Every 8-10 weeks, we conduct representative studies on socially relevant topics in the German horizoom panel in collaboration with the market research institute K&A BrandResearch AG from Röthenbach near Nuremberg. Using intelligent questioning techniques, we examine so-called say-do gaps, i.e. differences between self-reported statements and actual everyday behaviour.
The latest study focused on eating and nutritional behaviour, with a particular focus on generation and reasons for migration.
We found that age and generation play a much greater role than migration background when it comes to nutritional behaviour, cooking habits, favourite foods and much more. Young people – with and without a migration background – are particularly open to new food trends and are increasingly interpreting cultural rules such as halal in a flexible manner, although dishes typical of their country remain an important part of the cultural identity of people with an Islamic background. However, the differences between Germans with and without a migration background are minor overall, with many preferences overlapping – especially when it comes to popular dishes such as pizza or kebabs. International cuisine is firmly anchored in everyday life, while traditional German dishes now only appeal to a limited target group. For Gen Z in particular, functional aspects such as protein content, calorie content and price play a relatively greater role than the regional origin of food. This presents challenges for brand manufacturers, for example in terms of diversifying their product ranges, but also new opportunities, especially in the non-alcoholic beverages and confectionery sectors – provided that the approach is tailored to the target group and culturally sensitive.
Detailed results and information on the study, including a study profile, are available at: https://ka-brandresearch.com/eigenstudien
Picture: istock.com: MilanEXPO und MC_Noppado
