机构研究报告-德国超市用户分析报告：tegut -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:

tegut

shoppersin

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

oftegut

shoppers

in

Germany:

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

tegutshoppers

inGermany

(’’brandusers’’)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

insightstegut

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

tegut

has

stayed

fairly

similar

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

grocery

store

shoppersusing

tegut5%4%4%4%4%4%4%4%4%4%4%4%4%4%4%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=47

-

262

tegutshoppers,

n=1042

-

6031

grocery

store

shoppersConsumer

Insights

Global

as

of

October

2024tegut

shoppers

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsismore

popularamong

tegut36%

oftegut

shoppers

areMillennials.Learning

new

thingsismore

importanttotegutshoppers

thanto

other

grocerystore

shoppers.Itstands

out

that52%

oftegutshoppersavoid

artificialflavors

and

preservatives.

shoppers

thantheaverage

grocerystore

shopper.There

is

afairlyeven

splitofmale

andfemale

tegut

shoppers.17%

oftegut

shoppers

areinnovators

orearly

adoptersof

new

products.Career

and

education

are

relativelyprevalent

interests

of

tegutshoppers.tegutshoppers

remember

seeing

adsinnewsletters

more

often

thanothergrocery

store

shoppers.teguthasalarger

share

ofshopperswith

ahigh

income

than

other

grocerystores.Arelatively

highshare

oftegutshoppersthink

thattheenvironment

isanissuethatneeds

to

beaddressed.Sportsandfitnessare

relatively

popularhobbiesamong

tegutshoppers.Grocery

store

shoppers

ingeneral

andtegutshoppers

specifically,

liveinasimilar

typeof

community.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+36%

of

tegut

shoppers

are

MillennialsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users25%36%30%9%Category

usersAllrespondents20%34%33%34%35%12%21%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=255

tegut

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

tegut

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=255

tegut

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

tegut

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%30%26%25%25%23%17%

17%16%16%15%13%

13%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=255

tegutshoppers,

n=5,984

grocerystoreshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024tegut

has

a

larger

share

of

shoppers

with

a

high

income

than

other

grocerystoresDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users45%30%25%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=255

tegut

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

grocery

store

shoppers,

tegut

shoppers

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live28%28%28%26%25%

24%24%

24%22%10%10%

9%8%7%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=255

tegut

shoppers,

n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Grocery

store

shoppers

in

general

and

tegut

shoppers

specifically,

live

in

asimilar

type

of

communityDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany26%25%24%24%23%

23%23%22%

22%17%16%15%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=255

tegut

shoppers,

n=5,984

grocery

storeshoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20249%

of

tegut

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users9%84%8%9%9%Category

usersAllrespondents7%84%7%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=255

tegut

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•

SportsfollowedLearning

new

things

is

more

important

to

tegut

shoppers

than

to

other

grocerystore

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%53%47%43%42%42%37%42%41%36%38%36%35%34%29%30%29%29%27%20%24%21%21%

21%16%12%10%12%10%

11%AhappyrelationshipSafety

andsecurityHavingagood

timeAnhonest

andrespectable

lifeSocial

justiceMaking

myown

decisionsLearningnew

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=255

tegutshoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Career

and

education

are

relatively

prevalent

interests

of

tegut

shoppersConsumer

lifestyle:

main

interestsTop10

interestsoftegutshoppersinGermany56%49%51%50%49%

48%49%39%44%44%43%44%40%40%40%34%38%37%36%35%34%34%33%

33%31%29%26%

26%27%

26%Food

&diningTravelMovies,TVshows&musicPolitics&societyandcurrentworld

eventsHealth

&fitnessSportsCareer

&educationHome

&gardenHistoryFinance&economyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=255

tegutshoppers,

n=5,984

grocery

storeshoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sports

and

fitness

are

relatively

popular

hobbies

among

tegut

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

oftegutshoppersinGermany49%45%47%46%46%45%44%43%42%41%39%39%38%38%38%32%36%36%36%35%34%34%33%33%33%33%29%

29%27%

27%OutdooractivitiesSocializingCooking/bakingReadingDoing

sportsandfitnessTravelingShoppingVideo

gamingTech

/computersPetsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=255

tegut

shoppers,

n=5,984

grocery

store

shoppers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024tegut

shoppers

are

more

likely

to

go

running

or

jogging

than

other

grocery

storeshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesoftegutshoppersinGermany33%28%27%26%22%19%

19%20%

20%18%17%15%15%15%15%13%13%12%11%10%11%10%9%8%

8%8%6%6%

6%5%Running/joggingSwimming/DivingFitness,aerobics,

cardioHikingCyclingYoga

/pilatesSoccerDancingBasketballBadmintonBrand

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=158

tegut

shoppers,

n=5984

grocerystoreshoppers,

n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024tegut

shoppers

are

more

likely

to

follow

tennis

than

other

grocery

storeshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

bytegutshoppersinGermany30%26%

26%16%13%13%12%12%11%11%11%11%8%

8%8%

8%7%

7%7%

7%7%

7%7%7%6%

6%6%

6%5%5%SoccerTennisBasketballHandballCyclingAthletics(track&

field)IceHockeyWinter

sportsBoxingMotorsportsBrand

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=103

tegutshoppers,

n=5984grocery

storeshoppers,

n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

52%

of

tegut

shoppers

avoid

artificial

flavors

and

preservativesConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninGermany62%53%

53%52%49%47%39%

39%36%

36%33%

33%25%

25%

25%Iactively

trytoeathealthyIavoid

artificialflavorsandpreservativesItrytoeat

lessmeatCategory

usersItrytoavoidplasticpackagingwhen

buying

foodFood

mustbeconvenient

andfastBrand

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

for

everyday

use?";Multi

Pick;

Base:

n=255

tegutshoppers,

n=5,984

grocery

storeshoppers,

n=5,984all

respondentsConsumer

Insights

Global

as

of

October

202417%

of

tegut

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany39%37%

37%36%

36%27%17%

17%17%16%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=255

tegut

shoppers,n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

tegut

shoppers

think

that

the

environment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

tegutshoppers51%50%46%44%44%44%

44%38%42%38%37%40%40%39%38%33%38%33%37%37%37%36%35%35%33%34%31%

31%29%28%Rising

prices/inflation/cost

of

livingEconomicsituationClimatechange

EnvironmentHealth

andsocial

securityCrimeHousingImmigrationPovertyEducationBrand

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=255

tegut

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Many

tegut

shoppers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users18%20%19%46%42%18%18%19%19%Category

usersAllrespondents19%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=255

tegut

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

touchpointsis

more

popular

among

tegut

shoppers

than

the

average

grocery

storeshopperMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand69%

62%56%63%58%55%60%58%57%48%39%40%36%24%22%

22%22%21%

14%15%

14%7%

7%19%17%12%

12%12%10%9%YouTube

Instagram

FacebookTikTokSnapchatLinkedInX(Twitter)RedditTwitchBrand

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=185

tegutshoppers,

n=4484

grocery

store

shoppers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024tegut

shoppers

tend

to

listen

to

podcasts

more

often

than

grocery

storeshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks82%

77%77%76%66%

66%67%

64%64%56%45%49%48%39%

38%47%47%34%34%45%33%43%38%22%23%

23%

17%33%30%31%27%27%17%TVDigitalvideocontentRadioDigitalmusiccontentPodcastsOnlinenewswebsitesMagazinesDailynewspapersMovies

/cinemaOnlinemagazinesWeeklynewspapersBrand

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=210

tegut

shoppers,

n=5,984

grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024tegut

shoppers

remember

seeing

ads

in

newsletters

more

often

than

othergrocery

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswheretegutshoppersinGermany

have

come

across

digital

advertisinginthepast4weeks52%51%45%43%42%42%40%39%38%

38%37%37%36%36%33%31%30%

30%29%25%24%24%23%23%23%22%17%

17%17%16%Video

portals

Search

engines

Social

mediaOnlinestores

Video

streaming

NewslettersservicesWebsitesandappsof

brandsVideo

gamesEditorialwebsitesandappsMusicportalsBrand

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=255

tegut

shoppers,

n=5,984grocery

storeshoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024tegut

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

4weeks48%45%37%45%38%

38%44%37%

37%39%34%37%36%36%33%33%23%33%24%

23%

23%13%23%14%Directly

inthestoreOnadvertisingspacesOnTVBy

mailshot

/advertisingmailOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/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=255

tegutshoppers,n=5,984

grocery

store

shoppers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October