Megatrends in Germany
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.
Euromonitor's Megatrends 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 Megatrends market;
* Pinpoint growth sectors and identify factors driving change;
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* Use five-year forecasts to assess how the market is predicted to develop.
- 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
- 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
- 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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