CONSUMERS & BRANDS

Target audience: Frozen ready-

made meal consumers in
Germany

Consumer Insights

August 2023
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers that answered ’’Frozen
ready-made meals’’ to the multi-pick question ’’Which
of these groceries do you consume regularly?’’.
The report offers the reader a comprehensive
overview of frozen ready-made meal consumers in
Germany: who they are; what they like; what they
think; and how to reach them. It provides insights on
their demographics, lifestyle, opinions, and marketing
touchpoints. Additionally, the report allows the reader
to benchmark frozen ready-made meal consumers in
Germany (’’target audience’’) against the average
German onliner, labelled as ’’all respondents’’ in
the charts.
The report is updated quarterly and is based on data
from the Statista Consumer insights Global survey.
Design: Online Survey, split questionnaire design
Duration: approx. 15 minutes
Language: official language(s) of each country with
American English offered as an alternative
Region: 56 countries
Number of respondents:
• 12,000+ for countries with the extended survey
(including Germany)
• 2,000+ for the basic survey
Sample: Internet users, aged 18 – 64, quotas set on
gender and age
Fieldwork:
• Continuous from January to December
• Countries that receive the extended survey are
updated four times a year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of August 2023

 Frozen ready-made meal consumers in Germany
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

36% of frozen ready-made meal Having a good time has more
consumers are Millennials. importance to frozen ready-made meal
consumers than to the average
50% of frozen ready-made meal
consumer.
consumers are male.
Movies, TV shows and music are
38% of frozen ready-made meal
relatively prevalent interests of frozen
consumers have a low annual
ready-made meal consumers.
household income.
Frozen ready-made meal consumers are
Frozen ready-made meal consumers
more likely to have video gaming as a
live in all types of urban and rural
hobby than the average consumer.
communities .
26% of frozen ready-made meal
consumers follow soccer.
37% of frozen ready-made meal
consumers state that food must be
convenient and fast.
39% of frozen ready-made meal
consumers are laggards when it comes
to innovation adoption.
A relatively high share of frozen ready-
made meal consumers think that rising
prices, inflation & cost of living are
issues that need to be addressed.
Many frozen ready-made meal
consumers have centrist political views.
Frozen ready-made meal consumers
tend to read online news websites more
often than the average consumer.
On social media, frozen ready-made
meal consumers interact with
companies more often than the average
onliner.
Frozen ready-made meal consumers
remember seeing ads out-of-home
more often than the average consumer.
Frozen ready-made meal consumers
remember seeing ads in video portals
more often than the average consumer.

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community

• LGBTQ+
 36% of frozen ready-made meal consumers are Millennials
Demographic profile: life stages

Age of consumers in Germany

Target audience 17% 36% 33% 14%

All respondents 18% 34% 34% 14%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 50% of frozen ready-made meal consumers are male
Demographic profile: gender

Gender of consumers in Germany

Target audience 50% 50%

All respondents 50% 50%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 28% of frozen ready-made meal consumers have a lower secondary education
but are not eligible for university study
Demographic profile: education

Consumer’s level of education in Germany

32%
31%
28%
25%

18%
17%

12%
11% 10% 11%

2% 2%
0% 1%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 38% of frozen ready-made meal consumers have a low annual household
income
Demographic profile: income

Share of consumers in Germany in the high, middle, and low thirds of monthly household gross income

Target audience 29% 32% 38%

All respondents 34% 32% 34%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick;
Base: n=1772 frozen ready-made meal consumers, n=30742 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Many frozen ready-made meal consumers live in a single household
Demographic profile: household classification

Type of households in which consumers in Germany live​

29%
27% 26%
25% 26%
24%

9% 9%
7% 7%

3% 3%
2% 2%

Single household Couple Single parent Nuclear family Multi- Two or more Other
household household generational related adults household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made
meal consumers, n=35994 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Frozen ready-made meal consumers live in all types of urban and rural
communities
Demographic profile: type of community

Communities where consumers live in Germany

27%
26%
25%
24%
21% 21%

16%
15%

12%
11%

Rural community Small town Medium-sized town Large city City with over 1
million inhabitants
Target audience All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 7% of frozen ready-made meal consumers consider themselves part of the
LGBTQ+ community
Demographic profile: LGBTQ+

LGBTQ+ status of consumers in Germany

Target audience 7% 85% 9%

All respondents 7% 84% 9%

Yes No Would rather not say

11 Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all respondents

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

• Sports activities

• Sports followed
 Having a good time has more importance to frozen ready-made meal
consumers than to the average consumer
Consumer lifestyle: life values

Most important aspects of life for consumers in Germany

53% 53%

43% 42% 41% 42% 39%

36% 36% 36%
32% 30%

19% 20% 20%

18%

10% 11% 9% 10%

A happy Safety and An honest Having a Making Social To be Learning Traditions Advancing
relationship security and good time my own justice successful new things my career
respectable decisions
life
Target audience All respondents

13 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal
consumers, n=35994 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Movies, TV shows and music are relatively prevalent interests of frozen ready-
made meal consumers
Consumer lifestyle: main interests

Top 10 interests of frozen ready-made meal consumers in Germany

60%

49%
46%
43% 43% 42%
41% 40% 40%
37% 36% 36%
35% 34% 33% 32% 33%
30% 29% 28%

Movies, Travel Food & Health & Politics & Home & Science & History Sports Finance &
TV shows dining fitness society garden technology economy
& music and current
world
events
Target audience All respondents

14 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Frozen ready-made meal consumers are more likely to have video gaming as a
hobby than the average consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of frozen ready-made meal consumers in Germany

54%
47%
42% 42% 42% 42%
40% 40%
37% 36% 36% 35% 35% 33% 34%
32%
30% 30%
28% 26%

Socializing Cooking Reading Outdoor Traveling Tech & Pets Video Doing Gardening
/ baking activities computers gaming sports and plants
and fitness

Target audience All respondents

15 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Frozen ready-made meal consumers participate in similar sports and activities
as the average consumer
Consumer lifestyle: sports activities

Top 10 sports activities of frozen ready-made meal consumers in Germany

19% 20%
19%
17% 18%
16%
16%
15% 15% 14%

11%
10%
9% 9%
8% 8%
7%
6%
6%
4%

Hiking Running Swimming Fitness, Cycling Soccer Dancing Yoga & Badminton Table
& jogging & diving aerobics pilates Tennis
& cardio
Target audience All respondents

16 Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=1038 frozen ready-made meal consumers, n=17984 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 26% of frozen ready-made meal consumers follow soccer
Consumer lifestyle: sports followed

Top 10 sports followed by frozen ready-made meal consumers in Germany

26%
24%

8% 7% 8% 7% 8% 7% 7%
6% 7% 6% 7% 6% 6%
6% 6% 6% 6%
5%

Soccer Basketball Handball Motorsports Athletics Tennis Ice Hockey American Boxing Cycling
(track & football
field)
Target audience All respondents

17 Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=663 frozen ready-made meal consumers, n=11368 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 CHAPTER 03

Consumer attitudes

• Consumer attitudes

• Innovation adoption

• Challenges facing the country

• Politics

18
 37% of frozen ready-made meal consumers state that food must be convenient
and fast
Consumer attitudes

Agreement with statements in Germany

54% 56%
52%
48%
44% 42%
37% 36%
30%
26%

Customer reviews on the I actively try I try to eat less meat Food must be I avoid artificial flavors
internet are very helpful to eat healthy convenient and fast and preservatives

Target audience All respondents

19 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=5994 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 39% of frozen ready-made meal consumers are laggards when it comes to
innovation adoption
Consumer attitudes: innovation

Innovation adopter types based on statements towards innovation by consumers in Germany

39%
37% 37%
34%

16% 16%

10% 9%

2% 1%

Innovators Early adopters Early majority Late majority Laggards

Target audience All respondents

20 Notes: Recode based on ’’Which of these statements apply to you?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 A relatively high share of frozen ready-made meal consumers think that rising
prices, inflation & cost of living are issues that need to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Germany according to frozen ready-made meal consumers

65%

57%

46% 45% 44% 43%

39% 39% 41% 40%
37% 37% 37% 37% 37% 37%
35% 33% 34%
30%

Rising prices Health Poverty Economic Housing Climate Immigration Education Environ- Crime
/ inflation / and social situation change ment
cost of living security

Target audience All respondents

21 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-
made meal consumers, n=35994 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Many frozen ready-made meal consumers have centrist political views
Consumer attitudes: politics

Political attitudes of consumers in Germany

Target audience 22% 46% 15% 17%

All respondents 22% 43% 17% 18%

Left Center Right Prefer not to answer

22 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Which of these groceries do you consume
regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all respondents
Sources: Statista Consumer Insights Global as of August 2023
CHAPTER 04

Marketing touchpoints

• Media usage

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

 Frozen ready-made meal consumers tend to read online news websites more
often than the average consumer
Marketing touchpoints: media usage

Type of media consumers in Germany have been using in the past 4 weeks
81%
79%
75%
67% 69% 67%

55% 54%
46% 47%
40%
37% 36% 36% 35% 33%
29% 30%
28% 28%
21%
18%

TV Digital video Radio Online news Digital music Magazines Daily Online Podcasts Movies / Weekly
content websites content newspapers magazines cinema newspapers
Target audience All respondents

24 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=1021 frozen ready-made meal consumers, n=17900 all respondents

Sources: Statista Global Consumer Survey as of August 2023

 Frozen ready-made meal consumers remember seeing ads in video portals
more often than the average consumer
Marketing touchpoints: digital advertising touchpoints

Top 10 places where frozen ready-made meal consumers in Germany have come across digital advertising in the past 4 weeks

50%
46%
42% 41% 43% 43%
40%
38%

30% 29% 28% 27%

26% 26% 24% 24% 24%
21% 22%
19%

Video Search Online Social Newsletters Video Websites Other apps Video Editorial
portals engines stores media streaming and apps games websites
services of brands and apps
Target audience All respondents

25 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n= 35994 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 Frozen ready-made meal consumers access the internet via a gaming console
more often than the average onliner
Marketing touchpoints: internet usage by device

Devices consumers in Germany use regularly to access the internet

93% 91%

70%
65%
61%
55% 53% 50%
49%
44%
40%
33% 32% 29% 29% 27%
26% 24%

Smartphone Laptop Smart TV Tablet Desktop PC Gaming Smart Streaming Smartwatch

console speakers device

Target audience All respondents

26 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 On social media, frozen ready-made meal consumers interact with companies
more often than the average onliner
Marketing touchpoints: social media usage

Social media activities in Germany by type​

59%
55%
48%
45% 45%
43%
40% 39% 39%
36% 35%
32%
30%
27%
23%
19% 19%
16% 14%
13% 11% 12%
7% 8%

Sent private Liked posts Commented Followed Posted Posted texts Shared Liked Followed Shared Passive social No social
messages by other on posts people pictures / status posts by company companies company media usage media usage
users / videos updates other users posts posts

Target audience All respondents

27 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 Frozen ready-made meal consumers remember seeing ads out-of-home more
often than the average consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Germany have come across non-digital advertising in the past 4 weeks

46%
44%
42% 42% 41%
40%
38% 37%
36%
34%
29% 28%
26% 26%

14% 14%

By mailshot / On advertising On TV Directly in On the In printed In printed At the movies

advertising spaces the store radio magazines daily /cinema
mail on the go and journals newspapers
Target audience All respondents

28 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these groceries do you consume regularly?; Multi Pick; Base: n=2017 frozen ready-made meal consumers, n=35994 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
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 Authors

Jan Gewiese Stefan Rau

Senior Research Manager Senior Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in
and Business Administration (M.Sc.) from the University of Hamburg. He Interned Munich and Public and Nonprofit Studies (M.Sc.) at the University of Hamburg.
at the Hamburg Center for Health Economics and Mercedes-Benz USA. During his studies, he interned at TNS Infratest.​

For the Statista Consumer Insights team, he is responsible for concepting surveys Stefan's current role in the Consumer Insights team at Statista focuses on process
and reports, automation process design, and is a trusted advisor to clients and design and report automation, specifically QA processes. Stefan’s expertise also
stakeholders for the product. includes Python and developing the teams AI offer.

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