Shoppers favour local brands in Germany

28 July 2010

BERLIN: A majority of German consumers like to purchase brands made by German companies, although the comparative cost of goods does exert an impact on their decisions.

TNS Infratest, the research firm, conducted a survey of 1,000 adults in the country to gain an insight into their shopping habits in a range of categories in the FMCG sector.

Overall, 80% of the panel agreed with the statement that "For the same price and same quality, I prefer buying products from Germany."

Approximately 60% of respondents shared the view that "It is important to me that the products that are used in my household, are manufactured in Germany."

Scores on this measure fluctuated by segment, with 70% of the sample favouring detergents offered by domestic corporations, a total which reached a peak among women of 40 years of age or more.

The primary reasons for these attitudes included the fact that indigenous brands made a positive contribution to the national economy.

Similarly, these products were believed be beneficial to the employment market, which has been under particular pressure during the financial downturn.

Data sourced from TNS Infratest; additional content by Warc staff