A supermarket can be a very busy place. Checkout scanners beep, music plays from the ceiling, and occasional announcements broadcast the weekly special. Most people barely notice this consciously. However, those who are sensitive to sensory stimuli cannot simply tune out these impressions—turning the routine weekly shop into an exhausting ordeal. This is precisely where the “Quiet Hour” comes in.
What is the story behind the “Quiet Hour”?
The concept is credited to Theo Hogg, a supermarket employee from New Zealand who has an autistic child. His idea was quite simple: at set times, a store reduces sensory stimuli as much as possible. The music is turned off and the lights are dimmed. There are no loudspeaker announcements regarding the weekly specials.
In Germany, the association *Gemeinsam Zusammen* is working to implement the concept as widely as possible. Nearly 300 businesses have now joined the initiative. Participants include not only supermarkets but also movie theaters, hair salons, and even some Christmas markets. Once a month, a swimming pool in Pinneberg, Schleswig-Holstein, dims the lights and closes the diving tower for ninety minutes; at the checkout, visitors can simply place the exact admission fee on the counter without having to say a word.
Why does this help so many people?
For neurodivergent individuals, the sensory filter functions differently and is usually less effective. Consequently, a much larger volume of information is received simultaneously, and processing it requires noticeably more energy. When stress is added to the mix, this heightened sensory openness intensifies further, until the brain reaches its limit and perceives any additional stimulus as overwhelming or even painful. The German Autism Association (Bundesverband Autismus Deutschland) reports that many people on the autism spectrum specifically mention how much a low-stimulus environment makes shopping easier; without it, some would order their groceries exclusively online.
For the shops themselves, the effort involved is minimal. No investment is required; a little bit of thought is all it takes. And the calm atmosphere appeals to far more than just neurodivergent people. Older customers appreciate it just as much, and sooner or later, we all need a little more time to process sensory input.
Want to know more about JuCare?
The extent to which sensory stimuli can be overwhelming often only becomes apparent when they are removed. You can find information on our Autism Therapy Page about how we support individuals on the autism spectrum and their families. You can also request therapy directly here.
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