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Germany

The world's most comprehensive market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Germany.

Germany StatisticsConsumer Lifestyles in Germany

Germany Country BriefingsFuture Demographics: Germany in 2030

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    Country Report

    Fresh Food in Germany

    Mar 2017

    In 2016, total volume sales of fresh food in Germany stagnated, while value sales rose due to increasing prices in most categories. Despite stagnating volume sales, the fresh food market put in a stronger performance than the review period average....

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    Country Profile

    Germany: Country Profile

    Feb 2017

    Germany’s economy will slow in 2017. Public spending will slow but still provide support, along with a modest rise in wages. Investment will continue to be weak. Brexit and other uncertainties are a downside risk. Employment in 2017 will be the ...

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    Consumer Lifestyle

    Consumer Lifestyles in Germany

    Feb 2017

    Consumers remain confident despite global economic distractions and their optimism has been reflected in robust consumer expenditure. Green and ethical issues influence shopping habits and fuel growing demand for a wide range of products, ...

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    Strategy Briefing

    Global Economic Forecasts: Q1 2017

    Feb 2017

    Despite the risk of stronger trade and immigration restrictions and greater policy uncertainty after Donald Trump took the Presidential office, the reaction of financial markets has been more optimistic than expected. In this context, we have revised...

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    Country Briefing

    Digital Consumer in Germany

    Feb 2017

    The digital consumer in Germany has gone through a significant development. Today, Germans use PCs, tablets and smartphones for several purposes including purchasing. German consumers tend to be price-savvy, so will often research and compare prices ...

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    Country Report

    Air Care in Germany

    Feb 2017

    Manufacturers are increasingly paying attention to designing air care with stylish product designs, so that they can easily be integrated into a home’s interior. In addition, a distinct design can add specific value to a product, distinguishing it ...

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    Country Report

    Bleach in Germany

    Feb 2017

    Bleach remains an unpopular category, underlined by the 1% decline in both current value and volume terms in 2016. This is due to the sceptical tendency of German consumers towards products that contain aggressive chemicals. Eco-friendly products are...

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    Country Report

    Dishwashing in Germany

    Feb 2017

    Automatic dishwashing tablets drove growth in 2016, supported by increasing penetration of dishwashers in Germany. An increasing number of consumers are becoming aware that a dishwasher not only saves time, but also water and energy, if an ...

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    Country Report

    Home Insecticides in Germany

    Feb 2017

    The summer of 2016 in Germany was fairly wet, compared to previous years and heavy rainfall supported a growing population of mosquitoes. At the same time, wasps suffered from this inclement weather, as the wet soil is an inadequate habitat. ...

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    Country Report

    Laundry Care in Germany

    Feb 2017

    Against the general trend of decreasing pack sizes in home care, there is a growing trend in German laundry care for bigger pack sizes, especially for powder detergents. German consumers prefer to buy larger amounts of detergents at once, as larger ...

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    Country Report

    Home Care in Germany

    Feb 2017

    In Germany, home care experienced stronger value sales increase in 2016 than in the previous year. Many new products were introduced that targeted demand for affordable luxury and general cleaning products, as well as the increasing desire for ...

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    Country Report

    Polishes in Germany

    Feb 2017

    German consumers are increasingly purchasing products that offer general cleaning, which is having a negative effect on polishes. In particular, this is the case for metal polishes, where multi-purpose cleaners may have cannibalised its sales. This ...

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    Country Report

    Surface Care in Germany

    Feb 2017

    German consumers are increasingly purchasing surface care that offers general cleaning, which can be used for a variety of purposes throughout the home, moving away from purchasing specific purpose cleaners. This is because house sizes and the amount...

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    Country Report

    Toilet Care in Germany

    Feb 2017

    User-friendliness and innovation have driven sales of toilet care in 2016. German consumers are demanding products that are effective in removing germs and stains but are also easy to use. There is a growing demand for products that keep the toilet ...

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    Country Report

    Carbonates in Germany

    Feb 2017

    In 2016, carbonates posted a decline in volume sales for the third year in succession. While health concerns are driving a growing minority of Germans to generally abstain from carbonates, this is not believed to be the major factor behind the ...

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    Country Report

    Concentrates in Germany

    Feb 2017

    Concentrates as a whole put in a decent performance in 2016. However, liquid concentrates performed significantly better than powder concentrates as the latter are regarded as old-fashioned and less healthy than the former. Powder concentrates also ...

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    Country Report

    Energy Drinks in Germany

    Feb 2017

    Energy drinks performed very well over the review period, growing its volume sales in the off-trade channel by 57%. However, the category is maturing and competition is intensifying. The strong growth in volume sales was supported by declining unit ...

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    Country Report

    Juice in Germany

    Feb 2017

    Juice in Germany is suffering from demographic change, with young Germans remaining more oriented towards carbonates and flavoured water, thinking of juice as somewhat old-fashioned. In 2016, on-trend products within the category like chilled juices ...

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    Country Report

    Soft Drinks in Germany

    Feb 2017

    The stable economy in Germany, along with low unemployment, benefited soft drinks in 2016. Both volume and value sales increased, albeit the former only marginally. This can be largely attributed to a very wide product range, strong distribution ...

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    Country Report

    RTD Coffee in Germany

    Feb 2017

    RTD coffee registered a very strong performance in 2016. German consumers are increasingly purchasing RTD coffee as a convenient way to indulge themselves. Many Germans have tight work schedules and little spare time so RTD coffee is an ideal product...

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