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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

Juice in Germany

German consumers remained more oriented towards carbonates and flavoured water, with many young consumers regarding fruit juice as old-fashioned. In 2014, juice posted a further decline in off-trade volume sales, albeit lower than that seen the ...

Mar 2015 | US$900 | Pages: 36 | Add to cart | View details

Country Report

Soft Drinks in Germany

The overall volume sales performance of soft drinks was stagnant in 2014. The reason for this was mainly demographic changes working against an already mature industry. While the German population as a whole experienced a slight increase, the over ...

Mar 2015 | US$1,900 | Pages: 97 | Add to cart | View details

Country Report

RTD Coffee in Germany

RTD coffee posted another strong performance in 2014. The number of consumers who have discovered the convenience of RTD coffee continued to rise in 2014, which led to growth in volume sales. The majority of German consumers have tight work schedules...

Mar 2015 | US$900 | Pages: 28 | Add to cart | View details

Country Report

RTD Tea in Germany

RTD tea registered an off-trade volume decline of 3% in 2014, which was, however, an improvement on the previous year’s decline of 5%. The rapid growth of carbonated RTD tea in 2014 partly offset the decline in the much bigger still RTD tea category....

Mar 2015 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Asian Speciality Drinks in Germany

Asian speciality drinks is the least valuable soft drinks category in Germany. However, an uptrend was seen over the review period, with volume sales growing from 0.2 million litres in 2009 to 0.9 million litres in 2014. The products are not yet well...

Mar 2015 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Bottled Water in Germany

Bottled water consumption continues to grow in Germany due to the long-lasting impact of the health and wellness trend. Thus, the category registered both positive off-trade current value and volume growth in 2014. Compared to the review period ...

Mar 2015 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Carbonates in Germany

Despite a small dip in volume sales, carbonates remained the kind of soft drinks that Germans spent the most money on and drank the largest amounts of, more than bottled water or juice. In current value terms, a 2% increase was registered in the ...

Mar 2015 | US$900 | Pages: 41 | Add to cart | View details

Country Report

Concentrates in Germany

Most German consumers regard concentrates as inconvenient in their preparation and never consider them as a possible purchase. The products are mainly associated with children, who remain the category’s key consumer group. Parents appreciate the ...

Mar 2015 | US$900 | Pages: 32 | Add to cart | View details

City Review

Hamburg City Review

In 2013, Hamburg metropolitan area produced 5% of Germany's GDP and was home to 3.2 million people, making it one of the key urban agglomerations in the country. Hamburg's seaport, the second-largest in Europe, serves as a vital export link for ...

Mar 2015 | US$650 | Pages: 23 | Add to cart | View details

City Review

Munich City Review

Munich is a major centre of manufacturing and business services in Germany with high-tech factories, banks and IT firms. The city benefits from a high concentration of skilled employees and qualified immigrants who are successfully integrated into ...

Mar 2015 | US$650 | Pages: 23 | Add to cart | View details

City Review

Frankfurt City Review

Frankfurt is the fourth-largest metropolis in Germany in terms of GDP, trailing Berlin, Munich and Hamburg. Known as Germany's financial capital, Frankfurt boasts the highest share of GDP originating in the business services sector (41% in 2013) ...

Mar 2015 | US$650 | Pages: 23 | Add to cart | View details

Global Briefing

Global Food and Beverage Closures: Key Trends and Opportunities

Retail sales of food and beverage closures are on the rise and will likely maintain this trend to 2018. This growth is primarily driven by a significant shift from unpackaged water and yoghurt towards packaged varieties in the developing world. ...

Feb 2015 | US$1,200 | Pages: 28 | Add to cart | View details

Country Report

Packaged Food in Germany

Retail value sales of packaged food in Germany overall continued to grow towards the end of the review period in 2013 and 2014, showing a better performance compared to the average growth achieved during the review period since 2009 as a whole. This ...

Feb 2015 | US$6,500 | Pages: 285 | Add to cart | View details

City Review

Berlin City Review

Due to its communist legacy, Berlin has traditionally been a laggard among German cities. Nonetheless, thanks to decades of federal investment projects, rising tourism and growing interest in its real estate, Berlin is finally taking its grip and ...

Feb 2015 | US$650 | Pages: 23 | Add to cart | View details

Country Report

Financial Cards and Payments in Germany

The long term trend of cash substitution continued in 2014, as German consumers are increasingly using financial cards for payments. Especially amongst young and middle-aged consumers it is regarded as more up-to-date to pay by card rather than by ...

Feb 2015 | US$1,900 | Pages: 73 | Add to cart | View details

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 | Pages: 34 | 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 | Pages: 39 | 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 | Pages: 35 | 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 | Pages: 36 | 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 | Pages: 41 | 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 | Pages: 38 | 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 | Pages: 62 | 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 | Pages: 51 | 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 | Pages: 50 | 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 | Pages: 174 | 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 | Pages: 62 | 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

Chilled Processed Food in Germany

Chilled processed food saw considerable growth in 2013 and 2014, up 3% in both years in current value terms. In volume terms, growth continued as well, with all years since 2003 having seen a positive volume development, which is quite impressive in ...

Jan 2015 | US$900 | Pages: 55 | Add to cart | View details

Country Report

Dried Processed Food in Germany

Retail value sales of dried processed food stagnated in current value terms at €1.8 billion in 2014, the third year in a row with almost unchanged revenues in Germany, which has to be seen as a success rather than as a failure, with dried processed ...

Jan 2015 | US$900 | Pages: 54 | Add to cart | View details

Country Report

Frozen Processed Food in Germany

Retail value sales of frozen processed food continued to grow in current value terms in 2014, with this positive development starting in 2012. Value sales increased by 3% in 2014 to reach €6.7 billion, the highest sales ever seen by the category in ...

Jan 2015 | US$900 | Pages: 59 | Add to cart | View details

Country Report

Ready Meals in Germany

Retail value sales of ready meals in Germany continued their positive development in 2014, which had started in 2012, with a positive volume development as well. In the context of increasingly busy lifestyles, with a record number of Germans in ...

Jan 2015 | US$900 | Pages: 55 | Add to cart | View details

Country Report

Canned/Preserved Food in Germany

Retail value sales of canned/preserved food grew in 2014 reaching EUR4.0 billion, which is the fourth positive year in a row. However, volume sales continued to decline. The category continues to suffer from its extreme level of maturity of demand ...

Jan 2015 | US$900 | Pages: 55 | 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

Noodles in Germany

German consumers are becoming increasingly health-conscious and worried about the additives contained in food. According to a leading industry source, Knorr’s “Natürlich ohne” (naturally without) label sets a standard in highly processed foods to ...

Jan 2015 | US$900 | Pages: 54 | Add to cart | View details

Country Report

Pasta in Germany

As in other categories, regional pasta products have been a key trend in 2014. According to various industry sources, regional products have performed very well and experienced strong growth. Regional products are not replacing organic products. Some...

Jan 2015 | US$900 | Pages: 51 | Add to cart | View details

Country Report

Sauces, Dressings and Condiments in Germany

Current value growth has remained at around 2% since 2011. Volume growth remained stable and value growth was slightly weaker in 2014 than in 2013. Value growth being stronger than volume growth was mainly due to premiumisation, particularly in ...

Jan 2015 | US$900 | Pages: 58 | Add to cart | View details

Country Report

Soup in Germany

German consumers have become increasingly critical of additives and anything that is not a natural ingredient in recent years. Dehydrated soup, which is the largest category by far in terms of value sales, is therefore continuing to fall out of ...

Jan 2015 | US$900 | Pages: 54 | Add to cart | View details

Country Report

Sweet and Savoury Snacks in Germany

The football World Cup that took place in Brazil has had a big impact on sweet and savoury snacks in Germany in 2014, driving innovation and sales. Most major players in the category jumped on the bandwagon and introduced, for example, new flavours ...

Jan 2015 | US$900 | Pages: 54 | 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
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