German Consumer Lifestyles:Food and Health, July 2012

This is the first in a twice-yearly series of reports that analyses consumer data from four European countries – France, Italy, Spain, Germany – and forms part of the European Consumer Lifestyle series. The analysis will focus on consumers from each country, and identify and explore specific consumer segments based on their attitudes, lifestyles and demographics. Topics that will be covered include attitudes towards; economy, finance, health, diet, leisure, lifestyle and environment.

Mintel’s consumer survey in May 2012 offers a timely snapshot of German consumers’ mindset in the context of continued economic instability. German consumers have good reason for optimism since their economy grew overall by 3% in the full year 2011 (in comparison to France 1.7%, Spain 0.7% and Italy 0.4%). Although there was a marked slowdown in Q1 2012, the German economy is still stronger than that of many other countries.

Germany has to date (June 2012) resisted a double-dip recession, with economic recovery based on robust export sales and high levels of domestic consumption. How long it will last depends on the wider context of the eurozone struggles and weakening export demand.

Overall 6.8% of the German workforce is unemployed (compared to 11% across the eurozone member states) showing its third consecutive monthly increase, reflecting a slowing jobs market according to the German Employment Agency. The country has the lowest rate of youth unemployment in the eurozone (7.9% compared to 52.9% in Spain for example).