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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

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$1,000 | 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$1,000 | 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$1,000 | Pages: 21 | Add to cart | View details

Country Report

Wound Care in Germany

Despite being fairly saturated and facing intense pressure from private label, wound care continued to register positive current value growth in 2014. This was mainly attributable to rising unit prices, with industry experts identifying an increasing...

May 2015 | US$1,000 | Pages: 19 | Add to cart | View details

Country Report

Adult Mouth Care in Germany

Sales of adult mouth care continued to be driven by the growing prevalence of mouth infections such as ulcers or periodontitis in Germany. Mouth infections particularly occur among the older parts of the population and are commonly associated with ...

May 2015 | US$1,000 | Pages: 19 | Add to cart | View details

Country Report

Analgesics in Germany

In 2014, analgesics continued to face the downward trend that had shaped virtually the entire review period. The main cause of the slowdown in demand was growing health awareness among German consumers, which involves a stronger focus on prevention ...

May 2015 | US$1,000 | Pages: 28 | Add to cart | View details

Country Report

Calming and Sleeping in Germany

Sales of calming and sleeping products continued to benefit from increasingly busy and hectic consumer lifestyles in 2014. In particular, Germany’s urban population faced growing stress levels deriving not only from pressure at work but also from ...

May 2015 | US$1,000 | Pages: 26 | Add to cart | View details

Country Report

Cough, Cold and Allergy (Hay Fever) Remedies in Germany

Sales of cough, cold and allergy (hay fever) remedies are directly dependent on weather conditions and the related occurrence of cough, cold or allergy symptoms. While the category posted a strong performance in 2013 due to the effects of a heavy ...

May 2015 | US$1,000 | Pages: 34 | Add to cart | View details

Country Report

Dermatologicals in Germany

Dermatologicals continued to post a positive performance in 2014 as a result of German consumers’ preference for self-medicating instead of consulting a doctor. The majority of dermatological conditions are perceived to be minor and there is ...

May 2015 | US$1,000 | Pages: 25 | Add to cart | View details

Country Report

Digestive Remedies in Germany

Digestive remedies continued to register a positive performance in 2014 as a result of favourable demographic changes. Like most Western European countries, Germany continues to be faced with an ageing population, which brings about a higher ...

May 2015 | US$1,000 | Pages: 28 | Add to cart | View details

Country Report

Eye Care in Germany

Eye care sales benefited from a strong allergy season in 2014. While standard eye care remained the predominant type, accounting for over two-thirds of overall volume and value sales, the positive impetus on overall turnover only came from the growth...

May 2015 | US$1,000 | Pages: 19 | Add to cart | View details

Country Report

Herbal/Traditional Products in Germany

Herbal/traditional products continued to be characterised by mixed category performances in 2014. Germans are generally quite fond of herbal/traditional remedies due to their natural origin, longstanding tradition and few perceived side-effects. As a...

May 2015 | US$1,000 | Pages: 35 | Add to cart | View details

Country Report

NRT Smoking Cessation Aids in Germany

NRT smoking cessation aids continued to be fairly unpopular in Germany, registering a further decline in both volume and current value terms in 2014. Although the number of smokers continued to decline in response to government health campaigns and ...

May 2015 | US$1,000 | Pages: 20 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Germany

In addition to ongoing trends such as a constantly ageing population and rising number of residents in nursing homes driving sales of AFH incontinence, 2014 offered extra opportunities for volume and value sales growth due to several major sporting ...

Apr 2015 | US$1,000 | Pages: 20 | Add to cart | View details

Country Report

Cotton Wool/Buds/Pads in Germany

In 2014, beauty and personal care, including colour cosmetics, continued to grow in Germany. As a result, cotton wool/buds/pads, which are often used to correct, apply or remove cosmetic and beauty products, also registered positive growth of 2% in ...

Apr 2015 | US$1,000 | Pages: 26 | Add to cart | View details

Country Report

Incontinence in Germany

Incontinence in Germany remained one of the main growth drivers of tissue and hygiene in terms of both volume and value sales in 2014. In order to continue to boost acceptance and understanding of the condition, manufacturers continued to improve and...

Apr 2015 | US$1,000 | Pages: 32 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Germany

As the birth rate in Germany continued to rise slightly in 2014, the overall volume sales of nappies/diapers/pants finally started to stabilise. As parents usually want what is best for their children, high quality products featuring the newest ...

Apr 2015 | US$1,000 | Pages: 27 | Add to cart | View details

Country Report

Tissue and Hygiene in Germany

Aside from the continuously favourable economic conditions in Germany, enabling and motivating consumers to purchase sophisticated or premium products without guilt, additional factors positively affected the value sales of tissue and hygiene in ...

Apr 2015 | US$2,650 | Pages: 73 | Add to cart | View details

Country Report

Retail Tissue in Germany

Despite the relative maturity and saturation of retail tissue in Germany, the category was able to achieve current value growth of 1% in 2014. The key drivers of sales, aside from an increase in average unit prices, were events like the Winter ...

Apr 2015 | US$1,000 | Pages: 29 | Add to cart | View details

Country Report

Sanitary Protection in Germany

Demographic changes in Germany, including a constant decline in the number of menstruating women, continued to adversely impact the volume sales of sanitary protection in 2014. In order to succeed in such a mature and saturated environment, ...

Apr 2015 | US$1,000 | Pages: 30 | Add to cart | View details

Country Report

Wipes in Germany

In 2014, a wide range of new and improved household and surface cleaners was launched in home care, thus providing increasing competition for wipes, particularly home care wipes and floor cleaning systems. As the utilisation of household cleaners ...

Apr 2015 | US$1,000 | Pages: 37 | Add to cart | View details

Country Report

Coffee in Germany

Fresh ground coffee pods remained very popular in Germany in 2014, posting healthy off-trade current value growth of 7%. Most of the major players are now present in coffee pods, while many smaller competitors are also striving to gain a substantial ...

Apr 2015 | US$1,000 | Pages: 24 | Add to cart | View details

Country Report

Other Hot Drinks in Germany

Other hot drinks benefited from the cold weather during the 2013/2014 winter. Many brands of flavoured powder drinks, which account for the bulk of sales in other hot drinks, are targeted particularly at children. When it is cold, products like hot ...

Apr 2015 | US$1,000 | Pages: 19 | Add to cart | View details

Country Report

Hot Drinks in Germany

Hot drinks stagnated in Germany in 2014 in both current value and volume terms. While coffee and other hot drinks managed to achieve positive current value growth, tea performed poorly, registering both a current value and volume decline. The poor ...

Apr 2015 | US$2,100 | Pages: 43 | Add to cart | View details

Country Report

Tea in Germany

2014 was a poor year for tea in terms of value sales. This was mainly due to a mild winter. In most regions in Germany, tea is still perceived as a drink for the winter. When it is cold outside, consumers like a hot drink to warm themselves up. ...

Apr 2015 | US$1,000 | Pages: 26 | Add to cart | View details

Country Report

Bleach in Germany

The overall perception of bleach remains fairly negative in Germany as it is usually more aggressive than many other household cleaners and, for this reason, consumer demand for bleach remains relatively low. In addition, regular product launches in ...

Apr 2015 | US$1,000 | Pages: 18 | Add to cart | View details

Country Report

Dishwashing in Germany

As demand for increasingly sophisticated dishwashing products continues to grow among German consumers, manufacturers in the category continue introducing new and more efficient types of dishwashing detergents. Thus, the variety of multifunctional ...

Apr 2015 | US$1,000 | Pages: 28 | Add to cart | View details

Country Report

Home Insecticides in Germany

Even though the fairly mild winter in 2014 and the early onset of warm temperatures offered strong potential for volume growth in home insecticides during the first half of the year, volume sales of home insecticides declined by 1% over the course of...

Apr 2015 | US$1,000 | Pages: 16 | Add to cart | View details

Country Report

Laundry Care in Germany

With the household penetration rate for washing machines at 95% in Germany in 2014 and with most households using their automatic washing machines several times per week on average, laundry care is undoubtedly the largest home care category in ...

Apr 2015 | US$1,000 | Pages: 38 | Add to cart | View details

Country Report

Home Care in Germany

As the German economy registers further signs of stability with slight increases recorded in the disposable incomes of the population, consumers remain motivated to spend more on products that offer high levels of added value. Despite the growing ...

Apr 2015 | US$2,650 | Pages: 87 | Add to cart | View details

Country Report

Polishes in Germany

Although the high level of maturity in polishes in Germany led to consistent declines in volume and value sales over most of the review period, sales of polishes recovered in 2014 as marginal current value growth was recorded and volume declines ...

Apr 2015 | US$1,000 | Pages: 25 | Add to cart | View details

Country Report

Surface Care in Germany

Despite hygiene and cleanliness remaining important in virtually all German households, volume and value sales of surface care registered slight declines in 2014. The major factor negatively impacting overall value sales in the category over the ...

Apr 2015 | US$1,000 | Pages: 38 | Add to cart | View details

Country Report

Toilet Care in Germany

Aside from kitchens, bathrooms and especially toilets are considered to be the most important areas to be hygienically clean in German homes. Despite the fear of germs and infectious deceases becoming increasingly less prevalent in Germany, toilet ...

Apr 2015 | US$1,000 | Pages: 26 | Add to cart | View details

Country Report

Air Care in Germany

German consumers value a clean and welcoming home which offers a pleasant atmosphere and ambience and this often includes a subtle and pleasant scent. Nevertheless, value sales of air care declined in 2014 due to the constantly growing competition ...

Apr 2015 | US$1,000 | Pages: 27 | Add to cart | View details

Strategy Briefing

Global Consumer Attitudes to Home Ownership: In Search of a Room of One’s Own

Housing (shelter) is a fundamental human need, but its supply poses complex challenges. The manner in which these challenges are dealt with by markets and governments varies widely around the world, and these variations can have a profound impact on...

Apr 2015 | US$1,200 | Pages: 105 | Add to cart | View details

Global Briefing

City Travel Briefing: Berlin

25 years after the fall of the Berlin Wall, the city’s tourism performance continues to exceed expectations. Sitting at the crossroads between Western and Eastern Europe, and boasting a rich and colourful history and cultural heritage, the German ...

Apr 2015 | US$525 | Pages: 35 | Add to cart | View details

Country Report

Air Treatment Products in Germany

After a relatively hot summer in 2013 and a similarly warm early start to 2014, many consumers decided to invest in air treatment products, more specifically cooling appliances. More energy-efficient models, according new EU regulations, rendered ...

Apr 2015 | US$1,000 | Pages: 37 | Add to cart | View details

Country Report

Dishwashers in Germany

Despite the high level of maturity and saturation in Germany, the dishwashers category recorded positive volume growth in 2014. The recall of defective and potentially dangerous appliances motivated many consumers to replace existing devices with ...

Apr 2015 | US$1,000 | Pages: 33 | Add to cart | View details

Country Report

Food Preparation Appliances in Germany

Although the economy in Germany has recovered from the worst of the economic downturn, allowing most consumers to enjoy time out with friends and family once again, many still choose to entertain guests at home or simply cook and enjoy a nice ...

Apr 2015 | US$1,000 | Pages: 40 | Add to cart | View details

Country Report

Heating Appliances in Germany

Since most rental apartments are equipped with central heating or at least in-built appliances, additional heating appliances are usually unnecessary. Most sales potential therefore lies in newly-built homes, as well as little garden houses. With a ...

Apr 2015 | US$1,000 | Pages: 37 | Add to cart | View details

Country Report

Home Laundry Appliances in Germany

The cost of living in Germany continues to rise, mostly driven by factors such as high energy and fresh water prices. Therefore, consumers are seeking solutions that enable them to reduce the use of such valuable resources as much as possible. ...

Apr 2015 | US$1,000 | Pages: 37 | Add to cart | View details

Country Report

Irons in Germany

As the lifestyles of many German consumers continue to be increasingly busy and stressful, products that enable them to save time and effort on daily tasks resonate well. Innovative steam generators/ironing systems offer thus type of support and are ...

Apr 2015 | US$1,000 | Pages: 32 | Add to cart | View details

Country Report

Large Cooking Appliances in Germany

What started out as a necessity or precaution during times of recession for many German consumers, turned into a popular trend over the review period; homing or cocooning, remains relatively strong even in 2014 with more and more consumers investing ...

Apr 2015 | US$1,000 | Pages: 37 | Add to cart | View details

Country Report

Microwaves in Germany

As a growing number of manufacturers of microwaves are offering more sophisticated multifunctional appliances, including grill or steaming functions for healthier cooking, and more consumers are become convinced of the benefits of these products. Not...

Apr 2015 | US$1,000 | Pages: 37 | Add to cart | View details

Country Report

Consumer Appliances in Germany

Consumer appliances in Germany registers another year of positive volume and even stronger current value sales growth in 2014. The small and major appliances categories alike continue their positive volume sales development in line with the overall ...

Apr 2015 | US$2,650 | Pages: 139 | Add to cart | View details

Country Report

Personal Care Appliances in Germany

German consumers are becoming more conscious of health, hygiene and beauty issues. Not only do they want to feel fitter and healthier, they also want to present themselves as such, often by trying to specifically care for their outer appearance, ...

Apr 2015 | US$1,000 | Pages: 37 | Add to cart | View details

Country Report

Refrigeration Appliances in Germany

With energy costs for consumers in Germany constantly increasing, many are searching for solutions and appliances that enable them to save energy. New generations of refrigeration appliances, with energy labels of A and higher, were therefore key ...

Apr 2015 | US$1,000 | Pages: 45 | Add to cart | View details

Country Report

Small Cooking Appliances in Germany

While the home cooking trend in general is an important factor for the growth in value and volume sales of small cooking appliances in Germany, the strongest driver of 2014’s performance was increasing demand for sophisticated, individual or ...

Apr 2015 | US$1,000 | Pages: 43 | Add to cart | View details

Country Report

Small Kitchen Appliances (Non-Cooking) in Germany

A major trend in Germany is the growing awareness of health and wellness enhancing products, including a constantly increasing variety of tea. A growing number of German consumers are discovering the purported healing or improving effects of ...

Apr 2015 | US$1,000 | Pages: 39 | Add to cart | View details
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