Income and Expenditure: Germany

Country Briefing

About This Report

Jun 2019

The German consumer market continues to provide vast opportunities for businesses, given its large population, a sizeable middle class, and high spending power. Per capita gross income and consumer expenditure are expected to continue to expand in the coming years, though the pace of growth remains slow. Major demographic changes, including the strong rise of elderly consumer and childless household segments, will result in significant shifts in consumer demand in the long run.

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Income and Expenditure: Germany

HEADLINES

PROSPECTS

Chart 1 SWOT Analysis: Germany

WEALTH ANALYSIS

Germany is forecast to drop in the Wealth Index
Chart 2 Germany’s Wealth Landscape 2018
Chart 3 Income-Wealth Distribution in Germany: 2018-2030

GROSS INCOME BY AGE

Senior consumers to dominate in the top income band
Chart 4 Gross Income Distribution in Germany

SOCIAL CLASS COMPOSITION

The middle class is the country’s most prevalent consumer group
Chart 5 Overview of Germany’s Social Classes

HOUSEHOLD INCOME DISTRIBUTION

Income gap is predicted to slightly widen
Chart 6 Household Income Distribution in Germany

CONSUMER EXPENDITURE BY CATEGORY

German consumer market growth is forecast to decelerate
Chart 7 Consumer Spending in Germany

CONSUMER EXPENDITURE BY REGION

Western regions to remain the key consumer markets
Chart 8 Germany’s Consumer Market by Region

CONSUMER EXPENDITURE BY INCOME

Decile 5 and 10 consumers to drive discretionary spending growth
Chart 9 Consumer Spending by Income Type in Germany

CONSUMER EXPENDITURE BY HOUSEHOLD TYPE

Childless and single-person households forecast to dominate
Chart 10 Spending by Household Type in Germany

REGIONAL COMPARISON

Chart 11 Germany versus Selected Western Europe Economies