Ten YEARS OF CONSUMER SURVEY IN GERMANY

Between 2009 and 2018, ten thousand persons were interviewed in Germany on behalf of UEBT about their awareness of biodiversity, their expectations on brands' respect for people and biodiversity, and their purchasing decisions. 

This page shows the responses of ordinary German people in the UEBT consumer survey. Street videos shooted in 2016, illustrate the survey outcomes, offering a unique and fun opportunity to view the evolution of the results.


UNDERSTANDING OF BIODIVERSITY IN GERMANY

53% of German respondents have heard of biodiversity in 2018 up from only 29% in 2009. Even though the increase, mostly driven by young people, is significant (+24pts) and the highest among surveyed countries, the level of biodiversity awareness still remains low. Moreover, only 25% is able to define biodiversity correctly. 

Basis: All sample, 1000 consumers per year

Basis: All sample, 1000 consumers per year

 
 

Street videos 2016 - Question: Have you ever heard of biodiversity and what do you think it means?

 

WHY CONSUMERS CARE ABOUT SOURCING WITH RESPECT

Among German consumers there is a strong consciousness that it is humans’ responsibility as a whole to protect nature (88%), slightly ahead from involvement on a personal level (84%). Nonetheless, fewer German respondents think that they will be personally affected by the disappearing of biodiversity.

 
 Q6B. To what extent do you agree with each of the following statements about biodiversity and nature? Total "Agree"  Base: all sample - France

Q6B. To what extent do you agree with each of the following statements about biodiversity and nature? Total "Agree"

Base: all sample - France

 

CONSUMERS' EXPECTATIONS TOWARDS COMPANIES

74% of German consumers interviewed for the survey, believe that companies have a moral obligation to make sure they have a positive impact on society, people and biodiversity. However, only 43% of German respondents say they are confident companies pay serious attention to ethical sourcing of biodiversity. Germans along with Brazilians have more trust in their companies than other countries surveyed where confidence levels are even lower. German consumers expect elements of reassurance on companies' involvement in the respect of biodiversity They especially  wish to be informed about concrete actions companies take to ensure they respect biodiversity and people when they source natural ingredients.

Agree = Completely agree + rather agree / Basis: All sample, 1000 consumers

 

Street interviews 2016 - Question: Are you confident that companies pay serious attention to ethical sourcing of biodiversity?


TRANSPARENCY AND information on packaging

German consumers, request a lot of information on packaging but slightly less than their French neighbours. German respondents are more attentive about the list of ingredients contained in the product and the impact it has on biodiversity. The need to know the origin of products seems less important in Germany than in France where it is a must-have on products.

 Q7. For each of the following elements, please tell us how much important it is for you to get this information on the packaging?  Total "Important" - Basis - all sample - 1000 consumers

Q7. For each of the following elements, please tell us how much important it is for you to get this information on the packaging?

Total "Important" - Basis - all sample - 1000 consumers


POSITIVE IMPACT THROUGH PURCHASE DECISIONS

Companies involvement in respecting biodiversity and people is a driver of purchase as most consumers surveyed in Germany (64%) believe that  they can positively impact society by buying products from companies that respect biodiversity and people. Also, 68% feels good when buying such a product. However, only 56% of respondents buy products from company that they know pay attention to biodiversity, thus allowing a great potential of growth for companies respecting biodiversity and people.

Agree = Total completely agree + rather agree / Basis: All sample, 1000 persons

Ethics and purchase decisions

Street interviews 2016 - Question: Would you be more interested in buying a product if you new the company pays attention to the ethical sourcing of biodiversity?


PERCEPTIONS ON BRANDS

In 2018, when asked about brands that respect biodiversity, only 44% was capable of providing the name of at least one brand. This was the lowest level among surveyed countries. Alnatura, Weleda and Nivea lead the ranking.

2016 Street interviews confirmed at that time that no brand in Germany was clearly positioned on that topic as the level of responses was very low.

 Q9. What are the 3 beauty and food brands you consider to take most concrete action to respect people and biodiversity?  Basis - respondents mentioning at least one brand

Q9. What are the 3 beauty and food brands you consider to take most concrete action to respect people and biodiversity?

Basis - respondents mentioning at least one brand

Street interviews 2016-  Question: Do you know any cosmetics, food or pharmaceutical brands that respects biodiversity?


CONSUMERS TALK ABOUT THEIR EXPECTIONS

Street interviews 2016 - Question: Would you like to be better informed by companies about how they source the natural ingredients used in their products?


Learn more about the methodology :