Irish butter, French hand cream, American cat food - and all this with a good feeling. Be it food, cosmetics or household products: for most consumer goods, national borders hardly play a role for consumers in Switzerland. Dairy products are the only exception: for most of the consumers (74%), dairy products should come from manufacturers in Switzerland. Also consumers from Austria, Poland and Greece rely more on national origin for milk products.
The study analyzes so-called fast moving consumer goods by the product groups care and beauty products, beverages, fresh food and durable food. It shows that local products are only favored by more than 25 percent of respondents in six of the 27 product areas.
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The Nielsen Global Online Survey was conducted May 22 – June 2017, and, polled more than 31,500 online consumers in 63 countries throughout Asia Pacific, Europe, Latin America, the Middle East/ Africa and North America. The sample includes Internet users who agreed to participate in this survey and has quotas based on age and sex for each country. It is weighted to be representative of Internet consumers by country. Because the sample is based on those who agreed to participate, the estimates of theoretical sampling error can be calculated. However, a probability sample of equivalent size would have a margin of error of ±0.6% at the global level. The Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion.