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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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Country Report

Vending in Germany

Overall, the vending channel’s importance in Germany declined slightly in 2014. Specifically, tobacco vending is by far the biggest sales generator. The tobacco industry is struggling on several fronts to keep up with rules and regulations. One of ...

Jan 2015 | US$900 | Add to cart | View details

Country Report

Apparel and Footwear Specialist Retailers in Germany

Even though favourable economic conditions and a slightly more positive development in terms of weather in Germany support further value growth for store-based apparel and footwear specialists, customer traffic continues to decline for many ...

Jan 2015 | US$900 | Add to cart | View details

Country Report

Direct Selling in Germany

The two main trends affecting direct selling in Germany in 2014 were a constant increase in the product ranges offered by competitors and rapid diversification of the goods on offer with traditional cosmetics and appliances traders venturing into new...

Jan 2015 | US$900 | Add to cart | View details

Country Report

Electronics and Appliance Specialist Retailers in Germany

Due to the double-digit increase in average electricity prices for private consumers in 2013/2014, the use of energy-efficient electronic devices and appliances significantly grew in importance. High quality and energy usage class are key features ...

Jan 2015 | US$900 | Add to cart | View details

Country Report

Health and Beauty Specialist Retailers in Germany

Demographic and societal trends within Germany continued to support the positive development of health and beauty specialist retailers in 2014. With a continuously ageing population on the one hand and health-, wellness- and appearance- conscious ...

Jan 2015 | US$900 | Add to cart | View details

Country Report

Homeshopping in Germany

As internet retailing in Germany continued to grow over 2009-2014, traditional homeshopping has become increasingly out of date. For consumers it is much easier to simply search for a product online and place the order with just a few clicks compared...

Jan 2015 | US$900 | Add to cart | View details

Country Report

Internet Retailing in Germany

As internet retailing becomes more established in Germany, value growth rates are slowing down or stabilising for many products. In 2014, more than 80% of the German population used the internet. More than two thirds of the population use broadband ...

Jan 2015 | US$900 | Add to cart | View details

Country Report

Leisure and Personal Goods Specialist Retailers in Germany

As the German economy continues to recover and show GDP growth, consumers’ willingness to spend money on themselves is increasing. As a means to express their individuality and personal traits, specifically customisable, premium and luxury goods ...

Jan 2015 | US$900 | Add to cart | View details

Country Report

Mixed Retailers in Germany

As the main events covered by the media and all channels in Germany in 2014 were the Winter Olympic Games and especially the FIFA World Cup, it is no surprise that a large number of companies and retailers specifically chose these subjects for their ...

Jan 2015 | US$900 | Add to cart | View details

Country Report

Retailing in Germany

Even though performance slowed down very slightly compared to 2013, the retailing industry in Germany continued to show healthy value growth in 2014. This growth was very much driven by internet retailing. Many consumer segments are becoming more and...

Jan 2015 | US$1,900 | Add to cart | View details

Country Report

Grocery Retailers in Germany

German consumers are known to be very price-sensitive and they continue to be so. While they see convenience as an added value, they have been educated to put the biggest emphasis on price. This is one of the reasons why convenience stores, for ...

Jan 2015 | US$900 | Add to cart | View details

Country Report

Spectacles in Germany

Spectacles recorded a healthy performance during 2014, with value growth in the category supported mainly by positive growth in retail volume sales rather than rising unit prices. As in 2013, volume sales of spectacles benefited from Germany’s ageing...

Jan 2015 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Contact Lenses in Germany

Contact lenses in Germany performed well during 2014, with volume and current value growth remaining positive. Demand contact lenses continues to be driven both by the expansion of the consumer base prescription eyewear generally and the increasing ...

Jan 2015 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Eyewear in Germany

Germany’s eyewear industry continued to record positive volume and value grow during 2014. This growth was mainly driven by the ageing of the German population, which has led to rising demand for optical aids to correct the effects of age-related eye...

Jan 2015 | US$1,100 | Pages: 36 | Add to cart | View details

Country Report

Toys and Games in Germany

Sales of toys and games continued to be largely unaffected by the economic uncertainties faced by the Eurozone as well as by Germany’s low birth rate and registered another year of healthy current value growth in 2013. Solid demand was witnessed by ...

Jan 2015 | US$1,100 | Pages: 46 | Add to cart | View details

Country Report

Computers and Peripherals in Germany

While the trend towards mobile solutions within computers continues, supporting flexibility in terms of the time and location of usage (including the possibility of using/storing computers even with limited space, in unconventional locations or as ...

Jan 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Home Audio and Cinema in Germany

Home audio and cinema in Germany is set to grow by 7% in current value and volume terms in 2014, benefiting from the ongoing success of high-end video systems in previous years, as well as from the growing demand for innovative home audio solutions ...

Jan 2015 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Imaging Devices in Germany

Photos and photography are more popular than ever in Germany in 2014. Consumers are seeking a means through which to cope with busy modern lifestyles, as well as the anonymous and partial uniformity of modern society by expressing their own ...

Jan 2015 | US$900 | Pages: 18 | Add to cart | View details

Country Report

In-Car Entertainment in Germany

Even though the number of passenger cars in use continued to rise by around 1% in 2013, more consumers have expressed interest in car-sharing and alternative transportation. Only around 45% of Germans between the ages of 18 and 35 use a car on a ...

Jan 2015 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Mobile Phones in Germany

While about 88% of all households owned a smartphone in 2013, in 2014 this figure is expected to rise to 102%, reflecting increased multiple ownership in households.

Jan 2015 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Consumer Electronics in Germany

Despite an ageing and shrinking German population, economic conditions remained stable in 2014 and consumer confidence held up well. Additional motivators such as the Olympic Winter Games and the FIFA World Cup in 2014 provided further positive ...

Jan 2015 | US$1,900 | Pages: 90 | Add to cart | View details

Country Report

Portable Players in Germany

Portable players volume sales are set to decline by 12% in 2014, resulting in sales of four million units. This category is witnessing a decline in popularity among German consumers as such products compete directly with smartphones and other ...

Jan 2015 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Writing Instruments in Germany

Even though the vast majority of German consumers continue to use pens and other writing instruments in their everyday lives, the negative impact of progressing digitalisation and the rise of paperless communication on demand for writing instruments ...

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

Country Report

Bags and Luggage in Germany

Towards the end of the review period, the German economy performed very well, boosting average disposable income levels and promoting expenditure on travel and tourism and retailing. All of these trends were favourable for sales of bags and luggage ...

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

Country Report

Jewellery in Germany

Jewellery in Germany is expected to increase by 2% in volume and current value in 2014, with sales in the category benefitting from the strong state of the German economy and rising levels of consumer expenditure on luxury goods. A major shift ...

Dec 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Personal Accessories in Germany

While the years following the passing of the economic recession in Germany were defined by high value purchases and strong demand for high-quality products and luxury goods, consumer purchasing patterns were already returning to more stable levels ...

Dec 2014 | US$1,100 | Pages: 95 | Add to cart | View details

Country Report

Watches in Germany

Even though value sales of watches in Germany are expected to have registered further declines volume and value sales over the course of 2014, overall volume sales of watches remain at a fairly high level in the country. Opposing trends such as the ...

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

Country Report

Consumer Lending in Germany

Fears of financial instability and a cocooning trend are defining German consumers’ behaviour when they borrow. Loans are thus primarily taken out for lasting assets, namely home building and home renovation, and are less likely for durables and ...

Dec 2014 | US$1,900 | Pages: 14 | Add to cart | View details

Global Survey Report

Consumer Types: Germany

Passport Survey explores the preferences and behaviours of five consumer types in Germany across several topic areas including: personal traits, healthy living, shopping and green influences, technology, and eating and drinking. Results are based on ...

Dec 2014 | US$1,500 | Pages: 52 | Add to cart | View details

Country Report

Accounting and Auditing in Germany: ISIC 7412

Due to Germany’s strengthening economy and improving regulations, the revenue of accounting and auditing industry grows 3% in 2013. As industry is focused on providing services for commercial clients, B2B purchases account for 94% of domestic ...

Nov 2014 | US$600 | Pages: 26 | Add to cart | View details

Country Report

Business and Management Consultancies in Germany: ISIC 7414

Due to growing number of enterprises aiming to enter new markets and striving to optimise operating costs, business and management consulting market rises 4% in 2013. Technological consultancy experiences rapid growth in the industry as areas such ...

Nov 2014 | US$600 | Pages: 25 | Add to cart | View details

Country Report

Recruitment Agencies in Germany: ISIC 7491

A vast number of innovative and export-driven small and medium-sized enterprises in Germany are the main drivers influencing recruitment revenue growth of 2% in 2013. Strong potential for recruitment agencies in the market lies in the recruitment ...

Nov 2014 | US$600 | Pages: 25 | Add to cart | View details

Country Report

Other Business Services in Germany: ISIC 7499

Due to growing number of new businesses in Germany and greater focus on consumer satisfaction, revenue of other business services grows 3% in 2013. As industry is focused on providing services for commercial clients, B2B purchases account for 98% ...

Nov 2014 | US$600 | Pages: 24 | Add to cart | View details

Country Report

Hairdressing and Beauty Treatment in Germany: ISIC 9302

German hairdressing and beauty treatment market grows by 17% from 2008 due to companies’ ability to adjust to changing consumer needs by expanding salon network to young, price sensitive customers, and focusing on wealthier middle-age consumers. ...

Nov 2014 | US$600 | Pages: 25 | Add to cart | View details

Country Report

Extraction of Crude Petroleum and Natural Gas in Germany: ISIC 11

Lower oil and gas prices offset volume demand growth, market value drops 4% to EUR81 billion in 2013. Absolute majority of crude oil and natural gas consumed in Germany is imported. Natural gas output declines 9% in 2013 to 11 bcm, while crude ...

Nov 2014 | US$600 | Pages: 25 | Add to cart | View details

Country Report

Mining of Metal Ores in Germany: ISIC 13

Plummeting metal prices push German market of metal ores down by 11.5% in 2013 to EUR6.8 billion. Aluminium price remains in decline due to oversupply in global market; meanwhile aluminium demand in Germany is strengthened by increasing use in ...

Nov 2014 | US$600 | Pages: 10 | Add to cart | View details

Country Report

Quarrying of Stone, Sand and Clay in Germany: ISIC 14

Quarrying of stone, sand and clay market in Germany sees 5.6% growth in 2013 as construction and cement production industries recover. Cement industry is the largest consumer of quarry products and enjoys growth of 1.2% related to construction ...

Nov 2014 | US$600 | Pages: 28 | Add to cart | View details

Country Report

Computers and Office Machinery in Germany: ISIC 30

German corporate clients abstain from further purchases for investment purposes, sinking German market of computers and office machinery by 4% in 2013. Imports’ share of market size increases to 82%, driven by surging electronics sales from ...

Nov 2014 | US$600 | Pages: 28 | Add to cart | View details

Country Report

Motor Vehicles, Trailers and Semi-trailers in Germany: ISIC 34

Market up 3% in 2013, driven by recovering new car market in second half of 2013 and increasing car prices. German corporate car brands dominate, representing 72% of passenger cars’ volume sales in 2013. Industry’s revenue grows 2% in 2012 thanks...

Nov 2014 | US$600 | Pages: 30 | Add to cart | View details

Country Report

Collection and Distribution of Water in Germany: ISIC 41

German collection and distribution of water market reaches EUR11.8 billion after growing 1% in 2013. Long-term water consumption trends point to shrinking water usage, but changes are very slow. In European context German residents are far behind...

Nov 2014 | US$600 | Pages: 23 | Add to cart | View details

Country Report

Construction in Germany: ISIC 45

After a slight decline in 2012 Germany’s construction market grows at a moderate annual rate of 1.2% in 2013 to reach EUR280.7 billion, underpinned by dynamic housing sector and low borrowing costs. Germany’s residential and commercial markets are ...

Nov 2014 | US$600 | Pages: 28 | Add to cart | View details

Country Report

Sale, Maintenance and Repair of Motor Vehicles, Retail Sale of Automotive Fuel in Germany: ISIC 50

Industry’s revenue stands at EUR53.1 billion in 2013, supported by recovering demand for new passenger cars in the second half of 2013. Revenue from maintenance and repair and parts and accessories grows 2% in 2013, as average car age in Germany ...

Nov 2014 | US$600 | Pages: 27 | Add to cart | View details

Country Report

Water Transport in Germany: ISIC 61

German water transport industry impacted by global downturn in shipping industry, with revenue down 7% in 2013. Charter rates of container ships barely cover companies’ costs due to global overcapacity in container shipping sector. Industry ...

Nov 2014 | US$600 | Pages: 26 | Add to cart | View details

Country Report

Air Transport in Germany: ISIC 62

Market value up 4% in 2013 reaching EUR33.5 billion, with 114 million air passengers carried. German legacy airlines continue to develop new business models, as a result of increasing competition from Middle East and low-cost carriers. Air ...

Nov 2014 | US$600 | Pages: 26 | Add to cart | View details

Country Report

Cargo Handling, Warehousing and Travel Agencies in Germany: ISIC 63

Industry’s revenue grows 2% in 2013, supported by increasing exports of industrial goods. Travel agencies represents fastest growing category in 2013, up by 3% thanks to record employment levels and generous holiday rules in Germany. Demand for ...

Nov 2014 | US$600 | Pages: 27 | Add to cart | View details

Country Report

Insurance and Pension Funding in Germany: ISIC 66

In 2013 insurance and pension funding industry experiences only marginal growth of 1% in revenue due to long-lasting low interest rates in capital markets and higher guaranteed interest rates or benefits for policyholders. Severe natural disasters ...

Nov 2014 | US$600 | Pages: 24 | Add to cart | View details

Country Report

Real Estate Activities in Germany: ISIC 70

Germany’s real estate market remains buoyant in 2013, mostly propelled by growing demand for residential properties and low borrowing costs. Positive economic conditions reflected in rising prices and rents of residential properties. In a sign of...

Nov 2014 | US$600 | Pages: 25 | Add to cart | View details

Country Report

Computer and Related Services in Germany: ISIC 72

Due to growing penetration of broadband Internet and increasing private sector digitization in Germany, computer and related services industry’s revenue increases 1% in 2013. Number of wireless broadband subscribers grows 10%, whereas fixed ...

Nov 2014 | US$600 | Pages: 26 | Add to cart | View details

Country Report

Research and Development in Germany: ISIC 73

Growing competition and desire for competitive advantage drive research and development industry. Companies mainly invest in applied research with 95% of research and development in natural sciences and development. Though the largest ...

Nov 2014 | US$600 | Pages: 26 | Add to cart | View details

Country Report

Sewage and Sanitation in Germany: ISIC 90

Driven by B2B demand German market for sewage and sanitation grows 3% to reach EUR43 billion in 2013. Only 15% of solid waste generated in the country is municipal waste, but German municipal waste per capita is among the highest in Europe. At ...

Nov 2014 | US$600 | Pages: 23 | Add to cart | View details
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