In the second study of the Competence Center for on-the-go Consumption, the various providers involved in on-the-go consumption were studied further.

• Which providers are visited at different times of the day?
• What are the strengths and potential of individual channels?
• Which are the favourite products?

Main findings

Consumers: Unity and diversity

• The importance of meal times differs from country to country. This is relevant to on-the-go consumption because important meal times are skipped less frequently and are instead taken at home.
• Time pressures and social acceptance of on-the-go consumption among friends and acquaintances are the main drivers of on-the-go consumption across all the countries.
• Particularly in Germany, but also in Switzerland, the enjoyment of on-the-go consumption is an important driver.
• Germany is the only country in which the price sensitivity of on-the-go consumption at least slightly restrains on-the-go consumption.

Channel selection: dependent on the particular situation

• Overall, supermarkets, specialist shops, discounters, snack bars and petrol stations are visited most frequently for on-the-go consumption.
• On the way to work, consumers call at specialist shops and petrol stations comparatively often. During working hours, snack bars, fast food restaurants and coffee shops are visited.
• On the way home, a quick visit to the grocery retailer is often made; this is when supermarkets and discounters become the on-the-go provider.
• During their free time, consumers have more time and use channels where you can linger whilst on-the-go: restaurants, fast food restaurants and snack bars.

Strengths and potential of the channels

• Petrol station and specialist shop: particularly easy to get to, quick and friendly. Both could still improve their price affordability.
• Kiosks and snack bars are viewed similarly by consumers: they are seen as particularly personal and quick, but only have a limited selection.
• The strengths of the self-service formats: easy to get to, selection at supermarkets and low prices at discounters. The weakness is their anonymity.
• Restaurants and coffee shops score on personality and are additionally seen as particularly clean – presumably supported by the standards of international branch system providers.
• Fast food restaurants are also clean, quick and easy to get to. This is why they are particularly liked by the pragmatic Germans.