机构研究报告-德国弹性主义用户分析报告-外文培训课件

温馨提示：以下内容均为外文报告原文

，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&BRANDSTarget

audience:

Flexitarians

inGermanyConsumer

Insights

reportNovember2024Consumer

Insights

Target

Audience

ReportIntroductionReport

overviewConsumer

InsightsGlobalmethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

analyses

consumers

who

answered’’Flexitarian

(mostly

plant-basedfoods

whileoccasionally

allowing

meat

and

fish)’’to

themulti-pickquestion

’’Do

you

follow

one

or

more

of

thefollowingnutritionrules?’’.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeThereport

offers

the

reader

acomprehensiveoverview

offlexitarians

inGermany:

who

theyare;what

theylike;

whattheythink;andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Additionally,thereport

allows

thereader

tobenchmark

flexitariansinGermany

(’’target

audience’’)againstthe

average

German

consumer,

labelled

as

’’allrespondents’’

inthecharts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageFieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey.2Notes:(1):

Seethe

full

methodology

foradetailed

overview

ofthe

study

designConsumer

Insights

Global

as

of

November

2024Sources:Flexitarians

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFlexitarians

tendto

beyounger,

39%

are

Learning

new

thingshasmore71%

offlexitarians

statethattheyactively

try

to

eat

healthy.Flexitarians

tendto

listen

topodcastsmore

often

thantheaverage

consumer.Millennials.importance

toflexitariansthan

totheaverage

consumer.57%

offlexitarians

arefemale.Arelatively

highshare

offlexitariansthink

thatclimatechangeisanissuethatneeds

to

beaddressed.Flexitarians

remember

seeing

adsoneditorial

websites

andapps

more

oftenthan

theaverage

consumer.Health

and

fitnessare

relativelyprevalent

interests

of

flexitarians.38%

offlexitarians

haveahigh

annualhousehold

income.Flexitarians

aremore

likely

tohaveoutdoor

activitiesas

ahobbythantheaverage

consumer.Many

flexitariansdescribe

themselvesashavingcentrist

political

views.Thesocial

network

X(Twitter)

isrelatively

popularamong

flexitarians.Flexitarians

aremore

likely

toliveincitiesandurbanareas

thantheaverageconsumer.Flexitarians

aremore

positive

abouttheirpersonal

economic

situationthantheaverage

consumer

inGermany.Flexitarians

remember

seeing

adsout-of-home

more

often

thanthe

averageconsumer.28%

offlexitarians

follow

soccer.3Sources:Consumer

Insights

Global

as

of

November

2024CHAPTER

01Demographic

profile•

Lifestages•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

Livingsituation•

LGBTQ+Flexitarians

tend

to

be

younger,

39%

are

MillennialsDemographic

profile:

lifestagesAgeof

consumersinGermanyTarget

audience17%39%32%12%Allrespondents19%33%35%13%Generation

ZMillennialsGeneration

XBaby

Boomers5Notes:’’Howoldareyou?’’;

Single

Pick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;Multi

Pick;

Base:

n=1130

flexitarians,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

202457%

of

flexitariansare

femaleDemographic

profile:

genderGenderofconsumersinGermanyTarget

audience43%57%Allrespondents50%50%MaleFemale6Notes:’’Whatis

yourgender?’’;

Single

Pick;Doyoufollow

one

ormore

ofthe

following

nutrition

rules?;Multi

Pick;Base:n=1130

flexitarians,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024A

relatively

high

share

of

flexitarians

have

a

college

degreeDemographic

profile:

educationLevel

of

educationinGermany31%26%24%19%19%17%17%16%13%11%3%Bachelor

degree

Master

degree

Doctoral

degree2%1%0%Noformaleducation

/primary

schoolSecondaryeducationFurthereducation(permission

togoto

university)Technical

/vocationaleducationor

equivalentor

equivalentor

equivalentTarget

audienceAllrespondents7Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;Multi

Pick;Base:

n=1130

flexitarians,

n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

202438%

of

flexitarians

have

a

high

annual

household

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofhouseholdgross

incomeTarget

audience38%32%30%Allrespondents34%32%34%HighMiddleLow8Notes:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;MultiPick;Base:n=1008

flexitarians,

n=30751

all

respondentsConsumer

Insights

Global

as

of

November

2024Sources:A

relatively

high

share

of

flexitarians

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live29%29%27%26%25%25%10%7%7%5%4%3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdNuclear

familyMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherTarget

audienceAllrespondents9Notes:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;Multi

Pick;Base:

n=1130

flexitarians,n=35985

all

respondentsSources:Consumer

Insights

Global

as

of

November

2024Flexitarians

are

more

likely

to

live

in

cities

and

urban

areas

than

the

averageconsumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany27%25%23%22%21%19%20%16%14%12%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1million

inhabitantsTarget

audienceAllrespondents10

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

Doyoufollow

oneormore

ofthe

following

nutrition

rules?;Multi

Pick;Base:n=1130

flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

flexitarians

live

in

accommodation

they

ownthemselvesDemographic

profile:

livingsituationTAccommodation

typeHome

ownership56%60%62%62%44%40%38%38%Target

audienceAllrespondentsTarget

audienceOwnedAllrespondentsHouseApartmentRented11

Notes:Sources:’Whatis

your

currentliving

situation

(main

residence)?’’;Single

Pick;

Do

youfollow

one

ormore

ofthe

following

nutritionrules?;Multi

Pick;Base:n=1130

flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

20249%

of

flexitarians

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyTarget

audience9%85%7%Allrespondents7%86%8%YesNoWould

rathernot

say12

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;Doyoufollow

one

ormore

ofthe

following

nutrition

rules?;Multi

Pick;Base:n=1130

flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

02Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

Sportsfollowed•

PetsLearning

new

things

has

more

importance

to

flexitarians

than

to

the

averageconsumerConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany53%49%41%

42%42%41%38%36%36%33%33%29%26%21%20%18%11%11%10%9%AhappyrelationshipAnhonest

Safety

andMakingmy

owndecisionsHavingagood

timeSocialjusticeLearningTobeAdvancing

Traditionsandrespectablelifesecuritynew

things

successful

my

careerTarget

audienceAllrespondents14

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;Doyoufollow

one

ormore

ofthe

following

nutrition

rules?;Multi

Pick;

Base:

n=1130

flexitarians,

n=35985all

respondentsConsumer

Insights

Global

as

of

November

2024Health

and

fitness

are

relatively

prevalent

interests

of

flexitariansConsumer

lifestyle:

main

interestsTop10

interestsofflexitarians

inGermany54%53%52%50%49%45%45%44%41%39%39%39%38%36%36%36%34%31%31%28%Movies,TVshows&musicFood

&diningHealth

&fitnessTravelPolitics&

Science

&HistoryHome

&gardenSportsCareer

&educationsocietyandcurrentworldtechnologyeventsTarget

audienceAllrespondents15

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;Multi

Pick;

Base:

n=1130

flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Flexitarians

are

more

likely

to

have

outdoor

activities

as

a

hobby

than

theaverage

consumerConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

offlexitarians

inGermany51%51%49%48%47%44%43%41%41%40%38%36%35%35%34%33%33%32%30%29%OutdooractivitiesSocializing

Cooking/bakingReadingDoingsportsTravelingPetsShoppingTech

&computers

andplantsGardeningandfitnessTarget

audienceAllrespondents16

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;Doyoufollow

one

ormore

ofthe

following

nutrition

rules?;

Multi

Pick;Base:n=1130

flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

large

share

of

flexitarians

go

running

and

joggingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofflexitarians

inGermany28%27%24%21%20%21%19%18%16%15%15%13%11%10%10%9%9%7%6%6%Running&joggingHikingFitness,aerobics&cardioSwimming&divingCyclingYoga

&pilatesDancingSoccerBadminton

BasketballTarget

audienceAllrespondents17

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;Doyoufollow

one

ormore

ofthe

following

nutrition

rules?;Multi

Pick;

Base:

n=697

flexitarians,

n=18382

all

respondentsConsumer

Insights

Global

as

of

November

202428%

of

flexitarians

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byflexitarians

inGermany28%26%11%11%11%10%9%9%8%8%8%8%7%7%8%7%7%7%7%6%SoccerAthletics(track&field)BasketballTennisCyclingIceHockeyBoxingHandball

American

MotorsportsfootballTarget

audienceAllrespondents18

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;Multi

Pick;Base:

n=430

flexitarians,

n=12212

all

respondentsConsumer

Insights

Global

as

of

November

2024Only

a

relatively

small

share

of

flexitarians

have

petsConsumer

lifestyle:

petsPetsliving

with

flexitarians

inGermany40%38%35%34%31%29%8%7%5%

6%Rodent5%4%3%Reptile2%

2%Insect2%CatDogFishBirdIdon’thaveanypetsTarget

audienceAllrespondents19

Notes:Sources:’’Which

ofthese

pets

live

with

youin

your

household?’’;

Multi

Pick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;Multi

Pick;Base:

n=240

flexitarians,

n=8991

all

respondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

03Consumer

attitudes•

Consumer

attitudes•

Challenges

facing

thecountry•

Politics•

Innovation

adoptionView

on

economic

situationof

Germany••

View

on

personal

economic

situation•

Economic

concerns2071%

of

flexitarians

state

that

they

actively

try

to

eat

healthyConsumer

attitudesAgreementwithstatements

inGermany71%55%48%35%25%22%17%15%14%12%Iactively

trytoeathealthyIavoid

artificialflavorsandpreservativesFood

mustbeconvenient

andfastIhaveoneor

morefood

intolerancesIdonotenjoy

cookingTarget

audienceAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;Multi

Pick;Base:

n=1130

flexitarians,

n=6002

all

respondentsConsumer

Insights

Global

as

of

November

2024A

relatively

high

share

of

flexitarians

think

that

climate

change

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

flexitarians58%54%44%44%43%43%40%41%40%40%39%37%37%37%35%35%35%34%32%31%Rising

prices

Health/inflation/

andsocialcost

of

living

securityClimatechangeHousing

Immigration

Environ-mentEducation

EconomicsituationPovertyCrimeTarget

audienceAllrespondents22

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;Multi

Pick;

Base:

n=1130flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Many

flexitarians

describe

themselves

as

having

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyTarget

audience21%47%20%12%Allrespondents20%43%19%18%LeftCenterRightPrefer

nottoanswer23

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;Doyoufollow

one

ormoreofthe

followingnutrition

rules?;Multi

Pick;Base:

n=1130

flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202440%

of

flexitariansare

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovationInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany40%36%37%33%16%13%12%10%3%1%InnovatorsEarly

adoptersEarly

majorityTarget

audienceLatemajorityLaggardsAllrespondents24

Notes:Sources:Recode

based

on’’Which

ofthese

statements

apply

to

you?’’;

Multi

Pick;Doyoufollow

one

ormore

ofthe

following

nutritionrules?;Multi

Pick;

Base:

n=1130

flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Flexitarians

see

the

economic

situation

of

Germany

more

positively

than

theaverage

consumer

in

GermanyConsumer

attitudes:view

oneconomic

situationofGermanyEconomic

situation

inGermany

asperceived

byflexitariansTarget

audience18%34%29%14%5%Allrespondents14%32%33%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative25

Notes:Sources:’’Howwould

you

evaluate

the

economic

situation

ofyourcountry

ofresidence?’’;Single

Pick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;Multi

Pick;

Base:

n=1130

flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Flexitarians

are

more

positive

about

their

personal

economic

situation

than

theaverage

consumer

in

GermanyConsumer

attitudes:view

onpersonal

economic

situationPerceivedpersonal

economic

situation

of

flexitariansTarget

audience13%34%32%15%5%Allrespondents11%32%36%15%6%Very

positivePositiveNeither

positive

nornegativeNegativeVery

negative26

Notes:Sources:’’Howwould

you

evaluate

yourpersonal

economic

situation?’’;

Single

Pick;

Doyoufollow

one

ormore

ofthe

following

nutrition

rules?;Multi

Pick;Base:n=1130

flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

202426%

of

flexitariansare

worried

about

violence

and

public

unrestsConsumer

attitudes:economic

concernsAgreementwithstatements

regardingeconomic

concernsofflexitarians58%57%54%54%26%25%25%24%6%5%My

cost

of

livinghasincreased

notablyIhavebeen

trying

tospend

lessmoney

inthepast12

monthIamworried

aboutviolence

andpublicunrestsinmyIamworried

aboutnotbeing

abletopaymy

billsIhavelost

my

jobinthe

past12

monthscountry

of

residenceTarget

audienceAllrespondents27

Notes:Sources:’’Which

ofthese

statements

apply

toyouwhen

youconsider

youreveryday

life

in

the

past12

months?’’;

Multi

Pick;

Do

youfollow

one

ormore

ofthe

following

nutrition

rules?;Multi

Pick;Base:n=1130

flexitarians,

n=35985

allrespondentsConsumer

Insights

Global

as

of

November

2024CHAPTER

04Marketing

touchpoints•

Media

usage•

Social

media

usage•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsFlexitarians

tend

to

listen

to

podcasts

more

often

than

the

average

consumerMarketing

touchpoints:media

usageType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks78%

78%75%69%67%66%55%49%48%44%42%41%40%37%37%35%35%31%29%27%24%18%TVDigitalvideoRadioDigitalmusicOnlinenewsPodcasts

Magazines

Daily

news

Movies

/OnlineWeeklynewspapers

cinema

magazinescontentcontentwebsitespapersTarget

audienceAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

Doyoufollow

one

ormore

ofthe

following

nutrition

rules?;Multi

Pick;Base:n=1130

flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024The

social

network

X

(Twitter)

is

relatively

popular

among

flexitariansMarketing

touchpoints:social

media

usageTop10

social

networks

used

by

flexitarians66%63%60%58%56%

57%39%37%25%22%20%17%

17%14%13%13%

12%10%7%6%YouTubeFacebook

InstagramTikTokX(Twitter)

SnapchatAllrespondentsTwitchLinkedInXingTarget

audience30

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?’’;

Multi

Pick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;Multi

Pick;

Base:

n=240

flexitarians,

n=8991

all

respondentsConsumer

Insights

Global

as

of

November

2024Flexitarians

remember

seeing

ads

on

editorial

websites

and

apps

more

oftenthan

the

average

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

channelswhereflexitarians

inGermany

remembercomingacross

digitaladvertising50%46%43%44%42%41%38%38%31%30%28%28%26%26%24%24%23%23%18%17%VideoportalsSearchenginesSocialmediaOnlinestoresVideostreaming

andappsservicesWebsites

NewslettersVideogamesEditorialwebsitesandappsMusicportalsof

brandsAllrespondentsTarget

audience31

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;Doyoufollow

one

ormore

ofthe

following

nutrition

rules?;Multi

Pick;

Base:

n=1130

flexitarians,

n=

35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Flexitarians

remember

seeing

ads

out-of-home

more

often

than

the

averageconsumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks45%44%44%43%40%39%39%37%37%34%30%29%25%25%20%15%OnadvertisingspacesOnTVDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaon

the

goTarget

audienceAllrespondents32

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;Doyoufollow

one

ormoreofthe

following

nutrition

rules?;Multi

Pick;

Base:n=1130

flexitarians,

n=35985

all

respondentsConsumer

Insights

Global

as

of

November

2024Interested

in

more

insights?ClicktoopenUnderstandwhat

drivesflexitariansBuildyourown

multi-dimensional

targetgroups,like

young

male

flexitarians,

benchmarkthemagainst

other

segments,

andtailormessages

thatspeaktheir

language.ConsumerInsights+Seethe

worldofeCommerce,

retail,

groceries,+food,

beverages,

andnutrition

through

the

eyes

offlexitariansandlearn

about

their

preferences.Experience

the

power

ofConsumer

Insights.Getaccessto2M+exclusive

consumer

interviews

worldwide.Analyzethe

resultsin

aDIYresearchtoolandunderstand

targetgroups,

brands,industries,

consumertrends,

andpublicopinion

aroun