Stay ahead of the curve and future-proof your business with Mintel’s Germany Everyday Sustainability Market Report 2024. Our full report is packed with consumer-led market intelligence, Germany sustainability trends, and an analysis of green consumers Germany. Get a 360° view of the sustainability market in Germany including a forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
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81% of German consumers perceive their lifestyle as very or somewhat environmentally friendly. This percentage has remained relatively stable since 2022.
However, this contrasts the high levels of air pollution and household waste in Germany. According to Mintel’s consumer sustainability report Germany, the cost of living crisis has made it harder for German consumers to live sustainably – 63% of Germans agree with this statement.
This Report explores consumer behaviours and attitudes towards everyday sustainability in Germany, focussing on environmental aspects. In this Report the terms “green”, “environmentally friendly” and “eco-friendly” are used interchangeably to denote products that are designed to be less harmful to the environment. The Report also refers to ‘regular products’, which are defined as those that do not claim to be eco-friendly.
Included in this report:
This report, written by Dr. Jennifer Hendricks, Senior Analyst, delivers in-depth commentary and analysis to highlight trends in the sustainability market in Germany and add expert context to the numbers.
German consumers are reducing the number of products and services they buy, with many thinking that less consumption will help to save the planet. Brands that tackle our throw-away culture with a holistic approach, for example by extending products’ life cycles or through supplementary services like repairs, will resonate with consumers.
Dr. Jennifer Hendricks
Senior Analyst – Consumer Lifestyles, Germany
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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As sustainability credentials become less influential in Germans' food and drink choices, reframing climate discussions through a local lens can help to foster renewed interest. Brands should use...
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While Germans continue to spend cautiously on discretionary items in the face of economic uncertainty and multiple crises, the number of live sports viewers is on the rise....
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Brands can capture younger audiences with eye-catching packaging, however, it is crucial not to compromise on practicality. To cater to older shoppers, brands can provide detailed ingredient information...
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Brands must address parents' nutritional concerns through innovative, health-focused products while aligning with evolving dietary trends and values. Adam Millward, Research - Mintel Reports ...
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Brands can drive growth in the natural and organic cosmetics market by tackling overlooked skin concerns and ensuring safety for older shoppers. To engage younger users in the...
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62% of Germans see their homes as safe havens. When external chaos is loud, consumers turn inward, seeking comfort in manageable activities and...
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