Reconciling Emotions and Rationality – A Consumer of Two Minds

Südzucker Consumer Study Processed Foods & Drinks 2022

The last years have affected us significantly due to the extraordinary circumstances in the world. Events affecting us directly and indirectly, so consumers rethink their own behavior in many aspects, especially also in food and drinks consumption. End consumer brands therefore need to keep a close eye on their consumers and where needed optimize existing product portfolios. Simultaneously it also offers growth opportunities and chance to create market entry barriers by launching new product innovations early.

In our second year of the Südzucker Consumer Tracker we once again surveyed 5,000 frequent users of chocolates, dairy products & vegan alternatives, sweet biscuits/baked goods, soft drinks and cereals. The study was conducted in France, Germany, UK, Poland and Belgium using a sample n=1000 in each market, also during the same time of year to make it as comparable as possible and identify first trends compared to last year’s zero measurement.