The population peaked at 83.6 million in 2025, and is predicted to fall to 80.8 million by 2040, a 3.4% decline. The defining forces are a shrinking, ageing population sustained only by immigration, an industrial slump that has dented confidence, and a nation of renters and value-focused, high-saving consumers.
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Overview:
Consumer Profiles reports provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.
The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.
The Consumer Profiles in Germany report includes:
A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies
The Consumer Profiles in Germany report answers:
- How consumers in Germany are changing?
- What are key changes in Germany population, society and generational structure and how it is affecting businesses?
- What is the household structure in Germany and how it is changing consumer landscape?
- What are key income groups in Germany? What is the outlook for the future?
- Where consumers are spending the money in Germany?
- How is the consumer mindset in Germany changing?
- In Germany, what are consumer attitudes towards “green” and sustainable products?
- Where and how do consumers shop in Germany?
Scope
Key findings
Key drivers affecting consumers in Germany in 2025
How developments today shape the consumer of tomorrow
Today 2025: Population peaks at 83.6 million
A declining population sustained by immigration
Higher cholesterol and less exercise compared with regional averages
Tomorrow 2040: Old-age dependency ratio set to rise significantly
Population falls to 80.8 million as it ages
Demand spreads across many cities
Opportunities for growth
Case study: DHL responds to the decline in the working-age population
Today 2025: Number of households rising as average size falls
Single person households are the leading type
A nation of renters faces a housing shortage
Tomorrow 2040: Number of households will continue to rise, despite falling population
Household numbers continue to rise as single living grows
Connectivity and digital banking are widespread
Opportunities for growth
Case study: Vonovia offers affordable rental homes with integrated services
Today 2025: Wealth is increasingly concentrated
An industrial slump weighs on consumer spending
High incomes stagnate as savings run high
Tomorrow 2040: Rural/urban disposable income gap forecast to grow
Wealth concentrates as the affluent tier grows
Consumer spending to grow to USD2.9 trillion by 2040
Opportunities for growth
Case study: Rewe Group offers lower prices, loyalty programmes and digital services
Key findings of the consumer survey
Preference for high quality and performance evenly spread across generations
Discounters and private label define shopping
Measured views on sustainability
Value-seeking amid deep pessimism
Germany’s labour market stays tight amid rapid workplace transformation
Opportunities for growth
Case study: Aldi, Lidl and the rise of private label
Key takeaways
Buy Consumer Profiles reports to:
Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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