Market research on consumer products, commercial industries, demo...
Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Germany. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.
Spectacles in Germany is expected to maintain retail volume and current value growth in 2024. The category has rebounded from the impact of the pandemic, returning to standard growth rates and drivers. Despite high inflation, trade sources noted that…
Eyewear in Germany is expected to display positive retail current value growth in 2024, mainly boosted by rising unit prices. A focus on materials and quality, customisation, and personalisation, are all boosting value sales through premiumisation,…
Although the incidence of vision health problems is increasing, retail volume and current value sales of contact lenses in Germany are expected to decrease in 2024. The ongoing uncertain socioeconomic context continues to dampen potential sales due…
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.
Video games in Germany continued to record positive growth in 2023 as the trend for gaming remained prevalent, ensuring value sales remained significantly higher than pre-pandemic levels. The category has acquired a huge number of gamers in Germany,…
In 2023, value sales of traditional toys and games in Germany continued to decline, as the post-pandemic effect lingered. German consumers’ general reluctance to purchase non-essentials, not considered urgent or necessary for the purpose of saving…
Value sales of overall toys and games in Germany recorded marginally faster growth in 2023 compared to the previous year, driven by video games hardware. This was in contrast to traditional toys and games, which, for the second consecutive year,…
This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.
The briefing explores trends in the global structure amid rising economic and geopolitical uncertainty. As global economy evolves, countries and companies will need to find ways to diversify the supply of critical components. This will require…
The rising popularity of cats as household companions is leading to significant expansion of the cat population, driving up the demand for cat litter in Germany. This surge in feline ownership is creating a robust market opportunity for manufacturers…
Pet care in Germany is experiencing some shifts, driven by changing consumer behaviours and market dynamics. Despite a slowdown in the growth of the pet population, the industry continues to flourish, propelled by enduring trends such as…
Other pet food in Germany is only experiencing marginal volume growth in 2024. Post-pandemic Germany is witnessing a discernible preference shift towards traditional pets such as dogs and cats, with small mammals, reptiles, birds, and fish garnering…
Dog food in Germany is experiencing pronounced polarisation of price segments, with mid-priced dry dog food recording a decline in 2024, while both premium and economy segments are enjoying notable growth. This trend is being driven by evolving…
Demand for premium cat food in Germany continues to grow in 2024. Notably, the cat population in Germany is increasing at a faster rate than the dog population, creating a larger customer base for cat food. This demographic shift is heightening…
In 2023, homewares in Germany only witnessed marginal current value sales growth. However, this was largely driven by inflation and price increases. Slowing demand was driven by high consumer price inflation and poor economic growth in the country,…
In 2023, value sales of home improvement in Germany witnessed a decline, in line with the contraction in new home construction projects and persistently high lending rates along with elevated raw material costs in the building trade, driving a…
In 2023, home furnishings in Germany witnessed a significant contraction of value sales, driven by adverse macroeconomic conditions. The country’s GDP declined in 2023, and geopolitical tensions, such as the war in Ukraine, continued to fuel…
In 2023, value sales of home and garden in Germany declined compared to the previous year, driven by a combination of adverse macroeconomic factors and pressures on consumers’ disposable incomes due to inflation. The number of new construction…
In 2023, gardening in Germany witnessed declining current value sales, with high inflation and a decline in GDP growth discouraging consumers from making discretionary purchases. Product categories with longer replacement cycles, such as gardening…
In 2023, Germany’s economy contracted by 0.3%, due to sluggish spending, which was impacted by high inflation and stricter financing conditions. However, an improvement is expected in 2024, with projected GDP growth of 0.2%, while inflation is set to…
This briefing assesses global B2B market trends in 2024 and beyond. It is geared towards consumer goods companies that are selling into the B2B market, and provides insights into how B2B markets are developing, which countries and channels to target,…
In Germany, there is a term called "Sitzpinkler" for men who sit while urinating, driven by concerns related to hygiene, health and the growing influence of smartphones. Therefore, maintaining proper toilet care remained a significant priority for…
In 2023, greater time spent outside of the home following the easing of pandemic restrictions further dragged on demand for surface care in Germany, resulting in volume sales dipping below 2019 levels. On the other hand, value sales continued to rise…
In 2023, busier lifestyles compounded the ongoing decline in demand for polishes in Germany, reflecting changing cleaning habits. With less time spent at home and more hectic lives, local consumers increasingly favour quicker and easier alternatives,…
Value sales of laundry care, the largest category in German home care, continued to grow in 2023, albeit at a slower pace compared to the previous year. The most substantial growth within laundry care was observed in liquid tablet detergents and…
As temperatures in Germany rose in 2023, there was a noticeable increase in flying insects such as bumblebees and hornets in comparison to previous years. This surge in insect activity prompted demand for home insecticides, not only among households,…
Home care products in Germany are widely available, with many considered everyday household essentials, thereby offering a traditionally stable market environment. However, 2023 continued to be defined by the effects of inflation and the…
In 2023, value sales of dishwashing in Germany continued to grow, primarily influenced by inflationary pressures that led to a rise in unit prices. Among the different formats, automatic dishwashing tablets retained the highest value share, while…
Bleach in Germany, despite its effective disinfecting properties, has fallen out of favour with the majority of local consumers due to its perception as a strong chemical. As a result, volume sales of bleach have been declining. This shift in…
In 2023, there was reduced use of air care in Germany due to greater mobility post-pandemic, especially when compared to previous years when consumers spent greater time indoors. The category was mainly driven by replacements rather than new…
PET bottles remained the dominant pack type in soft drinks packaging in Germany in 2023, which will continue to be the case over the forecast period. The success of this pack type is down to its affordability, durability and convenience over…
Flexible packaging is the most popular pack type for hot drinks in Germany, widely used across both tea and coffee categories. Within flexible packaging, flexible paper and flexible plastic are the most popular pack types. This trend can be…
In 2023, vending in Germany experienced a stronger value sales decline, following a more modest fall the previous two years during the post-pandemic reopening. While vending locations, such as streets, transport hubs, and semi-captive environments…
Despite recording high single-digit current value growth in 2023, the solid performance by supermarkets in Germany was largely driven by the historically high inflation rate, especially for food and drinks. In comparison to discounters, the other…
Small local grocers in Germany recorded the lowest current value growth among all grocery retailing channels in 2023. This corresponded to a strong decline in constant terms due to the historically high inflation during the year; food and…
In 2023, retail in Germany displayed resilience amid challenging economic conditions, with varying performances across different channels. While inflationary pressures continued to influence consumer spending patterns, a gradual stabilisation in the…
In 2023, Germany's e-commerce landscape showed signs of potential recovery, following 2022’s sales slump as the country emerged from the pandemic. A stronger return to stores, ongoing economic volatility, and low consumer confidence stemming from the…
The economic slowdown in 2023 somewhat undermined the performance of hypermarkets in Germany, as the format is highly dependent on non-grocery purchases often considered by consumers as discretionary spending. This adds to the longer-term challenges…
In 2023, value sales of home products specialists in Germany experienced a marginal downturn following a particularly strong performance the previous year. This channel, which includes home improvement and gardening stores, homewares and home…
Following a marginal decline the previous year, health and beauty specialists in Germany recorded moderate value growth in 2023, mainly driven by the rising demand for beauty and personal care products. With rising overall costs in Germany,…
Value sales of general merchandise stores in Germany rebounded in 2023, following the previous year’s decline. The latter was driven by department stores, with the channel’s sales falling by double digits due to temporary store closures. Although the…
In a macroeconomic environment marked by stagnation and low consumer confidence, in combination with historically high inflation rates, especially for food and drinks, discounters in Germany significantly outperformed all other grocery channels in…
In 2023, direct selling in Germany continued on its growth trajectory, albeit at a steadier pace compared to the spike during the pandemic. The channel's success is largely attributed to its effective digital transformation and the adoption of a…
Convenience retailers in Germany recorded a resilient performance in 2023, despite a slowdown compared to the rapid growth witnessed in 2022 when cultural, leisure and professional events, including major trade, resumed at full capacity following…
Despite a recovery to pre-pandemic value sales levels in 2022, driven by high inflation and pent-up demand for in-store shopping as mobility restrictions eased, appliances and electronics specialists in Germany returned to decline in 2023. This was…
In 2023, apparel and footwear specialists in Germany, including H&M, experienced modest growth compared to the double-digit rise recorded the previous year due to an easing of pandemic restrictions and pent-up demand, yet sales remained below…
Street stalls/kiosks demonstrated remarkable resilience and adaptability navigating the challenges posed by the COVID-19 pandemic. Despite facing temporary closures and restrictions during the height of the pandemic, many vendors quickly pivoted…
Self-service cafeterias in Germany witnessed robust growth in current value terms and transaction volumes in 2023, and low growth in outlet numbers. The German consumer landscape favours quick and convenient eating out options that align with busy…
Current value sales in limited-service restaurants in Germany experienced another year of notable recovery in 2023, signalling a departure from the challenges and uncertainties of previous years. After navigating through periods of economic…
The gradual recovery of economic and consumer confidence following the disruptions caused by the COVID-19 pandemic and inflation throughout 2022 contributed to the growth of full-service restaurants in Germany in 2023. Growth was not only seen in…