German shoppers looking to local brands

01 March 2010

BERLIN: Shoppers in Germany are placing their trust in established local brands during the economic downturn, according to a new survey.

Reader's Digest, the magazine, conducted a poll of 9,000 people in the country, which covered 33 categories, and aimed to discover the products that were attracting consumers in the recession.

Overall, it reported that goods manufactured in Europe's largest economy took the top spot in two-thirds of the sectors assessed, as customers looked for safe options when making purchases.

T-Online benefitted from this trend, and replaced Google at the pinnacle of the web services list, following on from high-profile privacy complaints raised against the US firm in Germany this year.

Similarly, Nivea, owned by Beiersdorf, was the most popular brand in the skincare market, with Odol taking this position in the oral care sector, and Schwarzkopf in the haircare segment.

Aldi was the retailer attracting the highest levels of affinity, with Frosch cleaning products, Tchibo coffee and Haribo sweets also affirming the patriotic trend.

Volkswagen, the automaker, Miele, the home appliances specialist, Sparkasse bank and TUI, the travel company, also showed that this development was observable across a broad range of categories.

Coca-Cola, ranked number one in the beverage market, was among the most successful foreign offerings, with Kellogg, its American counterpart, assuming this status among cereals.

Nokia and Vodafone were the most favoured mobile companies, with Yves Rocher, based in France, taking the honours in both the make-up and fragrance markets.

Data sourced from The Local; additional content by Warc staff