constitutional marketing & target groups, publications, culture & society
Dinner in Germany: an unrecognized treasure
Jens Lönneker
For 78% of Germans, the happy ending of the day is regularly a classic German Abendbrot with cold cuisine. 91% associate it with a homely feeling and approx. 64% associate it with comfort. The traditional Abendbrot still has a high status in Germany. This is the result of a study carried out by rheingold salon on behalf of [Franz Wiltmann GmbH & Co.KG](https://www.wiltmann.de/).
Abendbrot is experiencing community without performance pressure. It feels a bit like camping: you put bread, sausage, cheese and drinks on the table - plus a few extras, sometimes cucumbers, sometimes salad, sometimes some fruit. It is then usually eaten in a relaxed atmosphere. Loud, strenuous performance products have no place here - one reason why many product innovations are ultimately unsuccessful.
Product offerings and brands, on the other hand, find acceptance when they support the informal supper character. Because the Abendbrot in Germany wants to remain a "hidden champion" .....
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