49%52%49%

48%49%44%46%39%44%43%40%35%39%

34%34%33%37%36%34%34%

31%29%29%33%32%26%30%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=1,624

NETTO

shoppers,

n=5,984

grocery

storeshoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024NETTO

shoppers

are

more

likely

to

have

outdoor

activities

as

a

hobby

thanother

grocery

store

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofNETTO

shoppersinGermany49%

45%41%45%44%43%39%42%41%40%36%36%40%38%38%38%33%32%36%34%34%34%33%

29%29%33%33%32%28%28%SocializingOutdooractivitiesCooking/bakingTravelingReadingShoppingDoing

sportsandfitnessPetsVideo

gamingGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=1,624

NETTO

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

NETTO

shoppers

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofNETTO

shoppersinGermany24%23%17%20%

20%19%

19%19%18%18%16%15%15%13%13%13%10%10%10%9%9%8%8%

8%7%7%6%

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

cardioSwimming/DivingCyclingSoccerDancingYoga

/pilatesBasketballBadmintonBrand

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=869

NETTO

shoppers,

n=5984grocery

storeshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

NETTO

shoppers

follow

soccer

teams

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byNETTOshoppersinGermany29%26%

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

8%8%8%8%

8%7%

7%7%

7%7%7%7%

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

6%6%

6%SoccerHandballBoxingBasketballTennisMotorsportsAthletics(track&

field)IceHockeyAmericanfootballWinter

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=584

NETTO

shoppers,

n=5984grocery

storeshoppers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics2129%

of

NETTO

shoppers

state

that

food

must

be

convenient

and

fastConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninGermany56%53%

53%39%

39%

39%38%36%

36%33%

33%

33%29%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=1,624

NETTO

shoppers,

n=5,984

grocery

storeshoppers,n=5,984

all

respondentsConsumer

Insights

Global

as

of

October

202412%

of

NETTO

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany37%

37%37%36%

36%35%17%17%16%11%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=1,624

NETTOshoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

NETTO

shoppers

think

that

unemployment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

NETTO

shoppers51%52%50%49%

44%44%38%37%38%41%40%37%40%39%38%33%37%38%33%33%37%36%33%34%33%29%30%28%27%

26%Rising

prices/inflation/cost

of

livingImmigrationHousingCrimeEconomicsituationHealth

andsocial

securityPovertyEducationUnemployment

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=1,624

NETTO

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024NETTO

shoppers

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users18%20%19%42%19%21%19%19%Category

usersAllrespondents42%19%41%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=1,624

NETTO

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

NETTO

shoppers

than

the

average

grocery

storeshopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand70%58%56%63%62%

63%60%58%57%48%39%40%22%27%17%22%

22%14%19%

19%12%15%13%12%11%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=1222

NETTO

shoppers,

n=4484

grocery

storeshoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024NETTO

shoppers

tend

to

listen

to

the

radio

more

often

than

grocery

storeshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%

77%77%69%66%69%

64%66%64%47%

45%

47%40%39%38%

38%

33%38%34%34%33%31%

30%

31%Podcasts30%

27%27%25%22%23%21%

17%17%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsDailynewspapersMagazinesMovies

/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=1,327

NETTO

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024NETTO

shoppers

remember

seeing

ads

in

video

portals

more

often

than

othergrocery

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereNETTO

shoppersinGermany

havecome

across

digitaladvertisinginthepast4weeks48%39%43%43%38%42%42%36%41%40%38%37%30%34%30%23%28%27%23%26%24%24%23%22%16%17%19%19%17%17%Video

portals

Search

engines

Social

mediaOnlinestores

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsNewslettersMusicportalsEditorialwebsitesandappsBrand

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=1,624

NETTO

shoppers,n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024NETTO

shoppers

remember

ads

they

saw

directly

in

the

store

more

often

thanthe

average

consumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks40%40%38%

38%

38%37%

37%37%37%37%

37%36%36%34%33%27%26%24%23%23%23%14%14%13%By

mailshot

/advertisingmailDirectly

inthestoreOnTVOntheradioOnadvertisingspacesInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/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=1,624

NETTO

shoppers,n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of