Germany: Consumer Profile

September 2023

Germany experiences a continuous flow of immigrants that supports its population, and its businesses are embracing greater diversity and inclusivity. The impacts of the pandemic on consumer trends and spending habits are still evident in 2022, with a growing emphasis on environmental consciousness and social equity among consumers. Inflation and economic disparities are influencing consumers in Germany, prompting them to be more mindful when making purchases.

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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?
Download Table of Contents
Scope
Key drivers affecting consumers in Germany in 2022
How developments today shape consumer of tomorrow
Key findings
Today 2022: Baby Boomers are the key demographic in Germany
Today: Immigration and influx of refugees and asylum seekers mitigate population decline
Baby boomers are not eager to engage with brands online
Tomorrow 2040: Longer life expectancy and low birth rate boost older cohort
Tomorrow : Millennials will be the largest and most affluent consumer cohort by 2040
Tomorrow : Largest German cities will no longer grow due to population decline
Areas of opportunity
Case study: Pensioners receive more money in 2022 and are willing to spend
Today 2022: German households are increasingly opting to live child-free
While household size is decreasing, Germans live in larger more spacious homes
Energy efficiency is a top priority for home features, especially for baby boomers
Tomorrow 2040: Fewer families with children, and more elderly single consumers
Older men will remain key household decision makers
Single-person households to stay somewhat behind in universal internet access
Areas of opportunity
Case study: BVG Jelbi integrating mobility into a one-stop shop for Berliners
Today 2022: Growing incomes and stronger spending by higher income bands
Germany’s middle class hit by cost of living crisis
Gen Z Germans demonstrate highest intentions to increase spending
Tomorrow 2040: Social classes D and E to remain most prevalent by 2040
Tomorrow 2040: Senior population will be predominant in the top-income band by 2040
Tomorrow 2040: North Rhine-Westphalia to remain Germany’s largest consumer market
Areas of opportunity
Case study: Mycashbacks offer a good way to engage with German consumers
Key findings consumer survey
Younger generations have a more positive outlook on their future
Germans are not relying on government support as much
More than a half of Germans are worried about climate change
Work-life balance maters less, while job security remains the top priority for Germans
Germans put high importance on price, while unique experience are also valued
Areas of opportunity
Case study: Aldi sets goals to improve animal welfare
Key findings
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