机构研究报告-德国超市用户分析报告：penny -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:

Penny

shoppersin

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofPenny

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

Pennyshoppers

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

insightsPenny

is

the

sixth

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

Penny

has

declined

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

grocery

store

shoppersusing

Penny32%32%32%32%31%31%31%31%31%31%31%31%30%29%28%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=810

-1958

Penny

shoppers,

n=2601

-

6031

grocery

store

shoppersConsumer

Insights

Global

as

of

October

2024Penny

shoppers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsTheagedistributionof

Pennyshoppersandgrocery

store

shoppers

overall

isfairly

similar.Similaraspects

oflifeareimportant

to29%

ofPenny

shoppers

statethatfoodTikTok

ismore

popularamong

Pennyshoppers

thantheaverage

grocerystore

shopper.Pennyshoppers

and

other

grocery

store

mustbeconvenient

andfast.shoppers.12%

ofPenny

shoppers

areinnovatorsor

early

adopters

ofnew

products.There

is

afairlyeven

splitofmale

andfemale

Penny

shoppers.Food

and

dining

are

relatively

prevalentinterests

of

Pennyshoppers.Pennyshoppers

remember

seeing

adsinvideo

portalsmore

often

thanothergrocery

store

shoppers.Arelatively

highshare

ofPennyshoppers

think

thatpoverty

isanissuethatneeds

to

beaddressed.Pennyhasasmaller

shareof

shopperswith

ahigh

income

compared

toothergrocery

stores.Shoppingisarelatively

popularhobbyamong

Penny

shoppers.Grocery

store

shoppers

ingeneral

andPennyshoppers

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

Penny

shoppers

and

grocery

store

shoppers

overall

isfairly

similarDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users20%20%21%32%36%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=1,704

Penny

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

Penny

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=1,704

Penny

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

2024The

education

level

of

Penny

shoppers

and

grocery

store

shoppers

are

similarDemographic

profile:

educationConsumer’s

level

of

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

17%16%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=1,704

Penny

shoppers,

n=5,984

grocerystoreshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Penny

has

a

smaller

share

of

shoppers

with

a

high

income

compared

to

othergrocery

storesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users31%32%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=1,704

Penny

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024The

living

arrangements

of

Penny

shoppers

and

grocery

store

shoppers

overallare

similarDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live28%28%27%26%25%

24%25%24%

24%10%

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

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=1,704

Penny

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Grocery

store

shoppers

in

general

and

Penny

shoppers

specifically,

live

in

asimilar

type

of

communityDemographic

profile:

typeofcommunityCommunities

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

22%19%17%16%16%15%14%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=1,704

Penny

shoppers,

n=5,984

grocery

storeshoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20248%

of

Penny

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users8%7%7%83%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=1,704

Penny

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

Penny

shoppers

and

other

grocery

storeshoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

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

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsHavingagood

timeSocial

justiceLearningnew

thingsTobesuccessfulTraditionsAdvancingmy

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=1,704

Penny

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Food

and

dining

are

relatively

prevalent

interests

of

Penny

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofPennyshoppersinGermany55%55%49%

48%49%

49%48%

44%43%39%44%40%40%35%38%33%36%34%

31%29%34%

34%34%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=1,704

Penny

shoppers,

n=5,984

grocery

store

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Shopping

is

a

relatively

popular

hobby

among

Penny

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofPennyshoppersinGermany51%47%45%

45%43%39%42%42%41%41%36%39%38%38%38%33%32%37%36%36%34%34%34%

29%29%33%33%28%32%28%SocializingCooking/bakingOutdooractivitiesReadingShoppingTravelingDoing

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=1,704

Penny

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Penny

shoppers

go

running

or

joggingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofPennyshoppersinGermany24%24%21%20%

20%19%

19%18%18%17%16%15%15%13%13%13%12%10%10%10%9%8%8%

8%7%7%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=923

Penny

shoppers,

n=5984grocery

storeshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

large

share

of

Penny

shoppers

follow

soccer

teams

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byPenny

shoppersinGermany29%26%

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

8%8%

8%8%7%

7%7%

7%8%7%

7%7%7%

7%7%6%

6%6%

6%SoccerBasketballTennisHandballBoxingMotorsportsIceHockeyAthletics(track&

field)Winter

sportsAmericanfootballBrand

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=618

Penny

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

Penny

shoppers

state

that

food

must

be

convenient

and

fastConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninGermany56%53%

53%40%39%

39%38%36%

36%36%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=1,704

Penny

shoppers,

n=5,984

grocery

storeshoppers,n=5,984

all

respondentsConsumer

Insights

Global

as

of

October

202412%

of

Penny

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany37%

37%37%36%

36%35%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=1,704

Pennyshoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

Penny

shoppers

think

thatpoverty

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Penny

shoppers56%51%50%49%44%44%

44%37%38%42%42%41%

37%36%40%33%38%

38%37%37%37%31%33%

33%34%33%33%31%27%

26%Rising

prices/inflation/cost

of

livingImmigrationHousingCrimeHealth

andsocial

securityEconomicsituationPovertyEducationUnemployment

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=1,704

Penny

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Penny

shoppers

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users21%20%19%43%18%18%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=1,704

Penny

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

Penny

shoppers

than

the

average

grocery

storeshopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand69%

62%58%56%63%

63%61%58%57%46%

39%40%28%

22%22%17%14%20%19%

18%12%15%

14%12%

12%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=1239

Penny

shoppers,

n=4484

grocery

store

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024Penny

shoppers

tend

to

watch

TV

more

often

than

grocery

store

shoppers

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks84%

77%77%71%66%69%

64%66%64%48%

45%47%43%39%39%

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

30%31%30%

27%27%26%22%23%21%

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=1,431

Penny

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Penny

shoppers

remember

seeing

ads

in

video

portals

more

often

than

othergrocery

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherePennyshoppersinGermany

havecome

across

digitaladvertisinginthepast4weeks48%39%43%43%38%42%42%36%40%40%38%37%30%34%30%23%23%27%23%26%26%24%24%22%16%17%19%18%17%17%Video

portals

Search

engines

Social

mediaOnlinestores

Video

streaming

Video

gamesservicesNewslettersWebsitesandappsof

brandsEditorialwebsitesandappsMusicportalsBrand

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=1,704

Penny

shoppers,n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Penny

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

4weeks42%38%

38%42%37%

37%42%37%40%37%36%36%

36%34%33%27%23%27%24%

23%23%15%14%13%OnTVBy

mailshot

/advertisingmailDirectly

inthestoreOnadvertisingspacesOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/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=1,704

Penny

shoppers,n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

O