Christmas time
For many people, gingerbread sales start too early
Gingerbread is one of the most popular Christmas cookies among Germans – but not everyone thinks selling them in autumn is okay.
Gingerbread and Christmas stollen in summer? For two thirds of the participants in a survey by YouGov and Statista, this is an extremely inappropriate idea.
If you feel like eating Christmas sweets, you will usually find it at the beginning of September in the supermarket rule. Even the Federal Association of the German Confectionery Industry (BDSI) now calls cinnamon stars, gingerbread and dominoes “autumn biscuits”. However, German consumers could do without this categorization, as our graphic shows.
According to a joint survey with YouGov, only seven percent of those questioned insist on gingerbread and Co. from September. Most of the survey participants still see the popular delicacies as what they were originally intended to be: as a special treat for the Advent season. Correspondingly, two thirds of Germans are in favor of being able to buy Christmas cookies from November onwards.
Gingerbread sales are very lucrative for retailers
The Christmas sweet pastry business is profitable. 100 million chocolate Santa Clauses alone were delivered to German retailers in 2020, and an additional 51 million were exported abroad. The market leader Lambertz, best known for its Printen, was able to generate 637 million euros in sales with its baked goods business in 2019/2020.
Source: Statista