Food supplement users in Germany | Consumer Report

Consumer Insights report

Who are Food supplement users in Germany, what matters to them, and how can brands reach them? This consumer insights report answers these questions using survey data from the Statista Consumer Insights.

The report builds a detailed picture of Food supplement users in Germany across generations, from Gen Z to Baby Boomers. It explores their financial and household situation alongside the values, hobbies, interests, and sports that shape their lifestyles.

Beyond demographics, this consumer profile looks at how they behave in the marketplace and what their eating and drinking habits reveal about them. Heavy and light Food supplement users in Germany are analyzed separately and compared with the average consumer. The report also explores the topics occupying their minds, such as inflation, healthcare, and housing, as well as their political outlook and willingness to embrace new products.

The final section focuses on reaching this audience, examining where they spend their time across media and social platforms such as Instagram, TikTok, YouTube, and Facebook, and which types of advertising stand out to them compared with the average consumer. Marketers can use these findings for audience targeting and media planning.

All information in this report is based on our Consumer Insights Global survey with 2M+ interviews across 32 countries, updated quarterly. Get full access to unlock the complete dataset, even more detailed audience segmentation, and all underlying data points behind these insights.

Description
Content
Tables

Selected insights about Food supplement users in Germany:
• Technical and vocational education is the most common highest education among users
• Food supplement users are evenly distributed across high, middle, and low income brackets
• Inflation and cost of living are top concerns for food supplement users
• A significant share of food supplement users identify as politically centrist

Management summary

Key insights

Demographic profile

Life stages
Gender
Education
Income
Household classification
Type of community
Living Situation
LGBTQ+

Consumer lifestyle

Life values
Main interests
Hobbies & leisure activities
Sport activities
Sports followed
Pets

Consumer attitudes

Consumer attitudes
Challenges facing the country
Politics
Innovation adoption
View on the country's economic situation
View on personal economic situation
Economic concerns

Marketing touchpoints

Media usage
Social media usage
Digital advertising touchpoints
Non-digital advertising touchpoints

Demographic profile

Age of consumers in Germany
Gender of consumers in Germany
Level of education in Germany
Share of consumers in Germany in the high, middle, and low thirds of household gross income
Type of households in which consumers in Germany live
Communities where consumers live in Germany
Accommodation type and home ownership in Germany
LGBTQ+ status of consumers in Germany

Consumer lifestyle

Most important aspects of life for consumers in Germany
Top 10 interests of food supplement users in Germany
Top 10 hobbies and leisure activities of food supplement users in Germany
Top 10 sports activities of food supplement users in Germany
Top 10 sports followed by food supplement users in Germany
Pets living with food supplement users in Germany

Consumer attitudes

Agreement with statements in Germany
The 10 most important issues facing Germany according to food supplement users
Political attitudes of consumers in Germany
Innovation adopter types based on statements towards innovation by consumers in Germany
Economic situation in Germany as perceived by food supplement users
Perceived personal economic situation of food supplement users
Agreement with statements regarding economic concerns of food supplement users

Marketing touchpoints

Type of media consumers in Germany have been using in the past 4 weeks
Top 10 social networks used by food supplement users
Top 10 channels where food supplement users in Germany remember coming across digital advertising
Places where consumers in Germany have come across non-digital advertising in the past 4 weeks

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Food supplement users in Germany | Consumer Report

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