德国线上超市picnic用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSGrocery

delivery:

Picnic

users

inGermanyConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofPicnicusersinGermany:

whotheyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Picnicusers

inGermany

(’’brandusers’’)againstGerman

grocery

delivery

users

in

general(’’category

users’’),

and

theoverall

German

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsPicnic

ranks

outside

the

top

10

of

most

used

grocery

delivery

services

inGermanyManagement

summary:

brandusageand

competitionTop10

most

used

grocery

delivery

servicesinGermanyAmazon

/Amazon

Fresh

/Amazon

Pantry39%EdekaRewe23%23%HelloFreshBoFrost18%17%KauflandEismann12%12%Flink11%bringmeister.defood.de9%8%4Notes:"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;

Base:n=1419,

grocery

delivery

usersConsumer

Insights

Global

as

of

August

2023Sources:Picnic

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsPicnicis

more

popularamongGeneration

Zthanother

grocerydelivery

services.Social

justiceis

lessimportant

toPicnicusers

than

toothergrocery

deliveryusers.Itstands

out

that51%

ofPicnicuserstrytoavoidplasticpackagingwhen

buyingfood.Picnicusers

access

the

internet

viaasmart

speaker

more

often

thantheaverage

grocery

delivery

user.Picnichasmore

male

thanfemale

users.

Vehicles

andmobility

arerelativelyprevalent

interests

of

Picnicusers.24%

ofPicnicusersare

innovators

orearly

adoptersof

new

products.Onsocial

media,

Picnicusers

interactwith

companies

more

often

than

othergrocery

delivery

users.Picnichasalarger

share

ofusers

with

alow

income

thanother

grocery

deliveryservices.Picnicusers

aremore

likely

to

havereading

asahobby

thanothergrocerydelivery

users.Arelatively

highshare

ofPicnicusersthink

thatcrime

isanissuethatneedstobeaddressed.Picnicusers

remember

seeing

adsinvideo

games

more

often

thanothergrocery

delivery

users.Picnicusers

aremore

likely

to

live

inlarge

citiesthangrocery

delivery

usersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Picnic

is

more

popular

amongGeneration

Z

than

other

grocery

delivery

servicesDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users29%41%24%5%Category

usersAllrespondents21%43%27%9%18%34%34%14%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=94,

Picnic

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Picnic

has

more

male

than

female

usersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users55%55%45%45%Category

usersAllrespondents50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=94,

Picnic

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:35%

of

Picnic

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany31%25%24%23%22%22%20%19%18%18%17%14%12%12%11%3%2%1%

1%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youordered

groceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=94,

Picnicusers,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Picnic

has

a

larger

share

of

users

with

a

low

income

than

other

grocery

deliveryservicesDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users33%30%37%Category

usersAllrespondents41%29%30%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:n=94,

Picnic

users,n=1419,

grocery

delivery

users,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Picnic

users

are

relatively

likely

to

livein

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live35%31%29%29%26%26%24%22%20%10%9%7%

7%7%3%3%

3%

3%Other3%2%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-Two

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

thepast

12

months?";

Multi

Pick;Base:

n=94,

Picnic

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Picnic

users

are

more

likely

to

live

in

large

cities

than

grocery

delivery

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany60%31%26%24%24%21%18%18%16%16%12%12%11%11%1%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

providershave

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=94,

Picnic

users,n=1419,

grocerydelivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

20235%

of

Picnic

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users5%89%84%5%Category

usersAllrespondents8%8%7%84%9%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=94,

Picnic

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSocial

justice

is

less

important

to

Picnic

users

than

to

other

grocery

deliveryusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany54%53%49%39%41%45%42%42%39%35%36%36%33%33%33%30%29%26%25%24%22%20%20%19%12%15%14%13%11%10%AhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityTobesuccessfulHavingagood

timeMaking

myown

decisionsLearningnew

thingsSocial

justiceTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12months?";

Multi

Pick;Base:n=94,

Picnic

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Vehicles

andmobility

are

relatively

prevalent

interests

of

Picnic

usersConsumer

lifestyle:

main

interestsTop10

interestsofPicnic

usersinGermany60%49%48%40%41%43%43%43%42%42%42%40%40%38%37%

33%32%36%35%32%31%27%32%27%25%30%30%28%25%24%Movies,TVshows&musicFood

&diningHealth

&fitnessScience

&technologyFinance&economyVehicles

&mobilitySportsTravelCareer

&educationFamily

&parentingBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=94,

Picnic

users,n=1419,grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Picnic

users

are

more

likely

to

have

reading

as

a

hobby

than

other

grocerydelivery

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofPicnicusersinGermany49%48%47%47%41%40%44%42%41%40%40%38%35%38%

37%34%38%38%37%36%29%

32%28%30%28%28%26%27%21%

21%SocializingReadingOutdooractivitiesCooking/bakingDoing

sportsandfitnessTech

/computersVideo

gamingTravelingPetsBoard

games/cardgamesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=94,

Picnic

users,n=1419,grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Picnic

users

are

more

likely

to

do

fitness,

aerobics,

cardio

than

other

grocerydelivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofPicnic

usersinGermany27%24%21%21%20%19%19%18%17%18%15%16%15%14%14%14%13%12%11%11%11%10%10%9%9%9%8%8%6%5%Fitness,aerobics,cardioRunning/JoggingCyclingHikingSoccerSwimming/DivingBasketballDancingBadmintonYoga

/PilatesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=56,Picnic

users,n=1472,

grocery

delivery

users,n=17984,

all

respondentsConsumer

Insights

Global

as

of

August

2023Picnic

users

are

more

likely

to

follow

tennis

than

other

grocery

delivery

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byPicnicusersinGermany23%24%23%12%12%12%10%10%10%9%7%7%7%7%7%7%7%7%7%7%6%6%6%6%6%6%

6%5%3%2%SoccerBasketballMotorsportsTennisAmericanfootballAthletics(track&

field)BoxingCyclingIceHockeyTabletennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=35,Picnic

users,n=934,

grocery

delivery

users,n=11368,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

51%

of

Picnic

users

try

to

avoid

plastic

packaging

when

buyingfoodConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninGermany59%58%56%51%46%45%44%43%42%31%26%26%19%17%

17%Iactively

trytoeathealthyItrytoavoidplasticpackagingwhen

buying

foodItrytoeat

lessmeatCategory

usersFood

mustbeconvenient

andfastIdonotenjoy

cookingBrand

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=94,

Picnic

users,n=1419,

grocerydelivery

users,n=5994,

all

respondentsConsumer

Insights

Global

as

of

August

202324%

of

Picnic

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany44%37%37%36%28%24%24%16%15%14%13%9%1%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:

n=94,

Picnic

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Picnic

users

think

that

crime

is

an

issue

that

needs

tobe

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

Picnicusers56%54%48%38%36%37%

37%41%40%39%39%39%39%30%35%34%39%33%37%37%35%34%34%33%33%33%33%

33%30%29%Rising

prices/inflation/cost

of

livingPovertyEnvironmentCrimeEconomicsituationHealth

andsocial

securityClimatechangeEducationImmigrationHousingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

inthe

past

12

months?";

Multi

Pick;Base:n=94,

Picnic

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

202343%

of

Picnic

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users20%43%26%21%12%Category

usersAllrespondents22%42%14%22%43%17%18%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=94,

Picnic

users,n=1419,

grocery

delivery

users,

n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsPicnic

users

access

the

internet

via

a

smart

speaker

more

often

than

theaverage

grocery

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinGermany

use

regularly

toaccesstheinternet91%90%

91%77%71%68%65%60%57%55%55%55%52%50%50%48%47%43%43%38%36%34%33%33%27%26%24%SmartphoneLaptopSmart

TVTabletDesktop

PCGaming

console

Smart

speakersAllrespondentsSmartwatchStreaming

deviceBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:n=94,

Picnic

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Picnic

users

interact

with

companies

more

often

than

othergrocery

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinGermany

bytype54%55%54%

54%50%44%48%45%40%46%43%43%43%40%36%39%37%34%33%31%30%

30%27%26%19%23%22%16%18%11%12%8%7%8%4%3%SentprivatemessagesFollowedpeopleLiked

posts

CommentedPostedpictures/videosSharedpostsbyother

usersLikedcompanypostsPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beverages

ormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=94,

Picnic

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Picnic

users

tend

to

watch

TV

more

often

than

grocery

delivery

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks87%79%76%73%72%73%64%67%67%65%54%47%52%50%46%

46%40%40%40%40%40%30%38%28%38%37%37%36%30%29%22%

21%18%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsPodcastsDailynewspapersMovies

/cinemaMagazinesOnlinemagazinesWeeklynewspaperscontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providershave

youorderedgroceries,beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=94,

Picnic

users,n=1419,

grocery

delivery

users,n=17900,

all

respondentsConsumer

Insights

Global

as

of

August

2023Picnic

users

remember

seeing

ads

in

video

gamesmore

often

than

othergrocery

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherePicnic

usersinGermany

have

come

across

digital

advertisinginthepast4weeks49%49%45%42%40%45%43%44%44%41%41%40%38%38%33%32%32%32%31%28%26%26%26%25%24%25%24%21%21%16%Social

mediaVideo

portals

Search

engines

Onlinestores

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsMusicportalsNewslettersOtherappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:n=94,

Picnic

users,n=1419,

grocery

delivery

users,n=35994,

all

respondentsConsumer

Insights

Global

as

of

August

2023Picnic

users

remember

ads

they

saw

on

TV

more

often

than

other

grocerydelivery

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks61%47%38%

38%47%35%43%41%42%40%39%37%36%35%34%30%28%28%26%26%24%23%21%14%OnTVOnadvertisingspacesOntheradioBy

mailshot

/advertisingmailDirectly

inthestoreInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base: