Report Summary
Providing the most comprehensive and up-to-date information and analysis of the German Lifestyles – Germany market including the behaviours, preferences and habits of the consumer.
The outbreak has put an end to a decade of GDP growth, entailing the sharpest quarterly decline since calculations began in 1970. While German unemployment levels have held steady largely thanks to the Kurzarbeit scheme, consumers are cutting back on discretionary spending and this is likely to continue in the medium- to long-term.
Quickly Understand
- What is the economic impact of COVID-19 on German consumers?
- What are the short, medium, and longer-term changes in consumer behaviour?
- How are consumers adapting to life in lockdown?
- What are the key consumer trends?
- What are the implications for different sectors in Germany?
- What are the major post-pandemic trends?
Covered in this report
Topics covered: Mintel commissioned consumer research for this report to assess Germany’s level of concern about exposure to COVID-19 and changes to lifestyles, a view on life after lockdown, and long-term changes related to it. The research was carried out by Lightspeed among internet users aged 16+ throughout March to November 2020
Expert analysis from a specialist in the field
Written by Mainga Hachibiti, a leading analyst in the Consumer Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The COVID-19 outbreak has unleashed a wave of social, health, and economic anxiety that will shape the consumer outlook for years to come.
Mainga Hachibiti
Analyst – Consumer Lifestyles
Table of Contents
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Executive summary
- Market context
- Mintel predicts
- What consumers want, and why
- Opportunities
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long-term impact of different stages of the COVID-19 outbreak
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market drivers
- The people
- The economy
- Graph 1: real GDP growth, 2008-2021
- Graph 2: real wage index and consumer price index, 2008-2019
- Consumer expenditure – overview
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THE IMPACT OF COVID-19 ON GERMAN CONSUMERS
- Concern about exposure to virus and lifestyle impact
- Graph 3: "How worried are you about the risk of being exposed to the coronavirus (also known as COVID-19)?", 3 March – 18 November 2020
- Graph 4: "To what extent are you worried about how the outbreak might affect your lifestyle?", 3 March – 18 November 2020
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Consumers go into Lockdown
- Graph 5: "Have you or your family made any changes as a result of the COVID-19/coronavirus outbreak?", 3 March-6 April 2020
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adapting to life in the initial lockdown
- Graph 6: "When it comes to how you spend your leisure time, which of the following have you done as a result of the COVID-19/coronavirus outbreak?", 27 March-6 April 2020
- Graph 7: "What are you most looking forward to doing once the current social distancing measures are relaxed?", 21-29 April 2020
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Emerging from the initial lockdown
- Graph 8: "Thinking about grocery shopping and product packaging, do the following statements apply to you?", 15-25 June 2020
- Graph 9: "What impact do you think the COVID-19 outbreak will have on the following factors in Germany?", 3-9 June 2020
- Graph 10: "Compared to your usual spending habits, do you expect to spend more, less or about the same in each of the following categories over the next month?", 1-9 July 2020
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Re-emergence after the initial lockdown
- Graph 11: "To what extent would you feel comfortable or uncomfortable doing the following activities?", 11-20 August 2020
- Graph 12: "Since the start of the COVID-19/coronavirus outbreak, which of the following apply to you?", 21 April-20 August 2020
- Graph 13: "Do you consider it important to wear face masks/coverings in the following situations?", 26 August-2 September 2020
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Consumers in the second WAVE
- Graph 14: "Compared to your usual spending habits, do you expect to spend more, less or about the same in each of the following categories over the next month?", 11-18 November 2020
- Graph 15: "If it was permitted under the current restrictions in your area, to what extent would you feel comfortable or uncomfortable doing the following activities?", 11-18 November 2020
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long-term changes
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Appendix
- Note on COVID-19
- Appendix – abbreviations and consumer research methodology
- Forecasting during the COVID-19 pandemic
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