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German Consumer Lifestyles: Food and Health - July 2012

This is the first in a twice-yearly series of reports that analyses consumer data from four European countries – France, Italy, Spain, Germany – and forms part of the European Consumer Lifestyle series. The analysis will focus on consumers from each country, and identify and explore specific consumer segments based on their attitudes, lifestyles and demographics. Topics that will be covered include attitudes towards; economy, finance, health, diet, leisure, lifestyle and environment.

Mintel’s consumer survey in May 2012 offers a timely snapshot of German consumers’ mindset in the context of continued economic instability. German consumers have good reason for optimism since their economy grew overall by 3% in the full year 2011 (in comparison to France 1.7%, Spain 0.7% and Italy 0.4%). Although there was a marked slowdown in Q1 2012, the German economy is still stronger than that of many other countries.

Germany has to date (June 2012) resisted a double-dip recession, with economic recovery based on robust export sales and high levels of domestic consumption. How long it will last depends on the wider context of the eurozone struggles and weakening export demand.

Overall 6.8% of the German workforce is unemployed (compared to 11% across the eurozone member states) showing its third consecutive monthly increase, reflecting a slowing jobs market according to the German Employment Agency. The country has the lowest rate of youth unemployment in the eurozone (7.9% compared to 52.9% in Spain for example).

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Table of contents

  1. German Target Groups - Introduction

    • Summary
      • Background
        • Five target groups
          • Figure 1: Target groups among German consumers, May 2012
        • Cross-country comparison
          • Figure 2: Target groups among German, French, Italian and Spanish consumers, % point difference vs average, May 2012
        • Category-specific data
          • Methodology
          • Executive Summary

            • Shrewd Shoppers exert moderation and control over all aspects of their lifestyle
              • Low Budget Creatives are struggling to get by but have high expectations
                • Loyal Risk Averse consumers are switching brand and retailer allegiances
                  • Affluent Early Adopters prioritise quality but are not averse to bargain hunting
                    • Routine Shoppers are being swept along in the tide of cost cutting
                    • Shrewd Shoppers (32%)

                      • Key points
                        • Who are they?
                          • Figure 3: Demographic profile of Shrewd Shoppers, May 2012
                        • Shopper profile
                          • Figure 4: Selected psychographic analysis statement, Shrewd Shoppers vs average target group response, May 2012
                        • Their financial outlook
                          • Changes to grocery shopping behaviour
                            • Figure 5: Supermarkets used for main and top-up grocery shops, Shrewd Shoppers vs average target group response, May 2012
                          • Moderation and control traits reflected in healthy lifestyles and cooking habits
                            • Figure 6: Attitudes towards healthy lifestyles, Shrewd Shoppers vs average target group response, May 2012
                          • What it means
                          • Low Budget Creatives (12%)

                            • Key points
                              • Who are they?
                                • Figure 7: Demographic profile of Low Budget Creatives, May 2012
                              • Shopper profile
                                • Their financial outlook
                                  • Changes to grocery shopping behaviour
                                    • Figure 8: Changes to grocery shopping habits in the last year, Low Budget Creatives vs average target group response, May 2012
                                    • Figure 9: Supermarkets used for main and top-up grocery shops, Low Budget Creatives vs average target group response, May 2012
                                  • ‘Enjoyment’ is the key factor underlining attitudes towards healthy lifestyles and cooking
                                    • What it means
                                    • Risk Averse (15%)

                                      • Key points
                                        • Who are they?
                                          • Figure 10: Demographic profile of Risk Averse, May 2012
                                        • Shopper profile
                                          • Their financial outlook
                                            • Changes to grocery shopping behaviour
                                              • Figure 11: Supermarkets used for main and top-up grocery shops, Risk Averse vs average target group response, May 2012
                                            • Knowledgeable about health but reluctant to act on it
                                              • Figure 12: Cooking style, Risk Averse vs average target group response, May 2012
                                            • What it means
                                            • Early Adopters (11%)

                                              • Key points
                                                • Who are they?
                                                  • Figure 13: Demographic profile of Early Adopters, May 2012
                                                • Shopper profile
                                                  • Their financial outlook
                                                    • Changes to grocery shopping behaviour
                                                      • Figure 14: Supermarkets used for main and top-up grocery shops, Early Adopters vs average target group response, May 2012
                                                    • A receptive audience towards added health benefits which also make their life easier
                                                      • Cooking is a hobby but convenience plays an important role
                                                        • Figure 15: Attitudes towards healthy lifestyles, Early Adopters vs average target group response, May 2012
                                                      • What it means
                                                      • Routine Shoppers (30%)

                                                        • Key points
                                                          • Who are they?
                                                            • Figure 16: Demographic profile of Routine Shoppers, May 2012
                                                          • Shopper profile
                                                            • Figure 17: Psychographic segmentation, Routine Shoppers vs average target group response, May 2012
                                                          • Their financial outlook
                                                            • Changes to grocery shopping behaviour
                                                              • Figure 18: Supermarkets used for main and top-up grocery shops, Routine Shoppers vs average target group response, May 2012
                                                            • Routine Shoppers lack motivation for health or cooking
                                                              • What it means
                                                              • Appendix – Financial Tracker

                                                                  • Figure 19: Current financial situation, by Germany, May 2012
                                                                  • Figure 20: Financial situation compared to last year, by Germany, May 2012
                                                                  • Figure 21: Financial confidence, by Germany, May 2012
                                                                  • Figure 22: Impact of the slowdown, by Germany, May 2012
                                                                  • Figure 23: Current financial situation, by demographics, Germany, May 2012
                                                                  • Figure 24: Financial situation compared to last year, by demographics, Germany, May 2012
                                                                  • Figure 25: Financial confidence, by demographics, Germany, May 2012
                                                                  • Figure 26: Impact of the slowdown, by demographics, Germany, May 2012
                                                              • Appendix – Food/General Lifestyle Tracker

                                                                  • Figure 27: Grocery shopping habits, by Germany, May 2012
                                                                  • Figure 28: Attitudes towards healthy lifestyles, by Germany, May 2012
                                                                  • Figure 29: Cooking style, by Germany, May 2012
                                                                  • Figure 30: Most popular grocery shopping habits, by demographics, Germany, May 2012
                                                                  • Figure 31: Next most popular grocery shopping habits, by demographics, Germany, May 2012
                                                                  • Figure 32: Other grocery shopping habits, by demographics, Germany, May 2012
                                                                  • Figure 33: Most popular attitudes towards healthy lifestyles, by demographics, Germany, May 2012
                                                                  • Figure 34: Next most popular attitudes towards healthy lifestyles, by demographics, Germany, May 2012
                                                                  • Figure 35: Most popular cooking style, by demographics, Germany, May 2012
                                                                  • Figure 36: Next most popular cooking style, by demographics, Germany, May 2012
                                                                  • Figure 37: Other cooking style, by demographics, Germany, May 2012
                                                              • Appendix – Cluster Analysis

                                                                  • Figure 38: Target groups, May 2012
                                                                  • Figure 39: Target groups, by demographics, Germany, May 2012
                                                                  • Figure 40: Agreement with the statements ‘I consider all available options before deciding what product to buy’ and ‘I often buy things on the spur of the moment’, by demographics, Germany, May 2012
                                                                  • Figure 41: Agreement with the statements ‘I tend to make purchase decisions quickly, based on 'gut feeling'’ and ‘I only buy brands I have bought before’, by demographics, Germany, May 2012
                                                                  • Figure 42: Agreement with the statements ‘I like to try new brands that I see’ and ‘I want to stand out from the crowd’, by demographics, Germany, May 2012
                                                                  • Figure 43: Agreement with the statements ‘I like people to admire things I own’ and ‘I do my own thing, regardless of the current trends’, by demographics, Germany, May 2012
                                                                  • Figure 44: Agreement with the statements ‘I don’t like to be too different from everyone else’ and ‘I like to have new products ahead of everybody else’, by demographics, Germany, May 2012
                                                                  • Figure 45: Agreement with the statements ‘I shop around from a variety of brands’ and ‘Once I find a brand I like I tend to stick to it’, by demographics, Germany, May 2012
                                                                  • Figure 46: Agreement with the statements ‘I look for the lowest possible prices when I go shopping’ and ‘I always look out for special offers’, by demographics, Germany, May 2012
                                                                  • Figure 47: Agreement with the statements ‘I am happy to pay extra for better quality’ and ‘I tend to go for premium rather than standard goods/services’, by demographics, Germany, May 2012
                                                                  • Figure 48: Agreement with the statements ‘I feel more comfortable buying branded products than a shop's own label’ and ‘I seek other people’s opinions before choosing a product’, by demographics, Germany, May 2012
                                                                  • Figure 49: Agreement with the statement ‘I always buy the brands I think my family/friends would approve of’, by demographics, Germany, May 2012

                                                              Companies Covered

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                                                              German Consumer Lifestyles: Food and Health - July 2012

                                                              £1,295.00 (Excl.Tax)