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Report
Consumer Lifestyles in Germany
Market Direction I 2022-07-27 I 79 Pages I Euromonitor
Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits, quantifying behaviours, preferences and motivations and aligning them with broader trends in Germany.
Euromonitor's Consumer Lifestyles in Germany report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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* Get a detailed picture of the Consumer Overview market;
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Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Consumer landscape in Germany 2022
Life priorities
Spending time with parents not as much a priority compared to the global average
Spending time with friends much higher priority than global average
Impressions and appearances are important to consumers in Germany
Generation Z and millennials feel under pressure to be seen to be doing well
Consumers like new products but will research before they buy
All generations value new products and services
Home life
Germans spend more regular time on their hobbies while at home
Higher percentage of home exercise among younger generations
Having an energy-efficient home is the most desirable feature as prices rise
Eating habits
Germans are less likely to reheat or prepare a ready meal than their global counterparts
German consumers focus on low food prices over other features
Millennials just ahead of baby boomers in flexitarian eating habits
German consumers snack more at the weekends after their evening meal
Generation Z more likely to eat their meals at a time that fits their schedules
Working life
Job security most important factor before high earnings
Work-life balance key priority for younger cohorts
Generation Z look for high salaries over job security
Expectations to work from home in the future close to global average
Millennials focus on having a job that offers flexible start and finish times
Leisure habits
75% of Generation Z regularly socialise online
Day trips are very popular leisure activities in Germany
Younger cohorts more actively engage in leisure activities than older generations
Younger cohorts go on more leisure trips at home and across borders
German holiday-makers are intent on finding a relaxing experience
All generations look for holidays that offer a chance to relax
Health and Wellness
Women more focused on stress-reduction activities
Germans cycle more frequently than run or jog for exercise
Group fitness classes not as popular as other types of exercise
Herbal remedies more popular in Germany than global average
Generation Z not as keen as older generations on herbal remedies
Sustainable living
German consumers have most faith in recyclable labels
Older consumers feel more positive about their impact on environment
Reducing the use of plastics most prominent green behaviour
Use of sustainable packaging higher than global average
Consumers more likely than global average to boycott brands that do not share their beliefs
Generation Z more focused on making purchasing decisions based on brand/company ethos
Shopping habits
Consumers like to support locally-sourced products and services
Generation Z have stronger leanings towards buying eco/ethically-conscious products
Germans less reliant than their global counterparts on outside influences when they shop
Generation Z prefer independent consumer reviews over friends/family recommendations
Convenience biggest motivator to use subscription services
Generation Z mostly motivated to use subscription services for enjoyment
German shoppers prefer in-store shopping to see and try before deciding
Younger cohorts less concerned than older generations in seeing and trying before they buy
Consumers driven to shop online for lower prices and free delivery
Older generations are more motivated to shop online for best prices
Spending habits
Generation Z ahead of other generations with their intentions to increase spending
but expect to save more
Technology
Germans less interested in cultivating their personal brand online
Managing data sharing and privacy settings important to all cohorts, especially millennials
Ownership of smart appliances lower than global average
Lower rates of wearable tech in Germany compared to global average
Visiting social networking sites and online health-related medical sites lower in Germany
Over 90% of Generation X and baby boomers spend time browsing online every week
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