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Germany Marketing to Millennials Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Marketing to Millennials - Germany market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • A large generational group
  • Late motherhood is on the rise
  • Wider Millennial generation enters adulthood

Covered in this report

Loneliness is a widespread issue

Young adults in Germany spend more time online and are more likely to replace physical interactions with digital updates. Consequences are loneliness and worsening mental health issues among Millennials (b. 1980-99). Brands need to explore how to create events and activities that nurture socialisation and bring people together.

Millennials embrace their individuality

Diversity and individuality is a key characteristic of the Millennial generation and expectations towards brands to showcase their dedication to these values in a genuine way are high.

Millennials take adulting slowly

German Millennials are finding their very own definition of what being an adult means and when to become an adult. Traditional life stages aren't mandatory anymore or are being postponed, which reflects changing social attitudes.

Expert analysis from a specialist in the field

Written by Mainga Hachibiti, a leading analyst in the Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Despite a reputation to the contrary, Mintel research shows that Millennials still aspire to traditional life goals, but need help from brands to achieve them. Mainga Hachibiti
Lifestyles Analyst


What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • What consumers want and why
    • Opportunities
  2. market drivers

    • [Graph] Germany: average age of mothers at birth of the first child (amongst married women), 2016
    • [Graph] Germany: working status by generation, October 2019
    • [Graph] Germany: financial situation by generation, October 2019
    • [Graph] Germany: social media platform used, October 2019
  3. What consumers want and why

    • Satisfaction with aspects of life
    • [Graph] Germany: how Millennials feel about aspects of their personal, professional and family lives, October 2019
    • [Graph] Germany: satisfaction with mental health, by gender, October 2019
    • Millennials' life goals
    • [Graph] Germany: Millennials' life goals, October 2019
    • [Graph] Germany: childless Millennials' views on having children, October 2019
    • Alternative life goals
    • [Graph] Germany: Millennials' alternative life goals, October 2019
    • [Graph]
    • Attitudes towards life
    • [Graph] Germany: Millennials attitudes towards life, October 2019
    • Social media inspiration
    • [Graph] Germany: social media inspirations, October 2019
    • [Graph] Germany: social media inspirations, by gender, October 2019
  4. Appendix

    • Appendix – abbreviations and consumer research methodology

This report will give you a complete 360-degree view of your market. Rooted in robust proprietary and high-quality third-party data, our local experts then put that data into context and you’ll understand:

  • The Consumer

    What they want. Why they want it.

  • The Competitors

    Who’s winning. How to stay ahead.

  • The Market

    Size, segments, shares and forecasts: How it all adds up.

  • The Innovations

    New ideas. New products. New potential.

  • The Opportunities

    Where the white space is. How to make it yours.

  • The Trends

    What’s shaping demand – today and tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.