According to the German consumers supermarket chain Edeka is the most reliable food trader in Germany, research by PR association GPRA and research institute TNS Emnid done for the German professional magazine 'Horizont' shows. Of the eleven chains involved in the research, only Edeka obtained a reliability score of 90%.
Rewe follows in second place with a score of 85%. Then comes Aldi with 82 percent, followed by Kaufland and Lidl with 74 percent each.
The researchers also asked about the trust criteria in food for Horizont. For consumers the main trust criteria are the product itself (85 percent), an understandable label (81 percent) and the regional cultivation (78 percent). Organic products are only a trust factor for 35 percent of those questioned.
The research held is representative of the German speaking population above 14 years of age. TNS Emnid questioned 1000 consumer in total between the 18th and 24th of October.