Edibles are being discussed. - Weekly purchasing: people are increasingly seeking superior products.
Consumers today place great importance on factors like affordability, variety, and quality when purchasing grocery items. These insights are derived from a study conducted by the German Trade Association (HDE) and the Cologne Institute for Retail Research (IFH), which sampled around 1,500 individuals.
The research revealed that the consciousness of quality among shoppers has significantly grown. A whopping 87% of participants anticipated fantastic product quality from a grocery outlet, as opposed to 84.2% in 2018 and 74.5% in 2015. Furthermore, an estimated 79% of customers wouldn't consider shopping at a store if the quality failed to meet their standards.
The pricing factor emerges as a significant contributor to customers' grocery purchase decisions, particularly when it comes to packaged foods. Nearly 59% of shoppers carefully consider price regarding this category. Frozen food (57.8%) and drugstore items (57.4%) also consistently rank high in terms of importance, with sweets and snacks (54.7%) being close behind. The impact of price is less pronounced for vegetables (48.4%), alcoholic beverages (48.4%), and freshly baked goods (44.8%).
Growing popularity of private labels
Recent economic turmoil and rising prices have had a detrimental impact on consumer sentiment. Many people have cut down on spending during their grocery shopping sprees. Consequently, private labels have witnessed a surge in demand. An impressive 85% of respondents favored grocery stores that offer their own brands in addition to national brands. In comparison, just over three-quarters shared the same sentiment in a 2018 survey.
Sustainable consumption has gained traction amongst shoppers. An increasing number of individuals are buying organic products, primarily from supermarkets and discount stores. Interestingly, two-thirds of consumers reported an increase in their frequency of purchasing organic goods due to the increased availability at stores.
Overall, supermarkets and discount stores top the list of preferred locations for grocery shopping, with 83.8% and 83% choosing these outlets, respectively. Next in line are drugstores (55.9%), large consumer markets (49.4%), specialty grocery stores (48%), weekly markets (23.6%), and organic supermarkets or health food stores (20.4%).
Read also:
- The German Retail Association (HDE) and its members, including prominent retailers from Berlin, are expressing concerns about the rising inflation affecting food trade in Germany.
- Despite the inflation, consumers in Germany continue to prioritize quality in their grocery shopping, with 87% expecting excellent product quality from retail outlets according to a recent study conducted by HDE and the Cologne Institute for Retail Research.
- The study also found that price-conscious German consumers prefer stores that offer private labels, with 85% of respondents admitting they favor grocery stores that stock both national and private labels.
- The German Retail Association (HDE) based in Berlin is advocating for policies that will support retail trade, including fair competition and consumer protection in the face of inflation and increasing costs.
- Amidst these economic challenges, German retailers such as the German Retail Association (HDE) and its members in major cities like Cologne and Berlin are working to maintain affordability and variety in their product offerings for consumers.
