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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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Consumer Lifestyle

Consumer Lifestyles in Germany

The mood amongst consumers is upbeat thanks to the stable economy and steady job prospects. Rock bottom interest rates are making usually cautious householders more willing to spend rather than save any surplus income. Two major demographic trends ...

Mar 2014 | US$1,900 | Add to cart | View details

Strategy Briefing

Celebrity Power and Its Influence on Global Consumer Behaviour

Celebrities are playing an ever greater role in modern culture and consumption patterns, serving as arbiters of taste, style and public opinion the world over. Their endorsement and creative input enables them to bring attention, credibility and ...

Mar 2014 | US$2,600 | Pages: 69 | Add to cart | View details

Country Report

Packaged Food in Germany

Packaged food in Germany, as one of the most important consumer industries in the country, continues to perform well in 2013 and posted a stronger value growth compared to the overall review period. Conducive factors helped ensure sustained demand ...

Feb 2014 | US$6,500 | Pages: 289 | Add to cart | View details

Country Report

Chilled Processed Food in Germany

Chilled processed food in Germany is growing in popularity; however, the average German consumer is not as ready as the average UK consumer to accept new chilled ready-to-eat and ready-to-go food concepts. Convenience-to-go supermarkets developed by ...

Feb 2014 | US$900 | Pages: 60 | Add to cart | View details

Country Report

Dried Processed Food in Germany

The trend towards fresh and healthy food is continuing to affect negatively sales of dried processed food. The increasing affinity for freshness is becoming especially apparent through the extension of chilled processed food in discounters, which ...

Feb 2014 | US$900 | Pages: 58 | Add to cart | View details

Country Report

Frozen Processed Food in Germany

In 2013, frozen processed food continues to be very popular amongst consumers and Germany remains the largest frozen processed food market in Western Europe. Overall, frozen processed food has a good reputation amongst German consumers and almost all...

Feb 2014 | US$900 | Pages: 64 | Add to cart | View details

Country Report

Ready Meals in Germany

The horsemeat scandal in Europe, which reached Germany in early 2013, negatively affected ready meals during the early part of the year. Undeclared horsemeat in ready meals, such as canned ravioli, frozen lasagne and beef tortellini, was sold as beef...

Feb 2014 | US$900 | Pages: 60 | Add to cart | View details

Country Report

Canned/Preserved Food in Germany

Canned/preserved food is once again in 2013 being strongly affected by the freshness and ultra-freshness trend. In terms of volume sales, canned/preserved food continues to decline. German consumers are increasingly making spontaneous decisions on a ...

Feb 2014 | US$900 | Pages: 59 | Add to cart | View details

Country Report

Snack Bars in Germany

Snack bars continued to be a rather small category of packaged food in Germany, and the only products with noteworthy sales, especially when considering the very large food market overall, remained granola/muesli bars, which was responsible for the ...

Feb 2014 | US$900 | Pages: 53 | Add to cart | View details

Country Report

Spreads in Germany

In 2013, strong increases in retail value sales of spreads are expected, as well as across the category which were mainly the result of a considerable increase in average unit prices, since volume demand in the same year is set to witness marginal ...

Feb 2014 | US$900 | Pages: 56 | Add to cart | View details

Country Report

Baked Goods in Germany

Baked goods in Germany was characterised by overall stable volume demand. The products, particularly bread which is a key staple in Germany, already reached a level of maturity with limited potential for further volume growth. That the category is ...

Feb 2014 | US$900 | Pages: 59 | Add to cart | View details

Country Report

Bakery in Germany

In a category dominated by artisanal products on the one hand and private label on the other hand, Lieken AG is set to continue to be the largest player within branded products with 9% value share. Lieken has a long tradition as well as high ...

Feb 2014 | US$1,900 | Pages: 76 | Add to cart | View details

Country Report

Biscuits in Germany

Due to higher costs of commodities, which continued to be highly volatile, yet also continued to rise rather than decline in the long-term, manufacturers of branded products and of private label biscuits in Germany were forced to increase their ...

Feb 2014 | US$900 | Pages: 57 | Add to cart | View details

Country Report

Breakfast Cereals in Germany

Breakfast cereals continued to be a very mature and saturated category of packaged food in Germany which consequently was not able to offer significant opportunities for growth, neither for branded and private label manufacturers nor for retailers. ...

Feb 2014 | US$900 | Pages: 54 | Add to cart | View details

Country Report

Ice Cream in Germany

With healthy current value growth in 2012 and predicted stable growth for 2013, ice cream was recovering from rather weak sales during the 2009 to 2011 period. Traditionally, the category is much more dependent on the weather than most other ...

Feb 2014 | US$900 | Pages: 61 | Add to cart | View details

Country Report

Oils and Fats in Germany

In line with the very strong health and wellness trend in Germany in general, which showed no signs of weakening towards the end of the review period, and ongoing campaigns of government agencies on the one hand and of the media on the other hand, ...

Feb 2014 | US$900 | Pages: 58 | Add to cart | View details

Country Report

Toys and Games in Germany

German economic growth slowed in 2012 but remained positive. This was partly caused by the European debt crisis. The broader economic climate, however, did not dampen consumer spending on various types of goods. In fact, German consumers continued to...

Jan 2014 | US$1,100 | Pages: 53 | Add to cart | View details

Country Report

Computers and Peripherals in Germany

An increased level of connectivity and mobile computing will continue to play the major role in the German consumer electronics market and especially in the market for computers. Not only young people who want to be able to be connected, in touch ...

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

Country Report

Home Audio and Cinema in Germany

In 2012, home audio and cinema benefited not only from new trends within connected living and on-demand media, but also from an increasing demand for quality and enhanced audio experience. With a growing number of big flat-screen TVs and Blu-ray disc...

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

Country Report

Imaging Devices in Germany

The market for imaging devices, digital cameras likewise, digital camcorders, suffers severely from the increasing competition from smartphones and tablet computers being equipped with constantly improving cameras and imaging devices. Videos and ...

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

Country Report

In-Car Entertainment in Germany

Despite the comparably short existence of some of its categories and products, in-car entertainment is a fairly mature and highly saturated market. Nearly every household that owns a car, also owns at least one navigation system, especially since ...

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

Country Report

Mobile Phones in Germany

In 2013, two major trends defined the mobile phone market in Germany; on the one hand, societal and demographic developments drive sales and penetration of mobile phones in general, constantly changing the ratio between households with fixed-line ...

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

Country Report

Consumer Electronics in Germany

Despite the constant uncertainty in regards to economic developments in Europe due to the continuous struggles of members within the Eurozone and the rather careful estimations for Germany’s GDP growth in 2013, consumers continue to have faith in the...

Jan 2014 | US$1,900 | Pages: 83 | Add to cart | View details

Country Report

Portable Players in Germany

With increasing sophistication and popularity of multimedia-enabled devices such as mobile and smartphones, likewise tablet PCs and other portable computers, portable players become more and more redundant in the German market. Since smartphones for ...

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

Country Report

Financial Cards and Payments in Germany

Fuelled by low unemployment, the consumer sentiment in Germany remained positive in 2013, despite the problems of the Eurozone crisis. Most consumers still have considerable trust in the financial system. As such, the consumer payment industry ...

Jan 2014 | US$1,900 | Pages: 72 | Add to cart | View details

Country Report

Soup in Germany

Soup sales in Germany on the whole are still struggling with the perception of being a winter rather than an all-year-round meal. With this constraint, soup sales are already quite mature, although there is still scope for further growth, should ...

Jan 2014 | US$900 | Pages: 57 | Add to cart | View details

Country Report

Sweet and Savoury Snacks in Germany

In 2013, sweet and savoury snacks continues to profit from the ongoing trend of staying in rather than going out among consumers. Additionally, consumers’ interest in naturally healthy snacks is increasing. Both factors are benefiting sweet and ...

Jan 2014 | US$900 | Pages: 58 | Add to cart | View details

Country Report

Noodles in Germany

Noodles retail value sales growth in 2013 is expected to be faster than the CAGR of the review period in Germany. The popularity of Asian cuisine in consumer foodservice outlets continues to expand beyond consumers’ long-established interest in ...

Jan 2014 | US$900 | Pages: 57 | Add to cart | View details

Country Report

Pasta in Germany

Overall, pasta value sales in Germany are expected to grow healthily in 2013. Aside from the most established staples of potatoes and bread, pasta is the next most popular source of carbohydrates for meals in Germany, far ahead of more ethnic ...

Jan 2014 | US$900 | Pages: 52 | Add to cart | View details

Country Report

Sauces, Dressings and Condiments in Germany

Sauces, dressings and condiments is already a mature category in Germany; however, it is still managing to notch slight volume growth and respectable value growth in 2013 thanks to the favourable home cooking trend in Germany. The trend has increased...

Jan 2014 | US$900 | Pages: 61 | Add to cart | View details

Country Report

Spectacles in Germany

While demographic changes such as the ageing population contributed to the overall positive growth of eyewear, spectacle value sales in 2013 mainly benefited from fashion trends. Many consumers perceived spectacles not only as a form of vision ...

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

Country Report

Contact Lenses in Germany

Contact lenses recorded a healthy performance in 2013, with current value sales increasing by 2%. In Germany, many consumers purchased contact lenses as they became increasingly familiar with how to use this product. This was reflected in the rising ...

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

Country Report

Eyewear in Germany

Eyewear in Germany maintained its positive performance in 2013 due to the fact that the country’s population is ageing, with an increasing number of German consumers requiring vision correction. Current value growth in 2013 exceeded the category’s ...

Jan 2014 | US$1,100 | Pages: 33 | Add to cart | View details

Country Report

Watches in Germany

Watches benefited from the success of being promoted and celebrated by watch manufacturers as a popular fashion accessory. In Germany, consumers across a broad target audience responded with overwhelming interest in watches in 2013. This consumer ...

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

Country Report

Writing Instruments in Germany

Writing instruments in Germany has passed its maturity stage due to the digitalisation of offices and institutions in Germany. The digital switchover resulted in consumers´ writing needs shrinking, and some German consumers stopped using the ...

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

Country Report

Bags and Luggage in Germany

Bags and luggage in Germany enjoyed a healthy growth performance in 2013. Reflecting a considerably robust economy, consumer confidence had been relatively stable in Germany in 2013. The German consumers’ appetite for travel continued to make a vital...

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

Country Report

Jewellery in Germany

In 2013, jewellery recorded a positive performance. In economic uncertainty, with considerably feeble interest rate repayments and the risk of inflation, German consumers predominately sought for monetary security. Real jewellery benefited from these...

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

Country Report

Personal Accessories in Germany

Personal accessories recorded a strong growth performance, although consumer sentiments were not as strong as in previous years. Sluggish German GDP growth in 2013 was countered by a very low unemployment rate paired with extremely low interest rates...

Jan 2014 | US$1,100 | Pages: 59 | Add to cart | View details

Strategy Briefing

The New Face of Private Label: Global Market Trends to 2018

Today’s private labels – unlike the generic offerings of the past – are carefully managed and marketed in order to improve the retailer’s competitive edge. Indeed, many are now seen as brands in their own right. This global report examines new ...

Jan 2014 | US$2,600 | Pages: 103 | Add to cart | View details

Country Report

Consumer Lending in Germany

The German economy slightly cooled down in 2013, but consumer sentiment remained strong. Low unemployment, especially among young and middle-aged people, helped underpin many people’s readiness to take out new loans. Loans are primarily taken out for...

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

Country Report

Chocolate Confectionery in Germany

Exploding raw material costs and in turn, higher retail prices are among the drivers for retail volume sales decline in 2013 while value sales continued to grow. In context of the review period, the value growth in 2013 is around the same as the ...

Jan 2014 | US$900 | Pages: 62 | Add to cart | View details

Country Report

Confectionery in Germany

Ferrero retains a 21% value share as the leading company in chocolate confectionery in 2012 and 2013; far ahead of its nearest rivals: Mars Deutschland with 12% and Kraft Foods Deutschland, also with 12%. Ferrero was in 2013 especially successful in ...

Jan 2014 | US$1,900 | Pages: 78 | Add to cart | View details

Country Report

Dairy in Germany

Milk represents the bulk of sales of drinking milk products. As it is a staple, people are much less reluctant to buy private label, especially as the private label range offers a wide choice. All supermarkets and discounters have their own organic ...

Jan 2014 | US$1,900 | Pages: 87 | Add to cart | View details

Country Report

Drinking Milk Products in Germany

Drinking milk products see growing unit prices in 2013, which should however be regarded as a return to normality, as drinking milk had been extremely cheap in 2012, with for example, private label semi-skimmed milk being offered for €0.51 per litre ...

Jan 2014 | US$900 | Pages: 59 | Add to cart | View details

Country Report

Gum in Germany

After two years of significant decline, gum set to recover in 2013 with stagnation in current value terms. However, in terms of volume sales, gum in Germany performed negatively for the third year in a row. Average unit prices for gum increased in ...

Jan 2014 | US$900 | Pages: 54 | Add to cart | View details

Country Report

Meal Replacement in Germany

As obesity is a risk factor for various diseases, weight loss is becoming within the scope of increasingly urgent medical treatments. Examples of obesity-related diseases are cardiovascular diseases and diabetes, but also metabolic disorders, muscle ...

Jan 2014 | US$900 | Pages: 53 | Add to cart | View details

Country Report

Other Dairy in Germany

International dessert specialities and other premium dessert products, which already have a strong presence in the foodservice channels, have begun to make their way onto the shelves of grocery retailers in 2012 and 2013. Products such as tiramisu, ...

Jan 2014 | US$900 | Pages: 62 | Add to cart | View details

Country Report

Sugar Confectionery in Germany

Sugar confectionery’s performance in 2013 is better than the performance over the review period in terms of value sales. This outcome has especially to do with higher retail prices due to exploding raw material costs particularly for sugar, which is ...

Jan 2014 | US$900 | Pages: 61 | Add to cart | View details

Country Report

Yoghurt and Sour Milk Products in Germany

Yoghurt and sour milk products is seeing a decent overall performance in 2013. Sour milk products is expected to continue the decline in 2012 that they have already shown for many years, due to the taste of such products becoming less popular. ...

Jan 2014 | US$900 | Pages: 62 | Add to cart | View details

Country Report

Baby Food in Germany

Compared with the general decline seen in the review period as a whole, the decline in baby food value sales in Germany in 2013 was much less than seen previously from 2010 onwards. This is mainly due to growth in the toddler age group on the one ...

Jan 2014 | US$900 | Pages: 53 | Add to cart | View details
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Statistical Reference Handbook

Statistical Reference Handbook

Statistical Reference Handbook