Groceries: brand vs. price awareness in Germany 2017

This statistic shows the results of a survey on brand awareness vs. price awareness during grocery shopping in Germany from 2014 to 2017. During the 2016 survey period it was found that roughly 5.15 million Germans aged 14 years and older stated that they totally agreed with the statement "When shopping for groceries, the brand is more important to me than the price". By 2017 this figure had increased to 5.26 million persons.

Level of agreement towards the statement "When shopping for groceries, the brand is more important to me than the price" in Germany from 2014 to 2017 (in millions)

Characteristic	Fully agree	Agree	Mostly agree	Somewhat agree	Hardly agree	Don't agree at all	No answer
-	-	-	-	-	-	-	-
-	-	-	-	-	-	-	-
-	-	-	-	-	-	-	-
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Release date

November 2017

More information

Region

Germany

Survey time period

2014 to 2017

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

Information on basic sample:
The survey is based on the German-speaking population aged 14 years and older.

Information on random sample:
2014: 23,093 respondents, projected base of 70.53 million persons
2015: 23,090 respondents, projected base of 69.24 million persons
2016: 23,102 respondents, projected base of 69.56 million persons
2017: 23,106 respondents, projected base of 70.09 million persons

The figures refer to the following studies:
2014: VuMA 2015; 2015: VuMA 2016; 2016: VuMA 2017; 2017: VuMA 2018

You can find more information on the methodology of the study here.

Figures have been rounded for easier understanding.

The original German statement was phrased as follows: "When shopping for groceries, the brand is more important to me than the price."

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