Ost-Produkte werden auch von Ost-Verbrauchern seltener gewünscht

Direkt nach der Wiedervereinigung waren Ost-Produkte (wie Spreewalder Gurken oder Würste aus Eberswalde) der Renner, auch im Westen. Im Osten blieben viele Verbraucher ihren bekannten Ost-Marken treu, auch wenn sie ergänzend auch die neuen West-Marken gerne nutzten. Nun mehr als 20 Jahre nach der Wiedervereinigung ist auch Beliebtheit der Ost-Marken im Rückgang, sowohl im Osten wie im Westen.

Ost-Produkte werden auch von Ost-Verbrauchern seltener gewünscht
Ost-Produkte werden auch von Ost-Verbrauchern seltener gewünscht

Nach der Wiedervereinigung die Wirtschaft des Ostens in den Keller. Viele Ostler mussten gen Westen aufbrechen, um ihre Familien zu ernähren. Mit im Kofferraum des alten Trabbi waren oft noch Ost-Waren, die man gerne den neuen Kollegen im Westen vorstellte. Damals nach der Wiedervereinigung gab es eine regelrechte Ostalgie mit Ost-Marken.

Davon ist auch im Osten kaum noch etwas zu verspüren, wie jüngst das Institut für angewandte Marketing- und Kommunikationsforschung aus Erfurt meldete. Die Zielgruppe für Ost-Marken wurde im Laufe der letzten Jahrzehnte deutlich reduziert und wird immer älter. Es findet eine schleichende Erosion statt. Es gibt nur wenige Marken aus dem Osten im Bereich von Sekt, Bier und Waschmittel, die langfristig eine gute gesamtdeutsche Lebenserwartung haben. Grund für diesen Schwund der Akzeptanz bei Ost-Produkten ist der Generationswechsel. Jüngere Käufer haben keinen Bezug mehr zum heimischen Markengefühl der DDR.

Die Ost-Produkte in den Regalen der Kaufhäuser haben aber noch eine Chance, wenn sie stärker mit ihrem regionalen Bezug punkten können. Es ist allgemein bekannt, dass die Käufer es für wichtig halten, dass ihre Lebensmittel eine regionale Verankerung aufweisen. Dies steigert die Akzeptanz der Produkte, denn man kann dann davon ausgehen, dass sie nicht lange transportiert wurden, bevor sie ins Regal gekommen sind. Als Ost-Produkte mit gesamtdeutschem Auftritt haben die Marken aus dem Osten also keine so gute Überlebensperspektive. Als Produkte mit deutlich regionaler Ausrichtung bestehen aber noch Verwertungschancen.

Bildnachweis: © bellan – Fotolia.com

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