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Infografik zu Love-Brand und Millennials

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Love-Brands im Food-Bereich: Millennials stehen auf Geschmack und Tradition

Nicht alle Lebensmittel sind bio, regional angebaut, frei von Aroma- und Konservierungsstoffen oder gar Geschmacksverstärkern. Manche beinhalten ziemlich viel Zucker oder Palmöl – und trotzdem kaufen die sehr kritischen Verbraucher diese Produkte. Selbst die Millenials, die Generation Y, die alles hinterfragt, greift regelmäßig zu genau diesen Lebensmitteln im Supermarktregal.

Love-Brand ist hier das Stichwort: Marken und Produkte, die Verbraucher lieben und denen sie daher fast alles verzeihen. Aber was macht eine Love-Brand im Food-Bereich aus? Geben der Preis, das Image oder die Inhaltsstoffe den Ausschlag für den Kauf? Und was haben eigentlich Kindheitserinnerungen damit zu tun? Die Food-Experten von Grayling Deutschland ließen 200 Verbraucher im Alter von 16 bis 35 Jahren zum Thema Love-Brand befragen und zeigen in dieser Infografik, worauf es den Millennials wirklich ankommt.

Veröffentlicht in: Marketing
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Infografik zu Love-Brand und Millennials

  1. 1. cv Love BRAND GRAYLING HAT 200 MILLENNIALS ZUM THEMA LOVE-BRAND BEFRAGT. SEHEN SIE HIER DIE ERGEBNISSE. Manche Marken aus dem Lebensmittelbereich haben nicht nur Produkte mit gesunden Inhaltsstoffen in ihrem Portfolio. Trotzdem werden sie geliebt und gekauft. Warum verzeiht man der einen Marke Versäumnisse mehr als der anderen? (Mehrfachantwort) UNVERGLEICHLICHER GESCHMACK 112 x VIELE TOLLE PRODUKTE 56 x TRADITION 81 x QUALITÄT 50 x SYMPATHIE 46 x IDENTIFIKATION 25 x Was muss ich in deinen Augen als Marke machen, dass du mich toll findest – so toll, dass du mich tatsächlich auch kaufen würdest? (Mehrfachantwort) POSITIVES IMAGE / GLAUBWÜRDIGKEIT (112 x) PRODUKTE MIT GUTEN / NATÜRLICHEN INHALTSSTOFFEN (80 x) LECKERE PRODUKTE (144 x) POSITIVES IMAGE / GLAUBWÜRDIGKEIT (112 x) Wenn zwei ähnliche Produkte mit fast gleichem Preis im Regal stehen: Was macht den Unterschied, damit du das eine dem anderen vorziehst? (Mehrfachantwort) DAS IMAGE DER MARKE RABATTAKTIONEN DESIGN DER VERPACKUNG KINDHEITSERINNGERUNGEN 95 x 93 x 82 x 82 x PREIS 150 x IMAGE 103 x KINDHEITS- ERINNERUNGEN 95 x INHALTS- STOFFE 91 x RAHMEN- BEDINGUNGEN 84 x WERBUNG 43 x Was bestimmt wirklich den Kauf einer Marke bzw. eines Produkts? (Top-2-Antworten sehr wichtig & wichtig auf einer 5er-Skala) Was macht Marken für dich zu Love-Brands? (Mehrfachantwort) cv 95 x ICH VERTRAUE DER MARKE/DEM PRODUKT. 86 x ICH VERBINDE DAMIT POSITIVE ERINNERUNGEN. 100 x (Mehrfachantwort) Quelle: Umfrage im Auftrag von Grayling GmbH mithilfe von Appinio GmbH, 200 Teilnehmer im Alter von 16 bis 35 Jahre in Deutschland, im August 2017. ICH KANN MICH AUF DIE QUALITÄT VERLASSEN. 111 x Loves BRANDS

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