Trend Study 2020: Morals on the shelf?

Dirk Ziems

Trend Study 2020: Morals on the shelf?

The times when food only had to taste good are long gone: the moral sense of consumers is becoming increasingly important and legal regulations for manufacturers are tightening. Nutrition is now supposed to be healthy, sustainable, and ethical. Good food, good conscience. Meat-free alternatives, organically or fairly produced products – the demand is growing. We increasingly link the way we eat to our sense of ethics and the values we hold high. You are what you eat.

We also live in an era where the moral authorities of the past are dwindling in importance. Simultaneously, “Fridays for Future” represents an almost global environmental and climate movement that communicates the necessity of sustainability and resource conservation, impacting large parts of society and politics.

But can our ethical backbone be broken at the supermarket when prices are luring us? Which additional values are decisive at the shelf and control the consumer?

These questions have led us to the study we are conducting at the moment (concept m / Food Professionals): „Morals on the shelf?” We want to find out which unconscious guidelines consumers are currently following, and which implicit drivers influence our grocery shopping. Our current research builds on the success of our baseline study in which we interviewed more than 1.000 respondents throughout Germany on the topic “Alternative protein sources: plants, insects, in vitro, 2019”. We will be looking beyond meat replacement categories for the first time this time, examining the entire food sector and its various product groups. In a final step, we will investigate product categories on an umbrella brand level to see how consumers assess big brands in the different moral areas.

Method: 2.000 online interviews. Respondents will be recruited using an online access panel and interviewed based on a 20-minute standardised questionnaire. Interviewing the general population allows us to get a clear variance regarding the importance of moral areas (e.g. age, gender, income, etc.). We would like to thank Bilendi, specialist for online research and digital data collection, for the technical implementation.

The final results will be available at the end of March 2020. Are you interested in more information or would like to schedule a presentation?

Rochus Winkler, rochus.winkler@test.local, Co-Founder and Shareholder, and Dr. Martin Schultze, martin.schultze@test.local, Research Director Quantitative at concept m, are happy to help!


Für mehr Informationen kontaktieren Sie bitte:


Thomas Ebenfeld
Co-Founder and Shareholder


Rochus Winkler
Co-Founder and Shareholder


Dirk Ziems
Co-Founder and Shareholder

Dirk Ziems
Dirk Ziems ist Experte für tiefenpsychologisches Marketing und berät auf Basis von Markt-, Medien- und Kulturforschung weltweit Unternehmen und Konzerne in zahlreichen Branchen und Ländern. Als Mitbegründer der Global Research Boutique Concept M und der Marketingberatung Flying Elephant begleitet er Themen wie die Adaption von Erfolgsprodukten in neuen kulturellen Kontexten, das tiefe Verständnis neuer Konsumgenerationen in China und USA, die Transformation der Werbekommunikation in der neuen digitalen Medienwelt oder die Neuorientierung der Brands in Post-Corona-Zeiten. Dirk Ziems ist auch als Gastdozent an verschiedenen Universitäten tätig.

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