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?

With half of the UK population now passing through the doors of discount retailers and their sales showing double digit year-on-year growth, there’s certainly an appetite for discounted goods. But what’s behind this shift? And how is it affecting the UK’s retail landscape?

Germans are developing an increasing appetite for produce grown on their home soil. Three in four people prefer food items to not only be ‘Made in Germany’, but to also be sourced from the same region or state - creating a sense of not just local, but hyper-local.

As German discount supermarkets Lidl and Aldi continue to steal market share in Britain, many are chalking up their success to low prices, prompting brands like Morrisons and Tesco to fight back with discounts and offers. But for shoppers, is it just the low prices that’s drawing them in?