Consumer Values and Behaviour in Germany

June 2024

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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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 values and behaviour in Germany
German consumers are concerned by the escalating expenses of everyday goods
Baby boomers are the most secure with society’s acceptance of their identity
Consumers in Germany enjoy trying new products and services
Millennials do more research on the products and services they purchase
German consumers foresee more personal time in the coming years
Older generations in Germany expect their lives to get worse
Consumers in Germany use their time at home to connect with friends or family virtually
Safety remains the top priority when purchasing homes for German consumers
Germans prefer to prepare their own meals
German consumers don’t have time to cook
Gen X has less time to cook than other consumers
Germans prefer food and beverages with healthy ingredients
Gen X consumers in Germany want to work close to where they live
German consumers prioritise stability in employment
Consumers in Germany value a division between their job and private life
German consumers connect with friends digitally more regularly than in person
Gen Z socialises online more than in person
German consumers prioritise value for money when travelling
Baby boomers are more comfortable to forgo convenience when travelling
Less strenuous exercise, like walking or hiking, is the preferred way to train
Gen Z has a higher preference for strength training than other consumers
Millennials are more inclined to partake in mental wellbeing activities than other consumers
Consumers in Germany feel uneasy about the effects of climate change
Baby boomers are far more intentional about reducing plastic use than any other group
German consumers actively seek energy-efficient products, particularly older generations
Baby boomers are the most willing to boycott brands that don’t share their personal values
Consumers in Germany enjoy finding deals
Baby boomers are far more inclined to actively support locally owned stores
German consumers value affordability over brand preferences
Gen X is more willing to buy previously owned goods than other consumers
Most German consumers subscribe to digital streaming platforms
More consumers expect increased spending on groceries than any other category
Younger generations foresee increasing their spend on travel/holidays the most
Germans are less reliant on credit to cover everyday expenses than the rest of the world
Baby boomers are more financially comfortable than other consumers
Gen Z plans to increase their savings more than other consumers
Consumers in Germany care less about their online reputation than the rest of the world
Millennials have a higher preference for anonymity online than other consumers
Consumers utilise the internet for communication more than anything else
Millennials regularly stream video more than others
Millennials regularly compare prices online
German consumers are less engaged with companies than consumers in other countries
Younger generations are far more inclined to engage with companies on social media
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