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 Market Research for Germany

Euromonitor publishes reports on industries, consumers and demographics in Germany.

View our Germany Statistics factfile.

  • Industry specific reports offer insight into market size and market share in Germany; as well as industry trends in each specific industry.
  • The Consumer Lifestyles in Germany report examines national lifestyle habits, ranging from health and living standards, income and earning patterns, eating and drinking habits, to home ownership trends.
  • Germany in 2030: The Future Demographic contains information on long term population changes, population by gender, consumer segment: babies, infants, toddlers, children, tweenagers, teenagers, studying age, young-adults, middle-aged adults, and the elderly.

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Future Demographic

Germany in 2030 : The Future Demographic

In 2030, the population of Germany will reach 79.8 million, an overall decrease of 0.6% from 2012. A below replacement level fertility rate and a fall in the number of women of childbearing age influence declining birth rates in 2012-2030. Meanwhile,...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Fast Food in Germany

Although fast food is still an important part of many Germans’ everyday lives, as they are seeking solutions to have a quick business lunch or snack, for example, eating habits and preferences are continuing to change, developing towards healthier, ...

Sep 2014 | US$900 | Pages: 42 | Add to cart | View details

Country Report

Full-Service Restaurants in Germany

Against a background of very strong challenges for full-service restaurants in Germany, the third year in a row with minor growth in current value terms has to be seen as a success. Full-service restaurants are now seen by many – not only by younger ...

Sep 2014 | US$900 | Pages: 34 | Add to cart | View details

Country Report

100% Home Delivery/Takeaway in Germany

100% home delivery/takeaway had another successful year in Germany in 2013, and was able to grow by 2% to €1,080 million; an increase of €20 million compared with 2012. The development of transactions was also positive; however at a lower growth rate...

Sep 2014 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Consumer Foodservice in Germany

In Germany in 2013, consumer foodservice retail current value sales continued to rise. Most categories contributed to this positive performance, with the exception of cafés/bars (specifically bars/pubs), which posted a decline in current value terms....

Sep 2014 | US$1,900 | Pages: 127 | Add to cart | View details

Country Report

Self-Service Cafeterias in Germany

Self-service cafeterias, one of the most successful channels in overall consumer foodservice in Germany towards the end of the review period, was able to achieve further good value growth in 2013, also with positive development in terms of the number...

Sep 2014 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Street Stalls/Kiosks in Germany

Street stalls/kiosks value sales increased slightly in 2013 from 2012. Transaction volumes were almost stable, whereas outlet numbers continued to decline. This reasonable performance, despite the limiting factors discussed in the next paragraph, can...

Sep 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Cafés/Bars in Germany

According to recent consumer surveys and market observations, German consumers are becoming increasingly interested in new, more sophisticated kinds of coffee compositions, and along with this, outlets which offer a more personal and individual ...

Sep 2014 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Consumer Foodservice By Location in Germany

Given the very mature and saturated nature of the consumer foodservice market in Germany, it is no surprise that overall the shares achieved by different location types remained rather stable overall. Even if a rather old-fashioned outlet, for ...

Sep 2014 | US$900 | Pages: 43 | Add to cart | View details

Country Report

Transportation in Germany

Transportation in Germany in 2013 was able to further benefit from growing domestic, inbound and outbound tourism as, apart from trips in the car, these journeys had to be taken by one or another means of transportation. Consequently, all the ...

Sep 2014 | US$900 | Pages: 10 | Add to cart | View details

Country Report

Travel Accommodation in Germany

Overall value sales in travel accommodation saw a minor increase in current terms in 2013 to stand at €13.9 billion, up only €30 million on 2012. Apart from the recessionary year of 2009, this was the worst performance of the review period, with ...

Sep 2014 | US$900 | Pages: 14 | Add to cart | View details

Country Report

Travel Retail in Germany

In 2013, travel retail in Germany grew by 1% in current value terms to €33.2 billion, with the online channel largely outperforming the offline channel. The category’s fairly weak performance can be attributed to its sheer maturity and saturation. ...

Sep 2014 | US$900 | Pages: 13 | Add to cart | View details

Country Report

Car Rental in Germany

Car rental in Germany continued to be a category with no notable growth opportunities, hence its flat retail value sales performance in 2012 and 2013 has to be seen as a success rather than a failure. There were no great differences in performance ...

Sep 2014 | US$900 | Pages: 10 | Add to cart | View details

Country Report

Health and Wellness Tourism in Germany

Health and wellness tourism in Germany grew steadily in 2013. Positive performances were seen from medical tourism, hotel/resort spas and other spas. Health and wellness continued to be a megatrend in Germany, and travel and tourism-related offers ...

Sep 2014 | US$900 | Pages: 8 | Add to cart | View details

Country Report

Travel and Tourism in Germany

2013 was the fourth positive year in a row for travel and tourism in Germany, with the industry continuing its recovery after a setback in the context of the global economic and financial crisis and the subsequent recession in 2009. Domestic, inbound...

Sep 2014 | US$1,900 | Pages: 62 | Add to cart | View details

Country Report

Tourism Flows Domestic in Germany

Domestic tourism saw strong growth over the review period, up from 181 million trips in 2008 to 204 million in 2013. Further growth of 1% was seen in 2013, with much of this driven by the ongoing popularity of city trips.

Sep 2014 | US$900 | Pages: 9 | Add to cart | View details

Country Report

Tourism Flows Inbound in Germany

The number of international arrivals to Germany increased by 4% in 2013, marking the fourth consecutive year of positive growth, albeit weaker when compared to 2010, 2011 and 2012. Germany has much to offer foreign tourists, including a considerable ...

Sep 2014 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Tourism Flows Outbound in Germany

Outbound tourism, both in terms of number of trips and retail value sales, increased for the fourth consecutive year in 2013. Average spend per trip also increased. The economic climate remained – despite rather unfortunate developments in many other...

Sep 2014 | US$900 | Pages: 11 | Add to cart | View details

Country Report

Tourist Attractions in Germany

In Germany in 2013, both the number of visits and total value sales increased further. The major advantages of tourist attractions in Germany remained their overall quite high number (so that for almost every taste a corresponding attraction can be ...

Sep 2014 | US$900 | Pages: 10 | Add to cart | View details

Country Report

Alcoholic Drinks in Germany

Alcoholic drinks continued to see declining demand in 2013 as consumers displayed a growing preference for more moderate alcohol consumption levels. Germany’s population is rapidly ageing, and health concerns are continuously growing in importance in...

Sep 2014 | US$1,900 | Pages: 114 | Add to cart | View details

Country Report

Rtds/High-Strength Premixes in Germany

Sales of RTDs/high-strength premixes continued to be driven by growing demand for flavoured alcoholic drinks as well as by the growing demand for convenience. The largest type of RTDs/high-strength premixes continued to be wine-based RTDs, which ...

Sep 2014 | US$900 | Pages: 36 | Add to cart | View details

Country Report

Spirits in Germany

Sales of spirits continued to be shaped by a strong trend towards premiumisation in 2013. As volume sales witnessed further declines, total turnover benefited from consumers’ growing demand for more premium spirits, which drove up the average unit ...

Sep 2014 | US$900 | Pages: 50 | Add to cart | View details

Country Report

Wine in Germany

Wine in Germany continued to be impacted by consumers’ growing preference for quality over quantity. As such, a premiumisation trend was evident across virtually all types of wine, which translated into a 1% total volume decline but a 1% total ...

Sep 2014 | US$900 | Pages: 48 | Add to cart | View details

Country Report

Beer in Germany

Due to socio-demographic changes and changing consumer behaviour, beer consumption in Germany continued to decline steadily. In 2013 retail volume sales declined more strongly than the decline faced over 2008-2013 as a whole. Particularly the ...

Sep 2014 | US$900 | Pages: 42 | Add to cart | View details

Country Report

Cider/Perry in Germany

Cider/perry continued to grow in popularity in Germany in 2013 but remained a small niche overall. The key problem of cider/perry in Germany is that it tends to be viewed as a type of beer although it is actually more similar to wine. In a ...

Sep 2014 | US$900 | Pages: 35 | Add to cart | View details

Country Report

Dermatologicals in Germany

In 2013, dermatologicals continued to post healthy current value growth of 3%, with sales reaching €485 million. This positive performance mainly derived from strong value sales of topical antifungals. In 2013, topical antifungals grew by 4% in ...

Sep 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Digestive Remedies in Germany

In 2013, digestive remedies recorded current value growth of 1% in Germany. The category benefited from developments such as new line extensions and new products from Boehringer Ingelheim. However, value growth in digestive remedies varied greatly, ...

Sep 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Herbal/Traditional Products in Germany

Herbal/traditional products posted a 1% decline in current value terms in 2013. The performances of the different categories varied, with herbal/traditional calming and sleeping products posting a current value gain of 2% and herbal/traditional ...

Sep 2014 | US$900 | Pages: 32 | Add to cart | View details

Country Report

NRT Smoking Cessation Aids in Germany

The number of smokers in Germany is consistently falling, thus reducing demand for NRT smoking cessation aids. According to an industry study, the number of smokers declined by 6% between 2011 and 2012, with a further decline in 2013. This trend can ...

Sep 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Consumer Health in Germany

Consumer health in Germany registered positive current value growth in 2013, strengthening its performance from 2012. Value growth was also slightly stronger than the review period CAGR thanks to various factors, such as the strong cold and flu ...

Sep 2014 | US$2,400 | Pages: 100 | Add to cart | View details

Country Report

Sports Nutrition in Germany

Sports nutrition continued its strong performance in 2013, profiting from increasing consumer desire for a healthier lifestyle, fuelled by German society’s rising interest in health-related prevention. Sports activities enjoyed increasing demand, in ...

Sep 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Vitamins and Dietary Supplements in Germany

Vitamins and dietary supplements posted a current value decline of 3% in Germany in 2013. While there were multiple factors negatively influencing sales, much of the category’s value decline can be attributed to the favourable performance of private ...

Sep 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Weight Management in Germany

Obesity and being overweight remained major public health concerns in Germany in 2013. These issues can be generally attributed to the unhealthy lifestyles of German consumers, defined by a lack of physical activity and an excessive calorie intake. ...

Sep 2014 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Wound Care in Germany

In 2013, wound care grew by 2% in current value terms. Much of this growth can be attributed to the healthy performances of gauze, tape and other wound care as well as sticking plasters/adhesive bandages, which grew by 2% and 3%, respectively. First ...

Sep 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Adult Mouth Care in Germany

Adult mouth care grew by 1% in current value terms in 2013, with sales reaching €75 million. A recent industry study recorded that approximately 10,000 people were diagnosed with severe mouth ulcers in Germany in 2013. Mouth ulcers were considered ...

Sep 2014 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Analgesics in Germany

Despite the high level of saturation and maturity in analgesics in Germany, the category achieved current value growth of 1% in 2013. Much of this growth was a result of the self-medication trend, which was heavily driven by large-scale advertising ...

Sep 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Calming and Sleeping in Germany

In 2013, calming and sleeping recorded a robust performance in Germany of 4% in current value terms. Rising consumer insomnia was driven by increasingly hectic lifestyles and subsequent stress. With employment in the country remaining at a record ...

Sep 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Cough, Cold and Allergy (Hay Fever) Remedies in Germany

Cough, cold and allergy (hay fever) remedies received a boost in Germany in 2013 from the significantly high number of people suffering from coughs, colds and flu symptoms during a remarkably long winter. The cold, cough and flu wave in Germany ...

Sep 2014 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Apparel Accessories in Germany

In 2013, slow economic growth led to increasingly cautious consumer spending, which in turn benefited sales of apparel accessories in the country. This was because German consumers continued to perceive apparel accessories as an easy and inexpensive ...

Sep 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Childrenswear in Germany

Many German parents opted for affordable but still high-quality childrenswear in 2013 due to the uncertain economic climate and ongoing preference for premium quality products. Consumer perception of the quality of childrenswear from less expensive ...

Sep 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Footwear in Germany

Sales of footwear in Germany were driven by the growth of internet retailing in 2013, while store-based retailing registered a decline of around 2%. Internet retailing platforms, such as Mirapodo and Zalando, increased in popularity. Much of this ...

Sep 2014 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Hosiery in Germany

Hosiery in Germany grew by 2% in current value terms in 2013 to exceed sales worth €2 billion. This can be mainly attributed to current fashion trends within menswear for colourful socks. In 2013, German men, particularly middle-aged men, considered ...

Sep 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Jeans in Germany

In 2013, jeans recorded positive growth in all price segments in both current value and volume terms. Current fashion trends effectively served to reinvigorate demand for jeans in Germany, with sales increasing by 2% in current value terms and 1% in ...

Sep 2014 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Menswear in Germany

Men’s outerwear (including jeans) continued to grow in 2013, establishing its position as a key driver of value sales of overall apparel and footwear in Germany. While women’s outerwear saw a decline in volume sales and remained flat in value terms, ...

Sep 2014 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Apparel and Footwear in Germany

Germany’s apparel and footwear industry achieved another year of positive value growth in 2013 although its performance saw a marked slowdown from that of 2012. In fact, average unit price in apparel and footwear rose in 2013. However, overall volume...

Sep 2014 | US$1,900 | Pages: 82 | Add to cart | View details

Country Report

Sportswear in Germany

The trend towards a healthier lifestyle in Germany did not only affect the food and drink industry, being also the main growth driver of sportswear as the proportion of people who are actively seeking to improve their health and vitality through ...

Sep 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Womenswear in Germany

Despite a high employment rate and considerable wage increases in 2013, women’s outerwear (including jeans) reflected the country’s overall stagnant economic performance as volume sales declined by 1%. Many female shoppers remained concerned about ...

Sep 2014 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Homewares in Germany

Homewares in Germany posted a growth of 1% in 2013 in current value terms to reach sales of €5.5 billion. With regards to the review period, this performance can be assessed as a positive development in a mature and saturated market. However, a ...

Aug 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Home and Garden in Germany

The German home and garden market slumped further in value sales in 2013, following the sales decline already seen in 2012. The main reasons for this were strong saturation and the unfavourable weather, mainly during the first half of the year. ...

Aug 2014 | US$1,900 | Pages: 47 | Add to cart | View details

Country Report

Gardening in Germany

Following a successful 2012, gardening in Germany posted a strong decline in 2013, mainly due to bad weather. A long winter and short summer impacted gardening activities, showing that the weather remains a decisive factor for the gardening industry ...

Aug 2014 | US$900 | Pages: 18 | Add to cart | View details
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