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  • Germans have built up a mindset of frugality when shopping
  • Germans have built up a mindset of frugality when shopping
    Sascha Kohlmann, Creative Commons (2013) ©
REPORT

Is ‘cheap is good’ still the German grocery-shopping mantra?

German supermarkets have long been known for low prices and simple design. 81% of Germans say that price is the most important consideration when grocery shopping, but they're increasingly choosing premium and organic products. So what's changed? And what do Germans want to eat?

Location Germany

Scope
For decades, German supermarkets were known for low prices and no-frills visual design. Long before Costco and Sam’s Clubs placed pallets on their shop floors to reduce costs, Germany’s discount and medium-range markets had already internalised the adage ‘Geiz ist Geil’ (“cheap is good”).

But while discounters once tried to set themselves apart through price wars, today many low-price chains are adding premium goods to their assortments as a means of defining themselves from the competition – and more and more people are buying them. So what’s changed in the German grocery sector? And what do Germans ...

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