2018-欧洲购物者调查_德国（英文版）-2mb

European Shopper Survey Summary - Germany

Core Content

The European Shopper Survey 2017 provides insights into the evolving landscape of grocery shopping across 7 European countries, with a focus on Germany. The survey explores three main areas: the shift towards a multichannel shopping path, the impact of digital experiences on grocery shopping behavior, and the role of food wellness in consumer choices.

Main Areas of Investigation

1. Is Grocery Shopping Turning into a Multichannel Path?

   • Shoppers are increasingly using multiple channels for grocery purchases.
   • Specialist stores, including drugstores, bio stores, and pharmacies, are gaining popularity.
   • General market stores (hypermarkets, supermarkets, discounts) remain relevant.
   • Online shopping is becoming more common, with German shoppers visiting general online sites more than the rest of Europe.

2. Is Digital Experience Changing the Way for Grocery Shopping?

   • Digital solutions are influencing how shoppers prepare for purchases, search for information, and compare prices.
   • 37% of German shoppers regularly use the Internet to seek information before shopping.
   • 83% plan grocery shopping by preparing a list, with 10% using mobile devices.
   • 70% of shoppers use coupons and promotions to obtain savings.
   • 14% of current non-buyers in Germany are expected to start buying groceries online in the next 6 months.

3. How is Food Wellness in Europe?

   • Wellness food is becoming an important part of the typical grocery basket in Germany.
   • The main reasons for purchasing wellness food include additive-free ingredients and environmental protection.
   • Ingredient lists and nutritional fact labels are key tools used by German shoppers to maintain a healthy diet.
   • Bio stores and online platforms are the primary alternative channels for purchasing wellness food, compared to mass market stores.

Key Findings

Multichannel Shopping Trends

• German shoppers visit a variety of channels for grocery purchases, with drugstores, bio stores, and pharmacies being the most frequently visited specialized channels.
• The average number of channels visited per year in Germany is comparable to the rest of Europe.
• Supermarkets, discounts, and drugstores remain the top channels for grocery shopping in Germany.
• General online sites are more frequently visited for grocery shopping than other online platforms in Germany.

Digital Influence on Shopping Behavior

• 37% of German shoppers use the Internet to seek product information and promotions before shopping.
• 70% of these shoppers use coupons and promotions to obtain savings.
• 83% of shoppers prepare a shopping list, with 10% doing so via mobile devices.
• 1/3 of shoppers use the Internet while shopping in-store, especially in South Europe, to look for promotions and product information.

Barriers to Online Grocery Shopping

• Many German shoppers prefer the in-store experience to see and touch products.
• This preference limits the growth of online grocery shopping in Germany.

Potential for Growth in Online Grocery Shopping

• 14% of current non-buyers in Germany are likely to start buying groceries online within the next 6 months.
• The UK and Italy show the highest potential for online grocery adoption.

Food Wellness Trends

• 58% of German shoppers consider food wellness important, with additive-free and eco-friendly options leading the way.
• Ingredient lists and nutritional fact labels are key tools for achieving a healthy diet.
• The whole family is the end user for wellness food, and there is a general sense of wellness across all categories.
• Bio stores and online platforms are the main channels for purchasing wellness food in Germany, with mass market stores still playing a role.

Summary Table

Conclusion

The European Shopper Survey highlights a growing shift towards multichannel and digital grocery shopping in Germany. While mass market stores remain relevant, the increasing use of online platforms and a focus on wellness food indicate evolving consumer preferences. The survey also identifies opportunities for growth in online grocery shopping, particularly among non-buyers, and underscores the importance of digital tools in shaping shopping decisions. Overall, the data suggests a need for retailers and brands to adapt to these trends by enhancing digital experiences and offering more wellness-oriented products.