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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

Dermatologicals in Germany

In 2013, dermatologicals continued to post healthy current value growth of 3%, with sales reaching €485 million. This positive performance mainly derived from strong value sales of topical antifungals. In 2013, topical antifungals grew by 4% in ...

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

Country Report

Digestive Remedies in Germany

In 2013, digestive remedies recorded current value growth of 1% in Germany. The category benefited from developments such as new line extensions and new products from Boehringer Ingelheim. However, value growth in digestive remedies varied greatly, ...

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

Country Report

Herbal/Traditional Products in Germany

Herbal/traditional products posted a 1% decline in current value terms in 2013. The performances of the different categories varied, with herbal/traditional calming and sleeping products posting a current value gain of 2% and herbal/traditional ...

Sep 2014 | US$900 | Pages: 32 | Add to cart | View details

Country Report

NRT Smoking Cessation Aids in Germany

The number of smokers in Germany is consistently falling, thus reducing demand for NRT smoking cessation aids. According to an industry study, the number of smokers declined by 6% between 2011 and 2012, with a further decline in 2013. This trend can ...

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

Country Report

Consumer Health in Germany

Consumer health in Germany registered positive current value growth in 2013, strengthening its performance from 2012. Value growth was also slightly stronger than the review period CAGR thanks to various factors, such as the strong cold and flu ...

Sep 2014 | US$2,400 | Pages: 100 | Add to cart | View details

Country Report

Sports Nutrition in Germany

Sports nutrition continued its strong performance in 2013, profiting from increasing consumer desire for a healthier lifestyle, fuelled by German society’s rising interest in health-related prevention. Sports activities enjoyed increasing demand, in ...

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

Country Report

Vitamins and Dietary Supplements in Germany

Vitamins and dietary supplements posted a current value decline of 3% in Germany in 2013. While there were multiple factors negatively influencing sales, much of the category’s value decline can be attributed to the favourable performance of private ...

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

Country Report

Weight Management in Germany

Obesity and being overweight remained major public health concerns in Germany in 2013. These issues can be generally attributed to the unhealthy lifestyles of German consumers, defined by a lack of physical activity and an excessive calorie intake. ...

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

Country Report

Wound Care in Germany

In 2013, wound care grew by 2% in current value terms. Much of this growth can be attributed to the healthy performances of gauze, tape and other wound care as well as sticking plasters/adhesive bandages, which grew by 2% and 3%, respectively. First ...

Sep 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Adult Mouth Care in Germany

Adult mouth care grew by 1% in current value terms in 2013, with sales reaching €75 million. A recent industry study recorded that approximately 10,000 people were diagnosed with severe mouth ulcers in Germany in 2013. Mouth ulcers were considered ...

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

Country Report

Analgesics in Germany

Despite the high level of saturation and maturity in analgesics in Germany, the category achieved current value growth of 1% in 2013. Much of this growth was a result of the self-medication trend, which was heavily driven by large-scale advertising ...

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

Country Report

Calming and Sleeping in Germany

In 2013, calming and sleeping recorded a robust performance in Germany of 4% in current value terms. Rising consumer insomnia was driven by increasingly hectic lifestyles and subsequent stress. With employment in the country remaining at a record ...

Sep 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

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

Cough, cold and allergy (hay fever) remedies received a boost in Germany in 2013 from the significantly high number of people suffering from coughs, colds and flu symptoms during a remarkably long winter. The cold, cough and flu wave in Germany ...

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

Country Report

Apparel Accessories in Germany

In 2013, slow economic growth led to increasingly cautious consumer spending, which in turn benefited sales of apparel accessories in the country. This was because German consumers continued to perceive apparel accessories as an easy and inexpensive ...

Sep 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Childrenswear in Germany

Many German parents opted for affordable but still high-quality childrenswear in 2013 due to the uncertain economic climate and ongoing preference for premium quality products. Consumer perception of the quality of childrenswear from less expensive ...

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

Country Report

Footwear in Germany

Sales of footwear in Germany were driven by the growth of internet retailing in 2013, while store-based retailing registered a decline of around 2%. Internet retailing platforms, such as Mirapodo and Zalando, increased in popularity. Much of this ...

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

Country Report

Hosiery in Germany

Hosiery in Germany grew by 2% in current value terms in 2013 to exceed sales worth €2 billion. This can be mainly attributed to current fashion trends within menswear for colourful socks. In 2013, German men, particularly middle-aged men, considered ...

Sep 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Jeans in Germany

In 2013, jeans recorded positive growth in all price segments in both current value and volume terms. Current fashion trends effectively served to reinvigorate demand for jeans in Germany, with sales increasing by 2% in current value terms and 1% in ...

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

Country Report

Menswear in Germany

Men’s outerwear (including jeans) continued to grow in 2013, establishing its position as a key driver of value sales of overall apparel and footwear in Germany. While women’s outerwear saw a decline in volume sales and remained flat in value terms, ...

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

Country Report

Apparel and Footwear in Germany

Germany’s apparel and footwear industry achieved another year of positive value growth in 2013 although its performance saw a marked slowdown from that of 2012. In fact, average unit price in apparel and footwear rose in 2013. However, overall volume...

Sep 2014 | US$1,900 | Pages: 82 | Add to cart | View details

Country Report

Sportswear in Germany

The trend towards a healthier lifestyle in Germany did not only affect the food and drink industry, being also the main growth driver of sportswear as the proportion of people who are actively seeking to improve their health and vitality through ...

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

Country Report

Womenswear in Germany

Despite a high employment rate and considerable wage increases in 2013, women’s outerwear (including jeans) reflected the country’s overall stagnant economic performance as volume sales declined by 1%. Many female shoppers remained concerned about ...

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

Country Report

Homewares in Germany

Homewares in Germany posted a growth of 1% in 2013 in current value terms to reach sales of €5.5 billion. With regards to the review period, this performance can be assessed as a positive development in a mature and saturated market. However, a ...

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

Country Report

Home and Garden in Germany

The German home and garden market slumped further in value sales in 2013, following the sales decline already seen in 2012. The main reasons for this were strong saturation and the unfavourable weather, mainly during the first half of the year. ...

Aug 2014 | US$1,900 | Pages: 47 | Add to cart | View details

Country Report

Gardening in Germany

Following a successful 2012, gardening in Germany posted a strong decline in 2013, mainly due to bad weather. A long winter and short summer impacted gardening activities, showing that the weather remains a decisive factor for the gardening industry ...

Aug 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Home Furnishings in Germany

Despite an uplift in consumer confidence stimulated by the gradual economic recovery in Germany, home furnishings did not manage to build on its strong sales performances of the previous three years. In 2013, value sales shrank slightly, mainly ...

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

Country Report

Home Improvement in Germany

The German home improvement category declined by 1% in current value terms in 2013 but remained fairly stable considering its high level of saturation and the still ongoing European debt crisis. Sales of home improvement products started slowly in ...

Aug 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Sanitary Protection in Germany

In 2013, for the first time since the Eurozone crisis, sanitary protection registered a positive performance in current value terms. The ageing population in Germany, which usually has a more negative effect on sanitary protection due to a decline in...

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

Country Report

Wipes in Germany

Over the last three years of the review period, the wipes category saw continuous growth in current value terms. Despite growing debate and awareness of environmental issues, usually resulting in more ecological solutions leading to a reduction in ...

Aug 2014 | US$900 | Pages: 36 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Germany

The German AFH tissue and hygiene channel benefited from two continuing major trends in 2013 - a rapidly ageing population, which drove sales of AFH incontinence, especially in German healthcare facilities, and a fairly optimistic general public, ...

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

Country Report

Cotton Wool/Buds/Pads in Germany

The continuously positive development of the German economy is impacting several different categories directly as well as indirectly, with cotton wool/buds/pads being one of them. With greater trust in the stability of the German economy, consumers ...

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

Country Report

Incontinence in Germany

Incontinence in Germany showed the first signs of a slowdown in terms of growth in 2013, this being a result of the overly rapid growth of the review period, which saw a yearly increase of 8% in current value terms thanks to unchanged demographic and...

Aug 2014 | US$900 | Pages: 32 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Germany

Even though the birth rate in Germany declined up until 2012, resulting in a constantly shrinking consumer base for nappies/diapers/pants, a slight upward tendency was observed in 2013. Not only did the number of 3-year-olds increase, but more ...

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

Country Report

Tissue and Hygiene in Germany

In 2013, tissue and hygiene in Germany benefited from another year of positive economic growth and subsequent increasing consumer demand for premium products. While the overall consumer base remained fairly stable, value sales continued to show ...

Aug 2014 | US$2,400 | Pages: 74 | Add to cart | View details

Country Report

Retail Tissue in Germany

Even though retail tissue is facing many challenges in Germany due to maturity and saturation, increasing competition and price pressure and strong consumer price-sensitivity, in 2013 it registered positive current value growth, mainly driven by ...

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

Country Report

Air Care in Germany

Germany is a rather difficult market for air care products. On the one hand, there is relatively strong interest in products which can improve the atmosphere in consumers’ homes, including scents that remind them of good times, beautiful places or ...

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

Country Report

Bleach in Germany

Bleach is perceived as a rather old-fashioned and aggressive cleaning product, not being very eco- or skin- friendly. Furthermore, there are not many variations available in stores. As a result, fewer and fewer consumers are buying bleach. Value ...

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

Country Report

Dishwashing in Germany

In line with rising consumer demand for goods that can make their everyday lives easier, dishwashing products, especially in automatic dishwashing, are increasingly combining different features in one product. This is leading to pack sizes getting ...

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

Country Report

Home Insecticides in Germany

2013 started out as rather cold and frosty in Germany, with snow and temperatures remaining below zero until March. Both retailing and weather-related products faced a rather slow start to the year. However, heavy rain causing flooding and high ...

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

Country Report

Laundry Care in Germany

Laundry care is a mature category in Germany and consumers are increasingly demanding products which offer better and quicker results while also supporting the environment and saving them time and money. As such, product sophistication has continued ...

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

Country Report

Home Care in Germany

Although home care is a mature industry in Germany, value growth remained positive in 2013. Amidst this maturity, there remained sustained demand from German consumers for products which ensure the cleanliness of their homes. In addition, ...

Aug 2014 | US$2,400 | Add to cart | View details

Country Report

Polishes in Germany

Polishes, especially furniture polish, are perceived as rather old-fashioned cleaning products, with many of their functionalities already embedded in other products such as surface care. In addition, there are various other alternative products ...

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

Country Report

Surface Care in Germany

After having experienced major health scares due to the rapid spread of infectious diseases two years in a row, German consumers remained hugely aware of health and hygiene issues in 2013 and continued to demand effective cleaning products, ...

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

Country Report

Toilet Care in Germany

Similar to surface care, toilet care in 2013 continued to benefit from the effects of previous years’ health scares in Germany, leading to increased hygiene demands especially in bathroom. Manufacturers focused on offering added-value products which ...

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

Global Survey Report

Path to Purchase: Apparel and Footwear

Passport Survey explores the typical purchase decision-making process for global consumers when they are buying apparel and footwear. Results are based on responses to Euromonitor’s Personal Appearances survey, fielded in 2014, which includes 6,600 ...

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

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 | Pages: 38 | 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
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