June 18, 2020

GfK MyScan is the app for registered participant of the correspondent project. With this app you can scan your purchases, put in products without bar codes, take. Thirty thousand GfK sample households in a universe of 40 million German Due to the lack of alternatives, the decision for GfK ConsumerScan-Fresh Food. Data sources: GfK Retail Panel / *, Ø annual change, value in EUR million. Average Data source: GfK Consumer Scan (CP+), * MAT11/,.

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In any given household, anywhere in Germany, just after the alarm clock goes off: While he jumps in the shower, she sets the table for breakfast. Protein bread bought yesterday is a must to give an extra health and energy boost.

Totally on trend – consumption in Germany | GfK Compact

She prepares a vegetarian snack of tofu and bean sprouts for her lunch to take to work. Later on, she connsumerscan meticulously enter the number of calories into a smartphone app. While she hops on her e-bike to go to work, he sets off on foot.

After all, his fitness tracker is recording every step he takes. In the evening, they are reunited again and bring the day to a xonsumerscan with an episode of their favorite series. Does this scenario ring a bell? If so, you are part of a group of consumers who follow current consumer trends. The consumer world changes so quickly nowadays — at least it feels like it does; especially since digitization has had an increased effect on our day-to-day lives.

Every day, we see adverts for new products which are designed to make our lives simpler, more flexible or more connected. In contrast, other products only interest certain buyers, while others still quickly disappear from the shelves. If you look at sales over a long period of time, you can identify consumer and lifestyle trends which have been adopted by consumers.

Which products and services have noticeably gained favor among Germans? The trend in the Consumer Electronics segment is clear: Wearable computers such as fitness trackers, smartwatches and the like have enjoyed huge growth since in terms of volume. Clearly, people value being able to control and optimize their life using digital features. Now, instead of desktop devices, much smaller items such as sports bands and watches offering many digital functions are being produced to save even more space.

GFK Consumer Scan

consymerscan This objective is also the reason consumers have helped streaming services to experience a substantial surge in growth over the last few years. Who really wants DVDs gathering dust in their living room after they have only been watched once? And who wants film downloads taking up precious space on their computer hard drive?

Evidently, more and more people are taking this view, instead choosing to enjoy their favorite music or the latest series online, rather than holding onto them or saving them for a long time. Whilst it is true that these new options may lead some consumers to spend more time than usual on the sofa, this does not mean that household chores and gardening are being ignored: Now, some tasks can be done without any human support consumercan with robotic devices such as lawnmowers or vacuum cleaners.


Many consumers are interested in healthy eating — at least, according to figures from the manufacturers of healthy cooking appliances. They remain incredibly popular: The annual sales volume has been increasing by 8 percentage points year on year since Mobility trends show that consumers value things which support their modern way of life and make their day-to-day lives easier.

Evidently people value both sport and comfort when they are on the move. They are also doing something for the environment at the same time. Ecological aspects also play an increasingly important role when it comes to buying clothes.

Various trends also emerge when it comes to the best time of the year: When traveling, Consumerscwn now use coaches more and more as an alternative to trains, planes and automobiles.

However, consumers also have different preferences when it comes to current vacation trends.

Along with this type of leisure activity, more and more adult consumers are entertaining themselves with a past-time which used to be only for children. Justin Bieber uses it as a way to relax and many German consumers discovered this new trend for themselves: Coloring in mandalas or other pre-drawn pictures with sharpened coloring pencils. Do you still eat conventional organic produce or have you already converted to a more up-to-date diet, perhaps one which seems to be a constant source of discussion in the media at the moment?

Maybe you eat low-carb meals, ggk protein, vegan fare or superfoods?

Consumer Panel | GfK Global

Heated debates on which diets or meal plans are the most effective often take place around the kitchen table. One thing is for sure: People are tackling the subject of nutrition hands on — and buy the relevant products according to their preferred trend.

The market for organic food is ahead in terms of sales: However, given that the organic movement has already been around for some time, sales are already relatively high. The rate of growth in comparison with other trends has therefore remained limited.

Manufacturers of protein-rich food, such as high-protein bread or protein bars, saw much bigger increases. Ggk foodstuffs such as tofu schnitzel or soya bean salads have come to play an important part in German households.

These typically American foods and others too are increasingly being purchased to be eaten at home. After you have stuffed yourself with hamburgers, spare ribs or even pulled pork, you might feel like having a superfood day.

Shiitake mushrooms, chia seed muesli — the sky is the limit Filter coffee or tea in the morning, water during the day and a nice cold beer now and again in the evenings — clearly the time when our store cupboards just contained these few products are behind us. Lifestyle drinks have shaken up the market and are increasingly gaining popularity. Ease of use and products which eradicate germs both at home and on the go are of importance to consumers when purchasing cleaning products and detergents.


The washing convenience segment also experienced significant quantitative increases: Will the couple at the start of this Focustopic have their food delivered direct to their house by drone in future? Or will they simply print it out with a 3D printer? There you will discover specific reports on what might enthrall us in the world of tomorrow. Brand Roadshow ; Navigating the jungle of consumer and communication trends. A joint event of GfK, Serviceplan and Markenverband.

Consumer Panels

Do you want to be informed as soon as a new Focustopic is available? Here you can sign up with your email. Skip to main content. Home FocusTopics Totally on trend — consumption in Germany Totally on trend — consumption in Germany June In any given household, anywhere in Germany, just after the alarm clock goes off: Wearable computers are on the up The trend in the Consumer Electronics segment is clear: Eat yourself healthy and save energy Many consumers are interested in healthy eating — at least, according to figures from the manufacturers of healthy cooking appliances.

Travel, coloring and buying clothes with a clear conscience Mobility trends show that consumers value things which support their modern way of life and make their day-to-day lives easier. The charts regarding ‘consumption trends’ can be downloaded here ca. Focustopics Real or virtual: Car clinics in the method test Global challenges She buys, he buys Please keep it civil! Smartphone fever takes hold Purchasing power and online potential: Security still in first place. Focustopics Marketing challenges: Decisive data Getting around in the future Bon appetit, Germany!

The challenges facing the world Travel trends: We have lift off! Chic is a click away Economic outlook: Who does Europe trust? Get started with electric cars Trust rankings for retailers Values: Desire for security increases further. Focustopics Marketing Challenges: Stay competitive A mobile world — without mobile payments? More than a buzzword E-commerce for everyday consumables: Savoir-vivre in Europe — a comparison of attitudes to life The end of cash?

Sustainable consumption — merely a case of lip service? Focustopics The Sharing Economy: Sustainability awareness Making the environment top priority Global focus on the challenges A balance between work and private life European cuisine Find the perfect outfit online Questions of trust in the economy What worries drivers Where should we invest our savings? I post, therefore I like A German shopping week Moving forward with security.

Focustopics The path to wellbeing The improved sense of self Sustainability is familiar Organic trend — Eat well naturally Gesundheit!

A matter of taste! Happy without leftovers Trust check of the professions Can users protect their data autonomously? Focustopics Online life: Never go out of fashion Is sustainability familiar? Barometer of concerns in Europe Sustainable consumption Purchasing decisions: Advertising for the older generation Appreciating age Benefit of organic products Do you have friends for life?

What is the meaning of price? Focustopics Living and working — is everything in its right place? Increasingly well connected Sustainability: