German consumer trends and EDEKA's frozen food campaign

A KPMG Consumer Barometer 2026 report reveals that German consumers prioritize price-performance ratio (54%), taste (44%), and availability (32%) when grocery shopping. While supermarkets and discounters remain the primary shopping locations, consumers are increasingly using digital coupons and apps for planning. Factors such as regional origin (20%), animal welfare (19%), and sustainability (13%) currently play a secondary role in purchasing decisions.

In response to consumer perceptions, the EDEKA retail group has launched the ‘Survival of the Freshest’ campaign to promote the quality of frozen fruits and vegetables. To combat misconceptions regarding the nutritional value of frozen goods, EDEKA is hosting a large-scale installation featuring a Tyrannosaurus Rex at Potsdamer Platz in Berlin from September 10 to 13, 2026. The initiative also includes redesigned ‘EDEKA Herzstücke’ private label packaging featuring prehistoric motifs to highlight how flash-freezing preserves vitamins and minerals.