Lust statt Last: Schneller Genuss liegt im Trend

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Neue Studie: Sich unterwegs mit Essen und Getränken zu versorgen, gehört zum Lifestyle dazu 

Der Latte Macchiato zum Mitnehmen oder das belegte Brötchen schnell zwischendurch auf die Hand: Nur was für gestresste Großstädter im Business-Anzug? Weit gefehlt!
Eine aktuelle Studie der Professur für Convenience & Marketing an der European Business School in Oestrich-Winkel zeigt, dass Europäer grundsätzlich gerne unterwegs essen und trinken.

Und nicht etwa Zeitdruck und Stress bringen Menschen dazu, zwischendurch zu Schokoriegel & Co. zu greifen: Der wichtigste Einflussfaktor ist die Freude an der Unterwegsversorgung – und der Genuss! „Viele Menschen genießen es, unterwegs einen Kaffee zu trinken oder ein Sandwich zu essen“, erläutert die Inhaberin des Lehrstuhls, Prof. Dr. Sabine Möller. „Für sie gehört Unterwegsversorgung einfach zum modernen Lifestyle dazu.“

Für die Studie wurden insgesamt über 2.300 Konsumenten aus Deutschland, den Niederlanden und Rumänien befragt. Dabei wollten die Wissenschaftler in erster Linie drei grundsätzliche Fragen beantworten: Wer konsumiert unterwegs?  Snacks für unterwegsWo wird unterwegs konsumiert? Warum wird unterwegs konsumiert? Die Studie überprüft systematisch die gängigsten Annahmen über die Unterwegs-versorgung. Wichtigstes Fazit: „Den“ typischen Convenience-Konsumenten gibt es nicht, denn Unterwegs-versorgung hat viele Gesichter und ist in allen Bereichen der Gesellschaft fest etabliert. Prof. Sabine Möller, Inhaberin der Professur für Convenience & Marketing, erläutert: „Egal ob junge Frau, Familie mit Kindern oder älteres Ehepaar – fast alle Alters- und Bevölkerungsgruppen kaufen sich unterwegs gerne etwas zu essen oder trinken.“

Männer mögen’s schneller, Frauen gesünder
So sind es typischerweise nicht nur Männer, die schnell zum Snack für unterwegs greifen. Statistisch gesehen mögen Männer und Frauen Unterwegsversorgung in etwa gleich gern: Rund 60 Prozent geben an, sich regelmäßig unterwegs mit etwas zu essen oder trinken zu versorgen. Kleine Unterschiede zwischen Mann und Frau gibt es aber dennoch: „Frauen achten eher auf den Preis und gesunde Zutaten als Männer“, fasst Sabine Möller die unterschiedlichen Vorlieben der Geschlechter zusammen. 55,1 Prozent der Frauen sagen, dass sie auch beim schnellen Genuss unterwegs darauf achten, sich gesund zu ernähren. Bei den Männern sagen dies nur 41,2 Prozent. So erklären sich auch die unterschiedlichen Vorlieben bei der Wahl des Einkaufsorts: Männer gehen am liebsten in Tankstellenshops, Imbissbuden oder Fast-Food-Restaurants, Frauen bevorzugen meist Supermärkte oder Bäckereien und Metzgereien.

Nicht nur die Jugend isst gerne unterwegs
Die Studie räumt mit einem weiteren verbreiteten Vorurteil auf: „Nicht nur junge Menschen versorgen sich gerne unterwegs“, so Sabine Möller, „auch mehr als die Hälfte der über 60-Jährigen gönnt sich beispielsweise unterwegs gerne einen kleinen Snack.“ Allerdings legt die ältere Bevölkerung dabei großen Wert auf Stil – Fast-Food-Restaurants sind eher bei den unter 30-Jährigen beliebt. In allen Altersgruppen findet jedoch die Mehrheit der Befragten Unterwegsversorgung nützlich und empfindet gleichviel Freude und Genuss beim essen und trinken unterwegs.

Verliebt, verlobt, verheiratet: Der Trauschein macht den Unterschied
Die Untersuchung der Konsumgewohnheiten auf Basis des Familienstandes ergab überraschende Ergebnisse: Die größten Convenience-Fans sind nicht etwa Singles, sondern junge, unverheiratete Paare: 75,7 Prozent von ihnen schätzen die Unterwegsversorgung, die nach ihrer Aussage zu ihrem Lebensstil einfach dazugehört. Sie sind viel unterwegs, häufig in Eile und planen ihre Mahlzeiten selten. Convenience bedeutet für diese jungen Pärchen also in erster Linie Spaß und Gewinn an Flexibilität. Singles, die in Mehrpersonenhaushalten leben, tendieren dagegen am wenigsten zur Unterwegsversorgung und wissen das Angebot auch am wenigsten zu schätzen.

Kommt dann allerdings ein Ehering ins Spiel, ändert sich die Einstellung zur Unterwegsversorgung: Im Gegensatz zu unverheirateten Paaren sind Ehepaare vergleichsweise abgeneigt, wobei sich nicht feststellen ließ, ob dies am Trauschein oder am durchschnittlich höheren Alter der Verheirateten liegt. Sie nutzen die Möglichkeiten der Unterwegsversorgung seltener und finden zu 90 Prozent, dass das Kochen zu Hause ein wichtiger Teil der eigenen Kultur sei.

Auf dem Land isst man am liebsten zu Hause – oder?
Eine weitere weit verbreitete Annahme ist es, dass Unterwegsversorgung typisch für Großstädter ist. Wer denkt nicht dabei sofort an den jungen Mann auf dem Weg ins Büro: das Laptop in der einen, den Coffee-to-go in der anderen Hand? Die Studie zeigte jedoch, dass Unterwegsversorgung eben nicht nur von Großstädtern genutzt und gemocht wird. Im Gegenteil, je ländlicher die Konsumenten wohnen, desto höher ist ihre Wertschätzung dafür, dass man sich auch unterwegs mit einem Snack oder Getränken versorgen kann. Die Tatsache, dass Unterwegsversorgung von Großstädtern weniger geschätzt wird, zeigt sich auch darin, dass sich jeder Zweite (53,8 %) ein größeres Angebot wünscht – in ländlichen Gegenden ist dagegen die Mehrheit mit dem bestehenden Angebot zufrieden.

Unterwegssnacks

 (Die Sudie beweist: Sich unterwegs mit Essen und Getränken zu versorgen, gehört zum Lifestyle vieler Europäer dazu. Fotograf: Peter J. Obenaus, Köln)

Pendler sind auf Unterwegsversorgung angewiesen
Den Blackberry in der Hand, das Handy am Ohr und immer auf dem Weg zum nächsten dringenden Termin. Zeit zum Essen? Fehlanzeige! Pendler sind klassische Unterwegsversorger. Zwei Drittel der Befragten aus dieser Gruppe gaben an, eine hohe bis sehr hohe Neigung zur Unterwegsversorgung zu haben. Besonders interessant hierbei ist jedoch, dass vollzeitberufstätige Pendler zwar insgesamt eine höhere Neigung zu Convenience haben, es ihnen im Vergleich zu Konsumenten, die nur einige Tage in der Woche pendeln, aber weniger Spaß macht. Für Teilzeitpendler ist Unterwegsversorgung also eher noch etwas Besonderes und deshalb interessanter.

Kurzprofil Lekkerland Gruppe
Lekkerland beliefert in zwölf europäischen Ländern 140.000 Tankstellenshops, Kioske, Convenience-Stores, Fast-Food-Ketten, Tabakwarenfachgeschäfte, Getränkefachmärkte, Kaufhäuser, Lebensmittelmärkte, Bäckereien und Kantinen mit einem Vollsortiment aus Süßwaren, Getränken, Snacks, Convenience-Sortimenten, Eis, Tiefkühlkost, Frische-Produkten, Tabakwaren, Telefonkarten und Non-Food. Das Unternehmen erzielte in 2007 einen Umsatz von 11,2 Milliarden €.

Kontakt

Inga Koenen

Lekkerland AG & Co. KG
Europaallee 57
50226 Frechen
Mobil: +49 173 541 08 73
Fax: +49 2234 1821 445
E-mail: inga.koenen@lekkerland.com

(Fotos: www.lekkerland.de)

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