Europeans-The Manual - Oct 2013

Europeans the manual
In depth knowledge, practical how-to’s and

plenty of expert tips for successful marketing
Introduction 4
The British 7
The Dutch 29
The French 53
The Germans 75
The Italians 97
The Polish 119
THE PORTUGUESE 141
The Spanish 163
The Swedes 185
Sources 206
Appendix 208
Introduction
This is a book about people. Not just any Universal human truths brand to really be a part of their lives. That’s they are true. And you might be painfully
people, but a very special group of people. This Fortunately Europeans, like any other why we created ‘Europeans - the manual’. aware of the fact that similar stereotypes
is a book about Europeans; the consumers we people, have a lot in common. We all want It is designed to give you a practical, fun exist about you too! Whilst there is
strive to serve and please on a daily basis. good relationships, we all want to provide guide to nine of the most common types nothing wrong with having a little fun with
for our families and we all want to have of Europeans. To help you figure out what stereotypes, we invite you to look beyond
730 million Europeans some fun along the way. Those universal they have in common and where you should them. To put people first and discover the
There are more then 730 million of us ‘human truths’ can inspire brands that are respect the differences. real men, women and families we serve.
Europeans. Together we account for about relevant across the region or even the world.
11% of the world’s population. In a relatively And as a marketer, you will surely search 9 different Europeans How to read this book
small area (Europe is the second smallest for these human truths as a foundation for Let’s introduce the 9 Europeans featured In this book you will find a separate chapter
continent), Europeans live in more than your brand. in this book. This is what people say about for each European. In every chapter the
50 countries. What’s more - we collectively them: same topics will be reviewed, from local
speak over 100 languages. And that’s not Different circumstances • The Brits: polite, conservative and cultural values to media and shopping
where our diversity ends. But Europeans are also different to each indirect. habits and category-specific facts and
other. We don’t just have different cultural • The Dutch: liberal, direct and blunt. insights. We hope this book will make your
Crossing a border values, but we also have different (practical) • The French: all about quality of life, but experience of marketing to Europeans a
Anyone who has ever lived or travelled in circumstances. If you do your groceries can be arrogant. great one!
Europe can confirm that if you cross the in France, you are used to hypermarkets: • The Germans: very efficient, love cars and
border between two countries, you will ‘consumption temples’ of enormous size. If beer. Where to find more
experience a different Europe. Sometimes you shop in Poland, you are used to small, • The Italians: love everything beautiful, Remember that this guide is just the tip of
you experience differences even without traditional neighbourhood stores where you especially pasta. the iceberg. If you would like to know more
crossing any borders. Not just different know the owner and the owner knows you. • The Poles: seem unhappy, they never smile. about our European consumers, be sure to
languages, but also different landscapes, It’s not hard to imagine that you might need a • The Portuguese: must be like Spaniards. connect with your partners in CMI. They
different values, different customs, and - different approach to successfully deliver your • The Spaniards: passionate, lazy and with will be happy to share other information
very important - different food and personal brand to the French as opposed to the Poles. hot women. and insights with you, like habits and
and household routines. As someone who is • The Swedes: silent, but they also have hot attitudes and consumer needs. And they’ll
interested in people, this is fascinating. But A practical, fun guide (blonde) women and IKEA. surely help you to set up consumer visits, so
as a marketer, it can be challenging. How As a marketer, you want to leverage the you can meet Europeans of your interest in
do you successfully market your brand to a commonalities between Europeans. But Beyond the stereotype person.
group of people that is so diverse? How do you have to take the cultural and practical You might recognize some of the
you craft brands for European lives? differences into account if you want your stereotypes above. You might even believe CMI Europe.
4 Introduction Europeans The Manual Europeans The Manual Introduction 5

What people say about
The British
Nobody
loves a queue
like a Brit.
The Brits are
Congratulations! You have made an excellent always polite and
choice to show interest in the British. We are reserved.
quite positive this European will give you

many years of great research, marketing and
sales activities. Have you been watching a lot
of British TV series or spent a holiday in the
UK? If so, you might recognize the stereotype:
All Brits
like irony.
ni
ng! Beware! Recognizable as it is, this stereotypical view
r
Wa
of the British will not give you the results you want.
We recommend you read this chapter carefully!
They play
cricket and love
gardening.
Getting The British consumer has great potential. You can achieve
rather remarkable results marketing your brands and
products. Getting to know your Brit better starts here!
Natural Glasgow
The largest city in
Scotland. Greater Edinburgh
started habitat Glasgow makes up

41 % of Scotland’s
population.
The capital of
Scotland and the 2nd
most popular tourist
destination after
Your Brit lives in a pretty London.
densely populated country
with 660 people per square
meter. Read on to get to know
more about this crowded
and rainy place!
London
We are very
individualistic Capital of 8 million
and private people. Also the most
people. populous region and
Waste is urban area in the
page our biggest UK.
12 environmental Liverpool
concern. The port city.
page
12
We are Almost one
fond of
page
Birmingham third of the
22
sandwiches. A major international population lives
commercial centre and in England’s
an important transport, southeast!
retail, events and
conference hub.
page page
17 20
We are 99% of us eat
loyalty card chilled and
lovers. ready meals.
National events
Burns January
Pancake Trooping
Some- A
Night Day the Colour
A regular 25 The day preceding
where in
February
The celebration of
Saturday
in June
date on Ash Wednesday; the Queen’s birthday.

the Scottish calendar. the first day of Lent. Pancakes Although the Queen was born on
Carefully read this manual before you start using your Brit
TIP! and he/she will not have any secrets for you anymore.
It celebrates the life and are traditionally eaten on this April 21st, it has long been the
works of Robert Burns; day to use up the eggs and fat tradition to celebrate her birthday
a Scottish poet. which were not going to be publicly on a day in summer when
eaten during the fasting period. good weather is more likely.
8 The british Europeans The Manual Europeans The Manual The british 9
Technical General Characteristics
Inhabitants 63,256,141
Economic data
data No. of households
Average household size

26,400,000
2.4
The recession hit your Brit quite hard. The disposable incomes per person are
significantly behind those of France and Germany. Although disposable incomes are
rising slightly, the inflation rate is still well above the target of 2% and the real cost of
The Brit, living on a big Urbanization 80% living thus keeps rising. The Brits feel squeezed and are not in an expensive mood.
island, is not your average
Higher education 27% (Bsc/Msc)
European. And that’s a
fact. Take a look at some English as first language 95% British Economy
important information
Religion Christian (59%) 2012 Index or ∆ Change versus
on this state-of-the-art Islam (5%) versus Eurozone 2011
European. Irreligious (25%)
GDP per capita, 36,939.- 108
No place nominal PPP ($)
in the UK is more
Inflation rate 2.8% 112
than 74.5 miles
from the sea. Consumer confidence -29 ∆ -6.2
The British
The UK is the
drink more tea
only country in the Unemployment rate 4.8% 42
than anyone else in
world that doesn’t have
the world.
the country name on
its stamps.
Income spread UK HH How the British
(Gross income per year in Pounds) spend their
money
< 7,499 3.8%
Communication
7,500 -
11,499 9.4%
Household sizes Main ethnicities Clothing
11,500 - 3%
1-member household 35% White British 86% 15,499 10.7% Household goods 5% other
15,500 - and services
2-member household 31% White other 6% 24,499 20.3 %
6%
3-member household 15% Indian 2%

24,500 -
39,999 22.4% housing, fuel
27%
40,000 - and power
4-member household or more 19% Pakistani 2.3% 74,999 23.9% 12%
75,000 -
Caribbean 1% 99,999 5%
100,000 > 4.6% Transport 13%
Age distribution* African 1%
21%
Up to 34 years old 20%
13%
* Head of household
We strongly recommend to look Recreation, culture,

34-49 years old 29% ni
ng!
restaurants and hotels
beyond the dry numbers and make
r
Food, drinks,
Wa
an effort to really understand the tobacco
50-64 years old 26%
underlying sentiments.
65+ years old 26%
British Reserved, humorous and Comparison sheet For a deeper understanding of your European, compare the British culture
to some of the other Europeans.
with a good sense of fair
play: that’s your Brit! Time Power Individualism Masculinity Uncertainty Long-Term
cultural value to learn more about their Distance avoidance Orientation

most distinguishing values. The Brits score low The Brits are The UK is a pretty The UK scores low The UK scores low
on this dimension, among the highest masculine country, on uncertainty on this dimension,
indicating that individualistic which implies avoidance, implying meaning that it is a
although people scores, meaning that it is highly that the Brits are short-term oriented
are born into a that they are very success-oriented very comfortable society which
Don’t make a fuss Respect tradition social class, there individualistic and and driven. The in ambiguous emphasizes a great
is a belief that private people. Brits are born to situations. The term respect for history
The Brits value keeping Tradition is respected and through hard work There is even a work hard and be ‘muddling through’ and tradition as
control of their emotions and runs through the heart of and determination, saying in Britain successful. is a very British way well as a focus on
creating a minimum of fuss. British society, seen through you can work your that says “If you of expressing this. quick results in the
To do otherwise is viewed pride in the past and enduring way up. want something future.
done well, do it
as eccentric behaviour and importance of class.
yourself.”
classed as too confronting 104
and odd. The Brits are also high
89
averse to earnestness and
Fair play high
self-importance. 70
68
Comparison other countries

The British believe in fair 67 66
high high
play and justice above all med
else. Anything else is simply 44

my retreat 31 35 35
‘not cricket’. 27 5 29 19 high
25
A house is not just your low
low low low low
territory, it’s the primary
se uk fr pt DE uk se uk it se uk PT es uk nl
expression of your identity
READY FOR HUMOUR
and your retreat from society.
The British want to own it, The British are not always
personalize it and protect it. joking but are in a constant
state of readiness for
How British values are expressed in communication
humour and place great
importance on it. Oxo: “Family 2012”
This was the last of the “Oxo
family” adverts, which included 40
Work-life Attitude towards executions over a 20-year period.
balance sustainability The longevity and consistency
of the campaign successfully
Many Brits feel like their For the Brits, waste is one
captured the essence of the British
working life and personal of the areas of greatest Marmite: Carling Black Label:
family sitting down together for
life are not in balance, likely environmental concern,
“First date” family meals, and tapped into a “Sunbeds”
to be working (70% of them perhaps because it is so
This was one of the early ‘love it very powerful emotional insight. This Carling Black label advert
are employed), experience tangible and visible and the
lower job security and country is so crowded. or hate it’ Marmite executions. was a beautifully executed,
greater pay inequality. It perfectly resonated with the tongue-in-cheek poke at
British sense of humour and British/German rivalry and the
helped to create a timeless ad. British stereotyping of German
ber!
vacationers. It generated a huge
em
When purchasing products, most Brits prioritize value for money and a buzz at the time of airing. It is
Rem
trusted brand over ethical values. still recalled a lot, despite not
having been on air for 20 years.
HOW TO Now that you’ve learned more
ia
Media consumption
s
ed
er
n
about British cultural values
es
o
et
ap
M
n
si
i
and successful marketing
rn
al
sp
az
io
vi
REACH THE
ci
ew
ag
te
le
d
campaigns, you may want to
So
Ra
Te
In
M
N
reach them yourself. Find out
below that the British still Men 16-24 Minutes spent per day 173 156 50 17 17
BRITISH love the telly above anything

else, but things are changing!
Men 25-39
Daily penetration %
Minutes spent per day 199

97 95
135
82 57
77
29
25
17
14
Daily penetration % 98 91 64 64 41 22
Men 40+ Minutes spent per day 230 102 83 32 15
The Brits Smartphones Brits and the Women 25-44 Minutes spent per day 218 103 71 17 13
and the TV and tablets Internet Daily penetration % 99 93 65 68 41 30
In terms of penetration, the 48% of all British and 60% There is a chance of 86%
TV is still the most popular of mobile users are equipped that your Brit is active on Women 45+ Minutes spent per day 235 77 74 29 16
media device, especially with a smartphone and about the Internet, although this
among the older Brits, who one third of them is also slightly differs per region.
spend more than three hours equipped with a tablet. The Internet penetration is
a day in front of the television. the highest around London
and the lowest in Northern- Ad spendings total UK
Ireland.
Television 77%
The Brits and
social media Print 18%
The Brits use the Internet
More than half of the British for many purposes with Online 3%
internet users are active on social networking, e-mailing
social media. Facebook is by Radio 2%
and online shopping being
far the most popular platform, the most popular online
although your Brit can also activities. The Brits spend
be found on Youtube, Twitter over 3 hours a week on
and Yahoo! Answers. Most pre-purchasing and shopping
Brits are rather passive users and 2 hours a week on
of social media, with more improving their knowledge
people checking statuses of and education! A PC is
others than sharing statuses generally favoured over a
or photos themselves. smartphone, especially for
online shopping, browsing
and e-mailing.
Activating Your Brit comes with a
built-in shopping mode.
Before you activate
shopper DNA In shopping mode, your Brit
will show very specific but
predictable behaviour and
shopping mode this, be sure you have

some knowledge about
the British shopping
preferences. He can’t help it, it’s
part of his DNA. This blueprint
shows the most important
environment. built-in shopper characteristics.
60% Mission dictates Do it online Loyalty card

2012 vs. 2011 The shopping mission is the driver The UK has the largest and most lovers
Online
ess ure Hard discount share 6% behind where UK shoppers decide advanced grocery eCommerce UK shoppers are likely to have as
mo pr
grocery to shop and what they put in their channel in the world and it is
pro shopping Promo pressure 34%
baskets. With a wide choice of growing at a fast pace. On average,
many, if not more loyalty cards in
their purse. From Costa to petrol,
Private label share 41% channels available to them, they online shoppers spend more and are to supermarkets, the retail industry
can decide which channel will meet more loyal to both the brands they as a whole is fighting for customer
their specific needs for that shopping choose and the retailer they shop loyalty and shoppers are happy and
mission. with compared to offline shoppers. willing to participate. If the rewards
The FMCG promo pressure Online grocery shopping and home delivery continue to are right, they will allow the cards to
has not been this high for a grow sales -albeit slowly- with Tesco leading the way. dictate where they shop.
long time. When merely
looking at Unilever
categories, the promo
Loyalty programmes are very common in The
pressure is even 60%. Deal addiction Eat to live, not live
UK, with most major chains offering some
kind of reward system. Also, coupons and
With over half of all grocery to eat
cou poning
volumes sold on deal, offers have Food and meal times don’t play
vouchers are heavily used by British shoppers.
simply become part and parcel of a pivotal role in bringing people
Shoppers are becoming increasingly creative the grocery shopping experience. together in the UK. As a result,
in ways to beat the system, for example by UK shoppers will regularly tailor cooking skills are more basic than
using someone else’s receipt or e-mail address
Hard in order to get more vouchers.
their choices based upon what is on
offer. The sheer volume sold on deal,
they ever have been, yet the UK has
an insatiable appetite for celebrity
Discount coupled with the economic climate
has led them to become savvier than
cooks and cooking programmes,
so the interest is there. This leaves
ever in seeking out best deals. UK shoppers looking for inspiration
The growth of
in-store that is achievable with
private label their simple cooking skills and busy
Although the hard discount share is Private share has taken a schedule.
relatively low, the hard discounters are still Label dip in Asda and
Morrison’s, as
gaining share with Aldi leading the way. Reassurance Main shop chore
some consumers
Both Aldi and Lidl attract a broad profile
easily switch to UK shoppers strive to do the right The vast majority of UK shoppers see
of shoppers, challenging the traditional
hard discounters. thing, whether this is for the family the main weekly shopping trip as a
downmarket stereotype. 85% of all Brits or for herself and she seeks advice chore. They will tend to buy the same
state that they would continue buying at and guidance along the way. items week in, week out in the same
On average, your Brit
discounters even if their disposable income store, making the task repetitive and
makes 220 shopping
increases. That’s why hard discounters are habitual.
trips a year and usually Shopping
investing in the in-store environment and
spends €21 per trip. trips
expanding product ranges.
16 Europeans The Manual The british 17

Your Brit When your Brit goes grocery
shopping, he probably ends
up at ‘the big four’. Over 75%
Fuel and The British use a lot of
Unilever products, for fuel and
maintenance of themselves
and his of all groceries are bought at

Tesco, Asda, Sainsbury’s
or Morrison’s.
Maintenance: and their surroundings. In
this chapter you’ll find a
brief overview of all Unilever
shops Unilever
Relatively
cheap categories. From tea to spreads
and everything that’s in between.
Discount
categories
Service
prices
Category Unilever
share share
within within
Relatively low Relatively high
service level service level
Unilever category
Total Product Category 100% 29%
Condiments 5% 27%
Other Foods 0% 5%
Savoury 8% 17%
Middle tesco Spreads 13% 31%
There’s a fair chance your Brit prefers to shop
Coffee & Snacks 2% 50%
at Tesco. Wit a market share of 30%, Tesco is
Relatively
the biggest British hypermarket retailer and the Ice Cream 14% 46%
expensive
second largest retailer in the world. It operates
a “good, better and best” policy for its products. Tea and Soy & Fruit Beverages 5% 27%
Tesco’s share has been stabilized since a few years.
value share Household Care 4% 18%
asda Laundry 16% 34%
Hard Market share: 18%. Asda is the second biggest
Deodorants & Fragrances 13% 61%
discount retailer in the UK and operates a “simple and
fresh” store format while using an Everyday Hair Care 7% 23%
convenience
stores 6% Low Pricing strategy. Its current priorities
8% are further investments in multichannel and Skin care 4% 17%
minimizing the price of everyday essentials.
discounters Skin cleansing 7% 33%
10% sainsbury’s
49% Market share: 17%. Sainsbury’s is the third
largest retailer in the UK and operates
11% hypermarkets, supermarkets and convenience
hypermarkets stores. It is particularly strong around
superstores London and in the southeast of the UK. Its
14% current strategy focuses on fresh products,
supermarkets convenience, non-food and online.
Core foods
Your Brit loves to eat, but is not the best cook in
Europe (except for the Jamie Oliver edition). And Famous British recipe! Ingredients
your Brit is certainly not famous for his healthy
ClassiecPie
food, but rather for his full breakfast, fish and chips Potato Topping
and copious Christmas dinners! Other famous • 2 lbs yukon gold potatoes
British dishes include Sunday roasts and shepherd’s • 1 quart chicken stock
Cottag
pie. Find out more about British food habits below. • 1 head garlic
• 2 tablespoons butter
• 1/2 cup sour cream
• 1/4 cup milk
• salt and pepper
Not-so-creative cooks Typical British dishes
The Brits are not the most creative and The Brits usually like simple and not too Meat Filling
sophisticated cooks. Although your Brit sophisticated meals. British top dishes are, PREPARATION • 2 tablespoons extra
probably loves to buy cook books and watch among other things, sandwiches, toast virgin olive oil
cooking shows on TV, he generally has a (to be topped with, for example, eggs, cheese 1. Cut the top off of the head of garlic and wrap in foil. • 1 lb ground sirloin
repertoire of 6 different meals per fortnight. or beans), soup, pasta, roast meat, pizza and Roast the garlic in the oven at 400 degrees Fahrenheit • 2 garlic cloves, minced
Chilled and ready meals have been a huge fish and chips. for 35 minutes. • 1 medium onion, minced
success in the UK with a penetration of 99% 2. Wash the potatoes thoroughly and add to a large pot, • 2 carrots, grated
nowadays. This trend seems to continue then cover with chicken stock (add water if the stock • 2 stalks celery, grated
with more working families and less time to doesn't cover the potatoes). Cook on high heat and boil • 6-8 porcini mushrooms,
prepare meals. The concern of rising for about 15 minutes, or until potatoes are easily pierced grated
food prices with a fork. • 2 tablespoons flour
Every sector of fresh and chilled food is 3. In a large skillet, heat the olive oil, onion, garlic and beef • 1 tablespoon Worcester-
growing through price inflation. Rising over medium high heat. Break up the meat as finely as shire sauce
It’s all about provenance food prices are now the 3rd biggest concern possible. Once sizzling, gradually add the veggies. • 1/4 cup ketchup
More and more Brits start to question food for British consumers. Private label has a 4. Once meat is fully cooked, stir in flour, then add • 1/4 cup red wine
quality and where their food comes from, mainly very strong presence in this category with Worcestershire, ketchup and wine. Cook for another • salt and pepper
due to the recent horse meat scandal. This leads a market share of nearly 75%. Individual minute, until liquids are thick and incorporated.
to food provenance gaining importance. brands don’t have any foothold. 4. Mash the potatoes with a masher or beater, along with
the roasted garlic, butter, sour cream, milk and seasonings.
5. Spread the beef mixture into a greased casserole, and
layer the mashed potatoes on top. Bake at 450 degrees
Fahrenheit until the potatoes are golden brown on top,
usually about 20 minutes. Let cool ten minutes before
serving.
Key facts Penetration Main brands
Soups 54% Knorr, Batchelors, Heinz, Mug Shot
Instant hot snacks 54% Pot Noodle, Golden Wonder, Supernoodles,

Uncle Bens, Dolmio
Recipe sauces 90% Knorr, Colmans, Bertolli, Dolmio, Uncle

Bens, Loyd Grossman, Maggi
20 The british Europeans The Manual 21

Spreads&and Ice cream
Dressings Your Brit loves ice cream. Especially in the evening.
As a dessert, or rather: a late night treat. Smaller
portions are very popular - they make the Brit feel
Your Brit just loves spreading and dressing. His less guilty when enjoyed after dark. Read on to find
passion for sandwiches (a British invention) is the out more about current trends.
biggest driver, but there’s more! Take some time to
learn about their perception towards this category.
High penetrations Lots of sandwiches A taste of summer More luxury, more premium
Almost all British households buy butter Sandwiches are a top dish in The UK, with 8 Although the Brits are not the biggest The growth of the ice cream category
and/or margarine and they consume 16 billion sandwich occasions. People eat them consumers of ice cream, it is part of their (5.7% year on year) is partly driven by the
kilos a year. The same is true for Eating for breakfast and lunch, both in-home and culture and for many a soft ice cream in a growth of premium and luxury sectors. The
Enhancers: on average 8 kilos a year. out-of-home. Unfortunately, the popularity cone is cited as the taste of summer. highest consumption of luxury and premium
of bread and thus the number of sandwich ice cream is among British women.
and bread occasions has been in steady
decline since a few years.
(Sunday) Roast Small accessible tubs
Special sauces or dressings are usually eaten One of the big ice cream trends in the UK The weekend and
alongside roast meats. The roast occasion is the growth of smaller-sized accessible evening treat
tends to be around lunch or sometimes at What to spread? formats. Individual small tubs of ice cream Your Brit consumes on average 8 litres of
dinner, usually on Sundays. The British don’t just spread margarine or butter and frozen yoghurt are increasing in ice cream a year, usually at weekends and
on their sandwiches, they also love mayonnaise popularity, as it is a way to control portion during the evening. Dessert ice cream (45%)
and mustard. Spreading accounts for 81% of sizes. The Brits feel like smaller sized portions still has the biggest market share, followed
margarine occasions. 56% of mayo is used in are easier and more permissible to eat late at by handheld multipacks (39%) and handheld
Health confusion sandwiches, typically at lunch time, and a third night. Hence the success of Magnum Mini! singles (16%).
Because of mixed messages in the media, many of mustard is used in ham sandwiches.
Brits are no longer entirely clear who sits at
the top of the health pyramid in spreads. In
cooking, olive oil is gaining more popularity,
with the penetration now being 54%.
Penetration Main brands

Mayonnaise 69% Maille, Hellmann’s, Colmans, Heinz,
Branston, Kraft, Frenchs, Ocean Spray
Ketchup 77% Heinz
Dressings 64% Maille, Hellmann’s, Colmans, Heinz, Penetration Main brands

Branston, Kraft, Frenchs, Ocean Spray
Ice cream 90% Magnum, Cornetto, Carte D’Or, Walls Kids, Soft
Butter & Margarine 98 % Flora, I Can’t Believe It’s Not Butter, Bertolli, Scoop, Cream of Cornish, Ben & Jerry’s, Nestle,
Stork, Utterly Butterly, Clover, Lurpack, Anchor Haagen Dazs, Cadbury’s, Mars, private label
Beverages Personal care
We strongly advise you to give your Brit some tea in Your Brit loves to look good, although habits are
the morning, in the afternoon and in the evening. It slightly changing. Trips to salons and spas are
helps him to wake up, to relax and to socialize. Serve replaced by ‘DIY’ beauty routines at home and more
some biscuits with that and you can’t go wrong. But and more personal care products are bought online.
beware! Times are changing and especially younger
Brits feel tea is not always their cup of tea.
The British tea freaks Normal black tea Body care and face care Do it yourself!
Tea is the most popular drink in the UK, is the norm are important! Home hair dyes marked the start of beauty
especially among the older Brits. However, The tea category is dominated by ‘normal’ British consumers spend almost an hour a DYI routines at home. Today, DYI beauty
the youngsters have a broader repertoire black tea, accounting for 63% of the market day on their personal care routine! Half of spans across many categories, as women find
than merely tea, such as soft drinks, which share. And this strong black tea is usually British women have a regular body care and it harder to justify regular trips to salons
decreases penetration and frequency. This is drunk with milk and possibly one or two face care routine. and spas. From hair straightening kits to
the main driver of its long-term volume decline. spoons of sugar. Specialty and fruit and spa-like facials and other beauty treatments,
herbal teas follow with a mere 10% and 8%. more and more home DYI equivalents to
The higher-value segments are thus still professional services are appearing.
small in comparison and have not had high
Changing habits
Tea time! Due to the financial hardship, British
penetration gains during the last years.
Most Brits drink tea during breakfast, which British tea shoppers buy just 1 or 2 types of tea. consumers are focusing on basic hygiene and
accounts for more than one third of total pulling back on their spend against more
Personal care online
in-home tea consumption. Unfortunately, this complex grooming and beauty routines. This There has been an increasing switch to
occasion is declining the fastest. Tea is not is not to say the Brits don’t look after their buying personal care products online, as
only a morning drink. One fifth of British appearance, but they consider carefully what there are usually higher discounts available
tea is accompanied with a snack, preferably items are worth investing in. on the internet with free delivery options.
a biscuit or a piece of cake.

Hair care 89% Dove, Timotei, V05, Alberto Balsam, Tresemme,
Lynx, Pantene, L’Oreal Elvive, private label
Deodorants & 83% Dove, Sure (Rexona), Lynx (Axe), Vaseline,

fragrances Impulse, Brut, Nivea, Soft & Gentle, Sanex,
private label
Skin care 82% Dove, Vasiline, Simple, L’Oreal, Garnier, Nivea,

Penetration* Main brands E45, Palmers, private label
Tea 90% PG Tips, Scottish Blend, Lipton, Tetley, Quick Skin cleansing 90% Dove, Timotei, Lux, Lynx, Impulse, Radox,
* (in home)
Brew, Typhoo, Yorkshire Tea, Twinings, Clipper, Carex, Imperial Leather, Nivea, Sanex,
private label private label
Home care troubleshooting
As you have seen in the British cultural values, their
house is their retreat. The British want to own
it, personalize it and protect it. Which means it
needs cleaning! Read on to find out more on British
cleaning and also laundry habits. Seriously Don’t worry, your Brit is in
a constant state of readiness
My Brit doesn’t
for humour and likes to make
seem to take me
jokes. Don’t take it personally.
very seriously.
The typical British house Cleaning habits When conducting qualitative research, do not
run groups in Central London. London is a
The average British home has 9 rooms and Your Brit uses on average 5.5 products to
bubble of prosperity and cultural diversity and
90% of these homes have a garden. Maids clean his house. Liquids and trigger sprays
is far from representative of the UK as a whole.
are not so common in the UK, which means are most commonly used as household
that the Brits have to clean a lot themselves! cleaners. Antibacterial products are getting
Research It’s also too easy to pick up non-UK nationals,
I want to conduct qualitative students etc. The advice is to always run groups
More than half of all households in the UK increasingly popular as a result of the H1N1
research. Where should I go? in the north, midlands and south.
have at least one pet. The kitchen is the most pandemic in 2009.
frequently cleaned room in the house.
old-fashioned Remember that the vast majority of the population are

Bio and non-bio detergents
relatively traditional, with people who live where they
Doing the laundry Unlike the rest of Europe, the UK has both My Brit seems very old-
were born. London is the obvious exception, with by far
94% of all Brits have an automatic washing bio and non-bio laundry products. Non-bio fashioned.
the highest rates of ethnic, racial and economic diver-
machine (almost all front loader machines) products are perceived to be kinder to the sity. The vast majority of people living in London were
and around 70% is also equipped with an skin whereas bio are perceived to have not born there, but rather came there to find work.
in-home dryer. The majority of the British better efficacy. British consumers have their
(75%) splits their coloured and white loads, own perceptions of the differences between
meaning that they have on average 3.7 loads the two but there is a lot of confusion
a week. About two third uses both laundry and little understanding of the technical Please Translate The inherent politeness of Brits means that
detergent and a fabric conditioner. difference. they cannot always say what they mean. So
My Brit confuses me. I am not sure
you have to translate. Here are a few examples
he means what he says.
of how to interpret what your Brit says:
• “I hear what you say” means “I disagree and
do not want to discuss it further”.
• “That’s not bad” means “That’s good”.
Penetration Main brands • “Quite good” means “A bit disappointing”.
• “Very interesting” means “That is clearly
Laundry powder 48% Persil, Surf, Ariel, Bold, Daz, Fairy, Ecover,
nonsense”.
Lenor, Comfort, private label
• “I’ll bear it in mind” means “I’ve forgotten
Concentrated liquids 37% Persil, Surf, Ariel, Bold, Daz, Fairy, Ecover, it already”.
Lenor, Comfort, private label
Household cleaning 95% Domestos, Cif, Cilit Bang, Dettol, Harpic, Flash,
Mr Muscle, Toilet Duck, Ecover
The Dutch
Congratulations! You have shown interest in the
Dutch. We believe this specific type of European
will give you many many years of pleasurable
research, marketing or sales activities. In this
chapter, we have tried to capture the image
you currently hold of the Dutch. Recognizable,
The Dutch are
isn’t it? That’s because you visited Amsterdam usually greedy
(another word for the Netherlands). people.
The Dutch
are very
ng! However, we strongly recommend you read this blunt.
ni
r
Wa
manual carefully, for a stereotypical view of the

Dutch will lead to poor results (at best).
“Going Dutch”:
The Dutch are too
a well-known
liberal: abortion,
expression that the
euthanasia, legal
bill will be split, which
drugs, gay marriage,
shows how greedy the
anything goes.
Dutch are.
Getting The Dutch European is a consumer with great potential.
You, as someone involved in marketing great brands and
products, can really achieve fantastic results. Wanna get
Natural
started habitat
the most out of your Dutchman? Getting to know and Language
understand him a little bit better starts here! The Dutch speak Dutch.
In the outer provinces, such
as Limburg, they speak very
The natural habitat of your strong dialects and in Friesland,
Dutchman is quite small, Amsterdam they are even equipped with a
considering the fact that there The capital city. different language: Frysian.
are currently 17 million Dutch Also: the tourist Most Dutch come with an
Europeans on the market. Some capital. English mode as well.
highlights from this densely
I live in the populated country...
most densely
I do most of my
populated country
grocery shopping The
in Europe.
a few times a page
Hague
page week, in smaller
39
Government, royal
31 supermarkets, by and expat city.
bike.
I don’t like The
extremes. ‘Randstad’
Act normal, These cities are so close To
that’s special to each other, they are
enough. page
foreigners
almost regarded as one
35 big urban area. Rotterdam Dutch cities all seem
Big harbour and similar, but they show huge
My daily meal mainly ‘working city’. differences in values,
consists of potatoes, attitudes and dialects.
veggies and meat: I love my
‘AGV-tje’ (Aardappelen,
90% of us are Groenten, Vlees).
page
page
active on the 42
36
Internet.
The Dutch Calendar

Sinterklaas december
Kingsday Second day
april
5 27
The ultimate family Formerly known as Dutchies also
event. Presents for Queensday. The national celebrate a ‘Second
the kids, humorous event. The main Christmas Day’ on
We recommend you to read this manual thoroughly and word by poems for the grown-ups. ingredients: orange outfit, s elling old December 26th,
TIP! word before you start using your Dutchman, for it is a very complex Young kids are firmly convinced
Sinterklaas really does exist.
rubbish on the ‘flea market’ and lots of
beer. The Dutch are always sceptical,
a ‘Second Easter
Day’ and a ‘Second
European, never to be left in the hands of a misinformed marketeer.
but they still wouldn’t want to get rid Pentecost Day’.
of the monarchy.
30 The Dutch Europeans The Manual Europeans The Manual The Dutch 31
Economic data

7,600,000
2.2
Although the Dutch live in one of the most affluent countries in Europe, with a
strong economy, they feel that things are really getting worse. Unemployment is
going up and consumer confidence and purchasing power are declining steadily.
Your Dutchman is a Rainy Urbanization 83%
state-of-the-art European days Higher education 30% (Bsc/Msc)
with lots of unique (>1mm): Dutch Economy
features. This chapter 130. Dutch as first language 94%
gives you a quick peek 2012 Index or ∆ Change versus
Religion Irreligious (51%)
under the hood. versus Eurozone 2011
Roman Catholic (25%)
Protestant (15%) GDP per capita, 42,166.- 123
Islamic (6%) nominal PPP ($)
Highest
Bicycles Inflation rate 2.5% 100
mountain:
per capita: 1.1
322.7 metres. Distance Consumer confidence -35.4 -14.6
(Highest in Europe.
A comparison: the covered by
average Spaniard bike: 900 km Unemployment rate 6.4% 56
owns 0.2 bikes). per person
per year.
The Income distribution Dutch HH

Netherlands is (disposable income per year in euro)
one of the world’s
10 leading export < 10.000 6% How the Dutch
countries in flowers,
10.000 - spend their
music and
20.000 23%
Household sizes vegetables. other expenses money
20.000 -
1-member household 37% 30.000 24% Clothing
30.000 - 3%
2-member household 33%
Main ethnicities 40.000 18 %
Healthcare 6% Housing
40.000 -
And Hygiene
3-member household 12%
The Dutch population is strongly multicultural: 50.000 12 %
8 %
4-member household or more 18%

Dutch 80% 50.000 > 16 % 35%
Food
Turkish 3% 16%
Age distribution* Moroccan 2%
We strongly recommend to
Up to 34 years old 20% Surinamese 2% ni
ng! look beyond the dry numbers
32%
* Head of household
and make an effort to really
r
Wa
34-49 years old 29% Other EU 6% understand the underlying
Leasure and
sentiments. Your Dutchman is
transport
50-64 years old 27% Chinese 1%
currently quite insecure.
65+ years old 24% Iraqi 1%
Dutch cultural Straightforward. We feel Comparison sheet For a deeper understanding of your European, compare the Dutch culture
that is the very essence
of the Dutch character. Power Individualism Masculinity Uncertainty Long-Term
values For you, this means the Distance avoidance Orientation

Dutch are quite easy to Dutch Europeans The Dutch The Dutch live The Dutch score The Dutch score
understand and interact show a low score on score high on in a feminine moderately high on ‘long-term
‘power distance’, ‘individualism’ country: decision on ‘uncertainty orientation’ is high
with. Take a moment
as they usually They expect people making through avoidance’, in a European
to understand the most regard others as to take care of involvement, meaning that there context but still
distinguished values … being equal. Also, themselves and conflict solving by is a need for rules moderate in a
power is usually their immediate compromise. and precision and global context.
decentralized. families only. punctuality are the Respect for
Tolerant Structured norm. tradition is
important, there
The Dutch are renowned for Everyday life is structured is a relatively low
their democracy and open down to the smallest propensity to save
and tolerant society. detail. Private life and and people like to
work are carefully planned 104 ‘keep up with the
high neighbours’.
and nothing is left to the 89
unexpected. 80
Calvinistic 68
high
70

The Dutch are regarded high high
as having a Calvinistic 53
44
mindset; sober, reserved, Egalitarian 38
31 27 5 29 19 31 high
conscientious, rule-driven,
The Dutch live in an low low med
with a lack of extremes.
egalitarian society. Status
low low 14 low
and respect are obtained se NL fr pt NL uk se NL it se NL PT es DE nl

through study and work.
Direct Every person is equal
The Dutch favour a direct and should be treated
accordingly.
How Dutch values are expressed in communication
approach and usually speak
in a friendly tone in short,
clear and sober sentences. Andrélon
Environmental Andrélon always conveys the
benefit of their shampoos by
awareness
Work-life using humour and showing real
The Dutch seem to care less and everyday ladies. That really
balance about the environment than suits the Dutch ‘Act normal,
The Dutch work hard and other Europeans. Only one that’s special enough’ mentality
usually keep professional third of the people do buy Albert Heijn and Calvinistic mindset of the Unox New Years’ Dive
and personal life strictly environmentally friendly Albert Heijn has been using Dutch. Unox introduced the
separated. Over 70% of products - sometimes. this typical shop manager for Nieuwjaarsduik years ago;
all women have a job in But the popularity of, for years in their commercials. thousands of Dutch people
the Netherlands (mainly example, organic food is Harry Piekema is a bit funny, diving into the North Sea on
part-time). steadily increasing. silly and naive. He doesn’t act New Year’s Day, after which
big, he’s just there to show you people receive Unox soup to
everything Albert Heijn does warm up. This is one of the
ber!
The cultural values of your Dutchman are subject to change. For instance,
em
for you, in a humorous way. A examples when the normally
Rem
sociologists point out that the proverbial Dutch tolerance seems to be decreasing. perfect fit with the Dutch ‘low quite inhibited and Calvinistic
power distance’ culture! Dutch do let themselves go.
How to At first glance, it doesn’t seem
ia
Media consumption
s
ed
n
hard to reach the Dutch.
er
es
o
et
ap
in
si
They have a high interest in
rn
al
sp
io
az
vi
reach your
ci
te
le
ag
d
- and consumption of - media.
So
Ra
Ne
Te
In
M
However, the media landscape
is also quite fragmented. Don’t Men 20-29 Minutes spent per day 103 97 31 65 3 1
Dutchman go looking for easy answers to

the ‘how to reach’ question!
Men 30-39
Daily penetration %
Minutes spent per day

59.9
138
46.7
78
22.9
21
26.2
86
9.7
3
1.2
Daily penetration % 73.2 43.4 17.8 35.7 10.4 2.2
Men 40-49 Minutes spent per day 154 78 21 126 12 3

Dutch media The Dutch and their TV Smartphones Daily penetration % 75.2 47.6 13.3 40.8 19.2 5.4
consumption In terms of hours spent per week, the and tablets
television is still the most popular media Men 50-65 Minutes spent per day 181 78 14 97 23 4
In total, men and 61% of all Dutch people
women in the device for most Dutch people, except are equipped with a Daily penetration % 73.4 46.2 9.3 37.8 31.5 5
Netherlands spend for youngsters, who prefer the Internet. smartphone and 32%
between 5 and 7 hours Television popularity is the highest among (and counting!) with a Women 20-29 Minutes spent per day 119 70 27 64 3 2
on average a day on people older than 65. tablet.
all kinds of media.
Women 30-39 Minutes spent per day 135 63 32 67 4 3
Internet for The Dutch and Women 40-49 Minutes spent per day 129 61 23 99 8 5
the Dutch social media
90% of Dutch The use of social media is nowadays
people have an active fully integrated in the daily lives Women 50-65 Minutes spent per day 187 74 29 96 20 3
internet connection. of most people. The biggest social
One of the highest media platforms in The Netherlands Daily penetration % 80.8 52.6 21 43.9 31.9 6.7
numbers in Europe! (unique visitors a month):
Most Dutch people use the Internet for

banking and finding information. More Ad spendings total NL
than half of the internet users also use the Magazines 7%
Internet to read the news and orientate on 8,9 8,6 4,3 3,7 3,1
purchases. Half of the internet users also million million million million million
Dailies 14%
buy products online.
Direct mail 6%
Folders 7%
Out of Home 6%
Radio 8%
Television 44%
Online 7%
Other 1%
Activating Your Dutchman comes
with a built-in shopping
mode. Before you
shopper DNA In shopping mode, your
Dutchman will show very specific
but predictable behaviour and
shopping mode activate this, be sure you

have some knowledge
about the shopping
shows the most important built-in
environment. Know what shopper characteristics.
your shopping Dutchman
is getting into...
Normativity rules Escapes, give me It’s a small world,
20% Especially in the northern part of a break now and so I cycle
Holland, the Dutch feel life must be then Holland is a small country, with
essu re lived according to rules and they
mo pr Every now and then the Dutch want small houses, small storage space,
pro generally live quite a sober life.
Enjoyment must be earned through
to escape the daily rules and let small stores at small distance and
themselves go, usually at planned with small parking lots. Which is
hard work. This generally results in a why the majority of shoppers shop
events. During such times they
lifestyle with limited indulgence and by bicycle. This leads to a limitation
2012 vs. 2011 have different rules in buying and
set occasions to let go of the rules of volume per trip, as not too many
Hard discount share 15.1% consuming products: indulgence
and enjoy the moment. groceries can be transported by bike.
is more important than price or
At the highest level ever, implying that Promo pressure 20% healthiness.
in 2012, on average, 20% of all products Private label share 35.1%
were sold in promotion. Promo pressure
for homecare is even higher.
I am Dutch, so Make it easy and
always looking for simple, so even I
This has implications for Unilever. the best deal can cook!
Private There need to be many SKUs on 1 Good salesmanship determines the For the Dutch, cooking and eating
Label facing, which makes the shelf look Dutch identity. they feel proud when is a must, not something to really
messy, which in turn makes it you get a good deal, nothing to be enjoy. Although this is changing
harder for shoppers to navigate. ashamed of. And you are throwing slightly, the Dutch haven’t learned
Pallet displays are not possible. So, away money when you don’t save in how to cook and, more importantly,
campaigns! The promotional leaflet don’t want to “waste” time cooking.
rotations per supermarket are lower.
and the internet site determine shop They look for products that help
Share is growing
choice. And high store density makes them prepare meals quickly.
rapidly again. Small it even easier to get the best deals.
super-
markets
Children have The shelf challenge Everything is
Hard a say in things As the country and the shops are planned
Discount Dutch society is non-hierarchical;
everyone is equal, even children
small, shops generally have small
shelf space and are therefore
Dutch people like to plan instead
of living the moment. They are
can give their opinion. That’s why overcrowded with brands and SKUs constantly busy organizing and
Compared to other
children have a lot of influence on just one facing. This is why it is thinking up front. Also when
European countries, essential to help shoppers find their
on what is bought and where it is shopping. They plan ahead, orientate
couponing is not cou poning Gained share bought. Moreover, children have a way, and make it easy to find their themselves and execute in a very
common in the products. effective and routine way.
due to Lidl. great say in what’s for dinner.
Netherlands.
38 Europeans The Manual The Dutch 39

Where do When you want to do your Dutchman
a favour, let him go on a holiday to
another European country and visit a
Fuel and The Dutch use a lot of
maintainance of themselves
the Dutch hypermarket. He will be amazed! The

Dutch do their shopping, preferably
by bike, in a bewildering number of
Maintenance: and their surroundings. In
brief overview of all Unilever
shop? Unilever
Relatively
rather small supermarkets. categories. From tea to spreads
cheap
categories
Discount
Service
prices Category Unilever
share share
within within
Relatively low Relatively high Unilever category
Dressings 3% 19%
Other Foods 7% 33%
Savoury 22% 39%
Middle Spreads 23% 57%
Coffee & Snacks 2% 37%

Relatively
expensive Albert Heijn Ice Cream 8% 45%
Market share: 34%. Albert Heijn is a full-service Tea and Soy & Fruit Beverages 1% 12%
supermarket with a focus on quality stores
and products. It is regarded as being the most Household Care 5% 23%
expensive supermarket, although prices are more
Laundry 8% 30%
value share or less comparable to those of its competitors.
Deodorants & Fragrances 5% 43%
Jumbo
Hair Care 6% 23%
Rest Market share: 22%. Jumbo intends to offer the
greatest choice for the lowest price with their Oral Care 2% 15%
14% Every Day Low Pricing strategy.
Drugstores Supermarkets Skin Care 2% 25%
4% lidl Skin Cleansing 5% 24%
Market share: 8% (with a penetration of 60%).
15% 68% Although Lidl is a hard-discount supermarket,
Hard many Dutch people recognize it is moving
discount up in service perception, and appreciate it
much more than Aldi. Lidl has been steadily
increasing its market share over the past years
and is still doing so.
core foods
Real Dutch food is as simple and straightforward as
the Dutch themselves. Don’t expect many culinary
surprises! On the other hand, the Dutch have
always been very open to other cultures. So they
run on traditional Dutch food, but also on new and Famous Dutch recipe! Ingredients
l -
interesting dishes from all over the planet.
nkoo
• 1 kg potatoes
e
Boer ppot
• 600 g kale
• 2 Unox smoked
sausages
stam
(rookworst)
Eat to live Dutch top dishes • 25 g butter
OK, the Dutch consider dining to be a social Mashed potatoes Pancakes • 1 tbsp vinegar
activity and to be fun, but 50% do not want Potatoes, veggies Fried rice • pepper (to taste)
to take too much effort to cook. For about and meat Noodles • salt (to taste)
one third, eating is merely a necessity. Spaghetti or French fries
macaroni ‘Stamppot’
PREPARATION
1. Peel the potatoes, wash them and cut them into pieces.
RULES AND REGULATIONS 2. Put the kale in a large pot and put the potatoes on top.
The Dutch live according to rules and Guide for coming years 3. Add approx. 250 ml of water to the pot and approx. 1 tsp of salt.
4. Bring the kale and potatoes to the boil with the lid on.
limitations, so even snacking, which is The Dutch will be reacting very positively to
5. Remove the sausages from the package and put them on top of the potatoes.
considered very unhealthy, is performed on the following approaches:
6. Cook everything for approx. 15 minutes and then remove the sausages from the pot.
a disciplined and organized basis. Seize the season Ultimate pleasure
7. Strain the kale and potatoes and catch the cooking liquid in a bowl.
Unmeat me (veggie) (superior products)
8. Mash the kale and potatoes with a potato masher.
The Middle-East Fair is delicious
9. Add butter and vinegar and mix well.
experience (pure, natural
Wednesday evening Made in Holland food)
10. While stirring, add a little cooking liquid or
warm milk to the pot in small quantities.
A normal, weekday meal for your Dutchman (regional products)
11. Season to taste with salt and pepper.
might consist of potatoes (peeled, cooked),
12. Slice the sausage and put the slices
green beans, meatballs in gravy and some
on top of the boerenkool.
‘vla’ (custard) for dessert.
Famous Dutch recipe:
Boerenkool!

Soups & stocks 95% Unox, PL, Honig, Cup a Soup, Knorr
Meal solutions 96.1% Knorr, Conimex, Bertolli, Conimex, Private

Label, Honig, Grand Italia & Maggi
Meat 75.2% Unox, Private Label
42 The Dutch Europeans The Manual 43

Spreads Dressings
In the occasion In case the Dutch ask you to Meet the Dutch! World famous for their use of
‘pass the butter’ (not uncommon at a Dutch lunch dressings. Especially: mayonnaise. As John Travolta
table, where everyone is ‘smearing’ their own and Samuel Jackson told the world in Pulp Fiction,
sandwiches), don’t look for butter. Just pass the the Dutch are convinced French (or rather: Flemish)
margarine. Fries with mayonnaise are super-duper tasty. The
more, the better. Smother their fries in mayonnaise
(the name for every white sauce that goes with fries)
and you will really make them happy!
A country of bread eaters THE RISE OF BUTTER AND BBQ and gourmet Snack food
93% of the Dutch eat at least one slice OLIVE OIL When the Dutch have a BBQ or gourmet Dutchies are not very culinary consumers,
of bread a day. They are the #1 bread The Dutch are starting to use less margarine (cooking with a raclette grill), meat & fish but they like good food - including snacks!
consumers in Europe.No less than 80% of while butter and olive oil are growing. 70% sauces are a must-have! They have a gourmet Often a snack is topped with a sauce, like
them ‘put something on it’. of the Dutch already use olive oil for stir with Christmas or Easter, and love to have a mayonnaise or mustard. Out-of-home
frying as well as for frying meat. Butter is BBQ when the weather allows it. This makes consumption of fries and snacks is an
seen as tastier (but unhealthier) and olive meat & fish sauces very seasonal. important driver for the brand awareness of
oil as healthier. condiment brands.
Margarine is the norm
On bread, in frying pans, in a cake;
margarine is very important for the Dutch. French Fries with
Important in raising children, important mayonnaise They love peanut sauce
in caring about heart health, important in Mayonnaise is often eaten with fries, and can Hot peanut sauce (satay sauce) is also
creating the tastiest cheese sandwiches. be considered as a whole dinner, for example often eaten in the Netherlands, and can be
on a Friday night. The Dutch even have combined with many meals and snacks, like
‘fritessaus’ (‘fries sauce’) especially for fries. Asian food, fries, BBQ and bread.

Total Yellow Facts 98.3%
Butter 67.1% Campina Botergoud, Lurpak, PL, HD
Margarine spread 87.9% Blue Band, Becel, Becel pro.activ, Bertolli,

Bona, Latta, Zeeuws Meisje, PL, HD
Margarine cooking 89.9% Becel, Bertolli, Blue Band, Zeeuws Meisje,
Croma, PL, HD Dressings total 96.8%
Margarine cooking 69.6% Mayonnaise & 85% Calvé, Hellmann’s, Becel, Zaanse (van
liquid ‘fritessaus’ Wijngaarden), Remia, Gouda’s Glorie, PL, HD
Margarine cooking 64.1% Mustard 47.9% Maille (not supported by local business -
solid imported by retailers) Marne, Kühne, PL, HD
Ice cream Beverages
Calvinistic by nature, the Dutch do like ice cream A cup of coffee or tea is very ‘gezellig’ for the Dutch.
a lot, but never forget to mention that it’s not Especially when served with a simple ‘koekje’.
particularly healthy. This results in occasional use. Young Dutchmen are very familiar with ‘limonade’
(squash), made from syrup. But furthermore, the
Dutch are quite average beverage drinkers. They
love cola, but when the weather is nice, they prefer
an iced tea on a terrace.
Love ice cream! A sinful pleasure Leaf tea Pick your format
There’s a chance of 69% that your Dutchman Maybe it’s because of the Calvinistic nature Instruction. Coffee is more important than The Dutch use different formats for iced
will agree that ice cream is ‘extremely’ or of your Dutchman, but ice cream is viewed tea for the Dutch. Don’t serve them strong tea. Carbonated, it’s sold in PET bottles and
‘very’ pleasurable! Young, old, male, female, as a somewhat sinful pleasure in the tea and only brew their tea for less than a non-carbonated, it’s sold in tetra-packs -
rich or poor: ice cream is a pleasure for all! Netherlands: 52% have health concerns! minute. When making tea, move the bag which positions it closer to still drinks like
around in hot water, quite briefly. Dubbelfriss and Crystal Clear (flavored water).
Not for regular use Moments at home

The flipside: while usage of different formats At home, the Dutch prefer to eat their ice Black or not? Who doesn’t drink soft
is high, your Dutchman’s consumption cream in front of the TV. Often together and Black tea is preferred, but in decline. Try drinks?
frequency can be a problem. Ice cream is not sometimes alone. But always a moment of green tea, herbal tea and rooibos: they are Almost every Dutch consumer drinks soft
an essential, everyday part of life. The Dutch pleasure, fundamentally. gaining popularity. Teas and infusions? They drinks. Cola is the biggest soft drink. Iced
eat a lot of dairy desserts (yoghurt/custard) just consider it to be different flavoured water. tea is bought by 49% of households (in-home).
as a daily habit. Ice cream is perceived
as being far less healthy, for more special
occasions. Yoghurts and fruits will do on Summertime
weekdays! Seasonality is a challenge for ice cream The challenger brand The terrace champion
loving Dutchmen. Be aware that they don’t Pickwick is the most common brand, that In summer, iced tea is the biggest terrace
crave ice cream in wintertime, except for is remembered from childhood. Tea expert, (non-alcoholic) drink. Lipton Ice Tea is
dessert after Christmas dinner, of course. typical Dutch brand, known and trusted. strongly associated with summer.
Especially the English Blend (‘the green box’).
This makes Lipton the challenger brand.
Penetration* Main brands

Ice cream total 87% Ola, Private label, Hard Discount Penetration Main brands
Ice cream desserts 74% Ola, Private label, Hard Discount Total iced tea 49% Lipton, Nestea (OOH), Pickwick, Arizona
* (in home)
Ice cream multipacks 69% Ola, Private label, Hard Discount Total leaf tea 84% Pickwick, Lipton
Personal care Home care
In caring for your Dutch European, remember that Open minded, tolerant, feminine, equalitarian they
in general, the Dutch don’t like to stand out from might be, but household chores are still mainly
the crowd. So, make sure the beauty and personal done in a traditional way. Mostly by women. Even if
care products you offer your Dutchman appeal she has a job. The home has to be ‘netjes’ otherwise
to this equalitarian modesty. But for the rest, the it’s not ‘gezellig’. Quality in home care products is
Dutch is a real European and feels very comfortable important, but can be delivered by private labels
with the same quality brands as all the other just as well, according to the Dutch. So, watch out
consumers in this manual! for promotional warfare!
Crisis - proof Experimentation Still a woman’s job Remember spring cleaning?

Personal care is vital. The crisis has no Important! Self-experimentation is common Chores are done in a rather traditional Traditionally, the ‘grote schoonmaak’
influence on the purchase of expensive but tips from friends and family are usually way; mostly by women, even if they have a (spring cleaning) was an important
products by the Dutch. In caring for the Dutch, appreciated as well. Also, the digital world full-time job. event in the relatively small, crowded,
expect, on average, to spend 200 euro per year is increasingly important to get inspiration: wall-to-wall-carpeted Dutch homes.
on beauty and personal care products. Pinterest and blogs are popular. Nowadays, everyone remembers, the
idea still resonates, but few think it’s still
Housekeeper is the exception necessary.
A smaller part of the Dutch don’t do
Women like us… Promo buyers their own chores. It is possible to use a
Dutch women like the Andrélon ads because Due to the large promo pressure and Dutch housekeeper, which usually costs around
10-13 euro per hour.
A tough environment for
they can identify with the women in the ad, common sense, the Dutch buy a lot of beauty
feeling more ‘real’, instead of ‘typical models’. and personal care products on stock. Promo
A-brands
pressure for Unilever is even higher than Private label is the biggest competitor for
average in the market. cleaners; Dutch consumers don’t see extra
Tips are welcome benefits in A-brands. Promo pressure is
Tips are accepted from the informal circuit: also extremely high in home care products
mainly mother-daughter, but also from and many people thus associate this kind of
friends and from magazines. products with promotions.
Skin cleansing 80% Dove, Nivea, Fa, Sanex, PL, Kneipp, Weleda
Hand & body care 44% Nivea, Dove, Vaseline, PL
Hair W&C 72% Andrelon, Elvive, Head & Shoulders, Nivea, Dove
Toothpaste 73% Sensodyne, Oral B, Prodent, Elmex
Detergents 85% Ariel, Robijn, Witte Reus/Color Reus, Dash,
Female/unisex 59% Dove, Rexona, Nivea, Fa, 8x4, Vogue Omo, PL, HD
deodorant
Fabcon 51% Robijn, Lenor, Silan, PL
Male deodorant 36% Axe, Dove Men&Care, Rexona, Fa Men, Gilette
Cleaners 89% Glorix, Ajax, Cif, PL, HD
Baby care 27% Zwitsal, Pampers, Neutral
(including wipes) MDW 51% Sun, Dreft, Finish, PL, HD
troubleshooting
Rude
My Dutchman
doesn’t seem to Don’t take it personally. Your Dutchman
like me as he is is just very direct, and likes to use short,
very rude. clear and sober sentences.
Research When conducting qualitative research,

plan your research in different cities in
I want to conduct qualitative
the country. Use for example Amsterdam,
research. Where should I go?
Rotterdam or Utrecht and another smaller
city like Eindhoven or Groningen.
If you want to do research with children
under 16 years old, make sure you get
permission from their parents.
Shelf As the country and the shops are small, shops generally
have small shelf space and are therefore overcrowded
The Dutch don’t seem
with brands and SKUs on just one facing. This is why it
to notice my product at
is essential to help shoppers find their way, and make it
shelf. What should I do?
easy to find their products.
Ice cream Not true, they love ice cream! Dutch people
are just very normative, especially in the north
My Dutchman doesn’t
of the country. They feel they have to live ac-
seem to like ice cream.
cording to rules, which results in a lifestyle
with limited indulgence and set occasions to
eat ice cream. Try to enhance the pleasure and
increase the frequency of eating ice cream by
getting into their daily rituals.
The French
The
French
only speak
French French.
people eat
frogs.
Congratulations! You have shown interest

in the French. We believe this is another
European that will give you many years of
great research, marketing and sales activities.
Have you ever eaten a baguette in Paris or
spent a week near the French coast? If so, you
might recognize the image of the French.
ni
ng! However, we strongly recommend you read this
r
Wa
manual carefully, for a stereotypical view of the

French will lead to poor results (at best).
French
waiters are
very arrogant.
French
people always
complain.
Getting Natural
The French consumer has great potential. You, as someone The French live in the world’s most popular
involved in marketing great brands and products, can tourist destination. France has an extremely
really achieve remarkable results. Getting to know your diverse physical landscape, lots of culture, great
started Frenchman better starts here!

habitat food and enough vacation days to enjoy it all!
Alpe
Paris
D’Huez
Capital city and
Known from
tourist capital with
the Tour De
its Eiffel tower, Notre
I shop a lot in France.
Dame and Arc de
hypermarkets.
Triomphe.
page
I behave very
63 rationally
when grocery
shopping. Cannes
Popular chic tourist
page
Provence destination and a
62
Home of the symbol of the wealth
page
I am Bordeaux perfume industry. along the Côte
very Big city and one of D’Azur.
58
critical. the most famous
I eat wine areas in the
page
a lot of world.
68
butter.
page
58 Marseille
I am very Biggest harbour
proud of of France.
the cultural
heritage of
France.
The french Calendar

Victory MAy
Bastille Day/ holiday
july
day French
8 14
All French are August
Celebration of National Day on holiday.
Looking beyond the sterotype starts here. We recommend the end of the Celebration of the
TIP! you read this manual carefully and empathize with the Second World War. reconciliation of all the French
inside the constitutional monarchy,
French. This will lead to greater succes.
celebrated with a military parade
and lots of fireworks.
54 The french Europeans The Manual Europeans The Manual The french 55
Economic data

27,000,000
2.3
Although the French economy is stable and consumer confidence is much higher
compared to the rest of the Eurozone, there has been one of the highest consumption
decreases in history in 2012. Many French people think that France is now going through
The Frenchman is Urbanization 77.5% the largest crisis ever and they are dipping into their savings. Read on to find out more.
a state-of-the-art
Higher education 11.2% (Bsc/Msc)
European with lots of
unique features. This French as first 90% French Economy
chapter gives you a quick France has language
2012 Index or ∆ Change versus
peek under the hood. borders with
Religion (not Roman Catholic 80% versus Eurozone 2011
35 countries.
necessarily practicing) Islam 5%
Protestant 2% GDP per capita, 34,387 100.6
There are nominal PPP ($)
around 44,000
churches for more Inflation rate 2% 80
or less 36,000
cities. Consumer confidence 87 ∆+109
The
average Unemployment rate 9.9% 87
number of
holidays in France
is 40 (almost 7
weeks!).
Income distribution french HH
(Disposable income per month in euro)
How the french
< 1.400 17% spend their
Household sizes Main ethnicities money
1.400 -
1.899 18% Clothes Health
1-member household 32.6% European 85% 1.900 - and shoes
2.699 26 %
3.8 %
2-member household 33.7% North-African 10% Housing
2.700 - Leasure and 4.2 %
3-member household 14.7% African 3.5% 3.799 24% culturep

3.800 >
8.5 %
Asian 1.5% 15 %
25.3 %
4-member household or more 19%
Hotels, cafes
11.3 %
Age distribution* and restaurants

We strongly recommend to 17.1%
Up to 34 years old 21.3%
ni
ng!
look beyond the dry numbers 13.1%
* Head of household
transport
r
Wa
34-49 years old 27.8% and make an effort to really
other
50-64 years old 25.3%
understand the underlying
sentiments.
16.7%
Food
65+ years old 25.6%
French cultural values Comparison sheet For a deeper understanding of your European, compare the French culture
Power Individualism Masculinity Uncertainty Long-Term

Sophisticated, critical and expressive; that’s the French! Find out more about what they value in life. Distance avoidance Orientation
The French France is an The French live in The French The French live in a
score high on individualistic quite a feminine score very high short-term oriented
this dimension, country, which society with a on uncertainty society with a huge
Quality of life Critical mindset implying that means that the famous welfare avoidance and this pride towards
inequalities French expect system, with quality implies that they French history and
The French desire a The French never take
are accepted. people to take care of life being the sign are control freaks. where trends can
harmonized and balanced life. things for granted. They Hierarchy is needed of themselves and of success. Your Frenchman is grow as fast as they
Quality of life is much valued question and reason in order and power is that they favour used to controlling can die.
and there is a big ambiguity to form an opinion of their centralized. individual and his future the best
between racing against time own. They usually believe in private opinions. he can.
and taking your time. their opinion until proven
wrong. Also, they consider
all sides of a problem before 104
making a decision. 89 high
Sophistication 86
and refinement 68 71
high
70

The French are fond of high
sophisticated and refined
PRIDE 50
high
43 44
things for special occasions, The French are very proud med 31
31 27 5 29 19 high
especially in art, food and of their nationality, culture
low
decoration. (e.g. in art, music, cuisine low low low low
and fashion) and history se IT fr pt FR uk se FR it se FR PT es FR nl

(e.g. the Renaissance and
the French Revolution).
Savoir faire
The French live by ‘savoir faire’, How french values are expressed in communication
meaning the guarantee of
quality. This can be seen in the
Freedom, equality,
importance of the craft industry fraternity Evian
in France, especially in areas The French aspire to live their Evian is a French water brand
such as wine and cheese. life with a strong urge to be that has been playing on the
free, equal and fair. They are same platforms for years, using
quickly outraged by what they babies to make you feel younger
consider as being injustice. than you are. They use more
Work-life platforms (an app, Facebook
balance Oasis games etc.) now and keep Chanel
Your Frenchman is raised An old soft drinks brand that is showing consistency over time. Chanel shows consistency
with a 35-hours- a-week Environmental rejuvenating its image by using over time in their campaigns,
spirit. France is still a awareness its ingredients and trying to emphasizing French luxury and
male-driven country Particularly young people appear young. It is adapting its sophistication.
in terms of career are aware of environmental marketing in every big French
perspectives, as women issues, although it is not city, something that the critical
are still regarded as their priority nowadays. The French people like.
being responsible for the French are very suspicious
household chores. and have a critical mindset.
HOW TO Now that you
ia
Media consumption
s
ed
n
understand a bit more
er
es
o
et
ap
in
si
about the French, their
rn
al
sp
io
az
vi
REACH THE
ci
te
le
ag
d
cultural values and the
So
Ra
Ne
Te
In
M
campaigns they like,
you may want to reach Men 25-34 Minutes spent per day 189 107 22 153 13 94
FRENCH them yourself. Read

on to find out how.
Men 35-49
Daily penetration %
Minutes spent per day 221

83 70
88
24
12
80
160
33
13
78
14
Your Frenchman THE FRENCH AND TV The French and Daily penetration % 91 63 17 80 34 61
and the Internet In terms of penetration and social media

Over 75% of all French people minutes spent per day, the In case your Frenchman is
use the Internet. More than television is still the most active on the Internet, there is Ad spendings total FRANCE
one third of them are 50 years popular device, especially a chance of 59% that he uses
Television 35% Ad spendings in France are
or older. Most people use the among French women between social media. Facebook is the very different. Especially
Internet for searching, social 35 and 49. second most popular website Print 27% print (27%) and radio (15%)
media and buying products in France and has over 34 are very important, compared
on all kinds of devices. unique visitors. Radio 15%
to the rest of Europe.
Multi-screening is getting Internet 11%
more and more common; there
is a chance of 70% that your Outdoor 10%
Frenchman uses the Internet
while watching TV.
34 8,4 5,6
million million million
3,7 2,6 2,6
million million million
Cinema 1%
Ad spendings in France are

rs
ge
very different. Especially print
n
Da
(27%) and radio (15%) are very
important, compared to
the rest of Europe.
Activating Your Frenchman comes
mode. Before you activate
Frenchman will show very
specific but predictable

the French shopping
behaviour and preferences.
He can’t help it, it’s part of his
DNA. This blueprint shows
environment. the most important built-in
shopper characteristics.
Richness and Aesthetics and Trust your own

uniqueness of sensorial appeal opinion and
2012 vs. 2011
products An attractive packaging that experience
Hard discount share 13% displays a refined style and classic
Regional products represent the The French like to be informed and
Promo pressure 18% diversity and richness of heritage. authenticity is important. opinionated, to build their own point
Specialized retail outlets such as of view and rely less and less on
16 % Private label share 28%
bakeries are highly appreciated. institutions.
impulse
purchases EVERYTHING SHOULD A well-considered
BE AVAILABLE AND shopping decision
ACCESSIBLE The French want to feel clever
enough to be able to decode non-
Shopping Hypermarkets as “consumption
temples”: many promotions, sale transparent deals and special offers.
trips items, a large variety of offers

instigates the impression of good
The French are very reasonable and and fair bargains.
rational and only 16% of them state that

they are subject to impulse purchases,
although 89% of the French say they buy
items from gondola shelves sometimes. On average, your Frenchman
makes 103 shopping trips a A HIGH-QUALITY Authenticity,
year and spends €29 per trip. lifestyle goodness and
It is not necessarily about luxurious honesty
and expensive products, but more The French know how things need
about adding good pleasure to life. to be enjoyed. Excellence should
always prevail.
The French are fond

of coupons! There is
cou poning a chance of 91% that
your Frenchman
favours them.
62 Europeans The Manual The french 63

Your do
Where WhenThe
another
you most
a favour,
thelet
want striking
French
to do your
him go
theEuropean
retail
importance
thing
Dutchman
about
on alandscape
country
holiday tois
of hypermarkets.
and visit a
Fuel and The French use a lot of
the Dutch
Frenchman hypermarket.
Your Frenchman
Dutchthese
do their
by bike,
with
He will beoften
‘consumption
in ahuge
amazed!
shopsThe
shopping, preferably
bewildering
temples’
offerings.number of
in
Maintenance: and their surroundings. In this
chapter you’ll find a brief overview
of all Unilever categories.
shop?
and his rather small supermarkets.
Unilever From dressings to laundry and
Relatively
cheap
everything that’s in between.
shops categories
Discount
prices Service
Discount
prices
Category Unilever
share share
Relatively low Relatively high within within
Unilever category
Total product category 100% 24%
Dressings 13% 41%
Savoury 11% 33%
Ice cream 10% 30%
Relatively Tea and Soy & Fruit beverages 6% 40%

expensive Albert Heijn
Intermarché
34%.Intermarché
Market share: 13%. Albert Heijn operates
is a full-service
in 9
Laundry 15% 21%
supermarket
different with aand
countries focus on quality
operates storeswith
in France
Household care 11% 30%
and products. Itsupermarkets
hypermarkets, is regarded asand
being the most
express stores.
value share expensive
They supermarket,
duplicate formats toalthough
cover allprices
regionsareand
more Deodorant & fragrances 7% 32%
or lessofcomparable
types shopping. to those of its competitors.
Channels Hair care 2% 5%
small Jumbo
E.Leclerc
supermarkets Oral care 9% 34%
Rest 22%. E.Leclerc
Market share: 19%. Jumbo intends to offer the
operates
Skin care 1% 13%
discounter 6 %
14
%
hypermarkets
greatest choiceinfor
hypermarkets
Every Day
abroad.
the lowest
France
Low Pricing
It focuses
price
and also
strategy.
on offering
with their
operates
low prices but
Skin cleansing 4% 13%
Drugstores Supermarkets also on a relatively high service level.
13%4 %
lidl
Carrefour
Market share: 8% (with a penetration of 60%).
15% 52
68%% Although
Market Lidl 19%.
share: is a hard-discount
Carrefour -which supermarket,
was
many Dutch
founded people is
in France- recognize it is
one of the moving
largest
Hard
discount
26
%
up in service perception,
hypermarket chains in theand appreciate
world. it
The strategy
much
in more
France than to
seems Aldi. Lidl has been
be changing year steadily
to year
Supermarkets
increasing
which its to
has led market share over
a decreasing the past
market years
share. For
and isCarrefour
now, still doing so.
focuses on going back to basics.
core foods
Take a look at what’s important to your Frenchman
when it comes to food. Be aware, the French are
good cooks! France is known throughout the world
Popular local dish Ingredients
Boeguuf ignon
for its cuisine and wine. The French love their food.
• 3 lbs round steaks, cut in
Whenever possible meals are long, sociable family cubes
occasions which sometimes span several hours in the • 3 tablespoons vegetable oil
Bour
middle of the day. • 2 cups white pearl onions
• 2 tablespoons flour
• 1/4 teaspoon pepper
• 4 garlic cloves, crushed

Culinary heritage Traditional dinner • 2 bay leaves
French people are very attached to their The French value their dinner, as it means PREPARATION • 1/4 teaspoon thyme
• 1/2 teaspoon Herbes de

culinary heritage and consider it an important being together with their family. It is still very
1. Heat oil in large saucepan and brown beef a small Provence
part of their culture. Passing it on to the common that the lady cooks. On Sunday, the
quantity at a time; spoon into slow cooker. • 1 1/2 cups red wine
next generation is important. That’s why French have an extensive meal in the afternoon,
2. Brown pearl onions; set aside. • 2 cups beef bouillon
they organize events like the Week of Taste, traditionally after coming back from church.
3. Sprinkle flour in hot fat to make a roux; season with • 3 cups baby carrots
cook their grandmother’s recipes and expose
pepper. Add garlic, bay leaves, thyme, Herbes de • 2 cups mushroom caps
children to a variety of meals at school.
Provence. • 1 teaspoon butter, for
Dessert country 4. Add 1/2 cup wine to roux; simmer to thicken. Pour in mushroom
slow cooker. • 2 tablespoons chopped
France is a country of desserts and preparing
no. 1 sushi eaters 5. Add the remaining wine and just enough bouillon to parsley
cakes for the whole family is seen as a common
Beside typical French dishes such as duck activity. Unilever has Alsa cake mix on the market, barely cover the meat.
and steaks, the French are fond of couscous, which is so convenient even kids can do it! 6. Cover and cook in slow cooker on Low for 6 hours.
lasagna, pizzas and pastas. France is even 7. Add carrots and pearl onions; continue cooking
the no. 1 sushi-eating country in Europe! another hour and 1/2.
Right now, slow food, simple, vegetarian and 8. Melt butter in saucepan and sauté mushroom
seasonal dishes are increasing in popularity. Velouté as a starter caps. Set aside.
This also holds for sweet and sour Asian dishes. French soup is typically a smooth soup 9. Just before serving, remove bay leaves.
(velouté) that would typically be served as a Add sautéed mushroom caps and sprinkle
first dish for dinner. Homemade soups are with chopped parsley.
still very important in France. The first aid
when making soup? Complex cooking aids!

Wet soups 74% Knorr, Liebig, Private label
Dry soups 35% Knorr, Maggi,
Complex cooking aids 80% Knorr, Maggi, Private label
Sauces (ambient) 43% Knorr, Maggi, Private label
66 The french Europeans The Manual 67

Spreads AND Ice cream
Dressings The French like ice cream, especially during the
summer, although they regard it as being
non-nutritional. Read on to find out more.
Your Frenchman, every Frenchman, just loves butter.
France is a butter country. And it is a baking country
too. Read on to find out more about the French and
their habits regarding spreads and dressings.
Butter country Quiches and cakes Nice but not daily Sorbets and ice creams
France is a butter country. Butter is highly In France a lot of butter and margarine is The French like ice cream. They eat ice There are actually two kinds of ice creams:
associated with the French baguette with used for baking. Whether it’s quiches or cream as a dessert or as a snack, when it is the sorbets made of fruit, water and sugar, and
cheese, a symbol of national pride! The cakes, the French like to bake! hot during the summer. In both cases they the ice creams made of milk. The milky ice
French don’t think highly of margarine, it’s see it as non-nutritional, so non-daily. creams are eaten a lot more. Sorbets are more
not as tasty as butter. Mainly the elderly eat seasonal due to their lightness, especially in
margarine, specifically in the north and east summer when people want to look good!
of France, as it is better for their health. Olive oil in the south
After Italy, Spain and Greece, the French France’s best ice cream
use the most olive oil, especially in the Ice cream and the sea go together like peanut
south. The only olive oil sold in France is butter and jelly. So it is no surprise that you Dessert competition
Different dressings extra virgin and the French use it in order can find the best ice cream in France in the The French would typically use vanilla ice
per region to make salads, to cook and even as an sparkling seaside city of Nice. In the old town to customize a dessert. Therefore it has to
The usage of dressings differs per region. ingredient in pastries. Fenocchio offers flavours that are indigenous compete with all other kinds of desserts
In the north, people use more mayonnaise, to the South of France like thyme, lavender, such as yoghurt or children’s desserts. This
ketchup and meat and fish sauces, in the black olive and lemon verbena. Of course, is tough competition with high innovation
east people are fond of mustard and in the Fenocchio sells regular flavours as well, but rates and relatively low prices. 70% of ice
Dishes and dressings when you’re confronted with tomato-basil, cream is mass market. In the rest of Europe,
south, vinegar is favoured.
Mustard is usually eaten with steak and fries, vanilla-pink peppercorn, and rosemary, it’s the more expensive impulse segment is bigger.
mayonnaise with cold chicken and vinegar time to step out of your comfort zone, and,
with salad or fresh vegetables. according to the salesgirl, have a little fun
with ice cream.

Butter 96% President, Paysan breton, Elle&Vire
Margarine 65% Fruit d’Or, FOPA, Saint-Hubert Omega3,

Saint Hubert 41, Primevère, PlantaFin
Mustard 84% Maille, Amora, Private label Key facts Penetration Main brands
Mayonnaise 69% Amora, Benedicta, Lesieurs, Maille, Private label Ice cream tubs 47% Carte d’Or, La Laitière
Vinegar 60% Amora, Benedicta, Lesieurs Cones 45% Cornetto, Extreme
BEVERAGES Personal care
The French do drink tea, but prefer coffee. Find out According to the sterotype, the French are quite
more below! smelly and woman are unshaven. But France is also
the country of high fashion and excellence driven
L’Oreal. Time to find out the truth about French
personal care routines!
Coffee country Infusions to sleep The beauty inheritance Natural beauty

France is a coffee country. Cafés are According to the French, infusions are Personal care is vital and highly driven by Your Frenchman values natural beauty.
commonplace in cities, towns and villages anchored in naturalness. They have all innovation. Your Frenchman is born in the French people do like to look sophisticated,
of France; and the most common (and often kinds of generic and specific functional L’Oreal excellence and performance culture. but rather in a natural way.
cheapest) drink is the café - a plain coffee benefits, from digestion, purification and But at the same time, French personal care
brewed like espresso. At home, the French relaxation to sleep. And the many flavours routine is not too extensive.
also love coffee as an efficient wake-me-up are pleasing as well. But infusions are also
at breakfast or booster after lunch. somewhat of a ‘granny’s drink’, for older Male grooming
people who love traditional things and have Males are starting to take care of themselves,
traditional values. Hygienic? and use more and more deodorant and skin
Beauty routines are difficult to install and cleansing products, but there is still a long
Stimulating, noble teas hygiene is somehow missing. For example, way to go! The shaving market is declining
In France teas and infusions are two only half of the French people use deodorant due to the fact that French men prefer to
different worlds. Tea is a noble product, and less than half use skin care products. keep their beard for a few days.
exotic, highly sensorial and refined. The
stimulating effect of theanine makes it a
coffee competitor for breakfast. Tea is a
treat, especially when served with pastries.
Your Frenchman probably drinks black tea,
but green tea is getting more popular. More
than half of the French add sugar to their tea.
Key facts Penetration* Main brands

Hair care 80% Fructis, UltraDoux, Dessange, DOP, Provost,
H&S, pantene
Skin cleansing 73% Axe, Dove, Monsavon, Cadum,
* women
Tea 60% Lipton, Tetley, Twinings LePetitMarseillais, Tahiti, Ushuaia
Read on to find out more about the way the French
clean!
Questions Your Frenchman is very critical and never

takes things for granted. He questions and
My Frenchman
reasons in order to form an opinion of his
doesn’t stop
own. According to the French “de la discus-
asking questions.
sion jaillit la lumiere” (from discussion comes
light). Just help them by giving an answer!
A woman’s job From mother to daughter
Most French people still regard household Many tips regarding the household are shared
chores as a woman’s job. And even if French from mother to daughter as people put strong
women don’t like to do it, it still kind of feels weight on family knowledge and heritage. Emotional As in all Latin countries, French often raise
like a self-reward. their voice and gesticulate. But don’t worry
My Frenchman is
- they almost never lose their rationality.
very emotional.
Market drivers
Bleach! Care, fragrance and efficacy are the main
France is a country of bleach and many drivers in the homecare market. There is a When conducting qualitative research, all cities or
household products contain it. real emerging trend in convenience. French
Research regions in France could be considered. Actually,
people are not very worried about germs. I want to conduct most focus groups are run in Paris as this is the
qualitative research. most convenient. When involving respondents aged
What should I think under 18 years old, you need permission from their
about? parents or the parents should be present as well.
Butter is more than just butter, it’s part of French

culture. Butter is associated with the French
Margarine baguette with cheese, a symbol of national pride.
My Frenchman doesn’t seem to And margarine is just not as tasty as butter. But
like margarine. What’s going on? don’t panic. Margarine is also relevant, for ex-
ample as a healthy alternative for elderly French
people. And it’s great for baking too!

Laundry 93% Ariel, Skip, Lechat, Supercroix, Xtra, omo,
Persil
Softeners 54% Cajoline, Soupline, Lenor
Household cleaners 84% Cif, Ajax, SaintMarc, Mr.Propre, CilitBang
The Germans
Germans
Germans
wear
eat
lederhosen.
sauerkraut.

in the Germans. We believe this is another
Have you ever eaten bratwurst in Berlin or been
to the mountains in the South? If so, you might
recognize this image of the German:
ni
r
Wa
manual carefully, for a stereotypical view of the All Germans Germans

Germans will lead to poor results (at best). celebrate drink a lot of
Oktoberfest and beer.
go to Christmas
markets.
Germans
wear socks in
sandals.
Getting The German consumer has great potential. You, as someone
involved in marketing great brands and products, can
really achieve remarkable results. Getting to know your
Natural Berlin
Capital city. With
almost 3.5 million
started German better starts here!

habitat inhabitants, it’s the
second-largest city
in Europe.
Your German lives in the

most populous country of Hamburg
Europe. And a beautiful Old rich city,
country it is: you can find with more bridges
anything here from river then Amsterdam
valleys, rising and falling or Venice.
hills, snow-covered Alps
I live in the most and bustling cities.
Munich
stable economy
of Europe. One of the
most important
I am a
page economical and In 1517, Martin
79 rational
cultural cities. Luther established
shopper and Frankfurt Protestantism, which
want rational Financial centre of is the main religion in
reasons to buy. Germany. The European northern Germany.
Central Bank and German
I have a very page
page 85 main stock exchange
strong sense of
80 are placed here.
responsibility.
Pope
page Benedict is
88 the most famous
Zugspitze German Catholic.
My warm lunch Highest mountain Most of the southern
I am not is the most (2,962m). Germans share
page
very active on important meal this religion.
82
social media. of the day.
National events
Easter Day of October
Christmas
German
3
Good Friday and March Germans December
April 24/26
We recommend you to read this manual thoroughly and word by Easter Sunday and Unity c elebrate
TIP! word before you start using your German, as it is a very complex Monday. (Tag der Christmas Eve,
European, never to be left in the hands of a misinformed marketeer. First Christmas Night and
Deutschen Einheit)
Second Christmas day.
a celebration of the German
reunification in 1990.
76 The germans Europeans The Manual Europeans The Manual The germans 77
Economic data

40,400.000
2.02
Germans live in the most stable economy with the strongest growth rates within the European
Union. Unemployment is low and consumer confidence and consumption are increasing.
The recent European economic crisis has not really landed in Germany and the Germans are
The German is Urbanization 74% coping well with their financial situation. However, there is always something to worry and be
a state-of-the-art insecure about. For your German, it’s job security, increasing utility costs, health and debt.
European with lots
of unique features. German as first language 81%
This chapter gives While Germany is
still known to have no
Religion Roman Catholic 30% german Economy
you a quick peek Protestant 30%
under the hood. speed limit, today, 2012 Index or ∆ Change versus
Irreligious 32%
only few highways are
Islam 5% versus Eurozone 2011
free to speed.
Others 3%
GDP per capita, 39,110,- 114
nominal PPP ($)
Germans Inflation rate 2% 80
love their
carnival. There are Consumer confidence -9.5 ∆ +32
400 varieties
of bread in Unemployment rate 6.8% 60
Germany.
Net household income

(Per month in euro)
Household sizes Main ethnicities

< 1.000 13.2 % How the Germans
1.000 - spend their
1-member household 37.4% German 91.5% 2.000 36.5 % money
2-member household 35.7% Turkish 2.4% 2.000 - Clothing
3.000 29.3 %
3-member household 13.3% Other (Polish, Russian, 6.1%
3.000 -
Kazakh, Iraqi, Iranian, 4.000 13.9% Leisure, 5%
4-member household or more 13.7% Moroccan, Italian, Greek, entertainment, Housing
4.000 >
Ex-Yugoslavian) 7.1% culture 11% electricity
Age distribution* Food, drinks,

tobacco
34%
14%
Up to 34 years old 17.5% We strongly recommend to
ng!
look beyond the dry numbers
* Head of household
ni
34-49 years old 28.5%
r
Wa
and make an effort to really 14%
22%
understand the underlying
50-64 years old 26.3% transport
sentiments.
65+ years old 27.8% other
german cultural The Germans see Comparison sheet For a deeper understanding of your European, compare the German
culture to some of the other Europeans.
themselves as being reliable,
hard-working, slightly Power Individualism Masculinity Uncertainty Long-Term
values pessimistic, punctual and Distance avoidance Orientation

very direct. They also claim Germany scores low Germany is a truly Germany is Germans are According to
to be living in a country of on this dimension. individualistic considered a very risk-averse Hofstede’s global
The country is country, which masculine country. and strive for comparison,
poets and philosophers. Let’s
characterized could be related Historically security. Important Germany is
find out whether this is true! by high back to the German grounded decisions are made a short-term
decentralization ideal of self- patriarchal based on facts and oriented country.
and a strong middle accomplishment structures for good reason. However, in a
class, although and very direct are driven by In professional European context,
Honesty Respect the people feel as communication performance conversations, Germany should
though the gap based on honesty. and achievement suggestions that are be considered a
The Germans are very This is historically driven between rich and already starting in perceived as risky long-term oriented
honest and live by ‘Ehrlich towards the father and poor is widening. school. Germans or adventurous may country. Traditions
währt am längsten” (honesty mother or elderly. Nowadays like to express their be rejected. are valued, but
is the best policy). This the value of respect seems to success-related 104 Germans also
social status in a high prefer a pragmatic
sincere honesty can seem be fading somewhat, by the 89 materialistic way. and future-oriented
very direct or even rude. older generation. high perspective.
68 67 66 70
65
high high
44
Family Justice 35
31 27 5 29 19 31 high
For the Germans, family Germans have a strong low
low low low low
is important. The saying feeling of justice, especially
‘blood is thicker than water’ in the formerly communist se De fr pt De uk se De it se De PT es DE nl
(charity begins at home) is part of the country where
originally a German saying, ‘equality’ did not only apply to
implying that the bonds rights, but also, for example,
of family and common to finance and property. How german values are expressed in communication
ancestry are stronger
than the bonds between Haribo
unrelated people.
Responsibility “Haribo macht Kinder froh”.
Germans have a strong The gummy bears are the most
feeling of responsibility, famous product of the German
Attitude towards resulting in an external confectionary company Haribo.
sustainability sense of reliability. They have used the slogan
“Haribo macht Kinder froh und
Environmental awareness Beck’s Weisser Riese
Erwachsene ebenso” ever since
is relatively high, especially
“Beck’s Sail Away”. Beck’s Beer in Haribo’s happy world. It links “The long washing line”.
since the birth of ‘Der
Work-life balance is Germany’s no. 1 beer. The back to the importance of family. The Henkel laundry brand
Grüne Punkt’ (The Green
Work-life balance is a green sailing ship together Weisser Riese communicates
Dot) in 1990, a European
tension felt by most modern with the song “Sail Away” brand efficiency and freshness
recycling system for
families. Almost 70% of created a feeling of freedom and for families through the long
packaging. Organic farming
women are employed. It adventure, well aligned with the washing line. It’s shown in
and animal wealth are
is still difficult to combine claim “The Beck’s experience”. every TV ad and enjoys high
socially desired but only
having a job with raising Freedom is stated in the recognition. This relates back
22% buy organic products.
children at the same time. German constitution and highly to the importance of family in
valued by Germans. Germany.
HOW TO Now that you’ve learned more about
ia
Media consumption
s
ed
n
German cultural values and successful
er
es
o
et
ap
in
si
marketing campaigns, you may want to
rn
al
sp
io
az
vi
REACH THE
ci
te
le
ag
d
reach them yourself. Find out how below!
So
Ra
Ne
Te
In
M
GERMANS Men 30-39

Daily penetration %

59.9
138
46.7
78
22.9
21
26.2
86
9.7
3
1.2
Your German and Germans and Germans and Daily penetration % 73.4 46.2 9.3 37.8 31.5 5
the Internet their TV social media Women 20-29 Minutes spent per day 119 70 27 64 3 2
Compared to other European In terms of penetration, the TV Germans prefer to listen, read
citizens, your German is the is still the most popular media and watch instead of share,
least active on the Internet, device. The majority of the TV blog or post. Social media Women 30-39 Minutes spent per day 135 63 32 67 4 3
although the Internet users is female and usually of an usage is therefore lower than
penetration is among the older age group (40+). in other countries. Germans Daily penetration % 80 49 27 37 9 5
higher ones globally. Most only spend one and a half Women 40-49 Minutes spent per day 129 61 23 99 8 5
Germans perceive the Internet hour per week on social media
as being a functional tool platforms. This is almost Daily penetration % 76.1 44.5 21.7 39.8 17.3 6.8
rather than a tool to share half compared to for example
their life on. the US or the UK. Although
Facebook is by far the most Daily penetration % 80.8 52.6 21 43.9 31.9 6.7
popular social media platform,
Facebook penetration is much
lower compared to other
countries. Ad spendings total Germany
Television 77%
Radio 1%
Newspapers 1%
Magazines 8%
Outdoor 2%
Other 11%
Activating Your German comes
mode. Before you
shopper DNA In shopping mode, your German
shopping mode activate this, be sure you

have some knowledge
about the German
shopping environment. shopper characteristics.
The rational Safety: let me make Choices and clear

Germans shopper: take me the right decision orientation
e dislike
o pr essur comparative 2012 vs. 2011
seriously German shoppers like to keep German shoppers want to have the
prom advertising Hard discount share 38%

Germans like to present themselves themselves safe from being seduced
or betrayed. They are looking for
freedom of choice, but to be able to
choose, they are looking for clear
as mature and rational shoppers.
and likewise Discounter share 18% They need rational reasons, assurance from independent/legal orientation in-store. Germans dislike
promotions justifying their behaviour. institutions that they have made the untidiness and clutter.
Private label share 32% right choice.
with a strong
comparative
Germans are very element.
price-focused and
thus the use of price Shopping as Escapes: give me
promotion can be performance: a break now
very intensive. Even hunting for the and then
Price promotions are mostly
POS
price reduction in perfect deal German shoppers like to sometimes
combination with combined with a simple display or a
Germans like to be efficient and escape their rational shopping
overfill is a common pure pallet secondary placement. routine and strict self-control:
show high performance, also when
promotion type. Some retailers do not allow POS Discovering different cultures or
shopping. They feel obliged, or even
material with manufacturer brands. ‘organized loss of control’.
enjoy, hunting for the perfect deal.
Status preservation “Germanness”

The Germans usually Hard Show me I still belong. German and regionality -
make 220 shopping shoppers like to see their own status back to the roots
Shopping trips a year and spend Discount preserved and look for an upgrade
Trips on average €15 per trip. through their shopping.

The Germans currently show a
growing demand for local or regional
products, as a retreat from a fast-
To each his paced, overly complex life, brought
to us by globalization. Regional
In Germany, discounters own - cater my
traditionally have a high seems to be more trustworthy.
More guidelines individual needs
Couponing is importance, as Aldi and
not common. Lidl are both German
- give me a clear As households are getting smaller
cou poning companies. This is conscience and life more flexible, German
shoppers like products for their
reflected in the high German shoppers increasingly
individual needs. So each family
discount share. ask for moral standards of brands,
member has their own shampoo,
manufacturers and retailers.
snack or toothpaste.
84 Europeans The Manual The germans 85

Your German In the home country of Aldi and
Lidl hard discount plays a big role.
But your German has more options
Fuel and The Germans use a lot of
and his to choose from when shopping.
shops of all Unilever categories.
Relatively
cheap Unilever From skin care to savoury and
everything in between.
categories
Discount Service
prices
Category Unilever
share share
service level service level Unilever category
Savoury 29% 37%
Spreads 25% 32%
Ice cream 18% 33%

Middle
Laundry 2% 3%
Relatively Household care 2% 9%

expensive
Deodorant & fragrances 10% 33%
edeka
value share Market share: 18.1%. Edeka focuses on
Hair care 2% 3%
supermarkets with fresh products, high quality
Oral care 1% 5%
convenience and good service.
stores Skin care 2% 8%
Aldi
drugstores 3.1% Skin cleansing 8% 17%
Market share: 12%. The German discounter
small 7.5 % discounters
Aldi is the most trusted and known retailer
supermarkets
brand in Germany and is renowned for getting
10% everything, easily and quickly. Its private labels
38% are of good quality but Aldi is the main brand.
rewe
large 15%
Market share: 10.9%. Rewe focuses on
supermarkets
26 % supermarkets with a high level of convenience
(long opening hours for example). It offers a
wide range of A-brands as well as well as a lot
hypermarkets of private label brands.
Core foods
Germans love their (mostly meat based) dishes.
Preferably at lunch! Take a look at what’s important Authentic German recipe! Ingredients
to your German when it comes to food. Be aware,
eine -
lunch is very important to them! • 5 lbs pork roast
w
Sch ten
(deboned shoulder
roast)
• 1/4 cup Dijon mustard
bra
• 1/4 teaspoon caraway
seed, ground
• 1/4 teaspoon onion
powder
Warm lunch Typical German dishes • 1/4 teaspoon garlic
The Germans usually eat a warm meal German cuisine is not the most sophisticated PREPARATION powder
during lunch and for many Germans, lunch amongst Europe. Typical German dishes are • 1 dash ground paprika
is still the most important meal of the day. are roasts, potato, dumplings, sauerkraut, 1. Wash and pat dry roast. • 1/4 teaspoon celery
stews, varieties of bread, sweet cakes and 2. Mix all dry ingredients together and rub onto roast. powder
desserts. Besides these, the Germans 3. Spread a liberal amount of mustard onto roast. • 1/4 teaspoon salt
appreciate Italian food and are fond of all 4. Heat oil in a heavy roasting pan (enameled cast iron works • 1/4 teaspoon pepper
The “stammregal” kinds of pastas and pizzas. well) on top of stove and brown carrots and leeks. • 2 tablespoons olive oil
Knorr and Maggi are the two biggest 5. Push vegetables aside and brown roast from all sides in the • 2 medium onions, with
savoury brands in Germany and all the very very hot roasting pan. skin, quartered
products they offer (more than 600 SKUs!) 6. Add onions including the brown skins (this is very important • 2 medium carrots, diced
are located on one shelf in store. It’s called GERMAN DINNER since it will give your gravy a good colour). • 1/4 cup leek, diced
the ‘Stammregal’. It’s hard for shoppers Traditionally, Germans eat bread with 7. Add broth and transfer everything to the oven. • 1 1/2 cups vegetable broth
to navigate, which is why Knorr offers a cold cuts and cheese for dinner, but warm 8. Roast covered for 1 1/2 hours at 350°F.
‘bestseller block’ within the shelf. dinners are eaten more often now as well. 9. Uncover, stir onions and veggies.
10. Turn roast over and roast uncovered for 1 hour (if liquid
evaporates a lot, add some more occasionally).
11. Once roasting time has finished, transfer meat to a plate to rest.
12. Take a basting brush, dip into the hot liquid and brush all the
sides of the roasting pan (and the lid if necessary). All the
brown stains on the walls of your pan will add flavour and
colour to your sauce!
13. Strain all the liquid through a fine mesh strainer (stainless
steel will work better than the plastic ones). Press solids
vigorously with a spoon to press as much liquid (as well as all
solids that can get pressed through) through the strainer into a
saucepan and reduce slightly on high heat.
14. Slice roast into 1/2 cm thick slices and pour
gravy liberally over everything.
Key facts Penetration Main brands 15. Best served with potato dumplings
and sauerkraut.
Mealmaker 74% Knorr, Maggi
Bouillon 49% Knorr, Maggi
88 The germans Europeans The Manual 89

SpreadS and Ice cream
dressings Germans like to enjoy what they eat. Health is not
their main concern. So, they enjoy their ice cream to
the fullest! Curious? Find out more on this page.
The German, coming from a country where you
can find four hundred different kinds of bread, is of
course a big fan of spreads. Margarine, as well as
butter. Read all about it!
Yellow fat lovers Margarine in decline Reward me Good old Langnese

The Germans are fond of yellow fats! Many changes cause the margarine market The Germans love ice cream and consume Langnese as the “umbrella” brand is very
Germans spread, bake, cook and fry with to decline. Germans eat less bread, less fat 7.7 litres per person a year. They regard ice popular and known from old cinema ads from
margarine and butter. There is a strong dual in general, they cook and bake less and they cream as a reward for themselves and for the 80s - it stands for quality and is a brand for
usage of butter and margarine (89%). Bread switch to different spreads, like spreadable others! Health concerns are not a barrier for everybody: the young, the old, men, women,
is mainly eaten for breakfast (78%) and butter. The butter category, however, consuming ice cream. families and kids and for every occasion.
dinner (48%). Germans use spreads on 85% remains stable.
of all bread.
The ice cream moment Out-of-home vs. in-home

Dressings To fully enjoy his ice cream, your German Ice cream parlours are huge and considered
It’s all about taste Dressings are a non-focus category in needs calm surroundings and peace of mind. the ‘golden standard’. They offer freshness,
Taste is the no. 1 category driver in yellow Germany. Unilever is present with Knorr Eating ice cream takes time - it is a small, but quality of ingredients, authenticity and
fats. And butter is seen as the ‘golden competing in the wet salad dressings, conscious break and you have to concentrate an experience. In-home desserts are the
standard’ - natural and tasty. Margarine is ketchup, mayonnaise and meat & fish on it, because it can get messy! most popular (penetration of 67%). The
appreciated for its functional benefits, like sauces. The main brands in the dressings consumption of ice cream is very dependent
spreadability, but is also seen as ‘artificial’. category are Kraft, Heinz, Kühne, Knorr, upon the weather, less so for the take-home
Thomy and Hela in Ketchup - all being desserts, which are usually eaten during
under massive pressure from Private Labels. Christmas and Easter.

Margarine 83% Deli Reform, Rama, Lätta, Sanella, Becel, Penetration Main brands
Bertolli, Du Darfst, Private Label
Ice cream 80% Langnese Cremissimo, Mövenpick,
Butter 89% Kerrygold, Meggle, Landliebe, Frau Antje, Botterbloom, Landliebe, Haäagen Dasz,
Deutsche Markenbutter Private Label, Magnum, Solero, Cornetto
Authentic and true to yourself. That’s beauty Let’s put it plain and simple: your German
according to your German. Read on to find out does not like to clean and does not identify
more about the German beauty routine and trends. with the household role. Give them
something that really works!
A focus on authenticity Beauty trends Less cleaning Doing the laundry

For the Germans, beauty is about The Germans are getting more conscious German women don’t identify with their Germans predominantly use powders for
authenticity and being true to yourself, no and critical. This has led to the increase household role anymore. They are cleaning up their main wash. Especially lower-income,
matter who you are. Heidi Klum is their of organic and natural cosmetic products. less often and want to spend less time on it. large families who do less sorting and
beauty icon. At the same time, Private Label brands pre-treating. Younger people with less
have increased in popularity and are now experience and simpler routines use liquids.
perceived as good as high-end brands. Your Dual users are experienced and know which
German is not embarrassed to buy Private Quick washes product fits which kind of laundry.
Morning beauty routine Label any longer. Germans do more ‘quick washes’ than
The majority of Germans takes a shower in other Europeans. Getting clean results is
the morning with a peak at 7AM. Shower challenging, especially for dirtier loads.
gel is preferred over bar soap and shower That’s where pre-treatment comes in. ‘The ultimate cleaner’
implements such as sponges and poofs are Germans want cleaning products to
not common. 65% of all women put on a clean (obviously). They also prefer easy
facial moisturizer compared to 14% of all handling (quick and no direct contact to
German men. Almost all Germans (99%) Skin problems dirt) and products that are friendly to the
brush their teeth in the morning. A quarter of all Germans, mostly young environment, to the skin and to surfaces.
affluent families, suffer from a skin However, many products don’t fulfill their
complaint, which is well above the global expectations. That’s why Germans like to try
average. Currently no high-end brand really new products to find ‘the ultimate cleaning
seems to please these families. Instead, they product’.
use more supermarket brands.

Shower products/ 91% Dove, Nivea, Axe, Duschdas, Palmolive,
body wash Private Label
Deodorant 86% Rexona, Dove, Nivea, Axe, Duschdas, Penetration Main brands
HydroFugal
Liquids detergents 54% Ariel, Persil, Lenor, Coral, Perwoll
Shampoo 90% L’Oréal, Nivea, Dove, Pantene, Schauma, head
* women
& shoulders, Wella, Gliss Kur, Guhl Powder detergents 67% Ariel, Persil, Lenor, Coral, Perwoll
troubleshooting
Rude
My German is a Germans are not rude, but
bit rude. What can they are sincerely honest and
I do about this? therefore just very direct.
Research Don’t moderate groups without being a native German

speaker and don’t run mixed gender groups. If you want
I want to conduct
to have group discussions with children below 14 years
qualitative research.
old, make sure you get parents allowance.
What should I think
Be aware that personal data security is strictly regulated
about?
in Germany, e.g. personal data of respondents needs to
be deleted 6 month past recruitment/field, video material
of groups can NOT be used outside Unilever and needs
respondents agreement, etc.
Jokes
My German doesn’t
seem to have humour - Germans do like jokes, but have their own humour. The
they don’t get the joke British or Dutch jokes do not land. Furthermore the Germans
in the advertisements. need rational reasons and reassurance to convince them in
Don’t they like a laugh? advertising. Jokes and atmosphere are rare.
Superiority Better do not use comparative advertisements;

your German won’t like that. Be good yourself
I want to show how
instead of slagging others.
good my product is; can
I claim superiority?
Germans are very price-focused and

thus the use of price promotion can be
Price very intensive. German retail trade is
over-saturated and therefore competes
How important
via price in a destructive competition.
is price for my
Also be aware that there are strong
German?
consumer organisations, protecting
consumers from e.g. ‘hidden price
increases’, “Mogelpackung” = bluff
packaging, etc.
The Italians
All
Italians
are Latin
Lovers.
Italians
eat pizza or
pasta every
day.
in the Italians! We believe this is another
Have you ever eaten pizza in Venice or been to
Rome? If so, you might recognize the image of
the Italians. All
Italians
have a bond
with the
ni
ng! Beware! Recognizable as it is, this stereotypical view
Mafia.
r
Wa
of the Italians will not give you the results you want.
We recommend you read this chapter carefully!
All Italians
are football
Italian players.
men are
mama’s boys.
Getting The Italian consumer has great potential. You, as someone
Natural
started habitat
Italian better starts here!
Venice
Very popular
tourist destination,
as it is built on water
A beautiful countryside and in the middle of a
Renaissance cities. Here are lagoon.
some highlights from the
natural habitat of your Italian.
Milan
I live in
One of Europe’s
a very Catholic My hair is
richest cities. Known for
country. very important
stylish shops, galleries,
to me.
page and restaurants and has
102 page a faster pace of life
115 than most Italian
cities.
Rome
I prefer Capital city. Full of
everything to look ancient monuments,
beautiful. page interesting medieval
page
102 Florence churches, beautiful
116
fountains, museums,
One of the
For us a and Renaissance
most important
clean house palaces.
Renaissance
is a clean
architectural and
reputation!
I love to art centres.
page
cook and
110
share recipes.
National events
Festa della April
Festa della Festa di November
June
Liberazione Repubblica Tutti
We recommend you to read this manual thoroughly and word by

(Liberation Day): 25 (Republic Day): 2 i Santi 1
Celebration of the Celebration of (All Saints
TIP! word before you start using your Italian, for it is a very complex end of the Second World War the day the Italians voted to Day): A collective celebration
European, never to be left in the hands of a misinformed marketeer. and Nazi occupation in the abolish the monarchy in 1946, of all Catholic saints. People
country. turning their country into a usually visit friends and
republic. family and exchange gifts.
98 The italians Europeans The Manual Europeans The Manual The italians 99
Economic data

25,872,613
2. 3
The Italian economy remains characterized by recession. This has a profound effect on
consumption habits. Your Italian even bought less FMCG last year. The unemployment
rate is still below the Eurozone average, but is much higher among young Italians (around 35%!).
The Italian is a state-of-the-art Urbanization 45% Read on to find out more about the economic climate your Italian lives in.
European with lots of
remarkable features. This
chapter gives you a quick Italian as first language 93%
The shape ITALIAN ECONOMY
peek under the hood.
of the Italian Religion Catholic 83%
Irreligious 14%
peninsula looks
like a boot. Other 3% versus Eurozone 2011
The pre-dinner GDP per capita, 30,147 .- 88
passeggiata nominal PPP ($)
(evening stroll) is one
of Italy’s most enduring The Inflation rate 3% 120
leisure activities where In northern Italy, number of Consumer confidence 95 ∆ +117.5
Italians stroll about the last names tend to cellphones per
streets to see and be end in “i”, while those capita is huge with Unemployment rate 10.7% 94
seen. from the south often end a penetration of
in “o.” The most common 140%!
Italian surname is
Russo.
Income spread Italians
(Gross income per year, tax payers)
< 10.000 34%

Italy How the
Household sizes has more
10.000 -
26.000 45.6% Italians
1-member household 27.1% masterpieces per 26.000 - spend their
square mile than 55.000 16.8%
money
2-member household 27.8% any other country 55.000 -
75.000 1.8 % Leisure
in the world.
3-member household 21.8% 75.000 > clothes home
1.9% 5.1%
4-member household or more 23.3% 5.8%
other
Main ethnicities
Age distribution* Italian 92.5%
Is your Italian from the north
15.4 %
39%
Up to 34 years old 11.69% Albanian 0.8% ni
ng!
or the south? Traditionally,
r
Wa
* Head of household
and still, this makes quite a

34-49 years old 30.6% Moroccan 0.7% big difference - as the north
15.7%
is wealthier than the south.
50-64 years old 25.7% Chinese 0.3% 18.9%
transport
65+ years old 32% Other 5.4% food
Italian cultural Social, loud, Comparison sheet For a deeper understanding of your European, compare the Italian culture
passionate and good
multitaskers; that’s Power Individualism Masculinity Uncertainty Long-Term
values the Italians! Take Distance avoidance Orientation

a moment to learn Italy scores medium Italy is a rather Italy is a masculine Italians score high Italians have a
about their most on power distance, individualistic country, which on uncertainty medium long-term
meaning that it is a country. This means that it is avoidance, meaning orientation. They
distinguishing values.
society that believes holds truer for the highly success- that they are not show great respect
that hierarchy north than for the oriented and comfortable in for the past but also
should be respected south, where family success-driven. ambiguous situations a short focus on
and inequalities and the group Italians show and don’t like to the future with an
Creativity Beauty lovers amongst people are you belong to are their success leave their comfort emphasis on quick
acceptable. In the important with by acquiring zone. Combined with results.
The Italians are creative. From art to cars, from southern part of regard to social materialistic status their very masculine
Art, design and fashion: fashion to food; everything the country, power activities. symbols. society, this makes
world famous. “Made in has to be beautiful in Italy distance is more life very difficult and
evident. stressful.
Italy” is the key word. to be really appreciated. 104
Also, beauty and sensuality high
are still the keys that open 89
doors and conversations. 76 high 53
Religious 68 70

high
Over 80% of the Italians are high
50
religious (mainly Catholic) 43 44
and especially in the south, Family pride 31 34 high
27 5
med 29 19
many Italians go to church Family is holy for the low low
low low low
every day. Italians. Sunday lunch is
the main event to reunite se it fr pt it uk se Fr it se it PT es it nl
the family and spend time
together. Also, the mother
Traditionalists
is very important in the
Italians are a very traditionalist traditional Italian family.
Want to communicate with your Italian as a brand? No problem!
population. Each region has its Warning: jokes about mum These are some fine examples of campaigns that really made their way into their hearts.
culture, its food, its habits and are not appreciated!
people are very proud of it.
Mulino Bianco
Mulino Bianco plays around
Work-life Environmental tradition and high-quality
balance awareness ingredients like the things
made by your grandmother. It
Only 42% of the population Italians claim to be very
relates back to the important
is employed or looking for a interested in sustainability
role mums and grandmothers
job. Less than half of them but only a few people
are women. Many Italian (mainly in the north) are Barilla play in the Italian family. Nutella
women are housekeepers, really committed to (for All commercials of Barilla Nutella aims to deliver special
with a peak in the south. example) properly dividing emphasize the traditional sharing experiences through
Because of the increased their garbage. When looking family icon where pasta is its products. This links back to
unemployment rate and at food waste, Italy isn’t a bringing everyone together. It what the Italians like: sharing
inherent work load for those virtuous example either; also has a lot of energy as there food together in a social setting.
with a job, the work-life around a quarter of all is constantly movement around
balance is under pressure. purchased food is wasted. the family home just like in a
modern Italian family.
HOW TO Now that you’ve
Media consumption
rs
n
learned more about
es
e
o
et
ap
in
si
Italian cultural
rn
sp
io
az
vi
REACH THE
te
le
ag
d
values and successful
Ra
Ne
Te
In
M
marketing campaigns,
you may want to Men 25-44 Minutes spent per day 223 73 169 32 42
ITALIANS reach them yourself.

Find out how below!
Women 18-34
Daily penetration %

95
223
75
73
64
169
52
32
24
42
Daily penetration % 95 78 60 35 35
Women 25-44 Minutes spent per day 223 73 169 32 42
Italians, Tablets italians and TV Your Italian and Women 35-64 Minutes spent per day 223 73 169 32 42
and Mobile Phones In terms of penetration and the Internet Daily penetration % 95 50 47 43 39
There is a chance of 16% minutes spent per day, the Around 60% of all Italians
that your Italian is equipped TV is still by far the most have access to the Internet
with a tablet and in case he popular device, no matter and around 20% of the
the age and gender of your Ad spendings total Italy
owns a mobile phone, the population accesses the
chance is 53% that this is Italian. internet via a mobile device. Television 82%
a smartphone. However, Most Italians use the Internet
the penetration of regular for sending and receiving Print 12%
cellphones is around 140%! e-mail, learning and Radio 3%
Meaning that Italy has more searching for information
cellphones than inhabitants. about goods and services. Internet 2%
Their most popular websites
Out of Home 1%
are Google, Wikipedia,
Facebook and La Republicca.
Your Italian
and social media
Social media are a growing trend in Italy both
in terms of audience and the time spent. Around
60% of Internet users are active on at least one
social media platform today. Facebook, Badoo,
Myspace and Netlog are popular, followed by
local social media platforms. Facebook is the
most popular platform.
Activating Your Italian comes with a
Before you activate
shopper DNA In shopping mode, your Italian will
show very specific but predictable
behaviour and preferences. He can’t

the Italian shopping
help it, it’s part of his DNA. This
blueprint shows the most important
built-in shopper characteristics.
environment.
Abundance shows Multi-sensory Very little AND

2012 vs. 2011 that you care quality control very often
The Italians prefer
Hard discount share 11% Traditionally, for mothers, a way to Italian shoppers tend to physically 1 shopping trip out of 3 is for
Price price promotions
over other promo- Promo pressure 25% show that you care for your family interact with products.Driven by emergency and consists of 2 or
is to feed them abundantly, not only Mediterranean food attitudes which 3 items. Buying fresh foods or
promotions tional activities. Private label share 17%
as a metaphor. Richness, abundance exalt the senses, shoppers like using replenishing stocks between bulk
and instant availability are valued their hands for quality checks and trips or even going for a walk to the
in food and other sectors. When are almost obsessed with safety, near supermarkets are good reasons for
logistics and practicalities do not freshness and overall appeal (and a sizable segment to do very frequent
override, preference goes to the ‘big’. perfection). shopping with very small baskets.
On average, your
Italian makes 147
shopping trips a Shopping
Leaflets are part of your year and spends trips Retailer leaflets Shopping is a
Italian’s life. He receives 10 around €27 per trip. are a treasure map woman’s job and
leaflets per week and it has -and I plan a route they like to
become a part of the Italian to navigate the do it alone
shopping DNA.
best deals Accounting for more than 90% of
Now, more than ever, being spending in Italy, women are the
smart in grocery shopping is primary source of business for
not only a necessity for many FMCG. 7 out of 10 shopping trips are
Due to the hard times your Italian is shoppers to manage their budget, done by 1 person alone. Women take
in, he shops differently. There has it is also a kind of subtle hunting this job seriously and do not accept
1 0 ets
even been a decrease in volume due
to the economic crisis and private
pleasure. Navigating the many
leaflets, searching is an art for the
interference.
Le fl
a eek labels are increasing in popularity. professional shoppers.
per w
I must be vigilant at all times

Fresh food
Private to avoid getting cheated

For your Italian, the appearance of
the fresh food corner is important.
Label Are you smart? Expect others to potentially take
advantage if you give them the opportunity. For
example, shoppers would expect retailers to put the
As can be expected, the pasta
old stocks at the front of the shelf or on promotion
assortment on the shelf is very large!
to get rid of it and cheat them. Or they might worry
about paying a higher price than the one claimed by
the promotion at the shelf.
106 Europeans The Manual The italians 107

Your Compared to other European
countries, the Italian retail
landscape is full of supermarkets.
Fuel and The Italians use a lot of
Italian That’s where Italians shop the

most: supermarkets big and small. Maintenance: and their surroundings. In this
of all Unilever categories. From
and his Unilever

Relatively
ice cream to dressings and
cheap
everything that’s in between.
shops categories
Service
Discount
prices
Category Unilever
share share
service level service level within within
Unilever category
Dressings 6% 34%
Savoury 13% 47%

Middle Ice cream 28% 35%
Tea and Soy & Fruit Beverages 3% 15%

Relatively
expensive Household care 14% 21%
coop
Laundry 6% 27%
Market share: 18%. Coop is a consumer
cooperative and operates through all Italy Deodorant & fragrances 5% 20%
value share via different store formats. They have a wide
Hair care 5% 13%
private label range and focus on price-sensitive,
practical and food-oriented shoppers. Oral care 10% 23%
small
supermarkets conad Skin care 3% 17%
Market share: 11%. Conad focuses on quality Skin cleansing 7% 12%
10% Supermarkets and convenience and a pleasant shopping
discounter experience. It has a wide private label range
with strong loyalty.
11%
esselunga
51% Market share: 10%. Esselunga is a family-owned
16% supermarket chain, mainly located in the north
hypermarkets and the central part of Italy. It operates with an
aggressive price strategy with the lowest price
in every geographical area.
core foods
As we all know, the Italians love good food and their
(traditional) cuisine, and we are thankful for that!
Take a look at what is important to your Italian
when it comes to food.
Famous Italian recipe! Ingredients
gne
• 1 1/2 lbs lean ground beef
a sa
L onale
• 1/2 lb Italian sausage
• 1 large onion, chopped
tradizi
• 2 garlic cloves, minced
• 1 teaspoon salt (or to taste)
Dining is sharing Food lovers • 1 tablespoon dried parsley
Italians need to share their food with others. The Italians see food as an affordable flakes
It can be relaxing to cook tomato sauce for everyday pleasure. They love spending time • 1 tablespoon dried oregano
yourself, but it is much more exciting to on lunch and dinner and enjoy good quality • 1 tablespoon dried basil
share recipes with other people while having food. The vast majority of meals is prepared • 2 (14 1/2 ounce) cans whole
a meal. On over 8 out of 10 meal occasions, at home and dishes are made either partly or
PREPARATION tomatoes, undrained and
family members eat together and 7 times out completely from scratch. Responsibility for chopped
1. Brown ground beef, Italian sausage, onion and garlic.
of 10 in the kitchen. deciding what to cook and preparing meals • 2 (6 ounce) cans tomato paste
2. Add salt and next 5 ingredients; stirring until well
lies with the housewife. • 24 ounces cottage cheese or 24
mixed.
ounces ricotta cheese
3. Simmer 1 hour.
• 2 eggs, beaten
Trends 4. Cook lasagne noodles according to package directions;
• 1/2 teaspoon pepper
Nowadays, your Italian is much more aware Typical Italian dishes drain and set aside.
• 2 tablespoons parsley
of health and nutritional values and therefore 5. Spray a 13 x 9" baking pan with cooking spray.
The Italians are renowned for their delicious • 1/2 cup grated parmesan cheese
pays more attention to this. However, food 6. Combine cottage cheese, eggs, pepper, 2 tablespoons
antipasti, pizzas, sophisticated pastas, fish • 1 lb mozzarella cheese, divided
is still seen first and foremost as a beautiful, parsley, Parmesan cheese and 1/2 of mozzarella cheese;
and meat dishes, with a focus on fresh and • 12-15 lasagne noodles
good and pleasurable experience. In a lasagne pan, layer noodles, meat sauce, and
pure ingredients. Don’t you just love it?!
cheese mixture; repeat.
7. Top off with layer of noodles; sprinkle evenly
with remaining mozzarella cheese.
8. Bake at 375°F for 30 to 40 minutes, or
until cheese mixture is thoroughly
melted.

Bouillons & seasoning 93% Star, Knorr, Buitoni, Maggi, Private label
Ready first dishes 47% Knorr, Star, Private label
110 The italians Europeans The Manual 111

Spreads and Ice cream
Dressings It is almost impossible to overestimate the importance
of ice cream. For your Italian. But also, for Unilever.
Gelato is in the heart of the Italians! Take some
Your Italian likes dressings, especially mayonnaise time to understand.
and preferably Calvé. Take some time to learn about
their perception towards this category.
THE MAYONNAISE MARKET MEAT AND FISH SAUCES EVERYBODY EATS GELATO A big pleasure for all!
Mayonnaise is the biggest market within Meat and fish sauces are growing double Your Italian loves ice cream and there is a Ice cream is all about delivering pleasure.
dressings and growing both in terms of value digit due to an increasing trend related to chance of no less than 93% that he eats it. Whether young, old, male or female: ice
and volume. Calvé holds the clear no. 1 brand ethnic food. That’s about everyone. cream is a pleasure for all. And even more so
position as a premium brand and is seen as for wealthy Italians. Eating ice cream makes
trusted, dynamic, modern and reliable. Italians feel satisfied, wholesome, relaxed,
content and happy.
However… The artisanal ice cream
Despite the heavy usage of dressings, Italians market is huge!
MAYONNAISE HABITS have the perception that dressings are Italy is famous for its delicious ice cream.
Mayonnaise Habits: “There is a 19% dispensible products which can be rejected in Within the out-of-home segment, artisanal
Ice cream trends
chance that your Italian eats home-made case the nutritional attention increases. ice cream (mainly sold in parlours) is twice Your Italian values tradition: Cones are the
mayonnaise. Most Italians use mayonnaise the value and volume of industrial ice cream. fastest-growing segment within multipacks,
as a condiment for fries. The presentation is lucious and abundant: stealing lots of volumes from other sticks.
artisinal ice cream is very seductive! Smaller formats (especially tubs) are also
increasingly popular. Private label brands
continue to grow share, SKUs and volumes
on deal.

Ice cream 93% Algida, Cornetto, Magnum and Carte D’Or,
Dressings 85% Calvé, Kraft, Heinz, Develey, Private label Motta, Sammontana, Private Label
OK, your Italian will drink and enjoy tea. But don’t Although renowned for their self-consciousness
forget: this is a totally different experience than and always aiming to look good and smell great, the
coffee. Tea is nice. Coffee is life. Italians have a pretty ‘basic’ routine compared to
other Europeans. Take some time to understand!
One important exception: an Italian woman’s hair.
Tea or coffee? Trends Basic routines Cellulite or dry skin?

Three out of four Italians drink tea. However, Italians are becoming more health-conscious, Italians have a pretty ‘basic’ routine compared Unlike the rest of Europe, where dry skin
Italy is more a coffee than a tea country. Tea which boosts the popularity of certain to other Europeans. They use less personal is a big problem, cellulite is the main skin
is often used in the morning at breakfast or hot beverages. Green tea is for example care categories and use them less frequently. problem for Italian women. Interestingly,
in the afternoon. After each meal, a cup of increasing in popularity. The male routine is centered around the they have rather basic habits and still use a
coffee is more common than a cup of tea. shower, but some also use after-shave product against dry skin.
There is a very small chance that your Italian products. Female routines change according
orders a cup of tea in a bar or restaurant. to life stage and lifestyle. As soon as they are
Collezione di tentazioni mums, their routine gets more basic again.
Launched in 2013, Collezione di tentazioni, a One deodorant fits all
collection of differently-flavoured black teas, As opposed to other countries, there is
has been very much appreciated by the Italians. no male or female deodorant segment.
Italian hair However, since 2009 Nivea and Dove have
Italian women are quite involved in hair started a specific deodorant line for men.
and they spend more on this than on other
personal care products. The hair needs of
Italian women change per life stage: from
straight, curls and shine for the younger, to The Italian shower
volume and colour for the older ladies. Although 83% of all Italians have a shower,
most of them use bath foam instead of shower
gel as this is cheaper.

Shampoo 83% Pantene, Garnier Fructis, Elvive l’Oréal,
Garnier Ultra Dolce, Sunsilk
Deodorants 85% Nivea, Dove, Borotalco, Neutro Roberts, Infasil
Liquid soap 75% Private label, Neutro Roberts, Palmolive,

Key facts Penetration Main brands Fresh & Clean, Dove
Tea 76% Twinings, Star Tea, Lipton, Bonomelli, Toothpaste 93% Mentadent, Colgate, AZ, Antica Erboristeria,
Pompadour Colgate
It’s not about the house. It’s about the cleanliness
of the house. Your Italian feels that a clean house
represents a clean reputation. That explains a lot
of home care behaviour.
Loyalty Don’t talk too rationally to your
How can I activate Italians: they are very passionate,
the loyalty mode so start to talk to them with your
on my Italian? heart and they will love you!
Promotion Italians pay a lot of attention to promotions, they

Cleaning country A clean house is a
are almost shopping like an accountant. Call the
In Italy, there are 39 million houses with clean person My promotion was unsuccessful.
local CMI to exploit the Marketing Mix Modeling
on average 4.2 rooms (the toilet being a Why didn’t it work?
Women are mainly responsible for cleaning. and learn more about successful promotions.
separate room). The Italians spend on Italian women feel like a clean house
average 37 minutes a day cleaning their represents a clean person with a clean
house! This is a lot more than the European reputation. This is important within families,
Patterns Italians have a very strong bond with
average. There are on average 79 cleaning but also towards friends and visitors. their (regional) traditions. Take your
occasions a week and Italians usually use I am trying to understand the
time to run several consumer connects
5.5 products to clean their house. The consumption patterns of my Italians,
to discover fresh insights or just plan
kitchen is most frequently cleaned, followed but they don’t seem to be very uniform.
The bathroom is key! to visit different areas around Italy to
by the bathroom and the floor. Cleaning
understand the local consumption pat-
the floor is important as carpets are not As the bathroom is the most intimate
terns (north, central, south).
common in Italy. and personal space, it has to shine! If the
bathroom is not clean, it invokes revulsion
and horror. Especially a dirty toilet is the
worst possible thing, as it makes Italians Research If you want to catch New Habits & Trend, Milan is
Cleaning is not a pleasure associate it with public toilets. the perfect city. For any other kind of qualitative
I want to conduct qualitative re-
Only 6% of the Italians feel like cleaning is research, always consider North, Centre and South
search in Italy. Where should I go?
therapeutic and enjoyable. Most Italians in order to capture the different regional habits &
think it is hard work with a mainly attitude (usually consider Milan and Rome cities as
emotional reward after it’s done. the minimum coverage for qualitative steps).
Bari is great for HHC, being very traditional in
house cleaning.
More
What other
things Do not conduct research in August since
should all Italians are all on holiday.
Key facts Penetration Main brands I think Moreover, even if usage of CAWI meth-
of when odology is increasing, for some target
Small surface 87% Private label, Chanteclair, Cif, Smac, Viakal,
planning groups more traditional approaches are
cleaners Ajax
research? recommended.
Large surface 76% Private label, Lysoform, Ajax, Cillit Bang, Rio
cleaners Casamia, Cif
116 The italians Europeans The Manual Europeans The Manual The Italians 117
The Polish
Poles
are very
traditional and
Poles do not innovation-
speak foreign resistant.
languages.
Congratulations! You have shown interest in

the Poles. We believe this is another European
that will give you many years of great research,
marketing and sales activities. But what do you
know about the Poles?
ni
ng! Fun as these stereotypes are, they don’t give you the
r
Wa
real truth. Discover the real Pole behind the stereotype

and you will be rewarded with great results!
All Poles
are very
religious.
All Poles
drink
Poles never vodka.
smile and
complain a lot.
Getting The Polish consumer has great potential. It’s worth getting
to know the Poles and it starts here! Natural Your Pole lives in Central Europe. The country is
divided into 16 provinces, but people tend to speak
of Poland A and Poland B, with Poland A being
started habitat more cosmopolitan and economically developed.
Warsaw
The capital city, a major
tourist destination and an
Gdansk important economic hub
A cheerful in Central Europe.
Live in one of
maritime city with
Europe’s
nice beaches.
fastest-growing
economies. I am the biggest
‘uncertainty
page avoider’ in
123 Europe.
page
125
I am
proud to page
be Polish. 129
page I prefer Polish
Cracow
124 products, The second largest
especially foods. city and one of the
oldest cities in
Poland.
I should be
page
a real and
137
strong man.
National events
Labour may
Constitu- may
Second November
Day tion Day day
TIP!
We recommend you to read this
manual carefully for it will help you
Many Poles have 1 On this day, the 3 On this day Poles 11
a day off on this Polish celebrate celebrate getting
achieve great succes with your Pole. internationally celebrated day. the constitution of 1791. back their independence after
123 years of occupation.
120 The polish Europeans The Manual Europeans The Manual The polish 121
Economic data

13,500,000
2.87
Your Pole lives in one of the fastest-growing economies of Europe. There are large income
inequalities, although the inequalities are getting less. However, the crisis has also hit Poland;
there has been an economic slowdown and the unemployment rate is the highest since 2007.
The Pole is a state-of the-art Urbanization 61.2% Strangely enough, consumer confidence remains rather positive. Read on to see the numbers!
European with lots of unique
features. This chapter gives you
a quick peek under the hood. Polish as first language 90% Polish Economy
Religion Roman Catholic 93%
Orthodox 1.3%
The
versus Eurozone 2011
None 4.2%
record GDP per capita, 20,773 61
temperature nominal PPP ($)
measured in Poland
was in 1921: Inflation rate 3.7% 148
40.2 degrees
Celcius. Nowa Wieś 119 villages
Consumer confidence 84.1 ∆+105
and cities in Unemployment rate 12.8% 112

Poland have the
same name, which
is Nowa Wieś.
INCOME SPREAD
(Gross income per year per capita in Poland)
How the Poles
< 10.000 10 % spend their
Household sizes 10.000 - money
Poles
smoke a lot.
15.000 20%
1-member household 22.9% 15.001 - Restaurants
Five million Poles
have been smoking
20.000 20% and hotels
2-member household 25.3% Clothing
20.001 -
3-member household 20.6%
for more than 20
30.000 25% 2.8%
years. 4.1%
30.001 - Healthcare Housing
4-member household or more 31.2% 40.000 15% 4.1 %
40.001 > 10 % Leasure
Age distribution* Main ethnicities

7.8% 24.1%
Up to 34 years old 17.5% Polish 90% We strongly recommend
* Head of household
ng!
34-49 years old 26.6%

ni to look beyond the dry 9.3%
r
Silesian 3.2%
Wa
numbers and make an
50-64 years old 33.8% German 0.5%

effort to really understand
the underlying sentiments.
Transport
19.6 %
65+ years old 22.2% Other 6% Food
122 The polish Europeans The Manual Europeans The Manual The POLISH 123
Polish cultural The Poles are proud
of their country and
their culture and
Comparison sheet
Power Individualism Masculinity / Uncertainty Long-Term
values value their family. Distance Femininity avoidance Orientation

Find out more about Most Polish people After the political Poles like strong Poles score Poland is a short-
their culture below. scores high on transformation, people. They extremely high term oriented
power distance Poles had to face prefer a decisive on uncertainty country. Poles
and is thus a the new reality person, oriented on avoidance. earn and consume.
hierarchical society. of democracy achieving a goal. The people are They save nearly
Most of Polish and capitalism. It does not matter traditional and no money and are
adaptability Independence people prefer clear They learnt how whether it’s about averse to risk. It likely to get a loan.
Poles are used to changes Due to the difficult history of distinction between to behave and act work, home or refers to nearly all They are oriented
whether they come from oppression, Poles respect their particular social to be successful. school; the Polish aspects of life, from on short-term goals
roles or duties. ‘Successful’ meant society is rather food to political and quick results.
politics, economy or social freedom and independence.
Poles like to know ‘individual’. masculine. choices.
situation. It is a little what they have to
contradictory to Polish do and who the
traditionalism, but Poles person is they 104
Faith should refer to. 93 high
will find the way from many 89
situations. Religion plays an important high
role in the Polish society 68 68 60

64
and is deeply intertwined high
high
with Polish culture. 44
Family / 43
Catholicism is the most 32
31 27 med 29 19 high
Friendship widely practiced religion. 5
low low low
low low
Poland is a family-focused
society. Close relationships se PL fr pt PL uk se Fr PL se PL PT es PL nl
are built on trust and Patriotism
honesty and there are
The Poles show commitment
usually good relations
between generations. Poles
to and are involved in the How Polish values are expressed in communication
life of the country. Poles
draw a line between their
are very proud they have
inner circle (family and Coca-Cola
maintained an unbroken
close friends) and outsiders. (Share your happiness)
cultural identity.
One of the most popular logos in
the world located on the packaging
of the drink was replaced for four
Work-life Environmental months by popular Polish names
balance awareness and nicknames. It allowed people
When Poles work, they work Polish people love nature Biedronka “My to dedicate cans to each other. It Lidl “Pascal kontra
hard. Both woman and men and wild environment. Polacy tak mamy” links nicely with Polish values of Okrasa”
declare work and success as Despite this fact, during the (That is what we Poles are) family and friendship. (Pascal vs Okrasa)
very important values. last 10 years the awareness Poles are proud of their Two popular chefs promote
about environmental nationality. Biedronka, the different ideas for meals.
threats has increased. biggest and the most popular Ingredients for the dish are
discounter in Poland built a available at Lidl at affordable
campaign based on that insight prices. The campaign is based
ber!
Having been heaviliy influenced (and conquered by) Russia and Germany, Poles
em
and rooted it in the Polish on the insight that it is best
Rem
are seeking to assert themselves against the powers it is sandwiched between. cultural context. Their ads refer for the consumer to buy all the
to Polish customs and tradition. meal’s ingredients in a deal.
124 The polish Europeans The Manual Europeans The Manual The POLISH 125
HOW TO Now that you’ve learned more
Media consumption
rs
n
about Polish cultural values and
es
e
o
et
ap
in
si
successful marketing campaigns,
rn
sp
io
az
vi
REACH
te
le
ag
d
you may want to reach them
Ra
Ne
Te
In
M
yourself. Find out how below!
Men Minutes spent per day 83 52 95 87 53
THE POLES Men 25-44

Daily penetration %
Minutes spent per day 181 104 149 18 27
Daily penetration %
Daily penetration %
Your Pole Poles and Poles and Women 25-49 Minutes spent per day 236 100 177 21 48
and the Internet their radio social media Daily penetration %

The internet penetration in In terms of daily penetration, Nearly all Polish internet users
Poland is currently almost the radio is the most popular in say they use social media. The
61%. The highest number of Poland, as there is a chance of most popular are Facebook and
internet users can be found 95% that your Pole listens to the YouTube. The use of LinkedIn Ad spendings total poland
in big cities. The most heavy radio on a daily basis. and Twitter has been increasing Television 54%
internet users are aged slowly but steadily since 2011.
16-34. Poles use internet Social media that allow you Magazines and newspapers 12%
for searching information to share videos or pictures
Online 16%
(Your Pole is the most heavy are getting more popular this
user across Europe of search year (Pinterest, Instagram). Radio 9%
engines!), entertainment and Poles like to have access to
communication. their social profile through Outdoor 7%
smartphones and tablets. Other 2%
le fact
ab
Radio is more popular among
k
remar
poles than any other European!
126 The POLISH Europeans The Manual Europeans The Manual The POLISH 127
Activating Your Pole comes with a
Before you activate
shopper DNA In shopping mode, your Pole will

the Swedish shopping
blueprint shows the most important
environment.
Polish is better! The four seasons Efficient shopping

The Poles are convinced about the Poles have never lost the link with Efficient shopping in terms of time
high quality of Polish products, the land. They know which products and money is important, in order not
especially fresh food. are best during which season and to waste time.
what stores offer the best quality.
2012 vs. 2011

Private Hard discount share 20% Word of mouth It’s opportunity
Label Promo pressure
Private label share
33%
24%
Poles love to give and receive
recommendations. It makes them
that makes the
shopper
feel like an expert, but also greatly
Poles like to invite friends and
increases the chance of successful
show what wonderful cooks they
shopping.
are or how much they care. And
The private label share in Poland keeps growing, some products provide the perfect
as people search for cheaper alternatives. opportunity to do so, like products
linked to traditional customs,
Shopping Shopping navigator certain occasions or specific periods.
trips The shopping list is a reminder to
The number of Polish smart minimize the chance of failure.
shoppers is still increasing.

The top three behaviours in
INSPIRE ME!
smart shopping are knowing Poles love initiatives like
about prices, checking expiry Your Pole visits supermar- I test before I buy it “theme of the week”. They can
kets on a very regular basis: try something they heard of but
smart dates and comparing products This is the best way to check the
quality of products. Poles are used to normally cannot afford. It is also a
from different brands. he usually makes 339
shoppers shopping trips a year and try food at small stores and bazaars, good solution for smart shoppers.
spends on average a mere so they also expect it elsewhere.
€6.70 per trip.
When going shopping, your

Advertising leaflets distributed
Pole takes into account
by mail play an important role as
three important criteria;
a source of information about tising
Adver attractive prices, proximity
ets
Leafl %
promotions available in stores.
and a wide selection of
Almost 70% of smart shoppers
read leaflets received, and 20%
70 products and brands.
buy products advertised in them.
Where do The retail landscape in Poland is
divided into supermarkets, small
format stores, hypermarkets and
Fuel and The Poles use a lot of Unilever
products, for fuel and
the polish discount stores. The most dynamic

channel is without a doubt, discount
stores. Small format stores are still
shop? Unilever
Relatively
very strong in the Polish retail market. savoury to spreads and everything
cheap
that’s in between.
categories
Discount
prices Service
Category Unilever
share share
within within
Unilever category
Savoury 26% 48%
Spreads 20% 37%

Middle
Ice cream 14% 30%
Relatively Tea and Soy & Fruit Beverages 17% 38%

expensive
Biedronka
Market share: 31.4%. Biedronka is the biggest
Polish retailer and operates a hard discount Hair care 3% 9%
value share formula. Most products sold are local Polish
Skin care 1% 6%
products, mainly manufactured under
Chart refers to the food.
Biedronka’s own label. Skin cleansing 4% 13%
hypermarkets
small
tesco
15 % format stores Market share: 13.1%. Tesco is a British
multinational grocery company and is the
biggest hypermarket chain in Poland. They
18 % 48% focus on value and locally produced products.
Supermarkets
carrefour
Market share: 10.5%. This large French retail
20% company operates different supermarket
formats in Poland and is the third-largest in
discounter the country in terms of market share.
core foods
Poles are traditional when it comes to food. They
prefer their traditional cuisine. And did you know
they have some fabulous soups as well? Find out
more about Polish eating habits from breakfast to
supper. And don’t forget to try out the most popular Popular local dish Ingredients
s
local recipe: pork chops!
hop
• 4 boneless pork loin
Pork c
slices (with a width of
about 2 cm)
• 1 egg
• 1/2 teaspoon of salt
Afternoon dinner Top dishes and snacks • 1/2 teaspoon of pepper
Dinner is the main meal of the day. Poles eat Polish top dishes include boiled potatoes, • 1/2 teaspoon of paprika
it between 2 and 5 in the afternoon - mainly pork chops, pasta, stir fried rissoles (mix of (sweet or spicy)
at home, in the company of the family. It meats) and cucumber salad. Poles also like PREPARATION • 1 pinch of pepper,
most frequently consists of soup and a main soups like cucumber soup, borscht (beetroot garlic (optional)
course, or just a main course. At dinner time soup) and zurek (sour barley soup). Popular 1. Beat the meat with the tenderizer. It should be • A few tablespoons of
Poles have juices, water and fruit compote. snacks include dairy (yoghurts, milk), fruit beaten until it is quite thin. breadcrumbs
and vegetables, sweets and sandwiches. 2. Optional: Cover meat with flour. In combination • A few tablespoons of
with the egg, this will help the breadcrumbs to flour (optional)
stick to the pork chops when you fry them. • Vegetable oil or lard
Supper with the family 3. Break the egg in a bowl with the spices. Pour the for frying
Poles have supper between 7 and 9 in the Traditional set breadcrumbs on a plate.
evening, at home, together with the family. It As a rule, Poles eat 3 or 4 meals a day. Only 4. Dip the meat in the egg mixture and then coat it Kitchen accessories:
is the most ‘family’ meal of the day. Supper is every tenth Pole eats fewer than 3 meals. thoroughly with breadcrumbs. • Cutting board
dominated by sandwiches and tea. However, 3/4 of them regularly eat a ‘standard’ set: 5. Fry on high (but not maximum) heat in a Teflon • Meat tenderizer
warm dishes are also quite frequently served breakfast, dinner, and supper. pan. Use a few tablespoons of hot oil or lard. • Frying pan
at supper.
Serve with the trimmings: potatoes, mashed
potatoes, salad (e.g. carrots), beetroot
and fried cabbage.

Dry soups 74.5% Knorr, Winiary, Amino, Private Label, Vifon
Bouillons 81.3% Knorr, Winiary, Kucharek, Private Label
Ramen 56.4% Vifon, Knorr, Amino, Private Label
Fixes 63% Knorr, Winiary, Private Label
132 The POLISH Europeans The Manual 133

Spreads and Ice cream
dressings Did you know Danish-sounding Häagen-Dazs
was founded by American entrepreneurs of Polish
origins? After moving from Poland to New York
The Polish are no strangers to spreads and dressings. with his parents, Reuben Mattus entered the ice
They use spreads at breakfast, love baking cakes cream business at only 10 years old. And he was not
with Kasia and embrace mayonnaise for salads, the only Pole to love ice cream...
sandwiches and eggs.
Polish breakfast Baking Ice cream is growing Algida market leader

with spreads Kasia is a very strong product in Poland. It Poles like ice cream very much, both on The most popular and best-performing
Polish breakfast usually consists of sandwiches is far ahead of the competitors. Homemade a stick and to take home. That’s why this brands of ice cream on a stick are Unilever
washed down with tea or coffee. Spreads cakes (baked with Kasia) are always category is growing significantly. In 2012, brands. Big Milk and Magnum are Unilever
are mainly used on breads because of their welcomed in Polish households. the ‘take home’ segment, which accounts heroes. Also, the family ice cream market is
taste and Polish tradition. Poles prefer for 40% of the total category value, grew well-represented by Unilever - Algida and
products that refer to the natural origin of the fastest. Poles especially like ice cream Algida Śmietankowa. Algida is a market
ingredients. during summer and it is thus a highly leader and has maintained a stable position
Healthy alternatives seasonal product. Impulse-bought ice cream over time.
Poles use sunflower oil and olive oil as substitutes is the most popular, especially variants on
for yellow fats. Olive oil is perceived as a healthier a stick. Big packs bought for families are
Spreads and emotions product. But also the healthy margarine segment also very popular, especially off-season. In-
Butter, to a large extent, has an emotional with brands like Benecol and Flora is gaining home multipacks have a low usage rate, but Private Label competition
meaning. It is associated with childhood, popularity (26% value growth in 2012 vs. YA). high frequency, whereas impulse has high Private Labels are the biggest competitor
the country side, nature, the pleasure of category usage but low frequency. for Unilever at the moment. However, it is
eating. The Polish believe that butter cannot difficult to compete with them as they have
be substituted by any other product for a very loyal buyers. Nevertheless, season 2012
Mayonnaise and Ketchup was the first one when Private Label did not
longer period of time. At the same time,
butter is associated with a multitude of Both ketchup and mayonnaise are popular The typical Polish ice manage to increase its volume share.
functional needs - it is a universal fat for in Poland. Nearly half of consumers cream purchaser
spreading, baking and frying. consider ketchup and mayonnaise to be The typical ice cream buyer in Poland
tasty products. Ketchup is still associated is a permanently employed woman
with fast foods. Mayonnaise is used mostly with a secondary and higher education
for salads, sandwiches and eggs. background, who is part of a household with
or without children.

Margarine and mixes 88.3% Delma, Rama, MR, Masmix, Smakowita,
for spreading Flora, Benecol, Optima
Mayonnaise 93% Hellmans, Winiary, Kielecki Key facts Penetration Main brands
Ketchup 87.9% Hellmans, Tortex, Pudliszki, Heinz, Kotlin Ice cream 61.1% Algida, Carte D’or, Koral, Private Label, Nestle
Many Eastern Europeans are coffee drinkers, Poland is one of the most masculine cultures in
who prefer coffee so strong it will put hair on your Europe. Poles like men to be real, strong men and
tongue. But in Poland, tea is the drink of choice. women to be elegant women. Read on to find out more
However, habits are changing and especially the about Polish beauty ideals and personal care routines.
younger generation is moving away from black tea.
Here’s more on how the Polish like their tea…
The drink of choice Fruit and green teas Real Polish men Looking good!
Tea is one of the most popular drinks in There is a visible change in tea drinkers’ In Poland men should be strong, independent In terms of external beauty, Polish men
Poland. And it is usually drunk in a cup with behaviour. Black tea doesn’t seem to be and responsible. A Polish man takes care of should look fit, healthy, strong and smart.
a fancy metal holder so Poles don’t burn their as attractive as it used to be. Poles are himself. He likes to feel clean and to smell The young generation is more influenced by
fingers. Tea in Poland is usually not very more often attracted by fruit and green tea good. The most important routine is the western media with metrosexual style, but
strong and served black with sugar and lemon. segments. Herbal teas are very popular, made morning shower. Acceptable enhancement the main model stays the same.
with blends of dried leaves, blossoms, berries is the gym, hair styling, and body hair
and herbs, often grown in one’s own garden. reduction. Crossing this line is perceived as a
little bit feminine and inappropriate.
Lipton weakening Elegance
Lipton is still the market leader in Poland in Ideally, Polish women should be tall and
terms of value, but its position is constantly Saga lost its position slim, have long shiny hair, slightly tanned
weakening. Lipton’s core brand is pure black Saga used to be a volume leader on the Polish Women and balance skin, be well-dressed, wear some mascara
tea - Lipton Yellow Label. Lipton is losing market. Saga’s position has been threatened by Polish women desire calmness and stability. and be elegant.
mostly young consumers. cheaper copies launched by one of the fastest- Beauty for them is a balancing act, finding
developing discounter - JMD Biedronka. harmony between internal and external
There are also other brands that have taken aspects. Poland has a holistic and serene
consumers from Saga (Minutka, Private sense of beauty, with a slightly more internal
Polish Market
Under pressure Labels) and due to a weaker distribution, Saga tilt to the optimal balance. Antiperspirants are more popular than
Last year, Poles drunk about 20 cups of tea less has lost its leadership position. fragrances among both men and women.
per person then the year before. Instead they This inequality is especially visible for
drunk more healthy drinks like mineral water women. Shower gels are much more popular
and green tea and more pleasurable and modern among women.
drinks like juices and cola. Especially the
younger generation is moving away from tea.

Key facts Penetration Main brands Deodorant female 63.2% Dove, Rexona Nivea, Adidas, Fa, Playboy,
Garnier
Tea 97.8% Lipton, Saga, Minutka, Herbapol, Tetley
Deodorant male 48.2% Adidas, Axe, Nivea, Rexona
Black Tea 74,3% Saga, Minutka, Lipton, Dilmah, Private Label
Shampoo 89% Clear, Dove, Timotei, Tony&Guy Pantene,
Fruit Tea 71,6% Saga, Vitax, Herbapol, Private Label Garnier, H&S, Schauma, Loreal, Elseve,
Your Pole probably does not like cleaning, but it
has to be done anyway. Find out more about Polish
cleaning habits!
Research Online research is a very good tool to get

information about young people, older groups
I want to do re-
can be underrepresented.
search in Poland.
Internet penetration in Poland is about 60%.
Can I do that
Moreover, there are big differences between
online?
particular age groups. Young people from
16-34 have wider access to internet, and use it
Big house cleanings The bathroom vs. the toilet more often than 50+. Due to this fact, repre-
General household cleanings usually Poles like using branded and high-quality sentative samples are very difficult to obtain.
take place before celebrations of Catholic products for cleaning the bathroom,
holidays or before family visits. although some cleanings are also done
with just water. The bath and the sink are The traditional trade still performs very well in Poland. Small
Shopper
the most frequently cleaned. The toilet format stores cover about 45% of the polish food and HHC/PC
is generally located in the bathroom. I want to find
category. Polish people like small local stores and groceries as
Bar soaps Despite that, the toilet is cleaned twice less my Polish
they have friendly relationships with their sellers and local shop
Traditional bar soaps are still very popular frequently than the bathroom, as cleaning shopper.
owners. But discounters are growing quickly, mostly driven by
among Polish consumers. The category the bathroom is not always connected to Where can I
Biedronka, the biggest discounter with almost 2,5 thousand shops
penetration is 70%. cleaning the toilet. Germs and bacteria are find him?
in the country. Treat this player carefully - it has a big influence
considered the biggest threat in the toilet on the market!
and the biggest problem to fight.
Unhappy? Poles like complaining, you can hear it especially in public communica-
tion. Despite this fact, they are rather happy and cheerful people. In
My Pole complains
the latest social research, 37% of Poles declare that they are very lucky
a lot, he seems to be
in life, more than 75% declare that they are very happy or happy about
unhappy and angry.
their life situation.
Online The answer is simple: YES. Poles are

internet heavy-users. 89% of those
Can I use the online
who have access to internet go online
channel to reach my
daily (2012). Poles search for brands
Polish consumer?
online, write about them and share
information about products. And they
Small surface 81.1% Cif, Ajax, Cillit Bang, Sidolux follow each other’s opinions.
cleaners
Toilet bleach 74% Domestos, Bref, Ambi Pur, Tytan, DUCK
Toilet blocks 79.6% Domestos, Bref, Ambi Pur, Tytan, DUCK
138 The POLISH Europeans The Manual Europeans The Manual The polish 139
The Portuguese
The
Portuguese Portuguese live
are as a simple life while
melancholic as laughing at the
their Fado powerful.
music.
Congratulations! You have shown interest in

the Portuguese! We believe this is another
Have you ever drunk Port in Porto or visited
Lisbon? If so, you might recognize the image
of the Portuguese.
ni
ng! Warning: Fun as these stereotypes are, they don’t give
r
Wa
you the real truth. Discover the real Portuguese behind

the stereotype and you will be rewarded with great results!
All
Portuguese
love their
family.
When facing a
difficult situation,
the Portuguese
choose to wait for a
miracle.
Getting The Portuguese consumer has great potential. You,
as someone involved in marketing great brands and
products, can really achieve remarkable results.
Natural Porto
started Getting to know your Portuguese better starts here!

habitat A very charismatic
city known for its
famous Port wines.
Your Portuguese lives in a

country of bucolic landscapes
and culture-rich cities. The
Portuguese coast is very popular
among tourists. Wherever they
go, they will be greeted with a
heartfelt “bemvido” (welcome).
I live in an
extremely I use olive oil
risk-averse country. in nearly all
dishes I prepare.
page
Lisbon
145 page
156 Capital city and
popular tourist
destination.
page page Estremadura

146 159
and Ribatejo
I love The
My physical Low-lying provinces
nostalgia!
appearance is where much industry is
Algarve
important to me. concentrated. Very popular tourist
destination along
the coastline.
I love
page
loyalty
150
cards.
National events
Carnival Freedom St. Antho-
april
Day ny’s Day
25
Carnival is February June
celebrated On this day, This is mainly cel-
We recommend you read this manual thoroughly and word for word throughout freedom ebrated in Lisbon
TIP! before you start using your Portuguese, for it is a very complex Portugal and is mainly
about social and political
and peace are celebrated. and is a commemoration of Saint
European, never to be left in the hands of a misinformed marketer. The symbol of this day is a Anthony. It is usually celebrated
satire. carnation, as the military used with street parties, traditional
to put carnations in their guns. dancing, fireworks and bonfires.
142 The Portuguese Europeans The Manual Europeans The Manual The Portuguese 143
Economic data

5,773,065
2.79
Your Portuguese lives in a country that suffers a lot from the economic crisis. 2012 was
again a difficult year. The GDP is still decreasing and the evolution of unemployment is
currently one of the greatest concerns in Portugal, as the unemployment rate has never
The Portuguese is a Urbanization 61% been this high. Despite this, many believe recent government measures will spur an
state-of-the-art European eventual economic rebound and, in turn, revive consumer spending.
with lots of unique
features. This chapter Portuguese as first 98%
gives you a quick peek
Portugal
language Portuguese Economy
under the hood. attracts more Religion Catholicism 81% 2012 Index or ∆ Change versus
than 10 million Other Christianity 3.3%
tourists each Undeclared 8.3%
year. Irreligious 6.8% GDP per capita, 23,402 68
nominal PPP ($)

Number of
sunny days in There are 9 Consumer confidence -54 ∆ -32.5
the Algarve is countries in
300! the world where Portuguese
Unemployment rate 15.7% 138
Portuguese is the Fado was
national language. classified as world
cultural heritage
by UNESCO. Income distribution PORTUGUESE HH How the
(disposable income per year in euro) Portuguese
spend their
< 5.000 12 % money
5.000 -
Household sizes Main ethnicities 10.000 33% HEALTH
1- and 2-member households 53.6% Portuguese 98.3%

10.000 -
13.500 15% HOME CARE 6% OTHER
3-member household 24% Cape Verdean 0.2% 13.500 -

19.000 15% 6%
4-member household or more 22.5% Brazilian 0.2% 19.000 -
32.500 15% 21%
English 0.1 %
TRANSPORT
14%
Other 1.2 %
32.500 > 9 %
Food
Age distribution*
19%
16
Up to 34 years old 17.2% %
* Head of household
34-49 years old 29.8% ni

ng! We strongly recommend you look
behind the dry numbers and make ENERGY
r
Wa
50-64 years old 35% an effort to really understand the
underlying sentiments.
18 %
65+ years old 18.1% LEISURE
Portuguese The Portuguese are not just warm, family- Comparison sheet For a deeper understanding of your European, compare the Portuguese
oriented people, they are also traditional
and nostalgic. Curious? Read on! Power Individualism Masculinity Uncertainty Long-Term
cultural
Distance avoidance Orientation
Within Europe, Your Portuguese Portugal is a If there is a Portugal, like

Portugal scores has a rather relatively feminine dimension that most European
values Freedom relatively high on collectivistic society with a describes Portugal countries, is
power distance. mindset, meaning strong concern for very clearly, it short-term
Freedom is highly valued, Indicating that that a long-term social harmony, is uncertainty oriented country,
even more by people who there is a clear commitment to consensus avoidance. Your meaning that the
were born in the ‘50s or delineation between groups is common, and human Portuguese likes people exhibit a
superiors and confrontation is not relationships. to maintain rigid great respect for
earlier, when Portugal was
Family subordinates and desirable and there Motivation for codes of belief traditions and a
under a dictatorship. between the young is a strong ‘we’ achievement and behaviour relatively small
Family is very important. and the old. feeling. usually does and is intolerant propensity to save.
It is common to leave your not supersede of unorthodox
parents’ home and start to interpersonal behaviour and
live on your own only when Honour relationships. ideas.
104
you are completely ready to The Portuguese nation
high
establish your own family. recognizes the dignity, the 89
integrity, and the audacity high 75
68

of its compatriots. 63 67 64 med
high med high
Education 44
A good education is 31 31 29 30 high
Nostalgia 27 5 19
important: to be successful low
low low low low
and to go as far as possible. Nostalgia can be seen in the
The high educational fees Fado and in the sentiments of se pt fr pt DE uk se pt PL se it PT es pt nl
might explain why many Sebastianismo: the hope that
Portuguese cannot afford what one wants will happen and
living on their own. the feeling that it never will.
HOW PORTUGUESE values are expressed in communication
Work-life Environmental Licor Beirão

balance awareness Licor Beirão is a traditional
alcoholic drink that
70% of Portuguese say they The Portuguese admit they
(to refresh its image) developed
experience more positive have little information
a communication with a
feelings during a regular on environmental issues,
humorous character - the
working day than negative getting it mainly through the
typical man from the Ribatejo
ones. With 1711 hours media. However, Portugal Olá (HB) Season MEO
region, strong and determined,
a year, the Portuguese generated more than 70% of
Starter Campaign that chooses the best. MEO is the commercial
work less then many other its electricity from renewable
In a traditional street in Lisbon, brand name of a home
Europeans. sources of energy during the
the ice cream season is opened telecommunications service
first quarter of 2013.
by a traditional OOH seller. The provided by Portugal Telecom.
magic of the ice cream - children This campaign launched in
smiling, people indulging 2011 caught attention due to the
ber!
Sebastianismo is an old messianic belief in the return of King Sebastian, who was expected
em
themselves with Cornettos- had humorous approach.
Rem
to drive out the Spaniards. He never did, but the mix of hope and fear is very Portuguese. a strong engagement and impact
on the Portuguese.
Media consumption
rs
n
learned more about
es
e
o
et
ap
in
si
Portuguese cultural
rn
sp
io
az
vi
REACH THE
te
le
ag
d
Ra
Ne
Te
In
M
you may want to 15-24 Minutes spent per day 188 198 156 29 21
PORTUGUESE reach them yourself.

Find out how below!
25-34
Daily penetration %

73
182
90
189
50
218
21
28
12
19
35-44 Minutes spent per day 200 183 117 30 22

The Portuguese Portugal and Your Portuguese Daily penetration % 80 67 75 36 21
and their TV social media and the Internet
45-54 Minutes spent per day 226 178 202 34 24
In terms of penetration, the TV Your Portuguese is most likely There is a chance of 63% that
is still the most popular media active on Facebook, which is your Portuguese is active on Daily penetration % 85 60 76 42 24
device in Portugal among the by far the most popular social the Internet. The internet
older generation, whereas the media platform in Portugal. penetration is the highest in 54-65 Minutes spent per day 285 164 182 46 25
Internet is most heavily used Flickr, Twitter, YouTube and the Lisbon region and in the
by the younger crowd. blogs are also popular. Algarve. When active, your
Portuguese spends on average
almost two hours a day on the
Internet. Around 20% of all Ad spendings total PT
PORTUGUESE Portuguese use internet on
Regular television 51%
AND PAY TV their smartphones.
Pay TV is very common in Pay TV 7%
Portugal, which is a service
that people can subscribe to. Online 6%
75% of all Portuguese use Press 15%
this with no clear distinction
between gender and age Radio 7%
categories.
Outdoor 14%
Cinema 0.4%
Media spend in Portugal is quite different from the European em

ber!
Rem
average. For example - online spend is less than a third, press

about half and outdoor about double the European average.
Activating Your Portuguese comes
Portuguese will show very specific
but predictable behaviour and

the Portuguese shopping
environment. shopper characteristics.
Choosing the store I don’t want Unstructured

is as important to make risky shopping,
ssu r e
as choosing the decisions but not a chaos
o pre product
Prom
Every purchase decision has to be Even if I make a shopping list, I
I shop around because retailers have carefully considered. I don’t mind to forget it at home. I prefer to walk
2012 vs. 2011 spend time comparing just to be sure along the corridors, trying to
different quality and price for the
Hard discount share 14.5% same category. Searching for the best I make the best decision. remember what I need, even if it
store that offers the best deal is an means going back to the beginning of
Promo pressure 26%
art for the professional shoppers. the store, in case I skipped a product.
There is a chance of 60% that your Portuguese Private label share 36%
uses more than one source to find out about
promotional offers, both in-store and before.
I need to believe it’s I’m a smart

my personal choice shopper!
Shopping I want to be sure I make the best
choice for myself and for my family.
I feel like I’ve done a good job when
I find the products I want for a good
Coupons are a
trips I am a savvy shopper, so I prefer to value. Some deals are so good I’d be
popular way of choose myself rather than having stupid not to save money.
saving money as well. others choose for me.
Your Portuguese makes on

average 63 shopping trips a
year and spends €34 per trip. I don’t want to I love to go
cou poning This indicates that shopping is shop alone shopping!
usually done once a week. I am a social shopper. My shopping I like to go shopping, whether I buy
experience is enhanced when I shop or not, even if it’s grocery shopping. I
with my family or friends. enjoy browsing around the store and
looking at the new products.
Loyalty cards are very common;

around 90% of all Portuguese
households use loyalty cards
when doing groceries. They Loyalty
consider loyalty cards to be
direct price discounts.
cards
150 Europeans The Manual The Portuguese 151

Where do the Your Portuguese shops a lot,
although he prefers to buy
fresh products and cook from
Fuel and The Portuguese use a lot of
Portuguese scratch in order to save money,
due to the economic crisis. Maintenance: and their surroundings. In this
shop? More than 50% of the market of all Unilever categories. From
Unilever
Relatively
is controlled by 2 retailers: skin care to ice cream and
cheap
Continente and Pingo Doce. everything that’s in between.
categories
Discount
prices Service
Category Unilever
share share
Unilever category
Dressings 3% 39%
Savoury 8% 66%

Continente
Ice cream 21% 63%
Market share: 34.5%. Continente (owned by Sonae)
Relatively was the first company to open hypermarkets in Tea and Soy & Fruit Beverages 2% 45%
expensive
Portugal. It currently operates hypermarkets
as well as big and small supermarkets. People
value their extended opening hours, large
Laundry 24% 45%
stores and loyalty card system.
value share Pingo Doce
Hair care 4% 9%
Market share: 20%. Pingo Doce operates
hypermarkets and supermarkets and is the Skin care 2% 16%
traditionals second largest retailer in Portugal, using an
Big Skin cleansing 5% 26%
EDLP strategy and with aggressive promotions
12 % supermarkets
using A brands. Shoppers mainly value
the cleanliness, strong private labels and
34 % professional staff.
25 % lidl
small Market share: 8%. The German discounter Lidl is
supermarkets the third largest retailer in Portugal and sells top
29% quality products at the lowest price to consumers.
hyper Their EDLP strategy together with aggressive
supermarkets promos makes it a popular store to visit.
core foods
Your Mediterranean Portuguese loves food; from
bread to steaks and from fish to rice. The consequence
is a high number of overweight people. Read on to
find out more!
ca
Ba áslhau •
•
•
400g salted cod
500g potatoes
1 large onion
à Br
• 1 head of garlic
• 6 eggs
The Portuguese cuisine Typical Portuguese dishes • Pepper (to taste)
The Portuguese cuisine is a mixture of Typical Portuguese dishes are e.g. codfish, • Parsley (to taste)
Mediterranean traditions, known for its duck rice, pork and cabbage stew, bean stew, (Bras codfish) • Oil (to taste)
prominent consumption of olive oil, fish all kinds of vegetable soups and sardines. • Salt (to taste)
(especially dried salted cod) and fresh Desserts are very common in Portugal. • Black olives (to taste)
ingredients. In the regions away from the
PREPARATION
coast, pork and other meats are the favourites.
1. Soak the salted cod, remove the skin and bones, and break it apart with your hands.
Overweight 2. Meanwhile, slice the potatoes into matchsticks and the onion into fine rings.
3. Fry the potatoes in a pan and set them to one side, drying them on kitchen paper.
Because of all the nice dishes being
Portuguese lunch prepared, a rather high salt intake, the
4. At the same time, in a deep pan, sweat the onions and garlic until golden, then add
and dinner the pieces of salted cod and cook for a few minutes, until it soaks up the oil.
decreased fruit and vegetable consumption
5. At this stage, add the potatoes and stir whilst adding the lightly beaten eggs with salt
In Portugal, a typical meal is composed of and the relatively large alcohol intake, the
and pepper.
soup together with a main dish and some number of overweight people is among the
6. Stir for a few minutes, turning off the heat before the eggs solidify and become an
sort of side dish. Your Portuguese has the highest in Europe. 46% of all women, 44% of
omelette!
highest consumption per capita of soup in all men and 30% of all Portuguese children
Europe! There is a chance of only 6% that are overweight. The Portuguese seem to
Serve hot, with parsley and black olives.
your Portuguese eats sandwiches. know what is healthy and what is not, but do
not live accordingly.

Soups 40% Knorr, Maggi, Private Label
Bouillons 59% Knorr, Maggi, Private Label
154 The Portuguese Europeans The Manual 155

dressings The Portuguese like ice cream! The main reason for
them to eat ice cream is to relax. Read on to find out
more about their habits regarding ice cream.
When you say spreads and dressings in Portugal, you
say olive oil. It appears in nearly all recipes. Read on
to find out what else they use!
Breakfast Olive oil lovers Importance out-of-home In-home ice cream

The Portuguese breakfast usually consists The Portuguese love olive oil! There is a Compared to other European countries, There is a chance of 50% that your
of milk with bread and spreads. Cereals chance of 94% that your Portuguese uses the weight of consumption out of home is Portuguese eats ice cream for dessert at
are also common, but far less than the olive oil. It appears in nearly all recipes; in greater than the consumption in-home. home, and 43% that he eats ice cream from
traditional combination of milk and bread. raw food as a spice, in cooked food as an Out-of-home represents more than half multipacks at home.
ingredient, in cold food as a preservative of of the total. This is mainly due to the mild
sausages, olives, some vegetables and cheese climate and the habit that ice cream is
and also to bake and fry with. usually eaten at the beach.
Bread with butter Summer time
Bread is mostly eaten during breakfast and As in most other countries, ice cream is
in the afternoon. Most Portuguese merely mostly eaten during summer. In the summer
spread butter on their bread, especially Dressings during the year Frozen yoghurt months, your Portuguese consumes ice cream
during breakfast. Spreading margarine is The consumption of dressings in Portugal is Frozen yogurt is growing in Portugal. This twice a week, whereas in the winter months he
far less popular and common. mostly limited to summer and is mainly used dessert is a product with a low calorific eats only half an ice cream on average.
in Russian salads, fondue, stuffed crab and value and a high nutritional content, since
seafood dishes. More and more, dressings it’s made with low-fat milk and yogurt, to
at home tend to be used like they are on fast which fresh fruit is added.
Butter instead of margarine food menus: mayonnaise and ketchup are Formats
Although your Portuguese might use the also being used on burgers, fries and steaks. The Portuguese prefer tubs, multipacks
word butter when talking about margarine, and impulse sticks (bought on the street).
he is absolutely fond of real butter, as can Multipacks are usually consumed all day
be seen in the higher butter penetration long, and impulse sticks as a snack in the
compared to margarine. afternoon, both usually in the weekend and
preferably in the TV room.

Margarine (spreading) 67% Becel, Flora, Planta, Private Label
Butter 76% Primor, Agros, President

Mayonnaise 63% Calve, Savora, Vianeza, Private Label
Ice cream 75% Ola, Cornetto, Carte D’Or, Magnum, Nestlé,
Ketchup 42% Heinz, Savora, Private Label Häagen Dazs,
Your Portuguese is no stranger to the almighty 85% of all Portuguese feel the pressure to look
espresso, but he likes tea too. In fact, in the good. Maybe that’s why the market for personal
current economic climate he has been switching hygiene and beauty has grown in value, despite the
from soft drinks to tea-based beverages. Read on economic crisis.
to find out more.
Coffee country Recession helps tea The pressure to look good Crisis proof?
Portugal, like most southern European Both value and volume sales of soft drinks 85% of all Portuguese indicate that the Even though the country is facing an economic
countries, is no stranger to the almighty have declined sharply during the past pressure to look good is nowadays much crisis, the market for personal hygiene and
espresso, especially due to its intense years due to Portugal’s poor economic higher than in their parents’ day. Portuguese beauty has curiously grown in value.
flavour. This passion for coffee goes well performance. Consequently, many people think it is important to look stylish
beyond a small caffeine jolt, as the flavour Portuguese cut back on purchases of soft all the time as it makes them feel better
and quality of Portuguese coffee have been drinks and sought out the cheapest possible about themselves.
touted as legendary. Therefore, you can’t options when buying these products. Self-critical women
meander down a cobbled street without Furthermore, there has been a change in the Being confident about your looks is an
passing at least a handful of cafes. type of beverage consumed, with a decline of important driver of happiness for many
juices and colas, and an increase in tea-based The Portuguese shower Portuguese women. But the fact is that only
beverages and light drinks (diet). Most Portuguese take a shower each day. half of them are somewhat satisfied with the
60% prefer using shower gel whereas 40% way they look. There are very few women who
Tea is getting more popular prefer soap. consider themselves beautiful. Portuguese
Despite the preference for coffee, tea is women are thus extremely critical towards
increasing in popularity as people regard it their looks and less than 30% take the time
as being fashionable and healthy. Especially they need to take care of themselves.
the younger Portuguese are starting to
appreciate tea as a healthy and clean
alternative to other kinds of drinks.

Shampoo 66% Dove, Liniq, Tresemmé, Head & Shoulders,
Penetration Main brands Garnier, Nivea, Pantene
Leaf tea 66% Lipton, Tetley, Private Label Deodorants 56% Axe, Rexona, Nivea
* women
Ready-to-drink tea 80% Lipton, Tetley, Pleno Shower gel 56% Dove, Vasenol, Nivea
Portuguese women tend to clean a lot. Read on to
find out more about their habits regarding cleaning
and laundry.
BEHAVIOUR
I want to change Portuguese are very traditional and don’t respond
the behaviour of well to changes. Both your product and company
my Portuguese. must be consistent with the sense of belonging.
A woman’s job Monthly patterns Individual needs You shouldn’t look at your Portuguese as an
One third of all Portuguese women perform A monthly pattern could be washing the individual. Take their family into account. They
I am trying to cater to my Portuguese’s
regular housecleaning activities on a windows one week, wiping down the walls care about their family a lot and think about this
individual needs, but he doesn’t
daily basis. Many people still regard the and moldings the second week, cleaning the when doing purchases (not only about themselves).
respond well. What to do now?
household chores as a woman’s job. refrigerator and oven the third week and
wiping down the cabinets the fourth week.
Portuguese consumers are now less impulsive, compare

Weekly patterns Crisis prices between the various chains, and no longer hesitate
Portuguese laundry to change their shopping habits. Consequently, major
A typical weekly pattern in housecleaning My Portuguese is in crisis.
leading retail companies have undertaken several price
could be dusting on Monday, washing Within detergents, low-suds are the most What does that mean for
promotion strategies to increase consumption, leading to
floors on Tuesday, cleaning the toilets on important. Liquid is preferred over powder. his shopping behaviour?
strong gains, and, importantly, setting overall trends for
Wednesday, vacuuming on Friday and doing Furthermore, the Portuguese are fond of
the various markets.
the laundry on Sunday. fabric conditioners. Pre-treatment detergents
are not common.
Online shopping The broadband internet penetration is increasing

amongst Portuguese households and consumers
My Portuguese is shopping more
are becoming much more comfortable making
and more online. Why?
purchases online. The online channel offers them
a lot of convenience. New entrants, as well as in-
creased ownership of web-enabled smartphones,
research will also help to drive sales in internet retailing.
I want to con-
duct qualita-
tive research. Do research in Lisbon and Porto. Participants
What should I need to be at least 15 years old, otherwise
Penetration Main brands think about? permission from their parents is required.
Laundry detergents 85% Surf, Skip, Persil, Ariel, Private Label
Fabric conditioners 65% Comfort, Surf, Ariel, Private Label
Household care 86% Cif, Sun, Sonasol, Private Label
The Spaniards
All
Spaniards
dance the
flamenco.

in the Spaniards. We believe this is another
Have you ever vacationed at one of the Costas Spain
or admired FC Barcelona? If so, you might is sun and
fun.
recognize this image of Spaniards:
ni
r
Wa
manual carefully, for a stereotypical view of the All

Spaniards will lead to poor results (at best). Spaniards
take a siesta.
All
Spaniards
are toreros.
GETTING The Spanish consumer has great potential. You, as someone
NATURAL Spanish is the second language in the world.
Your Spaniard also speaks Spanish, with a
regional accent perhaps. Here are some highlights
STARTED Spaniard better starts here!

HABITAT from the natural habitat of your Spaniard.
Basque
language
Barcelona
Modern and the most
Europe-minded city in
I speak the Spain.Represents 25%
of all arrivals in the
second language I shop
in the world. country.
a lot in
Mercadona.
page Galician Madrid
165 page language Capital city. Very
174
traditional.
Over 27% page

of us are 167
unemployed.
page
Seville
180
Traditional city.
Our women Catalonia
have special
The no. 1 travel
hair needs.
destination in Spain.
page
Represents 25% of
168 all arrivals in the
country.
We are real
‘family people’.
National events
Holiday Fiesta October Constitution December
TIP!
If you are a marketeer with ambitious plans for Spaniards,
we recommend you read this manual with great attention.
The whole of
August the
August nacional
de España 12 Day
A national day
6
country is on off which marks
A national
holiday. the anniversary of an approved
holiday celebrating the
discovery of America. constitution in 1978.
164 The SPANISH Europeans The Manual Europeans The Manual The SPANISH 165
Technical General characteristics
Economic data

14,187,169
2,6
Your Spaniard suffers a lot from the economic crisis. Social and political tensions are
rising. Almost 6 million people (> 27%!) are unemployed and more than 2 million people
live without any income. Those still working suffer from a fall in purchasing power and
The Spaniard is a Urbanization 70% are economically responsible for 1.3 unemployed Spaniards per person. Currently, 1 out of
state-of-the-art, and very 4 Spaniards is at risk of poverty. Many industries in Spain are affected by this, especially the
very social, Europeanwith hospitality industry and even the FMCG sector. Strangely enough, the consumer confidence
lots of unique features. Spanish as first language 89% is still quite high compared to the rest of the Eurozone.
This chapter gives you a Religion Roman Catholic 73.1%
quick peek under the hood. Irreligious 23.6%
Islam & Other 3.3% Spanish Economy
GDP per capita, 30,487 89
nominal PPP ($)
1% = 3,185 mm
Politicians Inflation rate 2.4% 96
per capita 1
politician / 77 Consumer confidence 52.1 ∆ 74.6
Spaniards.
Unemployment rate 25% 219
Together,
the Spanish
account for the
highest social media
usage and video Income spread Spanish HH How the Spanish
downloads in
Household sizes (Disposable income per year in Euros, spend their
Europe.
only HH receiving income) money
1-member household 20.5%
2-member household 28.8% < 6.000 4% Clothes Healthcare
5% 3
%
3-member household 23.1% 6.000 -
12.000 18% Leisure Housing
4-member household or more 27.6% Main ethnicities 12.000 - 6%
18.000 21 %
Spanish 87.9%
Restaurants,
European 5.7%
18.000 -
24.000 17% hotels
9%
31%
Age distribution* 24.000 -
South-American 2.7% 30.000 13%
Up to 34 years old 16.9% 14%
30.000 -
African 2.3%
11%
* Head of household
36.000 food
20%
34-49 years old 30.9%
Asian 0.8%
12
36.000 -
50-64 years old 24.1% 60.000 13 % %
Central-American and 0.5%
OTHER
65+ years old 28.1% Caribbean 60.000 > 3%
Transport
166 The spanish Europeans The Manual Europeans The Manual The spanish 167
Spanish Social, expressive and a Comparison sheet For a deeper understanding of your European, compare the Spanish
huge love for tradition
and family - that’s the Power Individualism Masculinity Uncertainty Long-Term
cultural Spanish! Take a moment Distance avoidance Orientation

to learn about their most The high Spanish Spain is a very Spain scores In Spain, people Spaniards score
distinguishing values. score on this collectivistic moderately on tend to avoid any very low on long-
values
dimension indicates country compared this dimension, kind of uncertainty; term orientation,
that hierarchical to other European implying that it the Spanish rather meaning that they
distance is accepted countries, meaning is neither a very choose a job for life prefer to live in the
and that those that Spaniards like masculine, nor in which they have moment without
holding powerful to be part of groups a very feminine no concerns for the much concern about
positions are and like to have a country. Spanish future. This is also the future. Spain
Traditional Family people admitted to having sense of belonging. kids are educated in reflected in Spanish is the country that
privileges for their search of harmony, people vigorously has given the word
The Spanish value Spaniards tend to do position. refusing to take saving money. ‘fiesta’ meaning to
traditions and traditional activities together with sides or to stand the world.
things, such as Spanish their family. As this is out.
cuisine. This is also especially important in 104
high
reflected in the importance times of crisis, this is 89 86
of the housewife role. nowadays a booming value. high
68 70

57 high high
51
42 44
Expressive Social
31 27 5 29 19 31 high
Spanish are caring and love Spaniards like to meet up
low low low med
to touch everything. They with friends, as this gives low low
express and share their a sense of belonging. Word se es FR pt ES uk se es it se es PT es DE nl

emotions and experiences, of mouth is important.
making lots of gestures to Spaniards are not direct,
emphasize their message. find it hard to say negative
things and find it difficult to How spanish values are expressed in communication
accept criticism.
Impulsive Campofrio
Spaniards are impulsive, The commercial of this
spontaneous, extrovert and Spanish meat company
not very structured. They approaches the economic
always look for the positive downturn from a very
side of things. humorous perspective.
It relates to the social
Procter & Gamble and humorous side of Estrella Damm
This is a very emotional Spaniards. The Estrella Damm beer
Work-life Attitude towards commercial linked to the commercial is aired every
balance sustainability Olympic Games in London summer. It used to show young
Spaniards usually finish Spaniards are becoming recognizing the mother’s people on vacation somewhere
their workdays between 7 more environmentally traditional role and the effort near the coast or on a island.
and 9 pm. More than half of conscious, especially along they made to raise a future Due to the recession, they now
women have a job, 25% of the Mediterranean coast Olympic champion. It ends with go to a country house nearby,
them part time. and among 45-65 year olds. the words “Gracias mama”. enjoying the little things in life.
This reflects Spanish social and
family values.
168 The spanish Europeans The Manual Europeans The Manual The SPANISH 169
ia
Media consumption
s
ed
n
learned more about
er
es
o
et
ap
in
si
Spanish cultural
rn
al
sp
io
az
vi
REACH THE
ci
te
le
ag
d
So
Ra
Ne
Te
In
M
you may want to Men 16-24 Minutes spent per day 198 131 18 92 13 47
SPANISH reach them yourself.

Find out how below!
Men 25-34
Daily penetration %
Minutes spent per day 208 125 17 140 16 46
Daily penetration %
Daily penetration %
SPANIARDS AND SPANIARDS SPANIARDS Men 45 + Minutes spent per day 255 50 15 122 20 23
THEIR SMARTPHONES AND TV AND INTERNET Daily penetration %
66% of all Spanish mobile In terms of penetration, the TV There is a chance of 63% that
phone users are equipped is still the most popular media your Spaniard is active on
with a smartphone. This is the device. However, when looking the Internet, although this Daily penetration %
highest number in Europe! at minutes spent per day, the differs per region. The highest
Internet wins by far. number of internet users
can be found on the Baleares Daily penetration %
YOUR SPANIARD and the lowest number in
the Castilla region. The most Women 45-54 Minutes spent per day 251 49 19 111 11 39
ON SOCIAL MEDIA
intensive Internet users are
8 out of 10 internet users Daily penetration %
aged between 25 and 44. Most
are active on social media. Spaniards use the Internet for Women 55+ Minutes spent per day 298 19 19 90 10 21
There is a big chance that finding information, social
you will find your Spaniard Daily penetration %
media, e-mailing, multimedia
on Facebook. The use of and blog reading.
LinkedIn, Google+ and Twitter
has been increasing steadily
since 2011. Many Spaniards
Ad spendings total spain
like brand or company pages Television 87%
on social media platforms,
and 80% of them does this in Print 6%
order to look for promotions
Radio 1%
and jobs.
Other 6%
Activating Your Spaniard comes
shopper DNA In shopping mode, your Spaniard will

the Spanish shopping
sheet shows the most important
environment.
2012 vs. 2011

Celebrations are “We”, less “Me” If it works, why
oney an all-year-round change it?
for m
Spanish family values are all about
value
Hard discount share 17.1%
treat sharing and not individualism - When doing what their mothers used
Promo pressure 18% and that extends to their group of to do, nothing can go wrong. Copying
The Spanish love to socialize.
friends. Consensus is everything.
Private label share 41.6% Celebrations and traditional events their mothers is a quality and safety
are an excellent excuse to gather guarantee for the Spanish.
with friends or family.
Due to the hard times your Spaniard is in, he
shops smarter, more rationally and more
planned, which increases the importance of
value for money. He spends more time in-home
and decreases his out-of-home spending.
Shopping Experience to trust Seduce me!
trips
They prefer tangible things over Products just call out to the Spanish:
conceptual ideas. they plan to buy 3 things but come
out with 10. Spaniards are very
Private impulsive by nature.
Label On average, the Spanish make

159 shopping trips a year and
spend €28,40 per trip. Deal lovers
The Spanish get really excited when Let’s talk
The price gap in Spain between private labels and they spot a deal made especially for Spaniards are quite emotional and
branded products is the highest in Europe. Due to them! They have to grab it fast before oral: they prefer to talk to a person
your increasingly price-conscious Spaniard, it disappears! rather than just to read information.
private label share in Spain is the second highest Innovations
in Europe and the fastest growing. This is mainly
due to Mercadona and its private labels. Promotions Fresh is the best!
Buying and preparing fresh food
shows that you care for your familiy.
Spanish shoppers usually buy in

routine. They grab and go and
In hypermarkets, use a restricted buying list.
displays and coupons When they are in search mode,
are useful tools to cou poning they completely overlook
reach your Spaniard. innovations and promotions.
172 Europeans The Manual The SPANISH 173

Where It won’t come as a surprise that
your Spaniard currently favours
low-priced discount stores.
Fuel and The Spanish use a lot of
do the This really changed the retail
landscape with Mercadona and Maintenance: and their surroundings. In
Spaniards the other discounters (DIA, brief overview of all Unilever
shop?
Relatively
cheap
Lidl, Aldi) as the big winners.
Unilever categories. From tea to spreads
categories
Discount
Service
prices
Category Unilever
share share
service level service level within within
Unilever category
hyper
Dressings 15% 33%
Savoury 10% 21%
SUPERC
OR mercadona Ice cream 18% 21%
Relatively
Market share: 25.9%. Mercadona is Spain’s Laundry 12% 7%
expensive
largest retailer and operates a chain of medium-
sized supermarkets. Their strategy focuses on Deodorant & fragrances 16% 36%
‘Every Day Low Pricing’ and strong private
Hair care 6% 8%
labels. Their success can be attributed to being
value share close to the consumer, attractive shelves and Oral care 3% 8%
packs and in-store recommendations.
Skin care 2% 7%
DISCOUNTS
Carrefour
Skin cleansing 4% 9%
STORES Market share: 10.4%. Carrefour is one of the
12% Supermarkets largest hypermarket chains in the world. In

Spain it accounts for €5.6 billion of sales.
HYPERMARKTS Spaniards perceive Carrefour as having low
service and high prices.
14% 43% Dia
Market share: 11.7%. Dia is renowned for
25 % its discount and neighbourhood formula.

Spaniards perceive Dia as having low service
SPECIALTY and good prices. About one third of the stores
STORES are franchised.
174 The spanish Europeans The Manual Europeans The Manual The SPANISH 175
Core foods
For your Spaniard, food is tradition. He was born
and raised in a food-minded culture, with clear
preferences. Take a look at what is important to
your Spaniard when it comes to food.
Popular local dish! Ingredients
Tortilala
• Eggs (1 to 1½ per person)
• Potatoes (100 to 200 grams
per person)
t tas
• Onions (variable)
de pa
• Olive oil (enough to cover the
Love food, love lunch Cooking fixed recipes potatoes when frying, other
Your Spaniard usually consumes his food During the weekends, the Spaniards tend to vegetable oils can be used)
in-home because of his limited budget. eat the same kind of meals as they do during • Salt (variable)
(Spanish omelette)
Sharing their food and nice moments with weekdays. In that sense, there is not much
friends and family is what the Spanish variation. Many Spaniards tend to repeat
love to do. Good food is important for the their menu each week. Also, Spaniards
Spaniards. Every meal is important to them, cook more than needed in order to conserve PREPARATION
with lunch being the most important meal for another occasion and usually go to the
of the day. supermarket with a recipe in mind. 1. Cut the potatoes into thin slices or small cubes.
2. Fry in olive oil together with sliced onions at moderate temperature until they are soft but
not brown.
3. Remove potatoes and onions. Drain and mix with salted eggs.
Typical Spanish dishes 4. Return mixture to the pan and fry slowly.
The Spaniards look for flavour but are 5. Fry tortilla on one side, then flip over and fry on other side. Use a plate or "vuelve tortillas"
also in favour of healthy products. They (a ceramic or wooden lid-like utensil made for this particular purpose) for flipping.
love Mediterranean cuisine with its fresh 6. You can add other ingredients, like green or red peppers, chorizo, tuna, shrimp or different
products. At home, they love to eat green vegetables.
salad, chicken, pasta soup, tomato salad, 7. Eat the tortilla hot or cold; it is commonly served
lentils, macaroni and fried eggs. as a snack (tapa) or picnic dish throughout
Spain. As a tapa, cut into bite-size
pieces and serve on cocktail sticks,
or cut into wedges (pincho de
tortilla).

Soups 67% Knorr, Gallina Blanca, Maggi, Aneto, private
label
Complex cooking aids 68% Knorr, Maggi, Galina Blanca, private label
176 The SPANISH Europeans The Manual 177

dressings The Spanish are big fans of ice cream. Due to
the Spanish climate, of course. But due to that
other - economical - climate, demand has changed
Your Spaniard is fond of both spreads and dressings a bit.
during each meal of the day. Take some time to
learn about their perception towards this category.
And make sure there’s mayonaise in the fridge. Always.
Spanish breakfast The ultimate substitute: 6.1 LITRES OF ICE CREAM A big out-of-home business
Most Spaniards prefer bread, sweet biscuits, olive oil The Spanish love ice cream and consume 6.1 Because of the Mediterranean culture of
bakery, breakfast cereals or fruit for breakfast. Olive oil is an important substitute for litres per person a year. The only barriers for Spain, many ice creams are sold out-
There is a chance of 83% that they use spreads. margarine in Spain and is perceived as them to eat ice cream are the fat level and of-home, mostly in the street and in
being lower in calories and healthier. This prices. Ice cream is a very seasonal category. restaurants or cafes. In those cases, the
applies to cooking as well as on bread. Spanish are looking for personal reward,
premium quality, brand nostalgia and
Cooking with margarine trusted and modern brands. When kids are
is emerging In-home ice cream involved, the Spanish are heavily influenced
In Spain, cooking with yellow fats is emerging. The closing price gap consumption by their needs.
This is driven by margarine. Top dishes with The demand for margarine is in decline, In-home ice cream consumption is mainly
margarine are creams and pasta-based dishes. as more and more Spaniards are switching driven by personal reward, sensory
to butter. This in part because the price experience, a trusted and modern brand and
gap between the two is reducing. Still, added extras.
The growth of private label
many Spaniards use margarine and butter The demand for private label grew a lot in the
DEVILED EGGS AND RUSSIAN interchangeably as they are not aware of the last years and even more since the economic
SALAD differences between both. downturn started.
Traditionally, Spaniards make mayonnaise
themselves. Currently only 17% of them still
does this. The Spanish mainly use mayonnaise
in Russian salads, deviled eggs and pasta salads.

Margarine 68% Tulipan, Flora, Artua, Ligeresa, Natacha,
private label
Butter 49% Tulipan, Flora, Artua, Ligeresa, Natacha,

private label
Penetration* Penetration** Main brands
Ice cream 15% 85% Frigo (Magnum, Cornetto,
Special sauces 61% Calve, Hellmans, Knorr, Maille, Old El Paso,
Calippo, Carte D’Or),
private label
** out of home
Nestle (Nestlé Gold, Maxibon,
Mayonnaise 79% Calve, Ligeresa, Hellmans, Ybarra, Kraft, Pirulo, La Lechera, Kit Kat),
* women
private label Menorquina, private label
The economic downturn has a big effect on your Although home care products are used by almost
Spaniard’s personal care routines. From changing all Spaniards, the economic situation changed the
shower times to fulfilling more basic needs, it’s all way they clean the ‘casa’. Read on to find out more!
happening. But make no mistake: Spanish women
still want to feel beautiful!
Back to basics Showers are changing BACK TO DISH WASHING Price, price and price
Due to the economic crisis, the Spanish Your Spaniard usually takes 5 showers a BY HAND Does your Spaniard need A-brands? There’s
fall back on the basic needs when it comes week, mainly in the morning. But economic Because of the economic crisis, Spaniards a huge price gap between A-brands and
to personal care products: shower, oral downturn and unemployment are affecting rationalize their home care consumption, private label brands, so A-brands need to
and hair products. They are more aware of personal care routines, shifting shower time leading for example to using less automatic justify themselves, especially in the current
their usage routine. More specific benefits to the evening and unlinking deodorant dishwashing and changing back to dish situation of economic downturn, to avoid
suffer versus basic benefits of personal care usage from the shower. washing by hand instead. brand switching (warning!). Also, laundry
products. But…Spanish women still want to products are usually always on promotion
feel beautiful! They try to find alternatives and sold in many differently sized packs.
such as cheaper products in order not to cut
their beauty care products. Long and frizzy hair Basic laundry needs
Spanish women have longer and greasier come first
hair, so they have specific hair needs. Many
Spaniards who are affected the most by the
Changing laundry habits
Spanish women dye their hair. One of the The Spanish are doing their laundry fewer
crisis are leaving fabric softener and stain
Buying for the family main hair concerns, among others, is being times per week than they used to do. There
removal aids, considering them as non-basic
When buying personal care products, most prone to have frizzy hair. is less duplication between formats and
needs. Capsules are a better fit, they are
Spaniards buy for their whole family, mainly perfectly suited for the changing laundry more dosage. Also, people nowadays have
in bigger packs. Only face products are habits and help to dose better. bigger washing machines.
bought for individual usage.

Deodorant 54% Axe, Rexona, Dove, private label, Sanex,
Nivea
Shampoo 53% Tressemme, Timotei, H&S, Pantene, Elvive
Fabric conditioner 82% Mimosin, Flor, Vernel, private label
Shower gel 53% Dove, Axe, Moussel, Sanex, private label,
Natural Honey Detergents 90% Skip, Ariel, Colon, Elena, Wipp, private label
troubleshooting
• DO: For qualitative research, test at
least 2 different cities (Barcelona &
Research Madrid) due to cultural differences.
I want to conduct research • DON’T: Don’t use online research
in Spain. What should I for senior target. And don’t go into
think about? field in August or December.
Shop floor Use different point of sale material for

modern drugstores than for supers and
I want my Spaniard to see me on
hypers. A clear call-to-action is very
the shop floor. What should I do?
important for your innovations to stand
out. Be aware that it might be difficult to put
point of sales materials in some retailers.
Promotions Taking into account the economical situation;

your Spaniard prefers price promotions.
What kind of promotions
Multibuy promotions in some categories can
work best for my Spaniard?
costs too much in absolute terms.
English Avoid English words on pack, in

What about the names and claims, as your Spaniard
English language only has a basic level of English. Use
on packaging? colour codes to differentiate variants.
Crisis The price gap in Spain between private

labels and branded products is the highest
Spaniards suffer
in Europe. Consumers are becoming
a lot from the
more rational and price conscious all
economic crisis.
the time and they compare value among
What does this
alternatives. Although consumers are
mean for my
often looking for basic needs, there is
A-brands?
certainly relevance for premium-priced
products if they offer additional benefits.
the Swedish
in the Swedes. We believe this is another
Have you ever driven through the woods or
been to Stockholm? If so, you might recognize
the image of the Swedes.
ni
ng! Fun as these stereotypes are, they don’t give you
r
Wa
the real truth. Discover the real Swede behind the

stereotype and you will be rewarded with great results!
Swedes go
crazy around
midsummer.
The
Swedes are
very formal
and polite.
The Swedes
follow all rules
to the letter.
All Swedes
are blond and
have blue eyes.
Getting The Swedish consumer has great potential. You can really
achieve remarkable results and have some fun along the
way. Getting to know your Swede better starts here!
Natural Kiruna
The most
northern city.
started habitat
Your Swede lives in the most
Nordic part of Europe, in fact
15% of Sweden is north of the
Artic Circle. Around 65% of Gotaland
Sweden’s total land area is and Svealand
covered with forest. But most account for only
I live in a structurally 40% of the Swedish
sound economy
Swedes live in the agricultural
land but 90% of
and pay with our own south of the country.
all Swedes live
currency. there.
Many of us
page
shop at ICA.
189
page Goteborg
197
The second largest
city and biggest
I want life harbour of Stockholm
page
to be Sweden. Capital city. With
190
Lagom. almost 3.5 million
page
198 inhabitants.
I like fresh,
organic
and good The bridge
page
food. between
191
Sweden and
I live in the most Denmark.
feminine country
in Europe.
the Swedish calendar

Walpurgis April
National Midsommer June
June
Night Day of dagen
To enjoy all the benefits of your Swede, A traditional 30 Sweden 6 (Midsummer): 21
TIP! we recommend you read this manual spring festival
exactly 6 months after
It celebrates
the foundation of modern
One of the most
important holidays of the year in
carefully, word by word.
Halloween, often celebrated Sweden. Sweden and revolves around the
with dancing and bonfires. summer solstice.
186 the Swedish Europeans The Manual Europeans The Manual the Swedish 187
Technical Economic data
* (Although many do not formally practice it anymore)

General Characteristics

4,500,000
2.1
Your Swede lives in a structurally sound economy and its own currency (SEK) is stronger than the
Euro. However, Sweden is vulnerable because of its exposure to strained European economies.
And Swedes worry about the economy. Nearly half of them think Sweden is in a recession. The
The Swede is a Urbanization 85% economy is still the major concern of most Swedes, followed by health and job security.
state-of-the-art European
with lots of unique
Swedish
features. This chapter Swedish as first language 90% Swedish Economy
people have
gives you a quick peek the lowest income Religion Lutheran 67%* 2012 Index or ∆ Change versus
under the hood. inequality in the Irreligious 23% versus Eurozone 2011
world.
GDP per capita, 41,233 121
Sweden nominal PPP ($)
has obtained
Sweden has the 30 Nobel prizes,
highest proportion of which is the Consumer confidence -0.02 ∆+22,48
personal computers per highest per
capita in Europe, with capita. Unemployment rate 8% 70
500 computers per 1000
inhabitants.
How the Swedish

spend their
money Household
services
Furniture
Household sizes Main ethnicities 4%
1-member household 43.6% Swedish 89%
Clothing 6 %
and shoes Household
2-member household 28.9% Finnish and Sami 3% 6% items
3-member household 11.3% Yugoslavian 0.8% other

10 % 25 % ni
ng!
We strongly recommend to
look beyond the dry numbers
4-member household or more 16.2% Iraqi 0.6%
r
Wa
and make an effort to really
Other 6% understand the underlying
sentiments.
Age distribution*
Groceries 13 % 19 %
Culture and
Up to 34 years old 21%
17% recreation
* Head of household
34-49 years old 25.3%

transport
50-64 years old 26.5%
65+ years old 27.2%
SWEDISH The Swedes are often Comparison sheet For a deeper understanding of your European, compare the Swedish
regarded as being
unfriendly, SHY and Power Individualism Masculinity Uncertainty Long-Term
cultural values politically correct. Read Distance avoidance Orientation

on to reveal the truth! The Swedes score Sweden is a rather Sweden is an The Swedes score Sweden is a short-
low on power individualistic extremely feminine low on uncertainty term oriented
distance. Control country. Swedes country, meaning avoidance, meaning country, meaning
is disliked and the mainly take care that the work- that they are not that traditions are
attitude towards of themselves and life balance is risk averse. Practice respected and that
jantelag Reserved managers is their immediate important and counts more than quick results are
usually informal. family. The Swedes people value principles and highly valued.
The Swedes have a hard Swedes are often described Communication do not necessarily equality, solidarity deviance from
time to fully rejoice in their as shy, quiet and reserved is direct and hang out with and quality in the norm is not
success. It’s called the ‘law and thus often mistaken as participative. colleagues and their working necessarily bad, but
of Jante’ or the ‘who do you being cold and unfriendly, rarely invite new lives. Conflicts are easily tolerated.
think you are’ law. while they are very warm
people to their usually resolved by 104
homes. compromise. high
and hospitable. The Swedes 89
like to separate their high
68 67 70

personal and public life. 65
Moderate high high
med
In Sweden, everything 43 44
is done in moderation, 31 50 high
Hen 27 5 med 29 19
from everyday clothing to low
med
20
low low low low
clubbing in Stockholm. The The Swedes are politically
Swedes even have a word correct. Hen is a se it fr pt SE uk se FR it se DE PT es SE nl
for ‘just the right amount’: gender-neutral pronoun
Lagom. It is probably the that can be applied to
most commonly used word objects and people you don’t
in Sweden for describing wish to specifically identify want to communicate with your swede as a brand? No problem!
anything. as male or female. These are some fine examples of campaigns that really made their way into their hearts.
Swedish Armed
Work-life Environmental
Forces
balance awareness
The Armed Forces have seen a
Swedes are often envied Sustainable development
decline in people wanting to join
for their work-life balance: is a key objective for the
the army. The concept of the new
Sweden has one of the Swedish Government, both
communication strategy is to
world’s most generous at home and abroad. In
focus on making a difference in
systems for parental leave, recent years, Swedes - as Comhem the world. “What are you doing?
ICA
and many employees use individuals, as politicians Conhem offers Cable TV, In 2001, ICA introduced “Stig”,
We are defending human rights
flextime to fit in a trip to and as entrepreneurs - have Broadband Internet and who is the manager of an ICA
in war-torn countries”.
the gym in the morning or become increasingly aware Telephone. In this campaign store (largest Swedish retailer).
to pick up the kids straight of their responsibility for Comhem took their known He got so popular he’s still on
after school. the environment. character Judit and had her air with a full-time staff and
act out various Youtube hits, extras. Every year, roughly 35
to promote their release of films are produced and since
Swedes may be envied for their work-life balance, the average Swede is also remarkabily
em
ber!
high-speed broadband. Since the start, more than 350 films
Rem
efficient and contributes to making the country rich, innovative and successful. it was a huge success, Comhem with Stig and his crew have
has stuck with the concept. been aired.
ia
Media consumption
s
ed
er
n
learned more about
es
o
et
ap
M
n
si
i
Swedish cultural
rn
al
sp
az
io
vi
REACH THE
ci
ew
ag
te
le
d
So
Ra
Te
In
M
N
you may want to Men 16-24 Minutes spent per day 79 139 41 35 18
SWEDES reach them yourself.

Find out how below!
Men 25-44
Daily penetration %

64
82
91
94
46 24
56
47
44
12
19
Men 35-59 Minutes spent per day 86 78 55 54 22

Your Swede and SWEDES AND INTERNET Swedes and
the Internet PENETRATION social media
93% of Swedes are active on In terms of penetration, the When your Swede is active on Women 25-44 Minutes spent per day 85 81 52 46 18
the Internet. The time he Internet wins in Sweden. This the Internet, there is a chance Daily penetration % 72 90 35 33 57 28
spends on the Internet is still is different compared to most of 64% that he is a member
increasing. Approximately one other European countries, of at least one social network Women 30-54 Minutes spent per day 86 72 50 50 21
third of the Swedes use the where the TV is still the most platform. Facebook is the most
Internet at home, as well as at popular device. popular platform, followed
work and on mobile devices. by Twitter. Also, visiting
The time spent online at home communities, reading blogs
is decreasing, whereas the and posting on forums are Ad spendings total se
time spent online at work popular amongst the Swedes.
and on mobile devices is Television 57%
increasing. Online 17%
SWEDES AND THEIR
Print 13%
SMARTPHONES AND
TABLETS Other 10%
Almost 80% of all Swedes own Out of home 3%
a smartphone and almost 40%
own a tablet!
Activating Your Swede comes with a
Before you activate
shopper DNA In shopping mode, your Swede

the Swedish shopping
preferences. He can’t help it,
it’s part of his DNA. This blueprint
environment. shopper characteristics.
Reassure me I’m Make my shopping Genuine and fresh

buying the right convenient products are
thing I want to choose when, where and important for my
There are so many choices out there, how to shop and it should be easy. health!
sometimes I get confused about A big variety of products should be
I buy a lot of fresh food in the
what really is the best choice for me. available for me to make my choice.
vegetable department as well as in
I need somebody I trust to help me Self-scanning simplifies things and
the chiller, I know these products are
2012 vs. 2011 decide and to feel good about my I can even shop on the Internet.
Shopping Hard discount share 6% choices, I can also choose a strong
fresh and genuine and they are good
for my health!
trips brand to not be disappointed.
Promo pressure 21%
Private label share 23%
Your Swede usually makes 132 Value for money Made in, made of
shopping trips a year and spends I want to buy products that give I know and seek information on
on average €28.70 per trip. me good value for money. I am not additives that are not good for me,
willing to pay more if the quality/ my family or the planet. You can
taste etc. does not meet up with the convince me with the right content
price. and origin - I love local and natural.
Hard
Private Discount
Label
Everyone is Tempt me
a shopper I am open to temptation and end up
Woman and men, young and old, leaving the store with more items
Couponing is In Sweden, hard than I had planned to buy. The deli,
Private label share is couples and singles do the household
not common discounters have a confectionery or fruit aisle can tempt
increasing, especially shopping. With an average Shopping is an event
in Sweden. low share as they are me with great assortment, price or
in ice cream, yellow household of 2.1 people, EVERYONE
not expanding their is a shopper.
On weekends I enjoy a good day of presentation.
fats and sauces.
number of stores. shopping with my family. IKEA,
ElGiganten and the Hypermarket
are all close to each other and the
parking is free.
cou poning
194 Europeans The Manual the Swedish 195

Where do The Swedish retail landscape is
highly concentrated. When your
Swede goes shopping, he will
Fuel and The Swedes use a lot of
the swedish probably shop at ICA or COOP. Just

these 2 retailers combined have
a market share of over 70%. Add
shop? Unilever
Relatively
Axfood and the top 3 retailers own savoury to spreads and everything
cheap
about 90% of the market. that’s in between.
categories
Discount
prices Service
Category Unilever
share share
Unilever category
Savoury 8% 20%
Spreads 25% 16%
Middle Ice cream 32% 59%
Tea and Soy & Fruit Beverages 5% 47%

Relatively Laundry 13% 45%
expensive
ica Deodorant & fragrances 5% 57%
Market share: 50%. ICA owns hypermarkets
Hair care 2% 12%
(ICA Maxi Hypermarket) and different sizes of
supermarkets (ICA Kvantum). Its strategy is to Oral care 5% 25%
value share become the leading retailing company within
foods and to simplify everyday life. Skin care 1% 13%
Coop Skin cleansing 3% 20%

discounter
superettes 6% Market share: 21.3%. Coop also operates under

hypermarkets several different store formats. Its strategy is
7% to supply its members with sustainable FMCG
small products.
supermarkets 33 %
axfood
22 %
Market share: 15.8%. Axfood owns several
store concepts such as Willys in Sweden. Its
32 %
strategy is to drive successful food concepts to
large consumers in the Nordic countries with clear
supermarkets and attractive offers.
core foods
Smörgåsbord, Swedish meatballs and surströmming…
Who isn’t curious about the dishes behind these
names? Find out what Swedes like to eat here.
llar
• 500 g (18 oz) ground
Köttbu
(minced) beef/pork
mixture
• 250 ml (1 ¼ cup) milk
• 75 g ( ¾ cup) white
Swedish dishes Surströmming breadcrumbs
(Meat Balls)
Sweden has an extensive coastline and many Every culture has at least one culinary • 1 egg
lakes, so it’s not surprising that fish plays a specialty that makes both visitors and • 1 onion
major part in the country’s diet. Other top
dishes include chicken, spaghetti Bolognese,
locals cringe. In Sweden it’s surströmming,
fermented sour Baltic herring. Late August
PREPARATION • Salt, white pepper
• Ground allspice
sausages and of course Swedish meat balls to early September the Swedes go outdoors
1. Finely dice the onion and sauté gently in a little butter
(like smörgåsbord also available at IKEA). to open these foul-smelling cans! Some
without browning.
people say it goes well with milk, otherwise
2. Soak the breadcrumbs in milk. Blend the ground meat,
knäckebröd is a safe bet.
preferably in a food processor, with the onion, egg,
The holy grail milk/breadcrumb mixture and the spices to the proper
consistency and taste. Add a little water if the mixture feels
In all Nordic countries, people are
too firm.
concerned about what’s in their food. They
3. Check the taste by test-frying one meatball. Then shape
are especially worried about additives
small meatballs with the aid of two spoons and place on
(especially E-numbers) and flavour
water-rinsed plates.
enhancers. The holy grail is ‘natural’. But
4. Brown a generous pat of butter in a frying pan, and when it
environmental, organic and fair trade are
“goes quiet” place the meatballs in the pan and let them
also important labels.
brown on all sides. Shake the frying pan often.
Serve with potato purée or boiled potatoes

and raw stirred lingonberries.

Bouillon 21% Knorr
Soups 42% Knorr, Campbells
Sauces 63% Knorr, Hellmann’s, Rydbergs, Slotts
Mealkits 20% Knorr, Kelda
198 the Swedish Europeans The Manual 199

Spreads Ice cream
Few people eat so much butter and margarine as The Swedes are fond of ice cream. You might think
the Swedes. But the full-fat and natural trend hurts it’s often too cold in Sweden to have ice cream, but
margarine’s image. Find out more. they like it for dessert all year round. Read on to
find out more.
Yellow fat country A hostile environment All year round Different flavours
The Swedes eat a lot of butter and The Swedish fat debate has not helped The Swedes love ice cream and buy almost Vanilla is the most popular taste in
margarine, although olive oil is becoming margarine’s image. To sum up the key 12 litres per person a year. Ice cream is Sweden. Almonds and nuts are increasing
more popular. Swedes spread, fry and bake challenges: margarine is artificial and consumed all year round, although the in popularity as well. The Swedes also like
with butter and margarine. But butter is processed, and thus unhealthy. It lacks summer is important for ice cream sales different flavour combinations; especially
gaining popularity. taste. And it contains palmoil, which is as bad summer weather influences the ice when combining different fruits and berries.
destructive to the environment and wildlife. cream sales immediately. This does not hold
for ice cream desserts, which are eaten all
year round and are seen as part of daily life.
NATURAL AND FULL-FAT Competition from
Swedish media have been debating Hero dishes other angles
(saturated) fat. Specifically that full-fat So what do Swedes like to use margarine Ice cream faces competition from
butter is not dangerous but natural and for? Mainly to spread on bread, but also for Sticks! confectionery and sweet and savoury snacks.
healthy, that there is no health benefit to mashed and fried potatoes and burgers. Sticks are the most popular and common During the summer and if the weather
eat artificial margarine and that artificial Margarine is easy to use and that still ice cream format with a value share of 60%. is good, ice cream is usually preferred.
light products (like margarine) are full of accounts for something. Other formats include cones and ice cream But in other seasons, competition from
additives and dangerous for our health. sandwiches. confectionery and snacks is tougher to beat.

Yellow fats 97% Becel, Milda, Lätta, Flora, Private label Key facts Penetration Main brands
Butter 65% Bregott, Arla, Private label Ice cream 83% GB Glass, Sia Glass, Triumf Glass
Compared to coffee, tea is tiny is Sweden. Coffee It’s easy to love Swedish fashion and design. Think
and a cinnamon bun might as well be the glue of sheer beauty teamed up with practicality. And
society, giving Swedes a reason to get together and the Swedes like to look up-to-date with the latest
be social. But tea is gaining popularity. Find out trends. Ideally using high-quality organic and
how Swedes like their tea. natural products. Read on to find out more about
the Swedish beauty routine and trends!
Tiny tea Tea time Looking up-to-date More internet

Sweden is one of the heaviest coffee-drinking Tea is consumed throughout the day, but There is a rising awareness about the The popularity of the internet increases for
countries in the world, after Finland. The mainly in the morning (43% of daily tea importance of maintaining good personal advertising, selling and shopping. Many of
average coffee consumption is around 7.9 kg consumption). Different moments ask for hygiene in Sweden. Looking good, attractive the industry’s leading companies know that
per person per year, while tea consumption different teas. Older Swedes drink black tea and well-groomed is getting more important they can easily find new consumers online.
is only 0.4 kg per person per year. or Earl Grey for breakfast, whilst younger too. Many Swedes want a look which is up- Therefore they are investing increasing
Swedes prefer Fruit & Spices or green tea in to-date with the latest trends, as dictated by amounts of resources in developing various
the afternoon and herbal tea in the evening. the fashion industry. online strategies and activities.
Tea is hot!
The perception of tea has shifted from merely
a substitute to coffee, to a healthy beverage Trendy tea Organic and
with specific functional/medical benefits. Swedes prefer envelopes, but approximately natural products
Drinking tea is a way to socialize and a way 1 out of 3 also purchase pyramids and/or Swedes pay high levels of attention to
to relax. Starting in university cities like pre-packed bulk tea frequently. the quality of beauty and personal care
Uppsala, friends, colleagues and classmates Environmentally friendly, ethically products. They want to know the constituent
now also socialize over tea in cafés. produced and organic teas are popular. ingredients. Organic and natural products
remain in strong demand.
Key facts Penetration* Main brands

Deodorant 53% Dove, Rexona, Axe, private label
Skin care 43% Dove, Nivea, Palmolive, Barnängen, private label
Tea 57% Lipton, PG Tips, Twinings, Private label,
* women
Kobbs, Friggs Toothpaste 70% Pepsodent, Zendium, Colgate, Sensodyne
The Swedes prefer to wash their clothes with
powder over liquids. Read on to find out more about Research • Conducting research in Stockholm is easy.
their laundry habits. I want to do research in
But you need to keep in mind that Stock-
holm’s population and inhabitants are quite
Sweden. What should I
different to people in rural areas. For example:
think about?
women are older when they have their first child.
• Housewives hardly exist in Sweden, making them irrelevant
to recruit to groups.
Talk • Swedes are quite concerned about saying the right things.
My Swede doesn’t Watch out with topics like eco-friendliness, Omega 3, animal
talk much. What testing and other “hot” topics. There can be a huge difference
Everybody has a Environmentally should I do? between what is said and what actually happens.
washing machine friendly logos
In Sweden, all houses are equipped with a All detergent brands exluding Formil carry
washing machine. Also in apartment blocks, the environmentally friendly logos Svanen What you may perceive as an awkward silence, a Swede will perceive as a comfortable pause. “Don’t
washing machines and dryers are provided or Bra Miljöval, since the retailers will not say what you mean, mean what you say” aptly describes the way of a Swedish conversation. Swedes
in separate washing rooms. Launderettes list you otherwise. This thus also holds for are direct communicators and every word is calculated to carry a meaning across. You will hardly
are therefore not common in Sweden. private label brands. ever overhear conversations that are filled with social pleasantries and small talk, so don’t rush to fill
the gap simply because you are used to keeping up constant chatter back home.
Energy-efficient washing Dry cleaning Definitely go to ICA. With a 50% market share they are clearly
In-store
The Swedes are concerned about the While dry cleaning is available, its impact is the dominant player in the market and your Swede can often
environment and are into energy-efficient marginal due to the infrequency with which I want to reach my
be found on its premises. ICA owns hypermarkets and different
washing. Demand for faster washing cycles consumers use dry cleaners. Swede in-store.
sizes of supermarkets. Its strategy is to become the leading
is encouraging built-in innovations that Where should I go?
retailing company within foods and to simplify every day life.
allow consumers to use faster washing
cycles. Typically, a fast washing cycle at 40°
takes one hour to complete.
Tea Compared to coffee, tea is tiny in Sweden. But tea is gain-
ing popularity. Starting in university cities like Uppsala,
My Swede doesn’t drink a lot of tea.
friends, colleagues and classmates now also socialize
Is something wrong?
over tea in cafes. The perception of tea has shifted from
merely a substitute to coffee, to a healthy beverage with
specific functional/medical benefits.
Lagom
Lagom is a Swedish word with no direct English equivalent,
My Swede meaning “just the right amount“, or “enough, sufficient,
keeps adequate and just right”. The archetypical Swedish proverb
Key facts Penetration Main brands saying “Lagom är bäst”, literally “The right amount is best”, is
Detergents 67% Via, Neutral, Ariel, Formil, Grumme, Skona, “Lagom”. translated as “Enough is as good as a feast” or “There is
Private label What does virtue in moderation”. Lagom is probably the most common
he mean? word used by Swedes when describing anything.
Fabric conditioners 50% Comfort, Neutral, Softlan, Skona, Private label
Sources
Activating shopper mode Spreads & Dressings
Please find below all sources that have been used per chapter which • Nielsen • Nielsen
were not based on best practice, qualitative research or personal • GfK • KantarWorldpanel
experience. The period covered is 2012, unless stated otherwise. • KantarWorldpanel • Europanel
• Europanel • Euromonitor
• IRi • U&A Yellow Fats Germany 2010
Stereotypes & natural habitat Cultural values • Planet Retail • MBA Yellow Fats Germany 2011
• Euromonitor • ONS Labor Force Survey
• www.en.wikipedia.org/wiki/ • Innate motion Shopper DNA Ice cream
Demographics_of_the_Netherlands • OSCE • CMI Shopper DNA 2010, 2011, 2012 • Nielsen
• www.nationaalkompas.nl/bevolking/etniciteit/huidig • CEE culture by CMI • GfK
• www.cbs.nl • istat.it Your … and his shops • KantarWorldpanel
• www.sweden.se • www.geert-hofstede.com • Nielsen • Europanel
• www.scb.se • www.haygroup.com • KantarWorldpanel • Euromonitor
• https://en.wikipedia.org/wiki/Sweden • www.debretts.com/etiquette/british-behaviour • Canadean UK Ice cream OOH study
• www.everyculture.com • www.duniamagazine.com Fuel and Maintenance • Canadean Italy Ice cream OOH study
• www.nationalstereotype.com/ • www.oecdbetterlifeindex.org • GMI, full year 2012 • Germany Industry Association
the-most-common-stereotypes-about-italians • www.allvoices.com • www.hipersuper.pt
• www.whenis.co.uk • www.kwintessential.co.uk/resources/global- Core foods • www.boasnoticias.sapo.pt
etiquette/poland.html • Nielsen
Technical data • www.naturlink.sapo.pt • KantarWorldpanel Beverages
• GfK • www.ldldproject.net • Data Foodnetwork • Nielsen
• INE • epp.eurostat.ec.europa.eu/portal/page/portal/ • Menucheck Germany • GfK
• CIA World Factbook eurostat/home • Ipsos • Europanel
• UK National Ecosystem Assessment • www.lavanguardia.com/ • www. bkpk.me • Euromonitor
• Global Passport vida/20120303/54263815882/conciliacion-vida- • www.lisbonlux.com • TNS
• www.destatis.de personal-laboral-rentable.html#ixzz2Y5OU7xIw • www.agroportal.pt • www.probeb.pt
• www.eupedia.com/sweden/trivia.shtml • www.henkel.es/2013-90_mp-press-release-8145_ • www.sweden.se/eng/Home/Lifestyle/Food-drink/ • www.catavino.net
• www.populstat.info/Europe/swedeng.htm ESS_HTML.htm Reading/10-things-to-know-about-Swedens-food-
• www.pordata.pt • www.gruener-punkt.de/kunden/service/ culture Home care
• www.populstat.info die-marke-der-gruene-punkt.html • eu.worldpanelonline.com/Reporting/Content/ • Nielsen
• www.britishpatriotssociety.info • www.duurzaam-ondernemen.nl/ Navigator.aspx?x=990037~~fcd51734-1499-417f- • GfK
• www.istat.it detail_press.phtml?act_id=10216 a09c-85b52d142ef8~0~ReadyToUse~0~ • KantarWorldpanel
• en.wikipedia.org/wiki/ • www.food.com/recipe/classic-cottage-pie-300985 • Europanel
Economical data Dutch_customs_and_etiquette www.finedininglovers.com/recipes/main-course/ • Euromonitor
• Oxford Economics bacalhau-a-bras-recipe/ • Habits & Attitudes Fabrics Germany
• GfK How to reach the…. • www.food.com/recipe/authentic-schweinebraten- • Datamonitor Italy 2010
• CBS • Mindshare german-pork-roast-bavarian-style-446331 • www.ine.pt
• INE • Magna Global • www.deliaonline.com/recipes/main-ingredient/meat/
• INSEE • TNS Mobile & Digital Life beef/boeuf-bourguignon.html Personal care
• Nielsen Global Online Survey Nordics • Orvesto Konsument • recipes.sparkpeople.com/ • Nielsen
• www.tradingeconomics.com • www.aimc.es recipe-detail.asp?recipe=202341 • GfK
• www.destatis.de • www.marktest.com • www.sweden.se/eng/Home/Lifestyle/Food-drink/ • KantarWorldpanel
• www.thelocal.se/22392/20090930/ • www.newmediatrendwatch.com Swedish-culinary-classics/Kottbullar/ • Europanel
• www.scb.se/Pages/StatisticStart____351774.aspx • www.iis.se/docs/Swedes-and-the- • www.food.com/recipe/absolute-best-ever- • Euromonitor
• www.pordata.pt Internet-2012.pdf lasagna-28768 • IRi
206 sources Europeans The Manual Europeans The Manual sources 207
Appendix: Thank you!
comparing cultures
Professor Geert Hofstede has dedicated In Individualist societies, people are Uncertainty Avoidance A big thank you for delivering all the input
much of his life to understanding and supposed to look after themselves and their The dimension of Uncertainty to build our Europeans: Dieter Bock, Sandra
comparing cultures. He identified 5 direct family only. In Collectivist societies, Avoidance has to do with the way a Vieritz, Raphael Estripeau, Marta Lourenco,
cultural dimensions in which cultures can people belong to “in-groups” that take care society deals with the fact that the Nick Murton-Jones, Raffaella Stratta, Raquel
be compared. Below you can find a short of them in exchange for loyalty. future can never be known: should Sugranyes, Karol Zyskowski, Piotr Slusarski,
and general description of each of the five we try to control the future or just Simon Rasmussen, Victoria Gelmanovska,
dimensions in the Hofstede model, which Masculinity let it happen? This ambiguity brings Katarina Svensson, Csilla Szabo, Robin
has been used in order to understand the A high score (masculine) on this dimension along anxiety and different cultures Frenkel, Simon Freeman, Louise Kibbey,
Europeans in this manual a little bit better. indicates that the society is driven by have learnt to deal with this anxiety in Rick van Yperen, Myralda Derks, Joost
competition, achievement and success, with different ways. Verhagen, Erzsi Eleveld, Willeke Brokking,
Power Distance success being defined by the winner/best in Admir Veseli, Francesca Romani, Eleonora
This dimension deals with the fact that all field - a value system that starts in school Source; geert-hofstede.com Mancini, Fabiano Seii, Rafaella Rossi, Carsten
individuals in societies are not equal. It and continues throughout organizational Ohlrogge, Stefanie Reimann, Tobias Trumpp,
expresses the attitude of the culture towards behaviour. In masculine societies, male and Marion Jonville, Isabelle Sarrazin, Sylvie
these inequalities amongst us. People in female roles are clearly different. Men have Lasoen and all other local CMI colleagues
societies exhibiting a large degree of power to be assertive, tough and materialistic. who contributed to the content of this booklet.
distance accept a hierarchical order in which Women should be modest, tender and
everybody has a place and which needs no focused on quality of life. In feminine A special thanks for creating the building blocks
further justification. In societies with low societies, these roles overlap and both men for the Europeans, bringing them all together,
power distance, people strive to equalize and women are focused on quality of life. and checking them for final delivery: Heike
the distribution of power and demand Stadler, Eva Berends, Cindy van Kester.
justification for inequalities of power. Long-Term Orientation
The LTO dimension is closely related
Individualism to the teachings of Confucius and can
The fundamental issue addressed by this be interpreted as dealing with society’s Created by CMI in cooperation with the Insight
dimension is the degree of interdependence search for virtue; the extent to which a Company (concept and editorial staff) and Being
a society maintains among its members. It society shows a pragmatic future-oriented There (concept and realisation).
has to do with whether a person’s self-image perspective rather than a conventional
is defined in terms of “I” or “We”. historical short-term point of view. © First edition 2013
208 appendix Europeans The Manual

210 notes Europeans The Manual Europeans The Manual notes 211
Do you want to understand better what makes Europeans
“tick”? Do you wonder how to successfully address
people in Europe? Then EUROPEANS - THE MANUAL
is a must read! Based on the expert knowledge of local
CMI, the first edition of this practical and fun guide
explains 9 specific type of Europeans. Discover key facts
and real insights into the Brits, the Dutch, the French,
the Germans, the Italians, the Polish, the Portuguese,
the Spaniards and the Swedes. Further editions will have
a look at the Greek, the Hungarians, the Austrians, the
Belgians and some other people in Europe.

Europeans-The Manual - Oct 2013

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Europeans the manual

In depth knowledge, practical how-to’s and

4 Introduction Europeans The Manual Europeans The Manual Introduction 5

quite positive this European will give you

started habitat Glasgow makes up

date on Ash Wednesday; the Queen’s birthday.

Average household size

3-member household 15% Indian 2%

We strongly recommend to look Recreation, culture,

­cultural value to learn more about their Distance avoidance Orientation

Comparison other countries

else. Anything else is simply 44

BRITISH love the telly above anything

Minutes spent per day 199

Men 40+ Minutes spent per day 230 102 83 32 15

shopping mode this, be sure you have

60% Mission dictates Do it online Loyalty card

16 Europeans The Manual The british 17

and his of all groceries are bought at

Instant hot snacks 54% Pot Noodle, Golden Wonder, Supernoodles,

Recipe sauces 90% Knorr, Colmans, Bertolli, Dolmio, Uncle

20 The british Europeans The Manual 21

Penetration Main brands

Ketchup 77% Heinz

Dressings 64% Maille, Hellmann’s, Colmans, Heinz, Penetration Main brands

Penetration Main brands

Deodorants & 83% Dove, Sure (Rexona), Lynx (Axe), Vaseline,

Skin care 82% Dove, Vasiline, Simple, L’Oreal, Garnier, Nivea,

old-fashioned Remember that the vast majority of the population are

manual carefully, for a stereotypical view of the

The Dutch Calendar

Average household size

The Income distribution Dutch HH

4-member household or more 18%

and make an effort to really

values For you, this means the Distance avoidance Orientation

Comparison other countries

and respect are obtained se NL fr pt NL uk se NL it se NL PT es DE nl

Dutchman go looking for easy answers to

Minutes spent per day

Daily penetration % 73.2 43.4 17.8 35.7 10.4 2.2

Men 40-49 Minutes spent per day 154 78 21 126 12 3

Most Dutch people use the Internet for

shopping mode activate this, be sure you

38 Europeans The Manual The Dutch 39

the Dutch hypermarket. He will be amazed! The

Other Foods 7% 33%

Savoury 22% 39%

Middle Spreads 23% 57%

Coffee & Snacks 2% 37%

Key facts Penetration Main brands

Meal solutions 96.1% Knorr, Conimex, Bertolli, Conimex, Private

Meat 75.2% Unox, Private Label

42 The Dutch Europeans The Manual 43

Penetration Main brands

Butter 67.1% Campina Botergoud, Lurpak, PL, HD

Margarine spread 87.9% Blue Band, Becel, Becel pro.activ, Bertolli,

Not for regular use Moments at home

Penetration* Main brands

Crisis - proof Experimentation Still a woman’s job Remember spring cleaning?

Hand & body care 44% Nivea, Dove, Vaseline, PL

Research When conducting qualitative research,

Congratulations! You have shown interest

cultural value to learn more about their Distance avoidance Orientation