Megatrends in Germany

July 2022

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in Germany.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Germany report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Germany report answers:

  • How is the consumer mindset in Germany changing? In Germany, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Germany purchase decisions?
  • Where and how do consumers shop in Germany?
  • What health-related activities do consumers in Germany participate in?
  • What megatrends should I focus on in Germany (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Reacting to rising online shopping, DHL expands on last mile delivery
Millennials and Generation Z are the main tech users in Germany
High levels of reluctance to engage with companies through social media
Generation Z more open to engaging than older generations
Germans less likely to rely on social media for shopping influences
Clear acknowledgment that online is the future despite caution
Experience more
TeamViewer Engage enhances the online shopping experience
Real world experiences are the stand-out across all cohorts
Meeting up with friends most frequent leisure activity
Relaxation and safety are the most important holiday features
Generation Z notably keener to be back to real life
Middle class reset
Mycashbacks : a good way to engage with German consumers shopping on a budget
Frugal mindset means that consumers are happy to “make do and mend”
Strong swapping, sharing and renting mindset, driven by saving and sustainability trends
Frugal purchasing intentions less ingrained than globally
Premiumisation
BLAEK offers premium instant coffee
Simplifying their lives is by far the strongest motivation for Germans
German consumers seem broadly pessimistic and less engaged
Quality, sustainability and performance are top features for home care and apparel
Shifting market frontiers
C&A: Initiative to reshore production to Germany and gain in agility
Just half of respondents feel it is important to experience other cultures
Baby boomers more likely to try to purchase locally-produced items
Shopping reinvented
Henkel’s Somat Smart consumable insert goes in dishwashers, taking over auto-dosing
Purchasing via computers and tablets is growing across all categories
Low levels of online engagement compared with global
Generation Z are showing themselves more open to a conversation with brands
Sustainable living
Rewe Group explores urban farming in sustainability push in Germany
Climate change and the environment are the top ethical issues
Reducing the use of plastics seen as prominent green behaviour
Consumers more likely to boycott brands that do not share their beliefs
Around 50% of consumers rate recyclable, biodegradable and compostable as sustainable
Wellness
True fruits launches first cannabis smoothie in Germany
Millennials and Generation X more broadly concerned with health
Herbal remedies are the top choice for stress-reduction activities
Lower rates of health tech take-up compared to global average
Low levels of health and safety precaution-taking compared with global average
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