German Lifestyles Market Report 2022
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Germans are facing an extended cost-of-living squeeze. Brands that provide better value for money (through product longevity) will stand out. Dr. Jennifer Hendricks, Consumer Lifestyles Research Analyst, Germany…

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The German Lifestyles Market Report 2022 identifies consumers’ attitudes towards tackling the cost-of-living crisis, the impact inflation and humanitarian crises, e.g. the conflict in Ukraine, have on consumers’ spending habits and lifestyles, and the impact of price spikes on climate change/sustainability awareness. This report covers the German Lifestyles market sizes, market forecast, market segmentation and industry trends for the German lifestyle choices.

Current Market Landscape

Our German Lifestyles market research shows that in the first half of 2022, consumers released their post-pandemic pent-up demand, leading to significant growth in some areas of discretionary spending, e.g. travel and leisure.

However, with many Germans at least somewhat concerned about their finances, price spikes for essentials, e.g. energy, food, and even non-essentials such as holidays, have caused more defensive spending across categories.

German Lifestyles: Market Share and Key Industry Trends

With inflation expected to remain high in 2023, shoppers will continue to cut back where they can in order to make ends meet. Even though energy price caps will limit further gas and electricity bill increases, many households will struggle with the current levels and will turn to savings to cover essential costs.

While consumers are expected to continue cutting back on discretionary spending, e.g. travel and leisure, and with many Germans delaying major purchases, continued price rises will cushion the effect on overall spending.

Future Trends in the Consumer Lifestyles in Germany

Brands that support consumers in coping with financial pressure, e.g. by offering flexible payment options, will win favour. Those operating in the German market are encouraged to rethink existing business models to appeal to consumer lifestyles in Germany and to support consumers in saving money on major purchases and likewise communicate the eco benefits of practices like resale.

According to our Consumer Lifestyles in Germany report, with decreasing inflation, consumer lifestyle choices are expected to be less focused on price. The loosening of spending restrictions will boost discretionary markets and sales of big-ticket items, e.g. furniture.

Read on to discover more details or take a look at all of our German Consumer Lifestyles Market Research.

Quickly Understand

  • Changes in consumer spending patterns over the last year and the key factors driving these changes.
  • The impact of rising inflation on consumer behaviours.
  • Leading consumer concerns, including issues such as the cost of living, health and climate change.
  • How consumers expect their lives to look in five years.
  • Total consumer spending forecast over the next five years.

Covered in this Report

Products: Furniture, smartphones, retail credit, holiday booking, BPC, food, drink, gas/electricity, petrol, BNPL, and many more.

Brands: IKEA, Airbnb, Lidl, Gucci, Nike, Decathlon, Klarna, Komo, Chocolate Bank, Lindt, Power Vita, Taxofit, Mannings, 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 sector, delivers in-depth commentary and analysis to highlight current trends in German lifestyle choices, and adds expert context to the numbers.

Germans are facing an extended cost-of-living squeeze. Brands that provide better value for money, e.g. through product longevity, will stand out.

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

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities

    • German economy
    • Graph 1: key economic data, in real terms, 2019-24
    • Graph 2: financial situation, March 2022 vs October 2022
    • Graph 3: household and lifestyle issues faced in the last two months, 2022
    • Graph 4: development of real and nominal earnings and consumer prices, Q1 2020-Q2 2022
    • Graph 5: percentage of consumers who are confident about their financial situation over the next year, by generation, 2022
    • Graph 6: “I feel pretty confident that I’ll be ok”, by country, 2022
    • Population dynamics
    • Graph 7: households and projected household, by type of household, 2000-40
    • Graph 8: urban population, 1996-2021

    • Consumer spending habits
    • Graph 9: changes in spending behaviour compared to a year ago, 2022
    • Graph 10: spending preferences in terms of potential spending cuts in overall spending (top six), 2022
    • Graph 11: preferences in potentially necessary changes of favourite grocery brand offerings, 2022
    • Graph 12: reasons for spending more on selected categories, 2022
    • Graph 13: consumers who are spending more on holidays compared to a year ago, by generation, 2022
    • Graph 14: changes in spending on clothes and accessories compared to a year ago, by age, 2022
    • Graph 15: changes in spending on healthcare products compared to a year ago, by age, 2022
    • Graph 16: reasons for spending less on selected categories, 2022
    • Graph 17: reasons for spending less on technology and communications, by age, 2022
    • Graph 18: expected behavioural changes in the case of necessary spending cuts on beauty/grooming products (top five), 2022
    • Impact of inflation on consumer behaviour
    • Graph 19: behavioural changes due to the rising cost of living, 2022
    • Graph 20: changes in consumption behaviour due to the rising cost of living (top four), by net monthly household income, 2022
    • Graph 21: consumers who are delaying plans to book a holiday due to the rising cost of living, by lifestage, 2022
    • Graph 22: whether credit is used/considered to be used to pay for essentials/non-essentials, by financial situation, 2022
    • Current consumer concerns
    • Graph 23: [no title]
    • Graph 24: consumers who are concerned about being able to afford a comfortable retirement (NET), by age, 2022
    • Graph 25: Mintel COVID-19 lifestyle concerns index, 2021-22 (3-16 March 2020 = 100)
    • Graph 26: concerns about the cost of living (NET), by age, 2022
    • Graph 27: concerns about mental health (NET), by gender and age, 2022
    • Consumer expectations for the next five years
    • Graph 28: what consumers expect in five years’ time, 2022
    • Graph 29: consumers who expect their financial situation to have improved in five years’ time, by age, 2022

    • Graph 30: estimated consumer expenditure in €bn, by sector, 2022
    • Graph 31: estimated percentage change in consumer spending, by sector, 2021-22

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

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.

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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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