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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

Gardening in Germany

In 2014, the category posted its strongest performance of the review period, registering current value growth of 4%. This was largely due to a very poor performance in 2013, with a large share of sales in 2014 accounted for by purchases which were ...

Jul 2015 | US$990 | Add to cart | View details

Country Report

Home Furnishings in Germany

Home furnishings continued to register positive current value growth in 2014, largely driven by another steady performance from indoor furniture. In 2014, there were around 40 million living units in Germany, many of which are in need of ...

Jul 2015 | US$990 | Add to cart | View details

Country Report

Homewares in Germany

The trend towards social dining and entertaining friends and family at home contributed to a slightly better performance from homewares in 2014 compared to 2013. Nevertheless, the category posted a further marginal current value decline. ...

Jul 2015 | US$990 | Add to cart | View details

Country Report

Home and Garden in Germany

The German home and garden market enjoyed a slight recovery in 2014 after value sales declined in 2013. Home and garden in Germany is already a mature industry, with new sales typically needing to be driven by innovation and lifestyle products. ...

Jul 2015 | US$2,100 | Add to cart | View details

Country Report

Home Improvement in Germany

In 2014, the ongoing DIY trend drove the value sales of various categories within home improvement, proving its continuously high level of popularity. Even though the ageing and also quite busy German population partially lacks the time, skill and ...

Jul 2015 | US$990 | Add to cart | View details

Country Report

Beer in Germany

After years of continuous volume sales decline. beer in Germany grew again, fostered by the FIFA World Cup win of the German football team in Brazil and the sunny weather during the summer months. However, the great performance during the first half ...

Jul 2015 | US$990 | Pages: 40 | Add to cart | View details

Country Report

Cider/Perry in Germany

Cider/perry is a small niche product in Germany, because there is no tradition of the product in this country. Cider tends to be viewed as a type of beer although it is actually more similar to wine. This is a key problem in a beer-drinking country ...

Jul 2015 | US$990 | Pages: 31 | Add to cart | View details

Country Report

Alcoholic Drinks in Germany

After drastically declining consumption levels, sales of alcoholic drinks experienced volume growth for the first time in seven years in 2014. Main driver of growth was the euphoria surrounding the success of Germany’s national team in the FIFA World...

Jul 2015 | US$2,100 | Pages: 105 | Add to cart | View details

Country Report

Rtds/High-Strength Premixes in Germany

RTDs/high-strength premixes posted a very strong performance in 2014 once again, however, it no longer achieved double-digit growth like it did three years prior. This situation applies both with regards to volume sales and value sales. Growing ...

Jul 2015 | US$990 | Pages: 33 | Add to cart | View details

Country Report

Spirits in Germany

Spirits saw only a marginal loss in volume sales despite the challenging German demographics. Premiumisation remained a key driver in the category, particularly in imported products, such as rum, gin and whiskey. Both premium and super-premium ...

Jul 2015 | US$990 | Pages: 44 | Add to cart | View details

Country Report

Wine in Germany

Wine in Germany witnessed growing demand in terms of domestic and regionally produced types in 2014. In volume terms, wine continued to be the second most popular alcoholic beverage after Germany’s all-time favourite beer. In recent years, a clear ...

Jul 2015 | US$990 | Pages: 46 | Add to cart | View details

Country Report

Baby and Child-Specific Products in Germany

In 2014, the trend for products parents perceive as natural continued hand in hand with the trend for products labelled as organic. Parents are worried that artificial chemicals in baby and child-specific products might harm their babies’ health over...

Jul 2015 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Bath and Shower in Germany

This category can be roughly split between functional bath and shower products which offer good value for money and more luxurious pampering bath and shower products. Both the value for money and higher ends of the category performed well in 2014.

Jul 2015 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Colour Cosmetics in Germany

The use of colour cosmetics as a means of self-expression and individualisation continued to be of great importance in Germany in 2014. Consumers want and appreciate the opportunity to express and differentiate themselves from others. The popularity ...

Jul 2015 | US$990 | Pages: 31 | Add to cart | View details

Country Report

Deodorants in Germany

In early 2014, Unilever launched compressed deodorants in Germany. These offer the benefit of needing less space, for example in a woman’s handbag, and claim to be better for the environment. The environment benefits from this innovation because the ...

Jul 2015 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Depilatories in Germany

Perfectly smooth and hairless skin remained an important issue for women and teenage girls in Germany in 2014. Depilatories are most commonly used on legs and armpits but many consumers also use them on other parts of their body. Celebrities and ...

Jul 2015 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Fragrances in Germany

Innovation remained one of the main factors behind stable sales of fragrances in Germany in 2014. New launches in fragrances tend to be regular. Although fragrances is a very mature category in Germany, the constant launch of new products continued ...

Jul 2015 | US$990 | Pages: 27 | Add to cart | View details

Country Report

Hair Care in Germany

Individual styles, a professional look and a clean appearance continued to be important factors for German consumers in 2014, thus also impacting hair care. In an ever more hectic and fast-paced world, it is not always easy to find the time to visit ...

Jul 2015 | US$990 | Pages: 30 | Add to cart | View details

Country Report

Men's Grooming in Germany

Segmentation in men’s grooming increased in 2014, focusing for example on different skin types, particularly sensitive skin. However, simplicity remained the most important issue for men when choosing grooming products. Therefore, products designed ...

Jul 2015 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Oral Care in Germany

Due to the ageing population in Germany and strong consumer health awareness, oral care registered healthy current value growth of 3% in 2014. Products specifically targeting the needs and wants of older consumers, who are health-conscious and care ...

Jul 2015 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Beauty and Personal Care in Germany

Beauty and personal care in Germany continued to register positive current value growth in 2014, albeit slower than the review period average. Generally speaking, this was driven by price pressure from the private label trend as well as increasing ...

Jul 2015 | US$2,650 | Pages: 122 | Add to cart | View details

Country Report

Sets/Kits in Germany

Sets/kits remained popular in Germany in 2014. While well-established names remained the biggest players in terms of value sales, new players with different concepts entered the category, for example Glossybox, which as of January 2015 was still ...

Jul 2015 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Skin Care in Germany

The trend for in-shower body lotions, pioneered by Beiersdorf’s Nivea brand in 2013, remained influential in 2014, with more brands launching similar in-shower products, such as Eucerin as well as private label lines, for example dm’s Balea ...

Jul 2015 | US$990 | Pages: 34 | Add to cart | View details

Country Report

Sun Care in Germany

After a very poor performance in 2013, sun care sales slowly picked up again in 2014. A 1% increase in current value terms generated total sales of €163 million, this still being €6 million less than in 2012. This can be attributed to the weather not...

Jul 2015 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Health and Wellness in Germany

Jun 2015 | US$2,100 | Pages: 110 | Add to cart | View details

Global Briefing

Beer: What's Brewing on the Horizon?

Big brewers faced stagnant volume sales at the global level in 2014, and this has been the case for some years, following the financial crisis of the last decade. This briefing highlights some of the main category-specific trends that are being ...

Jun 2015 | US$1,325 | Pages: 40 | Add to cart | View details

Global Briefing

Natural Colours: Essentials Not Just Options

Use of colour is vital in giving fmcgs the visual appeal to attract consumers. Natural colours, specifically, are mainly used in food and beverages, and pet food, with the popularity of these ingredients rising due to concerns surrounding ...

Jun 2015 | US$1,325 | Pages: 39 | Add to cart | View details

Global Briefing

Strategies in Pet Food Retailing: Part 1

Pet food is in flux and so is its retailing landscape. As competition increases new challenges arise in a space where consumers are increasingly savvy and gains more difficult to achieve. Find out about successful retailing strategies and how ...

Jun 2015 | US$1,325 | Pages: 37 | Add to cart | View details

Global Briefing

Global Hot Tea: Growth Strategies and Opportunities

Globally, hot tea is the world’s second most consumed beverage. The category’s strong presence in key emerging markets places it on a strong footing for future growth, but new production innovation and distribution strategies will be needed to bridge...

Jun 2015 | US$1,325 | Pages: 59 | Add to cart | View details

Country Report

Packaging Industry in Germany

In 2014, packaging continued to see growth in Germany overall as well as in all markets covered by Euromonitor International, which are packaged food, beverages and non-food (which in turn includes beauty and personal care, dog and cat food, home ...

Jun 2015 | US$2,100 | Pages: 41 | Add to cart | View details

Country Report

Apparel Accessories in Germany

During 2014, apparel accessories in Germany continued to benefit mainly from two major trends, which resulted in strong positive value growth. Current fashion trends often focus on accessories in order to spruce up otherwise rather plain outfits in ...

Jun 2015 | US$990 | Pages: 27 | Add to cart | View details

Country Report

Childrenswear in Germany

Birth rates in Germany finally started improving during the review period, contributing to more positive volume and value growth in childrenswear. In addition to growing demand for high-quality products at reasonable prices, this resulted in a 1% ...

Jun 2015 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Footwear in Germany

Despite limitations on volume growth imposed by the high levels of maturity and saturation in footwear in Germany in 2014, value sales in the category increased marginally to category remained on €9.0 billion. This development derives mostly from the...

Jun 2015 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Hosiery in Germany

Due to the fairly high level of saturation in hosiery in Germany and the continuously growing price-sensitivity of German consumers with regards to products which are mostly considered to be underwear, the category saw value sales decline in 2014. ...

Jun 2015 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Jeans in Germany

Jeans in Germany registered moderate current value growth in 2014. In addition to the continuous trend towards more casual clothing styles in workplaces and for formal occasions, rising demand for new styles of jeans with intricate designs made from ...

Jun 2015 | US$990 | Pages: 30 | Add to cart | View details

Country Report

Menswear in Germany

The fairly stable and relatively high levels of disposable income in Germany continue to support consumer confidence and purchasing intentions. Especially within men’s outerwear, demand for high-quality leisurewear, often purchased to wear while ...

Jun 2015 | US$990 | Pages: 35 | Add to cart | View details

Country Report

Apparel and Footwear in Germany

Despite rather unfavourable weather conditions, declining purchase frequency and growing pressure on unit prices and companies due to high levels of fragmentation, apparel and footwear saw positive value growth in 2014. The increasing demand for ...

Jun 2015 | US$2,100 | Pages: 95 | Add to cart | View details

Country Report

Sportswear in Germany

Towards the end of the review period, health and fitness continued to play a major role in Germany’s increasingly busy and rapidly ageing society. The trend towards healthier, more balanced lifestyles therefore continue to have a positive impact on ...

Jun 2015 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Womenswear in Germany

Two major trends had a positive effect on sales of womenswear in Germany in 2014. For one, the demand for exclusive high-quality products rose, thereby driving success for premium brands and more expensive products. This development also balanced out...

Jun 2015 | US$990 | Pages: 37 | Add to cart | View details

Country Report

Dairy Packaging in Germany

As the quite impressive total volume sales figure of over 25.1 billion units - or 24.2 billion units of primary packaging - shows, dairy products continued to be very popular among the Germany population in 2014, indicating a very mature and ...

Jun 2015 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Sauces, Dressings and Condiments Packaging in Germany

Sauces, dressings and condiments packaging in Germany was able to benefit from favourable basic conditions towards the end of the review period and increased by 1% to 4.0 billion units. This was up 19 million units from 2013, and up 184 million units...

Jun 2015 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Baby Food Packaging in Germany

In Germany in 2014, unit sales of baby food packaging increased slightly by 300,000 units. Overall, the same pattern was seen over the review period, with total growth of 2% or 8 million units in absolute growth terms. These results have to be seen ...

Jun 2015 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Canned/Preserved Food Packaging in Germany

Canned/preserved food continues to see declining interest from all parties involved, including brand owners (both proprietary brands and private label), retailers and especially consumers. In the competition with other packaged food products as well ...

Jun 2015 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Chilled Processed Food Packaging in Germany

Chilled processed food packaging stagnated in Germany in 2014 at 7.1 billion units. Total unit volume sales declined by 2% over the review period, with sales in 2014 standing at 175 million units lower than 2009. Despite this, chilled processed food ...

Jun 2015 | US$990 | Pages: 28 | Add to cart | View details

Country Report

Confectionery Packaging in Germany

In 2014, confectionery packaging witnessed the first positive growth since 2005, although the declines seen in the preceding period were often quite small (for example in 2007 and 2010). In 2014, total unit volume sales of confectionery packaging ...

Jun 2015 | US$990 | Pages: 28 | Add to cart | View details

Global Briefing

Indoor Furniture: Category Overview

Indoor furniture appeared in a better place in 2014 than at any time since the recession started. Growth returned in the US, and China’s consumer market remains strong as many households become first-time buyers. However, ongoing currency woes have ...

Jun 2015 | US$1,325 | Pages: 56 | Add to cart | View details

Country Report

Consumer Health in Germany

Value sales of consumer health in Germany slumped in 2014, with a decline seen across various categories, particularly in OTC. As the market suffered from saturation, manufacturers faced little scope for growth. However, in light of rising health ...

May 2015 | US$2,650 | Pages: 108 | Add to cart | View details

Country Report

Sports Nutrition in Germany

Despite a decline in demand from consumers who engage in bodybuilding, which is the traditional consumer base for sports nutrition, the category registered a strong performance in 2014. Sports nutrition profited from increasing consumer desire for ...

May 2015 | US$990 | Pages: 20 | Add to cart | View details

Country Report

Vitamins and Dietary Supplements in Germany

Vitamins and dietary supplements continued to see a fall in popularity among German consumers in 2014. Nearly all categories witnessed both a volume and current value decline. Germans have a fairly conservative attitude towards vitamins and dietary ...

May 2015 | US$990 | Pages: 40 | Add to cart | View details

Country Report

Weight Management in Germany

The unhealthy lifestyles of many German consumers, comprising hectic schedules, a lack of physical activity and an excessive calorie intake, remained major concerns in Germany in 2014, resulting in many being overweight or obese. According to ...

May 2015 | US$990 | Pages: 21 | Add to cart | View details
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