Convenience in Europe

Which products do consumers prefer, where do they buy them and when do they buy them? The Convenience & Marketing Department of the European Business School in Oestrich-Winkel published a study in 2009 which tries to answer these questions. Five types of consumers are differentiated in Germany, Austria, and Switzerland: on working days Early Eaters, Midday Munchers and Late Gourmets. In leisure time there are the groups of Purpose Eaters, who want to satisfy their hunger quickly and Social Eaters, who like a social environment. In the morning, a hot drink is a must in Germany, while in Switzerland energy drinks are popular. At lunchtime, 55.1 percent of respondents drink a chilled refreshing drink and 55.7 percent eat some kind of filled roll. An important time for on-the-go consumption is the evening: 47 percent of consumers stop on their way home in the evening at least once a week to buy food or drinks for immediate consumption.