Peter Schmidt Group

Neuroscape-Brand Monitor

Germany's most comprehensive implicit food study.

A radical new look at the German food industry and its strongest brands.

What is at the core of the strongest food brands within Germany and what drives people deep inside when it comes to grocery and food shopping? We have explored these questions in detail to gain a thorough insight into this theme.

We undertook a comprehensive study that followed an implicit design to explore and identify the subconscious needs and drivers of modern food buyers. The result, The Food Neuroscape, is today the most detailed neuro-scientific map within Germany that reveals the emotions behind people's purchasing choices and ultimately why a decision is made both for or against a particular brand even before the mind says "buy". Yet, just as the study shows where a particular brand can be the right choice for certain buyers, it more significantly also illustrates where it effectively misses many thousands of potential consumers.

Neuroscape-Brand Monitor

Neuroscape-Brand Monitor's "Food 2017" was the most comprehensive implicit food study ever undertaken within Germany that had employed special neuro-scientific methods to reveal the unconscious brand drivers behind people's food choices.

To achieve a representative survey the Peter Schmidt Group interviewed 2,270 food and grocery buyers about 200 industry specific stimuli concerning Germany's most successful brands across different food categories.

Interested to know more?

The Neuroscape Brand Monitor Food 2017 is out of print. If you are interested, please contact, so that we can send you the short version of the study as PDF. Please note that the study has been published in German language.

"We have now made the implicit drivers of the food industry both visible and controllable and identified which brand codes are the most effective."

Lukas Cottrell,
Managing Partner, Peter Schmidt Group

A strategic tool that evaluates both food brands and markets.

Our Neuroscape model is based around six dimensions of need: Exploration and harmony, stimulus and discipline, dominance and openness. These underlying drivers trigger subconscious decisions within humans in a matter of milliseconds and through our study we have identified which of these drivers can be associated with industry specific interpretations which are present in Germany's food brands.



No matter whether it is mum's delicious chicken soup or just a fresh salad, a home or regional speciality, something traditional or a balanced meal, all of these dishes offer a sense of harmony to the consumer. Within the food industry this particular need is fundamental in purchasing decisions.



Food is always more fun in good company. Appetizers at a birthday party, a Sunday brunch with friends or a barbecue in the garden, with friends everything becomes more enjoyable and our appetite usually increases. Useful to know, for example, should a packaging revision be pending.



A taste explosion on the tongue combined with elaborate decoration for the eye, above everything stimulus delivers a varied sensory experience. Aromatic and delicious food presents a strong sensory brand code that can also be associated with a particular brand.



A combination of curiosity and courage frequently compels us to try something new and different to our daily choices. Brands that fulfil a yearning for authentic foreign cuisine or follow food trends, such as fusion or new flavours, can often satisfy the need for a new taste sensation.



Quality, exclusive ingredients and gourmet cuisine can all denote dominance. When combined with stylish colour schemes and elaborate design elements they further create associations with starred restaurants and upmarket business meals which resonate with the food expectations of consumers.



This dimension is influential across a surprisingly wide range of food lifestyles, no matter if someone follows a strict vegan diet or merely purchases a packet of instant soup. Both ready-made meals and special dietary needs alike appeal to practical, simple and purist culinary expectations which make clear and minimalist design highly important.

"Our Neuroscape model is a pragmatic tool that enables brand owners to identify specific areas of action for a product or service as well as its digital presence."

Stephanie Lam-Eschenburg,
Senior Brand Strategist, Peter Schmidt Group

2,270 respondents, 28 brands and one winner.

We calculated each brand's implied strength based on both its relevance and uniqueness and the result is a current ranking of the strongest food and grocery brands within Germany. More significantly, our study also shows why some brands are more successful than others and how this untapped potential for further success can be released.

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