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."
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.
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.