This first study by the Competence Center for on-the-go Consumption lays the foundation for further scientific work. Convenience was defined, and the convenience consumer was placed under the magnifying glass.

Main findings:

• The term “convenience” is broadly interpreted – for consumers, anything that makes life easier is convenience.
• The study examines convenience (= quick and effortless purchasing and consumption) in relation to on-the-go consumption.
• Convenience in on-the-go consumption has reached all areas of society and still contains untapped potential.
• Living conditions, lifestyle, and culture have a strong influence on whether consumers use convenience. In addition, the individual’s attitude toward take-away food and their desire for on-the-go consumption play a role.
• This study disproves many prejudices and seemingly established insights relating to convenience and on-the-go consumption.
• It compares three convenience markets: The Netherlands, Germany, and Romania.