Germans remain relatively conservative consumers and are the second least likely to want to try out new food products, behind the Spanish.
Nevertheless, while they are not as keen to try out new products and brands as the French or British, the Germans’ openness to new tastes and combinations is increasing.
Still, exotic new products and flavours must be introduced only slowly, and may need an evident second advantage, such as being healthier or containing more vitamins and minerals.
Germans are also the least likely to be brand loyal, although new products are often best introduced under existing umbrella brands.Although there is a degree of openness for new products in Germany, economic uncertainty and an ageing, experiment-averse, population restrict the chances of successful launches.
With awareness of health issues rising, products with proven health benefits, new healthier varieties of existing lines, and functional lines tend to do best, as long as taste is not sacrificed.
Most current NPD can be found in the dairy market.This report clearly outlines German consumers’ attitudes towards:new product development (NPD) buying new food products brand loyalty.
It offers exclusive analysis of NPD levels across a number of food markets, as well as studying trends in product positioning claims.
By examining the core consumer base for new products, this report also provides a vital forecast of their relative growth potential to 2010.This research is essential reading for NPD, R&D and FMCG marketing professionals looking to gain a full understanding of Germany’s appetite for new products and to identify the markets offering the most opportunity for development.
In addition, this research has been designed to enable you toTrack market drivers, including the impact of an ageing population and the importance of healthy eating Track changes in German eating patterns Analyse where recipes are more attractive than ready-made products Measure how resilient consumers are to advertising Segment consumers into key target audiences by their openness to adopting new products Track new product launches in sectors such as dairy, confectionery, soft drinks, hot drinks and prepared meals Monitor general trends in food expenditure and product penetration.