Consumer habits: More conscious and smaller p...
Consumer habits

More conscious and smaller purchases

imago images / Martin Wagner, imago images / Martin Wagner
Shopping in a supermarket. The Berlin-based market research company POSPulse investigated where customers buy meat and sausages and how often, and what they attach particular importance to.
Shopping in a supermarket. The Berlin-based market research company POSPulse investigated where customers buy meat and sausages and how often, and what they attach particular importance to.

GERMANY, Berlin. Where customers buy meat and sausage and how often, and what they place particular importance on, is shown in a recently published study by the Berlin market research company POSPulse.

Corona cases in large slaughterhouses are leading consumers to buy more consciously and less meat and meat products. This is the result of a study by the Berlin market research company POSpulse. POSpulse is a crowd-based market research company that helps manufacturers, retailers and service providers to better market their products and services.

The market researchers determined what German consumers pay attention to when buying meat and sausages and how their consumption and purchasing behavior has changed over the past year. The survey was conducted in June 2020 using an online questionnaire. A total of 2,613 people took part, of which 1,153 were men and 1,460 women. The survey period stretched over seven days.

Almost all of those surveyed consume meat

89.82% of those surveyed stated that they consume meat and meat products. When asked about the frequency of purchases per week, the majority of participants answered that they buy meat and sausages once or three times a week: 20.2% buy once a week, 22.6% buy twice a week and 18.5% buy three times a week - and thus the majority of those questioned. 11.5% even fill their fridge with meat and sausage more than five times a week. Less than once a week, 5.8% go to a butcher's shop, supermarket or discount store.

The weekly shopping vouchers for the products investigated are mostly between 2.50 and 20 €: 23.7% of those surveyed spend between 2.50 and 10 € per purchase. 23.8% pay between 3.10 and 15 €, 19.6%  pay between 4.15 and 20 €. 6% spend more than 30€ per week on meat and sausages; 8.2% spend only 1 to 5 €.

80% consider meat important in their diet

When asked about the relevance of meat and sausage for their daily nutrition, almost 80% answered that both are "important", "very important" or "indispensable" for them personally. There are clear statements on the question of whether the consumption of meat and sausage will change in 2019: While it remained stable at 50.5%, 41.5% reduced it. 7.9% even eat more of it instead.

The market researchers identify refrigerated shelves (42.7%) and service counters (19.8%) of supermarkets as the preferred sources of sausage purchases. With 15.9%, butchers are in third place, ahead of discounters (14.4%). In the case of meat, too, both purchasing sources are in the lead with 37.1 and 24.9% respectively. 17.7% buy their meat in specialist shops; Aldi & Co.

Quality (76.9/70.4%), freshness (56.5/49.3%) and price (47.6/50.2%) are named as criteria relevant to purchasing meat and sausages. For meat products, price plays a slightly higher role than for sausages. Other important incentives to buy include regionality, positive experiences with the product, organic quality and special price campaigns. Test seals and package contents play a rather minor role.

Consumers demand sustainable packaging

Two further questions were "What do you want for the meat and sausages on offer in the market you visited? For both meat and sausage, almost 40% of the participants pleaded for "fewer products from factory farming". This is closely followed by "better quality" - here the demand for meat quality is slightly higher (42.4 vs. 41.3%). Almost equal (35.2 vs. 35.4%) is the demand for better labelling of animal husbandry animals. More sustainable packaging is desired for both product groups. Only 12.4 and 12.9% respectively see room for improvement in taste.


Source: afz - allgemeine fleischer zeitung 34/2020
Berlin Germany


With our free newsletters, we can provide you with the most important industry news and useful practical tips from Germany and around the world.