PRAGUE, Czech Republic, December 21, 2021 – An original survey by Rohlik Group ("Rohlik") has shown that the strongest associations with meals and food during the Christmas period are very similar in all countries where it operates. These are: family gatherings, traditions and the feeling of anticipation. The survey asked a representative online sample of Czechs, Hungarians, Austrians and Germans (a minimum of 1000 respondents in each country), what makes up their wish list for a Merry Christmas, with freshness by far the most important attribute when buying food for Christmas, the survey carried out by Behavio Labs shows.
 

Freshness is most important

Three-quarters of people who responded to the survey in Hungary said it is by far the most important attribute when buying food for Christmas. 73% of Czechs also consider it important, 71% in Austria and 69% in Germany.

“One of the great benefits of online grocery sales is the ability to get fresh, local and specialty foods to a wider range of customers. For smaller producers, this is an opportunity to grow and become a relevant partner for other buyers. We are looking at ways for smaller and medium-sized producers and farmers to cooperate with the online store as well. It's the only natural way to support the local, authentic food we're calling for,” says Jakub Petřina, Rohlik Group Marketing Officer.

 

Significant number of people don't like the Christmas rush and feel discouraged / frustrated, especially by crowds

When buying Christmas groceries, 63% of people in Germany are trying to do it in advance to avoid the rush. In the Czech Republic, 56% of people feel discouraged by the crowds, for 28% of shopping also feels stressful. “This is a great opportunity to try to buy your Christmas groceries online to avoid the festive rush,” adds Petřina.
Rohlik's survey reveals that more than a quarter of people more than usual in the Czech Republic and Hungary shop for gifts online due to the pandemic.

 

CZECH REPUBLIC

When buying Christmas groceries, 56% of people feel discouraged by the crowds, for 28% shopping also feels stressful.

HUNGARY

When buying Christmas groceries, 62% of people try to get at least some of it in sales. 55% do the shopping in advance to avoid a rush.

AUSTRIA

When buying Christmas groceries, 53% of people are trying to do it in advance to avoid a rush. 49% are trying to get at least some of it in sales.

GERMANY

When buying Christmas groceries, 63% of people are trying to do it in advance to avoid a rush. 47% are trying to get at least some of it in sales.

 

Food as to Christmas gifts

More than four-fifths of respondents in Hungary (91%), Austria (85%) and Germany (84%) give sweets as Christmas presents at least sometimes. Tea or coffee and alcoholic beverages are also rather popular gifts. 

 

CZECH REPUBLIC

80% give tea or coffee as Christmas gifts at least sometimes. Alcoholic beverages are also rather popular (79%).

HUNGARY

91% give sweets as Christmas gifts at least sometimes. Tea or coffee and alcoholic beverages are also rather popular gifts.

AUSTRIA

85% give sweets as Christmas gifts at least sometimes. Alcoholic beverages are also rather popular (75%).

GERMANY

84% give sweets as Christmas gifts at least sometimes. Home-baked cookies are also rather popular (67%). Sweets are even more popular as a gift among females (89%).

 

12% of Germans do not celebrate Christmas at all
The most popular tradition among Germans during Christmas is the Christmas Eve Dinner (49%). Baking cookies at home is also very popular (44%). Although 12% of Germans do not celebrate Christmas at all.

The most popular tradition among Czechs during Christmas is baking cookies (72%) and Christmas Eve Dinner (53%). Only 3% of Czechs do not celebrate Christmas at all. 

The most popular tradition among Hungarians during Christmas is baking cookies (76%) and the Christmas Eve Dinner (52%). Only 3% of Hungarians do not celebrate Christmas at all. 

The most popular tradition among Austrians during Christmas is the Christmas Eve Dinner (55%). Baking cookies at home is also very popular (49%). Only 7% of Austrians do not celebrate Christmas at all. 

 

About the study

Quantitative study, CAWI survey form, representative sample of the Czech online population: 1000 respondents. Data collection 23.-26. 11. 2021.

Quantitative study, CAWI survey form, representative sample of the German online population: 1054 respondents. Data collection 23. - 26. 11. 2021.

Quantitative study, CAWI survey form, representative sample of the Hungarian online population: 1104 respondents. Data collection 23. - 26. 11. 2021.

Quantitative study, CAWI survey form, representative sample of the Austrian online population: 1079 respondents. Data collection 23.-26. 11. 2021.

 

About Rohlik Group

Founded in 2014 in the Czech Republic, Rohlik Group is one of Europe's leading online grocery delivery services. Already active in the Czech Republic (Rohlik.cz), Hungary (Kifli.hu), Austria (Gurkerl.at) and Germany (Knuspr.de) with more German cities to follow, it is now newly launching in Italy, Romania and Spain in 2022 under the new Sezamo brand. Deploying world-leading technology & logistics to deliver a huge range of quality products (17.000SKUs+), Rohlik companies offer a 15-minute delivery window with delivery as soon as within 90 minutes of placing an order in some countries. The Rohlik family is a data-driven company in everything they do. By owning its end-to-end operations, including having all technology in-house, Rohlik provides a superior customer experience and the freshest food from local farmers and artisans, as well as a broad supermarket selection. The company was funded with EUR 290 mil. this year and is profitable, dynamic and growing rapidly. Rohlik turnover exceeded €300 million in 2020. It currently has over 850,000 customers across four international markets.