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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

Air Treatment Products in Germany

Air treatment products in Germany saw a poor performance in 2013, with volume sales declining. The key driver for the underperformance in volume terms was rising electricity costs in Germany, which made cash-strapped consumers wary of using such ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Bath and Shower in Germany

As times continue to become more and more hectic and stressful for a lot of people, consumers tend to search for products to increase the wellness and wellbeing factor at home. Bath and shower products play a major role not only in the daily body ...

Jul 2014 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Colour Cosmetics in Germany

Colour cosmetics is one of the most versatile, fast moving and literally colourful product groups within beauty and personal care. Trends and product portfolios partially change with the seasons and depend not only on the creative ideas of ...

Jul 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Deodorants in Germany

In 2013 the trend towards deodorant products with natural ingredients or at least free from parabens and aluminium or alcohol, continues. Consumers try to pay closer attention to what comes directly in contact with sensitive regions of their skin to ...

Jul 2014 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Depilatories in Germany

As smooth and hairless skin is still one of the major trends among women and teenage girls in Germany, at least when it comes to legs and armpits and partially other less visible body regions, it is no surprise that products to ensure a clean shaven ...

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

Country Report

Fragrances in Germany

Innovation is one of the big key success factors for fragrances in Germany in 2013 again, over 2,400 new launches for men and women alike kept focus and consumer attention on the market, driving sales in an otherwise quite mature and saturated ...

Jul 2014 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Hair Care in Germany

Individual styles, professional looks and a clean appearance continue to be important factors and trends among German consumers in 2013, also leaving their traces within hair care in Germany. As in increasingly hectic and fast-paced times, ...

Jul 2014 | US$900 | Pages: 33 | Add to cart | View details

Country Report

Men's Grooming in Germany

As appearance, and health and wellness continue to grow in importance for men in Germany, too, products to support these trends in regards to specific male needs are in high demand. As opposed to many women, however, men prefer rather quick and ...

Jul 2014 | US$900 | Pages: 31 | Add to cart | View details

Country Report

Oral Care in Germany

Even though Germany faces a rather stagnant development in population, with a continuously increasing average age, oral care keeps growing significantly in value and even slightly in volume sales terms. This is mostly due to the fact that in modern ...

Jul 2014 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Skin Care in Germany

The increasingly fast-paced and hectic lifestyles many German consumers lead nowadays bear a lot of challenges, especially in terms of scheduling their everyday-lives for them, also leaving signs of stress and exhaustion on many of their faces. ...

Jul 2014 | US$900 | Pages: 39 | Add to cart | View details

Country Report

Sun Care in Germany

Even though awareness and fear of negative effects caused by too much exposure to sunlight among German consumers keeps growing, driving them to seek better means and products to protect their skin, it also causes people to refrain from sunbathing ...

Jul 2014 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Sets/Kits in Germany

While fragrances and respective product lines register a rather positive development in Germany in 2013, also being a popular present for special occasions such as birthdays or Christmas, specific gift sets thereof benefit from that development as ...

Jul 2014 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Beauty and Personal Care in Germany

In 2013 beauty and personal care in Germany continues to grow in line with the review period, showing an on-going positive consumption trend across almost the entire market. Main drivers of growth are product categories with a high level of ...

Jul 2014 | US$2,400 | Pages: 142 | Add to cart | View details

Country Report

Baby and Child-Specific Products in Germany

Once again the cosmetics market in Germany moved into the focus of not-so-positive press in mid-2013 when it was discovered that many beauty and personal care products contain hormonally-active ingredients and chemicals that, in higher dosages or ...

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

Country Report

Health and Wellness in Germany

Health and wellness continued to grow in Germany in 2013, especially when seen in the context of consumer goods in general. Comparatively strong growth rates of between 1-2% in health and wellness packaged food and 3-4% in health and wellness ...

Jun 2014 | US$1,900 | Pages: 100 | Add to cart | View details

Country Report

Baby Food Packaging in Germany

The results within baby food packaging in Germany have to be seen against the background of stable to slightly declining birth rates at an overall extremely low level; a demographic trend which continues to take place despite many different measures ...

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

Country Report

Canned/Preserved Food Packaging in Germany

Overall, canned/preserved food packaging in Germany had to deal with the on-going trend towards fresh products in the context of the health and wellness boom, as well as an enhanced focus on food quality. Consumers on average, took a keener interest ...

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

Country Report

Confectionery Packaging in Germany

Despite the rather favourable economic circumstances and the high consumer confidence, retail value sales of confectionery saw stable to slightly declining development at best, towards the end of the review period, negatively affecting the packaging ...

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

Country Report

Dairy Packaging in Germany

Dairy packaging in Germany continued to be challenged by the sheer maturity and saturation of the dairy products category in the country, with comparatively high levels of dairy products – including, for example, cheese, drinking milk products, ...

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

Country Report

Sauces, Dressings and Condiments Packaging in Germany

Towards the end of the review period, the cooking of fresh products continued to gain in importance in Germany at the expense of the usage of frozen processed food, ready meals and other similar options. On the one hand, in line with the strong ...

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

Country Report

Grocery Retailers in Germany

Grocery retailing achieved slightly stronger growth in 2013 compared to the previous year despite the fact that the grocery channel in German is rather mature and saturated. However, an optimistic economic outlook, improving job security and ...

Jun 2014 | View details
Sale: US$725 | Pages: 63 | Add to cart |

Country Report

Health and Beauty Specialist Retailers in Germany

2013 was another successful year for health and beauty specialist retailers in Germany, with all channels achieving healthy value growth. This was mainly due to beneficial demographic and social developments such as a constantly ageing population and...

Jun 2014 | View details
Sale: US$725 | Pages: 37 | Add to cart |

Country Report

Homeshopping in Germany

As internet retailing in Germany continues to grow, traditional homeshopping is becoming outdated. Instead of leafing through a catalogue, consumers today are simply browsing the internet and placing orders at the click of a mouse. In this regard, ...

Jun 2014 | View details
Sale: US$725 | Pages: 36 | Add to cart |

Country Report

Internet Retailing in Germany

Internet retailing has become a matter of course among Germans, especially younger and middle-age consumers. However, the over 50s are also increasingly discovering the benefits of internet retailing. It would appear that the initial barriers to ...

Jun 2014 | View details
Sale: US$725 | Pages: 49 | Add to cart |

Country Report

Leisure and Personal Goods Specialist Retailers in Germany

When German consumers are faced with significant daily challenges, stressful jobs and an increasingly hectic environment, they look for ways to unwind during their leisure time, being willing to spend a little more money on the right accessories or ...

Jun 2014 | View details
Sale: US$725 | Pages: 51 | Add to cart |

Country Report

Mixed Retailers in Germany

After having taken over Kloppenburg in 2008, Rossmann KG gradually converted the company’s stores into Rossmann drugstores. The last remaining outlets were turned into Rossmann stores in 2013, thereby no longer being variety stores. The resulting ...

Jun 2014 | View details
Sale: US$725 | Pages: 46 | Add to cart |

Country Report

Retailing in Germany

Despite the high level of maturity of most channels in the German retailing market, continuously positive albeit slightly slower economic development, and thus stronger demand for premium and specialist products, supported growth of overall retailing...

Jun 2014 | View details
Sale: US$1,525 | Pages: 169 | Add to cart |

Country Report

Vending in Germany

Tobacco vending machines are increasingly under pressure from politicians as the German Green Party demands a complete end to tobacco vending. The Social Democratic Party welcomes the proposal. Both are arguing that tobacco vending machines enhance ...

Jun 2014 | View details
Sale: US$725 | Pages: 33 | Add to cart |

Country Report

Apparel and Footwear Specialist Retailers in Germany

2013, just like the previous year, presented a challenge to apparel specialist retailers. A very late and harsh winter followed by a snowy, rainy and cold spring prevented many people from visiting stores or being in the mood for shopping at all. ...

Jun 2014 | View details
Sale: US$725 | Pages: 37 | Add to cart |

Country Report

Direct Selling in Germany

Increasing digitalisation is changing consumer behaviour. Social networking has become a mass phenomenon as consumers exchange experiences and provide recommendations about products and companies over the internet. Hence, online product reviews are ...

Jun 2014 | View details
Sale: US$725 | Pages: 34 | Add to cart |

Country Report

Electronics and Appliance Specialist Retailers in Germany

While in addition to constant new developments, product launches and innovative must-haves in the consumer electronics and appliances space, events such as the Olympic Games and football’s European Championships drove retail sales in 2012, 2013 faced...

Jun 2014 | View details
Sale: US$725 | Pages: 35 | Add to cart |

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 0.1 million litres in 2008 to 0.8 million litres in 2013. The products are not yet well...

May 2014 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Bottled Water in Germany

Bottled water consumption continues to grow in Germany due to the ongoing health and wellness trend and thus registered both positive off-trade value and volume growth in 2013. At the same time, competition in the German bottled water category is ...

May 2014 | US$900 | Pages: 39 | Add to cart | View details

Country Report

Carbonates in Germany

Germany is a carbonates nation with regard to soft drinks, with carbonates accounting for the highest value sales of any soft drinks category. In current value terms, a 3% increase was registered in the off-trade in 2013, while volume sales increased...

May 2014 | US$900 | Pages: 46 | Add to cart | View details

Country Report

Concentrates in Germany

Concentrates in Germany are mainly associated with children, who remain the category’s key consumer group. Parents appreciate the convenience and price advantage of concentrates but have become more reluctant to buy them for health and wellness ...

May 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Juice in Germany

Juice once again suffered a loss in off-trade volume sales in 2013 after having already posted annual declines over 2008-2012. In the off-trade, volume sales declined while value sales grew in 2013. The decline in volume sales was the result of two ...

May 2014 | US$900 | Pages: 43 | Add to cart | View details

Country Report

Soft Drinks in Germany

Soft drinks once again posted positive current value growth in 2013, with volume growth also returning to a positive trajectory following a marginal decline in 2012. Due to the low unemployment rate in Germany and stable economic situation in 2013, ...

May 2014 | US$1,900 | Pages: 105 | Add to cart | View details

Country Report

RTD Coffee in Germany

German consumers purchase RTD coffee for a number of different consumption purposes. The wide range of flavours available gives consumers the choice to drink it as a replacement for hot coffee, as an indulgence drink or as a dessert in the case of ...

May 2014 | US$900 | Pages: 30 | Add to cart | View details

Country Report

RTD Tea in Germany

RTD tea is mostly consumed by those who are under 30 years of age, not being particularly popular among middle-aged and older consumers. The ageing population is thus a big drawback for RTD tea in Germany. Moreover, there was little product ...

May 2014 | US$900 | Pages: 35 | Add to cart | View details

Country Report

Sports and Energy Drinks in Germany

Energy drinks is an established category in soft drinks, being purchased by both adolescents and adults. At-home consumption increased over the review period, particularly as a tool to stimulate efficiency during learning and other desk work. Regular...

May 2014 | US$900 | Pages: 38 | Add to cart | View details

Country Report

Hot Drinks in Germany

Already the largest hot drinks market in Europe in value terms, the industry managed to still post positive retail value growth in 2013 following a stagnant performance in 2012. This was nonetheless a slower performance than the review period ...

May 2014 | US$1,900 | Pages: 50 | Add to cart | View details

Country Report

Other Hot Drinks in Germany

In 2013, other hot drinks in Germany recorded steady retail value and volume growth. Flavoured powder drinks, which account for the majority of sales, are especially popular among children. The brands available therefore mainly target children and ...

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

Country Report

Tea in Germany

Tea in Germany continues to grow in popularity and has firmly established itself as a lifestyle drink. In the increasingly fast-paced German society, tea and tea consumption is especially associated with time to relax, which is growing in importance ...

May 2014 | US$900 | Pages: 28 | Add to cart | View details

Country Report

Coffee in Germany

2013 saw the same trends in coffee as previous years, namely coffee beans and coffee pods seeing an increase in volume sales at the expense of standard fresh ground coffee. Those moving away from standard fresh ground coffee towards other types can ...

May 2014 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Luxury Goods in Germany

2013 was another very successful year overall for luxury goods in Germany with value and volume growth far stronger than the growth rates achieved in the majority of other consumer goods industries in the country during the year. Moreover, according ...

May 2014 | US$1,100 | Pages: 75 | Add to cart | View details

Country Report

Home Laundry Appliances in Germany

In 2013 home laundry appliances continued to be perceived by German consumers as one of the main cost factors with regard to the energy and water consumption of major appliances. Consumers were increasingly seeking smart appliances which could offer ...

May 2014 | US$900 | Pages: 45 | Add to cart | View details

Country Report

Irons in Germany

Irons managed to recover from sluggish performance in 2011 and 2012, showing a positive performance in volume terms in 2013. This trend can be attributed to the continued demand for steam generators/ironing systems and traditional steam irons in ...

May 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Large Cooking Appliances in Germany

Despite the economic turmoil within the eurozone, the German housing market saw a stable performance in 2013; this was mainly due to the fact that the number of new dwellings in Germany continued to increase. In 2013 large cooking appliances ...

May 2014 | US$900 | Pages: 46 | Add to cart | View details

Country Report

Microwaves in Germany

The strong volume growth of microwaves in 2013 can mainly be attributed to the demand for built-in microwaves. This trend was due to the growth in newly built homes in Germany, which had a knock-on effect on sales of built-in microwaves in 2013. ...

May 2014 | US$900 | Pages: 42 | Add to cart | View details

Country Report

Personal Care Appliances in Germany

In 2013 personal care appliances managed to build on its previous positive sales performance in Germany. Much of the upwards trend in demand was attributed to ongoing consumer concern about dental hygiene, along with new innovative products ...

May 2014 | US$900 | Pages: 42 | Add to cart | View details
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