Shopper habits shift in Germany

19 January 2011

BERLIN: Consumers in Germany are becoming less price sensitive as the economic climate improves, new figures show.

Nestlé commissioned research firms IfD Allensbach and GfK to survey 4,000 adults, and found that 39% of participants agreed low prices were of primary importance when making purchases.

This can be measured against 48% from a similar study conducted two years ago.

Among contributors with a relatively modest income of below €1,500 ($2,006; £1,254) a month, these ratings came in at 54% and 64% respectively.

The number of respondents stating that value for money is essential also stood at 58% in 2010, down on the comparative 66% delivered in 2008.

More broadly, three-quarters believed the quality of food available in Germany was "good" or "very good".

Some 16% of those polled deliberately chose to buy organic products last year, although this still lagged behind the score of 19% posted in the previous report.

How and where food was produced, and the freshness of the item concerned, were among the criteria increasingly being emphasised by panellists, the study added.

Data sourced from Yahoo; additional content by Warc staff