2022
9
Germany Everyday Sustainability Market Report 2022
2022-09-15T14:01:55+01:00
REP92D263E5_7DA9_4893_B425_6DC8A81597EB
2195
155710
[{"name":"Sustainability","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/sustainability"}]
Report
en_GB
In times of high inflation, brands can demonstrate their value by combining financial and environmental benefits (eg with the help of reuse options) and communicate the cost savings of such…

Germany Everyday Sustainability Market Report 2022

£ 2,195 (Excl.Tax)

Report Summary

The Germany Everyday Sustainability Market Report 2022 identifies consumers’ attitudes towards sustainable lifestyles, self-awareness about (non-) sustainable living, and the impact of the cost-of-living crisis on sustainable ways of living. This report covers the German Consumers Sustainability market size, market forecast, market segmentation and industry trends for the Sustainable Living in Germany Market.

Current Market Landscape

The pandemic has led to an increase of waste levels (e.g. more usage of single-use plastic, disposable medical masks), but also to a higher awareness of environmental issues. Due to increasing living costs, price is becoming a priority for many German consumers, with environmental efforts more likely to take a backseat.

Our consumer sustainability report Germany shows that the vast majority of Germans think they are leading a very/somewhat environmentally friendly lifestyle, however this stands in stark contrast to high levels of air pollution and household waste, suggesting that carbon footprints are not declining in the way they need to. Thus, Germans seem to be overly confident when it comes to self-reporting of eco behaviours with many Germans being less environmentally friendly than they think they are. There clearly is a need for more education on what sustainable living actually means.

Sustainability Market in Germany Market Share and Key Industry Trends

While inflation is expected to decrease, price will remain a crucial factor in the consumption behavior of many Germans. In the mid-term, brands are encouraged to support consumers living a sustainable lifestyle while dealing with increased living costs (e.g. with the help of reuse options). Due to the EU ban of single-use plastic products, companies must reinforce their commitment to sustainable packaging practices. This will have a positive impact on the amount of plastic waste in Germany.

Reinforcement through brands is especially important because humanitarian crises make concerns about the environment take a backseat, testing Germans’ eco-ambitions. High inflation poses a great threat to the state of sustainable markets Germany as it puts pressure on household consumption, many consumers could opt to ignore sustainability as their focus shifts in an attempt to adjust their budgets. Hence, reconcilement of financial pressure and a sustainable lifestyle is a key challenge for brands.

  • 83% of Germans think they are leading a very/somewhat environmentally friendly lifestyle.
  • 63% of German consumers actually agree that people are always less environmentally friendly than they think they are.
  • 65% of German consumers say that humanitarian crises make concerns about the environment take a backseat.
  • 74% of German consumers are trying to act in a way that is not harmful to the environment.

Future Trends in the Sustainability Market in Germany

As our Germany sustainability market research as shown, the environment, with the growing impact of climate change, will become a key priority for many Germans. There are chances for transformations in the German mobility sector, which can reduce CO2 emissions significantly. Brands are well-placed to take ambitious sustainable efforts to meet high consumer demand regarding sustainable measures in the long run.

Brands operating in the sustainability market in Germany will need to cater to more price-sensitive consumers and address the growing demands in terms of sustainability. This provides chances for reuse options like buyback schemes and new mobility concepts, and brands should communicate the cost benefits of such services.

Read on to discover more details or take a look at all of our Sustainability in Germany Market Research.

Quickly Understand

  • How consumers perceive the environmental-friendliness of their own lifestyles.
  • Changes in environmentally friendly living compared to a year ago.
  • Drivers for leading a more environmentally friendly lifestyle.
  • Frequency of eco-friendly behaviours/eco-friendly shopping behaviours.
  • Consumer attitudes towards sustainable living.
  • Eco-consumer typologies.

Covered in this Report

Brands: MaaS, Netto, CHOOSE, IKEA, SIRPLUS, Lidl, BMW, and many more.

Expert Analysis from a Specialist in the Field

This report, written by Dr. Jennifer Hendricks, a leading analyst in the Consumer Lifestyles Germany sector, delivers in-depth commentary and analysis to highlight current trends in the sustainability market in Germany, and adds expert context to the numbers.

In times of high inflation, brands can demonstrate their value by combining financial and environmental benefits (e.g. with the help of reuse options) and communicate the cost savings of such services.

Dr. Jennifer Hendricks
Dr. Jennifer Hendricks
Consumer Lifestyles Germany Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Opportunities
  2. MARKET DRIVERS

    • German economy
    • Graph 1: key economic data, in real terms, 2019-23
    • Impact of the economy on sustainable living
    • Graph 2: household and lifestyle issues faced over the last two months, 2022
    • Graph 3: expected changes in behaviour due to rising prices, 2022
    • Climate change
    • Graph 4: greenhouse gas emissions, 2011-2021
    • Household waste and plastic pollution
    • Transformations in the German mobility sector
    • Sharing economy
  3. WHAT CONSUMERS WANT AND WHY

    • Perception of own environmentally friendly lifestyle
    • Changes in sustainable living
    • Graph 5: changes in sustainable living, 2022
    • Graph 6: changes in sustainable living compared to a year ago, by generation, 2022
    • Drivers for leading a more environmentally friendly lifestyle
    • Graph 7: drivers for leading a more environmentally friendly lifestyle, 2022
    • Environmentally friendly habits
    • Graph 8: frequency of environmentally friendly habits, 2022
    • Graph 9: proportion of adults who do the selected eco habits all the time, by generation, 2022
    • Sustainable shopping behaviours
    • Graph 10: frequency of environmentally friendly shopping behaviours, 2022
    • Attitudes towards leading a sustainable lifestyle
    • Graph 11: attitudes towards environmentally friendly issues and lifestyles, 2022
    • Graph 12: selected attitudes towards leading a sustainable lifestyle, % agree (net), by how environmentally friendly they perceive their lifestyle, 2022
    • Eco typologies
    • Graph 13: consumer eco groups, by age, 2022
    • Graph 14: consumer eco groups, by age, 2022
    • Graph 15: consumer eco groups, by age, 2022
    • Graph 16: consumer eco groups, by age, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Food and drink
    • Graph 17: food launches with selected ethical and sustainable claims, 2016-17 vs 2021-22
    • Beauty & personal care products
    • Graph 18: BPC launches with selected ethical and sustainable claims, 2016-17 vs 2021-22
    • Household care products
    • Graph 19: household launches with selected ethical and sustainable claims, 2016-17 vs 2021-22
    • Advertising and marketing activity
  5. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

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