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Megatrends in Germany

Publisher Euromonitor International
Published Jul 27, 2022
Length 58 Pages
SKU # EP17340216

Description

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.

Why buy this report?
* Get a detailed picture of the Megatrends market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

58 Pages
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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