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Megatrends in Germany

July 2021

This report visually explores everyday habits and behaviours that reflect consumers' beliefs and values, linking behaviourial trends with purchase and consumption habits in Germany

USD 1,325
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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?
The drivers shaping consumer behaviour
Megatrend Framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Smart destination management: cleverciti for traffic control
Germans showed lower ownership across most tech devices
Millennials are strongly embracing tech
High levels of reluctance to engage with companies through social media
Gen 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
parcelLab helps retailers personalise post-purchase step
Real world experiences are by far the most important for all
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
Gen Z notably keener to be back to real life
Middle class reset
Lidl drawing in middle-class savers with Lidl Plus app
Frugal mindset means that consumers are happy to “make do and mend”
Bargain-hunting propensity grows with age
Strong swapping, sharing and renting mindset
Frugal purchasing intentions less ingrained than globally
App(liance) meets app: miele’s barista assistant
Simplifying their lives is by far the strongest motivation for Germans
Gen Z has more evenly spread motivations than other cohorts
German consumers seem broadly pessimistic and less engaged
Quality and performance are top features for home care and apparel
Shifting market frontiers
Merck cosmetics and other ingredients now all certified to halal standards
Just half of respondents feel its important to experience other cultures
All generations feel that international products are more attainable
Baby Boomers more likely to try to purchase locally produced items
Shopping reinvented
Rewe enhances click-and-collect service as older cohort shifts online
Purchasing via computers and tablets are growing across all categories
Low levels of online engagement compared with global
Gen Z are showing themselves more open to a conversation with brands
Sustainable living
Beiersdorf offering circular alternative to replace fossil fuel based plastics
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
Over 50% rate recyclable, biodegradable and compostable as sustainable
Armedangels , Lenzing and Schneider providing reassurance on traceability
Top three wellness solutions aligning with global average
Millennials and Gen 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
Leverage the power of Megatrends to shape your strategy today

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Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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