Abstract
A growing number of Germans are turning to convenience products as well as to fast food and take-aways. On the other hand consumers demand more quality, yet are not as yet willing to pay more for it. Suppliers, generally obliged so far to upgrade simply to keep up with the pack, are forced into a major rethink. Longer term, this may turn out to be a positive challenge, as regional, healthier and less processed lines finally, against a backdrop of a reviving economy, persuade users to spend up, and also find a wider consumer base.
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