Consumer Lifestyles in Germany

May 2023

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Germany report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Germany report answers:

  • How is the consumer mindset in Germany changing? In Germany, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Germany purchase decisions?
  • Where and how do consumers shop in Germany?
  • What health-related activities do consumers in Germany participate in?
  • What megatrends should I focus on in Germany (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Download Table of Contents
Scope
Consumer landscape in Germany 202 3
Personal traits and values
Voice of the consumer (1)
Finding time to enjoy favourite activities remains a high priority
Identity, status and values reflected in consumer attitudes and behaviour
Consumers appreciate innovation and look for new experiences
Younger consumers have a more positive outlook on their future
Voice of the consumer (2)
Personal traits and values survey highlights
Home life and leisure time
Active households are driving consumers to invest more in their home spaces
Energy-efficient homes are high up on the list of desirable features
Access to green spaces is valued by older generations
Demand for domestic leisure trips remain strong as consumers stay closer to home
Home life and leisure time survey highlights
Eating and dietary habits
Consumers pay more attention to the health benefits of the foods they eat
Lack of time to prepare home-cooked meals impacts eating habits
Voice of the consumer (3)
Home cooking most regular choice but demand for snacks and restaurant food booming
Consumers make their food choices based on perceived health benefits
Younger consumers will pay more for foods that have health and nutritional benefits
Eating and dietary habits survey highlights
Working l ife
Expectations of high levels of employee health and safety apparent across generations
Conditions that allow for a strong work-life balance are important for many
Salaries and job security remain important job considerations
Many see their future working lives fitting more easily around their lifestyles
Working life survey highlights
Health and wellness
Voice of the consumer (4)
A high percentage of consumers use exercise to maintain their health and wellness
A growing number of consumers focusing on improving their mental wellbeing?
Consumers look for food attributes that they feel will benefit their health
Younger consumers adopt technology solutions to manage their health and fitness
Health and wellness survey highlights
Shopping and spending
Voice of the consumer (5)
Cost-of-living crisis motivating consumers to find ways to manage their budgets
Voice of the consumer (6)
Despite pressure on household budgets consumers want good quality products
Consumers want products with labels that are easy to understand
Consumers are becoming more mindful of the impact of their purchasing habits
Consumers embrace the circular economy and support brands that share their values
Gen Z more engaged with brands/companies online than other generations
Data privacy is a concern, but technology is key to enhancing the shopper journey
Consumers are focusing their attention on spending on essentials and trying to save more
All generations have concerns about their current financial situation
Shopping and spending survey highlights
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