Table 1 Attributes of the consumer...

Table 1

Attributes of the consumer sample (N = 1,114) compared to the national average

Characteristics		Sample (%)	Population level Germany (%)
Quotas
Gender^*	Male	51	50
Gender^*	Female	49	50
	18–24	12	09
	25–34	14	15
Age^*	35–44	15	15
	45–54	15	16
	55–64	19	19
	>65	26	26
Region in Germany^**	North	21	18
	West	33	35
	South	28	29
	East	19	18
Education^*	Still pupil	02	03
	Elementary/secondary school	28	29
	Middle school	30	30
	General university entrance qualification	37	34^a
	Without degree	03	04
Household net income^**	Under € 1,499	19	20
	€ 1,500–2,499	25	27
	€ 2,500–3,499	21	19
	€ 3,500–4,499	17	18
	Over € 5,000	18	16
Consumption of broccoli	At least infrequent consumption	100	95^b
At least rarely consumption	Cabbage/Kale	95	11^b
	Pesto	92	52^c
	Smoothie	72	40^d
	Ready made soup	83	68^e
	Tortilla wrap	84	10^f

Characteristics		Sample (%)	Population level Germany (%)
Quotas
Gender^*	Male	51	50
Gender^*	Female	49	50
	18–24	12	09
	25–34	14	15
Age^*	35–44	15	15
	45–54	15	16
	55–64	19	19
	>65	26	26
Region in Germany^**	North	21	18
	West	33	35
	South	28	29
	East	19	18
Education^*	Still pupil	02	03
	Elementary/secondary school	28	29
	Middle school	30	30
	General university entrance qualification	37	34^a
	Without degree	03	04
Household net income^**	Under € 1,499	19	20
	€ 1,500–2,499	25	27
	€ 2,500–3,499	21	19
	€ 3,500–4,499	17	18
	Over € 5,000	18	16
Consumption of broccoli	At least infrequent consumption	100	95^b
At least rarely consumption	Cabbage/Kale	95	11^b
	Pesto	92	52^c
	Smoothie	72	40^d
	Ready made soup	83	68^e
	Tortilla wrap	84	10^f

Note(s):

Statistisches Bundesamt (2022)

^**

Gesellschaft für integrierte Kommunikationsforschung (2023a)

General higher education entrance qualification;

Welk et al. (2024)

Nestlé (2016)

Smoothie consumer (Gesellschaft für integrierte Kommunikationsforschung, 2023b)

Ready made soup consumer (Gesellschaft für integrierte Kommunikationsforschung, 2023c)

Wrap consumer (Kantar Media, 2022)

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