According to the Nielsen Food Study, every second German consumer attaches great importance to good animal husbandry when it comes to meat consumption. For 56 percent of them, environmentally sound production is important when purchasing foodstuffs. Eight out of ten Germans are conscious eaters and five out of ten consumers pay close attention to a healthy diet (45%). 63 percent also attach importance to regionality and 39 percent advocate a seasonal diet. 28 percent of German consumers pay attention to organic labels when purchasing food.
"Sustainability, nutrition and also quality are now closely linked for many consumers and they are just as important as the taste of the products. For sustainable and high-quality products, the Germans, with a clear conscience, also are willing to spend more," says Birgit Czinkota, expert Conscious Consumers and Senior Client Consultant at Nielsen.
The seven types of consumers:
- The Committed: for 27 percent of Germans, cooking is part of the daily routine and they value the quality of their food.
- The Pragmatics: for 22 percent, time is an important factor when they are buying and preparing their food.
- The Unconcerned: 16 percent of consumers worry little about their diet and they eat what they want, whenever they want.
- The Naturalists: for 11 percent of Germans, organic and regional products are particularly important.
- The Trendy: 11 percent of Germans are always on the lookout for hip food trends and like to be inspired by others.
- The Body-conscious: for 9 percent body, figure, well-being and a healthy diet are foremorst on their mind.
- The Conscientious: for 4 percent of consumers, above all their food must meet the requirements for animal and environmental protection.