Germany

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Germany. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Germany StatisticsConsumer Lifestyles in GermanyGermany Country BriefingsFuture Demographics: Germany in 2030

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    Future Demographic

    Germany in 2030: The Future Demographic

    Mar 2019

    Strong immigration will boost population growth in Germany in the coming years, before it starts to shrink from 2028. Ageing continues to shape the country’s demographics, as the elderly population aged 60+ will expand the fastest, while birth and ...

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    Country Report

    Asian Speciality Drinks in Germany

    Mar 2019

    Asian speciality drinks was the only soft drinks category in 2018 where the on-trade heavily outperformed the off-trade in terms of current value growth. There were two main reasons for this. Firstly, the range of Asian speciality drinks remained ...

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    Bottled Water in Germany

    Mar 2019

    The summer of 2018 was the third hottest in Germany since 1864, leading to a spike in bottled water volume growth. In particular, still bottled water performed very well as consumers sought low-calorie, healthy hydration both at home and while on the...

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    Carbonates in Germany

    Mar 2019

    Carbonates performed marginally better in 2018 when compared to the review period average. Sales were driven in large part by good weather as well as a better performance in the off-trade....

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    Concentrates in Germany

    Mar 2019

    One of the leading trends in 2018 continued to be homemade cocktails/lemonades, giving consumers the opportunity to create their own drinks at home. With many blogs and trade press articles offering recipes and changing flavours/mixes every year, ...

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    Energy Drinks in Germany

    Mar 2019

    Energy drinks continued to register a strong performance in 2018 despite further debate about the potential dangers associated with heavy consumption of these products and the government’s plan to ban sales of energy drinks to children under the age ...

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    Juice in Germany

    Mar 2019

    Juice in Germany is a saturated category. Per capita consumption has reached its limit and it is becoming difficult for manufacturers to attract further consumers despite the frequent launch of new products and flavours. Furthermore, juice is having ...

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    Soft Drinks in Germany

    Mar 2019

    Soft drinks in Germany is a saturated market, with the country registering the highest per capita consumption in Western Europe in off-trade volume terms. Nevertheless, the market continued to register positive growth in 2018 in both off-trade volume...

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    RTD Coffee in Germany

    Mar 2019

    Cold brew coffee remained a rather new concept in Germany in 2018, with these products only just starting to grow. Some brands from start-ups, such as Karacho, which was introduced in 2017, have already made it into the well-known German drugstore ...

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    RTD Tea in Germany

    Mar 2019

    Carbonated RTD tea remained a niche in Germany in 2018, with growth expected to slow over the forecast period. Nevertheless, when looking at per capita data, the category offers further potential, with the brands available continuing to grow. While ...

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    Sports Drinks in Germany

    Mar 2019

    Sports drinks are facing increasing competition from other soft drinks such as bottled water positioned as a sports drink, for example Ensinger Sport, as well as coconut water, which is a naturally isotonic drink. At the same time, while those who ...

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    Apparel Accessories in Germany

    Mar 2019

    In 2018, apparel accessories continued to record positive current value growth, with sales supported by an increasing number of apparel collections from retail brands throughout the year. German consumers are increasingly looking for apparel ...

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    Childrenswear in Germany

    Mar 2019

    In 2018, childrenswear posted a slightly stronger performance when compared to the previous year, although growth remained modest when compared to the most dynamic categories in apparel and footwear. Nonetheless, childrenswear continued to outperform...

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    Footwear in Germany

    Mar 2019

    In 2018, footwear in Germany recorded stronger current value growth when compared to the previous year. Extraordinary weather conditions which led to a shorter spring and autumn resulted in a greater consumer focus on high-quality winter boots and ...

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    Hosiery in Germany

    Mar 2019

    In 2018, hosiery in Germany continued to record positive growth, albeit at a slightly slower rate compared to the previous year. Instead of being used for purely functional purposes, sheer hosiery and non-sheer hosiery continued to be purchased as ...

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    Jeans in Germany

    Mar 2019

    In 2018, jeans in Germany recorded very modest current value growth, slightly slower compared to the previous year. The category continued to benefit from being a constant in the fashion world, an ability to reinvent itself via new designs and jeans’...

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    Menswear in Germany

    Mar 2019

    In 2018, menswear recorded a decline in value sales, with this being weaker than the flat performance registered the previous year. This can be explained by the disappointing performance of apparel overall stemming from stronger price competition due...

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    Apparel and Footwear in Germany

    Mar 2019

    In 2018, apparel and footwear in Germany recorded a decline in value sales and thus a weaker performance compared to the modest growth registered the previous year. Despite favourable economic conditions and high disposable incomes, German consumers ...

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    Sportswear in Germany

    Mar 2019

    Overall, apparel and footwear in Germany recorded a decline in value sales in 2018 and faces a weak outlook. Sportswear, however, continued to perform well, remaining the most dynamic category. This can be largely attributed to increasing health ...

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    Womenswear in Germany

    Mar 2019

    In 2018, womenswear recorded a decline in value sales after posting modest growth the previous year. The category continued to be characterised by a high level of saturation, intensifying price competition and a falling number of customer visits to ...

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