Study: "Convenience in Europe: On-the -go consumption – products, channels and their perception"
Country focus: Germany, Austria, Switzerland
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?
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.
Download "On-The-Go Consumption – Products, Channels, and How They Are Perceived" 2009