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Central German Brand Survey 2017

In Central Germany, regional loyalty comes before organic

For consumers in Central Germany, regionality comes before organic production. The choice of preferred supermarkets is also different in Saxony, Saxony-Anhalt and Thuringia compared to consumers in the rest of Germany. The most popular brands from Central Germany which made their way to becoming a national brand are Rotkäppchen, Bautz'ner mustard and Radeberger beer. These are the central findings of the Central German Brand Survey of 2017, which was conducted on behalf of the MDR-Werbung GmbH (MDRW) and presented in Leipzig last week. The IMK Institute for Applied Marketing- and Communications Research surveyed approximately 1,500 consumers in Central Germany as well as 1,500 consumers from the other 13 states representatively in Spring of this year. Overall, they compared around 60 Central German brands in different product segments with each one known, national brand. After seven years of research about the differences between East and West, the new MDRW study is focused on the brands from Central Germany.

How, where and when the Germans shop:
More than half of the participating Germans are well prepared when they go grocery shopping. Special offers are reviewed and written down. The major grocery shopping day in Germany is Friday. The second most important day in Central Germany is Thursday, followed by Saturday. In the rest of Germany, these two days are switched.

image: obs/MDR-Werbung GmbH/MDRW

There are many big differences when it comes to the preferred stores. In Central Germany KAUFLAND and NETTO are in places one and two. In the rest of Germany, ALDI and LIDL are at the top. This is important for companies in Central Germany, says Reinhard Hild, who is in charge of the study and sales manager at MDRW: "When you are listed with Kaufland and Netto, you have a wide distribution area."

In Central Germany, region is more important than organic
When asked about the reasons for a purchase, the 8.5 million consumers in Central Germany are no different from those in the other states in regards to quality, price or positive experiences. "There are clear differences for regionality and organic production. Regionality is more important for customers from Central Germany. Organic production, on the other hand, is more important in the rest of Germany," Sören Schiller, study leader at IMK, explains. "Organic production is becoming more and more important in Central Germany as well, in the stores where prices are higher. Consumers shopping at, for example Rewe, are more drawn to bio products."

Brand recognition and brand use:
Rotkäppchen sparkling wine is still the most well-known brand from Central Germany. Spontaneously, 74% of participants from Central Germany and 45% of participants from other states are naming this product from Freyburg (Unstrut), number one in both categories. Usage within the last four weeks of this product was 50% in Central Germany and 32% in other states. Radeberger beer and Bautz'ner mustard are finding their way into the shopping carts all over Germany as well.

Hard facts instead of feelings:
With this study, the MDRW is supporting the economy with well-founded and representative results. This opens up the possibility to get hold of an in-depth analysis of the opinions of the relevant target groups for their own brands and to position themselves accordingly on the market. "This study was very important to us. Hard facts instead of vague feelings. We are supplying businesses with new findings of popularity, usage and image of the brands, which are very diversified by region. Something like this has never been done before," says Reinhard Hild.

Source: ots/MDR-Werbung/IMK

Publication date: 9/5/2017


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