2021
9
Germany Families Market Report 2021
2021-03-29T15:01:05+01:00
REPD4BEF2E6_8C44_4C53_96AD_0D1A6774441C
2195
135990
[{"name":"Parents and Family","url":"https:\/\/store.mintel.com\/industries\/life-stages\/parents-family"}]
Report
en_GB
The pandemic has disrupted family life, and digital tools have seen increased usage. To garner trust, tech brands have to implement solutions that protect children online. Mainga Hachibiti, Research…

Germany Families Market Report 2021

£ 2,195 (Excl.Tax)

Description

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

Click here to view the German version of our Germany Families Market Report 2021.

 

In Germany, women are still responsible for many household and parenting duties. Although fathers help, many tasks are not being shared equally yet. Brands can challenge current stereotypes and play an active role in supporting the equal distribution of tasks, by addressing men more strongly in their marketing campaigns and using male bloggers/influencers.

Read on to find out more or take a look at all of our Germany Lifestyles market research.

Quickly Understand

  • How can your brand design campaigns to promote equality in parenting?
  • How to create analogue activities for the family?
  • How can tech brands support child protection online?
  • How can brands help parents to save time and switch off from tech?
  • How to promote ingredients associated with relaxation?
  • How can your brand emphasise the role of bringing people together?

Covered in this report

Brands and companies mentioned: 7-Select, Ben & Jerry’s, Chore Club, Colgate, Daddylicious, DAK Gesundheit, Euler Hermes, General Mills, Kellogg’s, Maggi, McDonald’s, Migros, MyMuesli, OurHome, Papaonline, Pampers, Pringles, Tenho Design, Treaclemoon, Tody, Vendoleo, Zott Monte, etc.

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.

The pandemic has disrupted family life, and digital tools have seen increased usage. To garner trust, tech brands have to implement solutions that protect children online.
Mainga Hachibiti
Analyst – Lifestyles

Table of Contents

  1. EXECUTIVE SUMMARY

    • Impact of COVID-19 on family lifestyles
    • Market context
    • Mintel predicts
    • What parents want and why
    • Graph 1: COVID-19’s impact on family life, November 2020
    • Graph 2: COVID-19’s impact on the importance of technology, November 2020
    • Graph 3: parents who say they are more reliant on occupying their children with digital activities, November 2020
    • Graph 4: parents who say the lockdown restrictions make it impossible for parents to get time to themselves, November 2020
    • Opportunities
  2. MARKET DRIVERS

    • COVID-19 and the German economy
    • Graph 5: key economic data, in real terms, 2019-22
    • Graph 6: how consumers are affected as a result of the COVID-19 outbreak, 2-12 February 2021
    • Population dynamics
    • Graph 7: total number of families, by 1,000, 1999-2019
    • Graph 8: total birth rate, 2010-19
    • Graph 9: average age of mothers at birth of the first child (amongst married women), 1999-2019
    • Societal changes
    • Graph 10: families with dependent children, by family type in 2000, 2010 and 2019
    • Financial health
    • Graph 11: financial situation, by age of children in household, November 2020
    • Graph 12: gross household income, in euros, by size of household, 2019
  3. WHAT CONSUMERS WANT AND WHY

    • Impact of COVID-19 on consumer behaviour
    • Graph 13: Mintel’s COVID-19 exposure anxiety index, 3 March 2020-12 February 2021
    • Graph 14: Mintel’s COVID-19 lifestyle concerns index, all vs over-65s, 3 March 2020-15 January 2021
    • Graph 15: how much impact parents think the new lockdown restrictions will have on their lifestyle, by parental status, 7-15 January 2021
    • Family activities
    • Graph 16: activities that families do together/together with their children at least once a week, November 2020
    • Graph 17: repertoire analysis of activities done together as a family, by working status, November 2020
    • Graph 18: families who eat meals together at home, by working status, November 2020
    • Graph 19: proportion of parents watching TV with their children at least once in a typical week, by age, November 2020
    • Graph 20: families who do household chores together, by number of children in the household, November 2020
    • Eating habits
    • Graph 21: eating habits of families, November 2020
    • Graph 22: eating habits, by age of children in household, November 2020
    • Graph 23: where families mostly eat, by age of children, November 2020
    • Impact of COVID-19 on family lifestyles
    • Graph 24: COVID-19’s impact on the importance of technology, November 2020
    • Graph 25: COVID-19’s impact on the importance of family life and community, November 2020
    • Graph 26: parents’ views on diversity, November 2020
    • Family responsibilities
    • Graph 27: COVID-19’s impact on parenting responsibilities, November 2020
    • Graph 28: parents who say that they take responsibility of household and parenting duties, by gender, November 2020
    • Graph 29: parents who say that their partner takes responsibility of household and parenting duties, by gender, November 2020
    • Graph 30: parents who have had help from ‘someone else’ for household tasks, by age, November 2020
    • Role of grandparents
    • Graph 31: types of support provided by grandparents, November 2020
    • Graph 32: grandparents who take their grandchild(ren) on holiday, by age of children, November 2020
  4. LAUNCH ACTIVITY AND INNOVATION

    • Advertising and marketing activity
  5. APPENDIX

    • Appendix – abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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