(Berlin) – Price sensitivity when buying groceries in Germany has increased significantly. Low prices have become significantly more important for 40 percent of consumers when shopping, as shown by a representative consumer study* conducted by the market research institute INNOFACT AG on behalf of the German Frozen Food Institute (dti). . Against the backdrop of the skyrocketing rate of inflation, 42 percent of customers are more likely to take advantage of special offers. 13 percent buy private label more often and 13 percent say they buy frozen foods more often.
Price is the main trend
For 63 percent of those surveyed, the price is very important or important when buying, so the price ranks fifth in the ranking of relevant nutritional aspects, just after the freshness of the product (89%) , healthy nutrition (74%), natural ingredients (74%). ) and animal welfare (64%). While all of these nutritional trends have lost significantly compared to the last wave of surveys in September 2021, price was the only feature that increased significantly across all age groups. Germany is once again showing its very rational and frugal attitude when it comes to grocery shopping. New trends like “Veggie” and “Vegan” have held steady and can obviously command a loyal following in a segment that is still small.
Anyone who knows TK appreciates it
As market development has shown over the years, frozen products have a very high and positive nutritional status in Germany. The most popular frozen product groups are vegetables/herbs (78%), fish (69%), potato products (66%), pizza (65%), snacks (51%) and rolls (48%). Frozen foods have many advantages, according to those surveyed they are especially suitable for preparing fast meals (64%), storing food (60%) and avoiding food waste (59%). 52% are convinced that frozen products help to prepare affordable meals and implement economic management of the home (49%). An aspect that is currently gaining more and more importance for many people.
Frozen products offer good value for money
Price has become particularly important to those under 40 when shopping for groceries. Here, 66 percent pay more attention to price than before, while in the older age groups it is 61 percent. During the inflation phase, the younger customer group also uses frozen products much more frequently than the older age groups.
Source and contact address:
German Frozen Food Institute eV (dti) Dr. Sabine Eichner, CEO Reinhardtstr. 46, 10117 Berlin Phone: (030) 28093620, Fax: (030) 280936220