Germany

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Germany. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Germany StatisticsConsumer Lifestyles in GermanyGermany Country BriefingsFuture Demographics: Germany in 2030

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    Strategy Briefing

    Strategy Briefing

    Global Economic Forecasts: Q2 2018

    May 2018

    Global economy continues to perform strongly, both in advanced and emerging markets. Global real GDP expanded by 4.0% in Q4 2017. Growth was supported by higher investment activity in advanced economies, higher consumer demand in emerging markets, ...

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    Country Briefing

    Country Briefing

    Business Dynamics: Germany

    May 2018

    Germany’s businesses enjoy a solid regulatory environment, enabling them to flourish. However, substantial bureaucracy exists for starting a business, a category which performs badly in the Ease of Doing Business (Doing Business) report, whilst high ...

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    Strategy Briefing

    Strategy Briefing

    Menswear in Western Europe

    May 2018

    While demand for menswear is supported by men’s growing interest in fashion, value growth will be restrained by mounting pressure on unit prices. Alongside the pressure placed on prices by highly competitive fast fashion and private label players, ...

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    Country Briefing

    Country Briefing

    Households: Germany

    May 2018

    Germany’s households are being transformed by factors such as immigration, urbanisation and economic growth, which is especially evident in the country’s largest cities. A big single-person household market is reshaping both the property segment and ...

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    Country Report

    Country Report

    Baby and Child-Specific Products in Germany

    May 2018

    Until fairly recently, Germany was experiencing stagnation in the number of newborns and a declining population of children up to 12 years of age. This served to limit value growth in baby and child-specific products. In 2017, data released by the ...

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    Country Report

    Country Report

    Bath and Shower in Germany

    May 2018

    Once considered as only serving the purpose of providing a place for personal care, the bathroom is now increasingly being seen as a spa due to a consumer focus on wellbeing. This need for a quiet and relaxing place is largely down to more hectic and...

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    Country Report

    Country Report

    Colour Cosmetics in Germany

    May 2018

    Colour cosmetics has been the main beneficiary of consumers’ growing focus on appearance. While other categories in beauty and personal care have also benefited, colour cosmetics allow consumers to instantly change their look. This has become ...

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    Country Report

    Country Report

    Deodorants in Germany

    May 2018

    While the trend towards deodorants without aluminium salts previously appeared to be a temporary one, 2017 showed otherwise. Although there has not yet been any conclusive evidence regarding the detrimental health effects of deodorants containing ...

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    Country Report

    Country Report

    Depilatories in Germany

    May 2018

    For a growing number of women in Germany, hair removal is becoming more important because hairless and smooth skin is associated with a youthful, well-groomed and attractive appearance. Depilation mainly concerns legs, armpits and the genital area. ...

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    Country Report

    Country Report

    Fragrances in Germany

    May 2018

    In 2017, fragrances posted a decline in value sales as the category is currently witnessing significant changes which are expected to have a lasting impact. Douglas, the longstanding leading retailer, is facing increasing price competition, on ...

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    Country Report

    Country Report

    Hair Care in Germany

    May 2018

    With hair care being a highly mature and saturated category in Germany, manufacturers and retailers have been seeking ways to maintain consumer interest. By reducing prices to boost volume sales, the major drugstores, dm and Rossmann, have triggered ...

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    Country Report

    Country Report

    Mass Beauty and Personal Care in Germany

    May 2018

    In 2017, beauty and personal care continued to become more important to German consumers of all ages as they placed greater value on their health and personal hygiene. Furthermore, a well-groomed appearance is important to consumer confidence, which ...

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    Country Report

    Country Report

    Men's Grooming in Germany

    May 2018

    In 2017, men’s grooming recorded a decline in value sales despite general optimism regarding the category. Its decline can be largely attributed to a poor performance from men’s shaving and a high level of price competition between both manufacturers...

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    Country Report

    Country Report

    Oral Care in Germany

    May 2018

    Modern technologies and advances in dental hygiene helped to improve the oral health of the German population over the review period. According to data from the fifth German Oral Health Study, only around 12% of elderly Germans no longer have their ...

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    Country Report

    Country Report

    Beauty and Personal Care in Germany

    May 2018

    In 2017, beauty and personal care in Germany continued to register steady current value growth. This can be attributed to strong performances from several categories which are benefiting from current trends, with other categories posting a decline in...

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    Country Report

    Country Report

    Premium Beauty and Personal Care in Germany

    May 2018

    When consumers in Germany decide to purchase premium products, this is often a reflection of their priorities. With a growing selection of products available at different price points, consumers are tending to spend more on items which are important ...

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    Country Report

    Country Report

    Skin Care in Germany

    May 2018

    Germans are placing a growing emphasis on their physical appearance, with the boundaries between health, wellness and skin care continuing to blur. Against this backdrop, they are showing a growing willingness to spend more on products with high ...

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    Country Report

    Country Report

    Sun Care in Germany

    May 2018

    In 2017, sun care continued to depend fairly heavily on the weather. Nevertheless, over the review period many consumers took a more holistic approach to sun care, paying more attention to UV levels and their possible impact on skin health and ...

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    Country Report

    Country Report

    Gardening in Germany

    Apr 2018

    Gardening remained a very popular pastime in Germany in 2017. While homeowners valued the relaxing atmosphere of a well-kept garden, representing their individual styles and tastes, consumers living in city apartments also sought ways to benefit from...

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    Country Report

    Country Report

    Home Furnishings in Germany

    Apr 2018

    As the industry has witnessed consolidation in recent years, with this likely to continue, both retailers and manufacturers will have to innovate so as to be able to cater for consumers’ changing shopping behaviour. Consumers’ needs and wants are ...

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