Between 2009 and 2016, eight 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 surveys. Street videos illustrate the survey outcomes, offering a unique and fun opportunity to better understand the results.


One out of three German respondents had heard of biodiversity eight years ago; in 2016 this was almost one out of two. This is a significant increase, although the level is still low compared to other countries. One person out of five can define biodiversity correctly. The street videos below illustrate the fact that people are still struggling to give a proper definition of what biodiversity is.

Have heard of biodivesity = I have heard of it and know exactly what it means + I have heard of it but I am not sure what it means.

Basis: All sample, 1000 persons per year


Basis: All sample, 1000 persons per year

Confidence in the Industry

A majority of German respondents doesn't believe that companies pay serious attention to ethical sourcing of biodiversity. Street interviews clearly shows that German people do not trust companies and believe their primary concern are short-term profits. 

Agree = Completely agree + rather agree / Basis: 1000 people


Information requested by consumers in Germany

A majority of German respondents would like to be better informed about how they source natural ingredients used in their products. The street interviews illustrate this perfectly.

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


Ethics drives purchase intention

While the majority of German respondents indicate they would be more interested in buying a product if biodiversity was respected, almost one third fully agrees. Most interviewees share this opinion and one of them adds that in order to be an informed consumer, there is a need for implementation of seals externally validated.

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


Brands perception

When asked about brands that respect biodiversity, only 42% are capable of providing the name of at least one brand. This is the lowest level country. Food brands were referred to most often. Street interviews confirm that no brand in Germany is clearly positioned on that topic as level of responses are very low.

Question : What are the three brands you consider are making most efforts to respect Biodiversity?

1. Alnatura 11%

2. Hipp 5%

3. Nestlé 5%

Basis: Total respondents excluding labels/distributors

Learn more about the methodology :