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Sustainability "less carefree"

Environmental protection is currently experiencing a renaissance due to climate change and the warming of the atmosphere.

Where do consumers stand on the topic of sustainability, and how does this affect their purchasing behaviour?

Source: DIY, 7-8/2008, p. 58

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Fit for walking

beauty care segment, the Living division of the GfK market research institute has been monitoring pulse frequency measurement devices and pedometers.

These are two product groups which are often used by athletes and outdoor-fans, especially in the warmer seasons.

Source: MTD, 7/2008, p. 29-30

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Quality pays for itself

The German home textile industry association (VDHI) has a positive outlook on the German market, regardless of the stagnating sales numbers. The carpeted floor segment held its ground in the higher price segment especially well.

With his tip "Focus on the "silver generation”, it is worth its weight in gold”, Oliver Schmitz, the head of the GfK Living division of the GfK market research institute, has formulated one of the future secrets to success for the home textile industry.

Only those who offer quality, consulting and service to consumer groups with purchasing power will continue to be successful in the future.

Source: RZ, 6-7/2008, p. 16-17

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Premium Consumers seek out strong brands

After years of following the "penny-pinching” mentality, consumers of home furniture are changing their tune and focusing on factors such as quality, durability and made in Germany.

They are becoming more interested in the brand and source of their furniture. For consumers in the premium segment, brand has long played an important roll - even when choosing a shopping venue.

Source: MÖBELMARKT, 6/2008, p. 42

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Environmental protection  "The consumer’s calling"

Environmental protection "The consumer’s calling"

Sure, the consumers’ conscience correlates strongly with the medial interests. But dry summers, rainy winters, and momentous storms increase our awareness of the problem.

Additionally, our perception of the problem increases through a multitude of measures such as environmental zones for cars. During 2005, only three percent of respondents mentioned environmental protection as "the single issue which most urgently needs to be solved in Germany”, in 2007 this has jumped to 16%.

Source: ElektroMarkt, 6/7-2008, p. 18

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Do younger consumers purchase differently?

The electric hairstyling devices market is currently undergoing change. Hair straighteners are purchased more and more frequently by predominantly female consumers. The demand lies mostly with the younger generation; more than half of the users are younger than 24.

Does the generation of women under 30 pay more attention to the price of hair dryers or hair styling devices (due to their lower expendable income) than women over 30? No, there is definitely no generation difference in this respect.

Source: ElektroMarkt, 5-2008, p. 12

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Are furniture consumers homogenous?

The methods used to identify and describe target groups within the heterogeneous furniture market are as varied as possible. Most companies use pure socio-demographic information such as age, income and gender to describe their target customers.

In spite of the similarities of furniture retailers' ads, a typical German consumer does not exist. The demands, wishes and decorating styles among German furniture consumers are too different.

Source: MÖBELMARKT, 5/2008, p. 2

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Who shops at MediaMarkt & Co.?

The typical customer doesn’t exist. The demands and information and consumption behaviours of German consumers are too varied.

An analysis of socio-demographic data of consumers, collected monthly in the GfK ElectroPanel, shows that the amount of women who purchase in retail warehouses (54%) is noticeably lower than in specialty stores (59%). The choice of distribution channel is also related to the consumers’ age.

Source: ElektroMarkt, 4-2008, p. 34

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"Dining meets Living"

Living spaces have changed. Individual rooms that were previously separated from one another are more frequently being merged into one large room.

This development strongly affects decorating style and consumer behaviour, and changes with it the demands on industry and retailers.

Source: MÖBELMARKT, 4/2008, p. 42-43

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Healthcare products have found a home in German households

Which wellness and health products are used in German households and where do consumers purchase these products?

The GfK Living division of the GfK market research institute (Nuremberg) answers these and many more questions in the yearly comprehensive market study.

Source: MTD, 2/2008, p. 22-23

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Most people who train at home use brand name manufacturers

More and more people are setting up their own personal gym. The market for home fitness equipment has doubled in the last 10 years.

Around 13 percent of Germans partake in endurance training at home. Nearly one third of all households have at least one piece of home fitness equipment.

Source: WirtschaftsWoche, 1/2 2008, p. 68

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Are pre-made meals off the menu?

More and more Germans prefer a healthy home cooked meal to one that is pre-packaged.

A satisfying vision to the end of snacks and the renaissance of health and wellness in the kitchen…

Source: ElektroMarkt, 3-2008, p. 21

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Products ‘Made in China’ are losing appeal

China has become more meaningful in recent years, not only as an import country, but also as a resourcing-country for (branded) German businesses.

Problems with the quality of goods ‘Made in China’ resulted in products being recalled. Products are being discredited – and the consequences can be seen in consumer behaviour.

Source: ElektroMarkt, 1/2-2008, p. 36

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Purchase of Bedroom furniture 2007

The importance of the bedroom has changed in recent years.

Previously, bedrooms were only for sleeping in, but today they are increasingly used to read and relax in, so as an additional residence. 

What could such a development mean for the consumer’s purchasing behaviour of new bedroom furniture?

Source: MÖBELMARKT, 12/2007, p. 72-73

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Quality is requested outdoors

Buyers of garden furniture are becoming increasingly better informed. To them, price is no longer the most important.

Garden furniture, as with previous years, is mostly purchased in DIY-stores. From GfK Living data, we can see that this not only holds for the quantity purchased, but also in terms of value.

Source: Garten & Lifestyle, 4/2007, p. 19

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Media furniture must look good and be functional

Price, appearance or function? Which criteria play an important role for the consumer when purchasing a TV or Hi-fi cabinet? And what technical equipment do the consumers prefer?

These and similar questions are answered by the GfK Furniture Panel for Home Entertainment. A summary of the results can be found here.

Source: MÖBELMARKT, 11/2007, p. 2

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Price does not come first

It has almost become a tradition that on the second Spoga-evening, the Cologne fair and the magazine MÖBELMARKT are invitators for the Spoga talk.

The subject of this year’s event was "Discount or Lifestyle” - the marketing concept in garden furniture, and the organiser referred to the current developments of the outdoor sector.

Source: spoga 2007, p. 94-96

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Useful information for the industry

To be successful, you must know the market, define the target groups and their requirements, as well as their information-seeking and buying behaviour. So far, knowledge on the market of baby and small children’s equipment has been rare. 

In 2006, for the first time, GfK carried out the Baby Tracking, from which we would like to share some findings.

Source: MÖBELMARKT Bambini, 03/2007, p. 16

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"Attraction is cool” in the garden sector

Last year GfK Garden Tracking was created. GfK Garden Tracking is established in the division of GfK Living and mainly focuses on people’s attitude on their garden, such as the how the garden is used.

While the analysis in 2007 was restricted to Germany, in 2008 foreign markets are included in the survey.

Source: BHB Info, 04/2007, p. 18-19

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