Germany – a country of clever energy savers


forsa survey reveals high interest in saving energy / Osram brings the first LED lamp under ten euros to the market (RRP)

In accordance with EU regulations, after 1 September incandescent lamps may no longer be brought onto the market. A representative survey conducted by the opinion research institute forsa on behalf of Osram reveals that 60 percent of consumers are highly interested in saving energy and more than a third are already using energy-efficient LED lamps. With its first LED lamp with a recommended retail price (RRP) under the magic threshold of ten euros, Osram will now be making this product even more affordable.

Germany has a population with an exceptionally strong awareness of the environment and saving energy. According to a recent forsa survey of more than 1,000 German citizens conducted on behalf of the lighting manufacturer Osram, well over half of all German citizens are interested in the topic of saving energy. In addition to the positive financial aspect, environmental protection is a main concern for nearly half of those surveyed. At the same time, a variety of energy-saving strategies are used in German households: around 90 percent already pay attention to low energy consumption ratings when purchasing electric appliances and almost 80 percent rely on energy-saving lighting.

LED lamps – the light of the future

The advantages of LED lamps are obvious: they save up to 90 percent on electricity usage, provide 100 percent light when turned on, have a very long service life and do not get hot. As the most energy-efficient type of lamp, they are also appealing to more and more German citizens. Around 60 percent of those surveyed consider LED lamps to be a good alternative to conventional light bulbs and over 30 percent are already using them. Over 50 percent of those surveyed also consider the currently higher price for LED lamps to be justified based on their energy efficiency and around 35 percent based on their long service life of up to 30 years. At the same time, nearly 40 percent of those surveyed were not aware that LED lamps are available as replacements for conventional light bulbs with a screw base.

The first Osram LED lamp with an RRP of under ten euros

Osram will soon be lowering the cost barrier significantly and will bring the first LED 40-watt replacement lamp with an RRP of under ten euros to the market. “The growing acceptance of LED lamps confirms to us that we have got this technology of the future on the right track. With a price under this symbolic threshold, we are providing access to this energy-efficient lighting to even more consumers”, comments Klaus-Günter Vennemann, CEO of the General Lighting business unit at Osram. “At the same time, we are keeping our high quality standards, which are regularly confirmed by independent institutions.”

Still a lack of knowledge about alternative lamp technologies

Only a third of German citizens know that the fourth stage of EU regulations on energy efficiency prohibits the further sale of conventional non-directional light bulbs. Just under 40 percent of survey respondents feel that they are roughly informed about possible alternatives, but would like more advice. Around 20 percent of survey respondents indicated that they know hardly anything at all about the topic.

An overview of the most important results of the forsa survey
Interest in saving energy Very interested 60%
Somewhat interested 35%
Not interested at all 4%

What matters when it comes to saving energy?

The opportunity to save money 52%
Contributing to environmental protection 45%
What is already being done in households to save energy? Paying attention to low energy consumption ratings when purchasing new appliances 87%
Not leaving electronic devices in stand-by mode 83%
Buying energy-saving lamps 77%
Consciously heating less in the winter 59%
How well informed do consumers feel when it comes to the various lamp technologies? Well informed 44%
Roughly informed, desire more information 36%
Hardly know anything at all, great need for information 17%
Which characteristics are especially important when purchasing lamps? Low energy consumption 89%
Service life 86%
Brightness 86%
Light colour 80%
Purchase price 69%
Shape 37%
Are there LED lamps with a screw base? Yes 62%
No 37%
Are LED lamps a good alternative to conventional light bulbs? Yes 56%
No 23%
Don’t know 21%
Are you already using LED lamps? Yes 32%
No 65%
Will you use LED lamps in the future? Already in use 32%
Not yet in use, but are an option 31%
No, not an option 28%
Don’t know 9%


OSRAM (Munich, Germany) is part of the Industry Sector of Siemens and one of the two leading lighting manufacturers in the world. Sales for OSRAM worldwide totalled to €4.7 billion in fiscal year 2010, 88 percent of which came from outside Germany. OSRAM is a high-tech company in the lighting industry. Over 66 percent of sales come from energy-efficient products. This global player employs around 40,000 people worldwide, supplies customers in some 150 countries and has 46 production facilities in 17 countries (September 30).