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 10 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
- Businesses harness megatrends to renovate, innovate and disrupt
- The drivers shaping consumer behaviour
- Megatrends framework
- The demand for convenience and digital solutions is set to drive innovation in Germany
- Convenience
- BMW enhances driver convenience by enabling in-car fuel payments
- Millennials make the greatest use of tech for an easier life
- Consumers seek a better work-life balance
- Baby Boomers have a strong preference for viewing items before buying
- Online shoppers are drawn by convenience and flexibility
- Gen X are most likely to lack time for cooking
- Digital living
- Zalando’s new AI fashion assistant offers a more personal shopping experience
- Millennials use tech to enhance their experiences across multiple categories
- Germans remain wary of divulging their personal data
- Millennials prefer online anonymity
- Consumers place greater trust in personal contacts than in brand messages
- Germans expect more activities to move online in future
- Diversity and inclusion
- McDonald’s campaign aims to promote greater visibility of para sports
- Germans are more willing to donate to charitable causes than their global counterparts
- Millennials are the most community-orientated generation
- Expressing one's identity at work still appears to be a taboo for many Germans
- Germans do not place as much value on trust in companies as their global counterparts do
- Experience more
- MediaMarkt opens innovative, five-floor experience store
- Germans now socialise more frequently online than in person
- Relaxation and personal safety are key considerations for holidaymakers
- Millennials seek engaging and unique experiences
- Personalisation
- Digital physiotherapy app Exakt Health poised to launch personalised running plans
- Millennials embrace the personalisation trend
- Germans are less likely than global counterparts to demand tailored experiences
- Premiumisation
- Stock Spirits launches its premium Vodka Amundsen brand in Germany
- Millennials are the most eager to stand out from the crowd
- Shoppers become more discerning when it comes to product choice
- Quality is important, with an emphasis on organic foods
- Pursuit of value
- Penny pioneers the concept of price-marked packs to emphasise its low prices
- A third of Gen Z state they would prefer to buy fewer items of higher quality
- Consumers continue to worry about rising costs
- Shoppers are increasingly supporting circular economy practices
- Gen Z are the most eager to save money
- Shopper reinvented
- Instant grocery start-up Flink set for expansion
- Millennials are the most likely to look for tailored experiences
- E-commerce becomes the channel of choice for most items
- Social commerce emerges as a shopping channel
- Gen Z are the most likely to engage with brands online
- Sustainable living
- AI-based solution foodforecast helps to make businesses more sustainable
- Concerns about global warming drive a change in consumer behaviour
- Older consumers are the keenest to support local businesses
- Germans are eating less meat
- Consumers are paying more attention to company values
- Recyclable packaging is considered best for the planet
- Wellness
- Zur Mühlen partners with Nosh.bio to produce single-ingredient meat substitutes
- Massage is considered the best way to relieve stress
- Millennials turn to supplements for better health
- Germans pay less attention to outside dangers than their global peers
- Leverage the power of megatrends to shape your strategy today
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