The large TFB study on the consumption of sausage and ham
rheingold researched the sausage and meat market for the Westphalian sausage manufacturer The Family Butchers (TFB). The study shows that consumer behavior is in a strong process of change. The relationship to meat products is clouded by deficiencies in animal husbandry and meat production, many want to consciously reduce their consumption.
With an online survey of more than 1200 consumers and about 120 depth psychological interviews, the following buyer typologies emerged:
- Innocent lambs (18 percent): They like sausage, but often have ethical concerns.
- Sausage romantic (18 percent): Sausage tastes good and makes you happy, the rest doesn't matter.
- Sausage pack (11 percent): There are always guests in the house here, and they like to be offered a wide selection of sausages and hams.
- Sausage gourmets (17 percent): For them, quality and origin are crucial; they like to buy from the butcher they trust.
- Sporty young birds (10 percent): They pay attention to a high-protein, low-fat diet, such as lean chicken breast.
- carnivores (13 percent): They love it hearty, quality is important, so they like to buy from specialty stores. They have no problems with slaughtering or hunting.
Study video
Cologne-based psychologist Stephan Grünewald is the founder of the market and media research institute rheingold. Grünewald became a bestselling author with his books "Deutschland auf der Couch" (2006) and "Die erschöpfte Gesellschaft" (2013) as well as "Wie tickt Deutschland" (2019).
Phone: +49 221-466 828 0
E-mail: gruenewald@rheingold-online.de
