Digital shopper (e-commerce goods and services) in Germany in 2025 registered solid value growth, signalling a highly attractive environment characterised by widespread digital infrastructure, rapid consumer adoption, and evolving expectations for convenience, trust, and ethical standards. Growth was driven by the dominance of mobile-first experiences, with app-based m-commerce outpacing other channels due to high smartphone penetration, advanced personalisation features, and robust security, wh

Appliances and electronics specialists in Germany experienced a further decline in value in 2025, falling 5% to EUR18.4 billion. This performance stands in contrast to the return to growth seen in both consumer appliances and consumer electronics overall in Germany, as well as the ongoing resilience of online retail in Western Europe. The ongoing shift to online purchasing continues to be the defining factor behind the decline in appliances and electronics specialists. German consumers increasin

Vending in Germany recorded a slowdown in growth in 2025, with retail value reaching EUR2.2 billion, up from EUR2.1 billion in 2024, representing a 2% increase. This marks a slight deceleration compared to the 3% rise observed in 2024. The broader economic context showed only modest improvement, with real GDP growth of 0.2% for 2025 and consumer confidence remaining subdued at -0.4 on the standardised index. Inflation was still relatively high at 2%, while consumer expenditure as a percentage of

Direct selling in Germany achieved value growth of 2% in 2025 to reach EUR3.7 billion, up from EUR3.6 billion in 2024. This outpaced the country's real GDP growth rate, which only recovered modestly to 0.2% following negative or stagnant growth in the preceding years. Inflation moderated to 2%, yet consumer confidence remained subdued, with the index at -0.4, indicating ongoing caution among consumers. In this environment, direct selling operators sustained growth by adapting to evolving consume

Apparel and footwear specialists in Germany experienced a decline in sales in 2025, as the channel's performance remained constrained by rising operating costs, subdued consumer sentiment, and intensifying competition from online platforms. The category saw sales decline by 2% to EUR25.4 billion, with profitability under pressure and medium-sized businesses facing stagnating revenues and higher expenses. This performance contrasted with the relative stability seen elsewhere in Western Europe, a

Supermarkets in Germany delivered a resilient performance in 2025, with a current value growing 3% to EUR90.7 billion. However, this growth was still slightly slower than that seen from discounters, which grew 4%. This reflects the ongoing pressure on supermarkets from price-focused channels as consumers contend with economic stagnation and low confidence. The economic context is challenging, with GDP growth at only 0.2% and inflation at 2% in 2025, while consumer confidence remained negative at

Hypermarkets in Germany saw a modest recovery in 2025, with retail value sales rising 1% to EUR39.8 billion, following a contraction in 2024 that was directly attributable to the closure of the last 45 REAL outlets in March of that year. Despite this rebound, the performance of hypermarkets continued to lag behind other grocery formats in the region, reflecting structural challenges that remain unresolved. In a broader context, the regional economic environment was subdued, with Germany’s GDP se

Discounters in Germany continued to outperform the other grocery retailer formats in 2025, with value sales reaching EUR105.5 billion and a year-on-year growth of 4%. This growth remained robust despite a backdrop of economic stagnation and persistently low consumer confidence, as indicated by a consumer confidence index of -0.4 and a real GDP growth of just 0.2%. Discounters continued to attract price-sensitive shoppers who increasingly rely on promotions, not only for main grocery shops but al

Convenience retailers recorded current value growth of 3% in 2025, with retail sales reaching EUR14.5 billion. This increase, though positive, marks a slowdown from previous years and is set against a backdrop of a challenging macroeconomic environment, with Germany’s GDP growth remaining subdued at 0.2% and inflation at 2%. The performance of convenience retailers is fundamentally undermined by a strong reliance on tobacco sales, with the ongoing decline in cigarette consumption and reduced smo

Small local grocers in Germany experienced a modest decline in current value terms in 2025, recording the weakest performance within the grocery retailers market. Sales fell to EUR8.7 billion in 2025, highlighting the decline that continued throughout the review period. This weak performance took place against the backdrop of a stagnating German economy, with real GDP growth sitting at just 0.2% in 2025 and consumer confidence remaining negative at -0.4, with this limiting the willingness of con

Health and beauty specialists in Germany delivered robust value growth in 2025, with total sales rising 5% to EUR98.0 billion. This performance reflects sustained consumer interest across all categories within health and beauty specialists. Pharmacies stands out as the largest category, recording sales of EUR66.3 billion in 2025, supported by consumer trust in physical stores where health is concerned and the essential nature of their offering. Health and personal care stores also reported signi

Home products specialists experienced another year of contraction in Germany in 2025, with value sales declining by 3% to EUR51.3 billion, down from EUR52.7 billion in 2024. This downward trend was more pronounced than in most Western European markets, reflecting localised challenges such as subdued consumer spending, persistently high savings rates, and a slump in residential construction. Within this context, the German furniture industry continued to face notable strain, and price competition

General merchandise stores in Germany demonstrated robust growth in 2025, increasing by 4% in current value terms to EUR9.6 billion. This performance was set against the backdrop of a stagnating German economy, with real GDP growth of just 0.2% and inflation easing to 2%. The resilience of general merchandise stores is largely attributed to the strong performance of variety stores, which benefit from consumer demand for essential non-grocery items at affordable prices, as well as impulse purchas

In 2025, retail e-commerce in Germany returned to a trajectory of strong growth, with current value sales rising 5% to EUR96.6 billion. This performance was stronger than the expansion seen the previous year and stands out in a context where Western Europe overall faces subdued economic momentum. Macroeconomic conditions remained fragile, with Germany seeing only modest real GDP growth of 0.2% with inflation at 2%, while consumer confidence, though negative, showed slight improvement from the pr

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The fragrances category in Germany demonstrated a strong performance in 2025, with a total retail sales value of EUR3.9 billion, marking significant 10% growth on 2024. This growth surpasses the previous years' trends, reflecting increasing consumer spending and demand for fragrance products. Compared to the wider Western Europe region, Germany maintains a leading position in both value and growth rates, supported by a steady population of approximately 83.6 million in 2025 and consistent consum

In 2025, hair care retail value sales in Germany grew by 4% to reach EUR4.1 billion, reflecting continued growth despite ongoing economic uncertainty. The median disposable income per household in Germany increased from EUR55,447 in 2024 to EUR57,611 in 2025, suggesting an increase in consumer spending power. Consumers are demonstrating a shift toward targeted and strategic purchases rather than pure cost-saving, with particular focus on hair loss treatments, which is the fastest-growing categor

In 2025, men's grooming sales in Germany continued to rise, reflecting an increased prioritisation of personal appearance and grooming routines among male consumers. The retail value of men's grooming reached EUR3.3 billion, growing by 6% compared to 2024 and outpacing general economic growth. This growth is supported by a stable population of approximately 83.6 million people and rising consumer expenditure as the median disposable income in Germany increased from EUR55,447 in 2024 to EUR57,611

In 2025, the bath and shower category in Germany experienced continued value sales growth at a rate of 3% compared to the previous year, reaching EUR1.6 billion. The median disposable income in Germany increased from EUR55,447 in 2024 to EUR57,611 in 2025, indicating an increase in consumer spending power. The growth in the bath and shower category, although slower than in prior years, occurs amidst economic uncertainty, prompting German consumers to seek more affordable product choices. Consume

In 2025, the retail sales value of depilatories in Germany reached EUR162 million, reflecting a growth of 2% on 2024, despite a slight decline in retail volume. This indicates that while the quantity of products sold may be stagnating or slightly falling, consumers are spending more per unit, suggesting premiumisation or price increases. This trend aligns with Germany's stable population of approximately 83.6 million in 2025 and growing consumer expenditure. The median disposable income in Germa

In 2025, the sun care category in Germany demonstrated resilient, value-led performance, with retail value sales increasing by 6% to reach EUR327 million. This growth was driven less by increased sales volumes and more by higher prices and premiumisation, reflecting German consumers’ willingness to spend more on sun care products amidst rising incomes: the median disposable income in Germany increased from EUR55,447 in 2024 to EUR57,611 in 2025, signalling an increase in consumer spending power.

In 2025, the deodorants category in Germany reached EUR1.3 billion in retail value, marking an 8% increase on the previous year. This growth occurs against a backdrop of a stable population estimated at approximately 83.6 million in 2025, ensuring a solid consumer base for sustained sales, particularly as deodorant is a daily necessity. In line with moderate inflation and real GDP growth, the median disposable income in Germany grew from EUR55,447 in 2024 to EUR57,611 in 2025, enabling increased

In 2025, skin care in Germany achieved a retail sales value of EUR5.5 billion, representing 5% growth on 2024. This growth outpaces the country's real GDP growth, indicating that consumer demand for skin care products remains robust despite a moderate economic environment. The population of Germany was approximately 83.6 million in 2025, providing a substantial consumer base for skin care products. The median disposable income in Germany increased from EUR55,447 in 2024 to EUR57,611 in 2025 and

The colour cosmetics category in Germany demonstrated strong performance in 2025 with retail value sales reaching EUR2.6 billion, marking an 8% increase compared to 2024. This indicates robust consumer demand in this beauty segment despite a stable and mature economic environment. When viewed in the regional context of western Europe, the category’s value growth outpaces the modest economic growth, suggesting that colour cosmetics are a resilient and attractive product group in Germany’s person