German Lifestyles Consumer Report 2024

Stay ahead of the curve and future-proof your business with Mintel’s German Lifestyles Market Report 2024. Our full report is packed with consumer-led market intelligence, lifestyle trends in Germany, and consumer behaviours. Get a 360° view of consumer lifestyles in Germany including a growth 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.

Topics Analysed in this Report

• Germany lifestyles market research: Consumers’ overall satisfaction with their life.
• Values that hold the most importance for Germans.
• Expected changes in consumer spending habits in 2024.
• German consumer behaviours in a polycrisis, including preference to focus on personal life instead of the state of the world and reconsideration of life goals due to expectations for more crises to come.
• What German consumers are most looking forward to in 2024.

An Overview of Consumer Lifestyles in Germany

Mintel’s Germany lifestyles market research shows that once inflation levels ease, the German economy will be on its way to recovery.

However, it takes time for consumer sentiment to rebound and cautious spending remains common, along with a high savings ratio.

German Lifestyles Market Research: What Consumers Want and Why

• Cautious Consumers Continue to Look for Affordability: For 62% of Germans, affordability is the most important brand quality, even households with healthy finances are looking out for affordability. Since a complete transition back to pre-recession patterns may take several years, brands are well advised to make affordability a permanent priority.
• Offer Added Value Through Convenience: 52% of German consumers are prepared to pay more for things that make their life easier. Brands can capitalise on this to counteract cautious spending by placing convenience at the forefront of their identities and help consumers navigate their fast-paced daily lives. For example, by focussing on time-saving benefits and encouraging consumers to enjoy their leisure time.

Consumer Lifestyles in Germany: Market Opportunities

• Honesty and safety rank among the top three most important values for German consumers. Mintel’s German lifestyles market research shows that consumers have become more sceptical about product claims and now expect more proof before committing to purchasing from a brand. Hence, brands proving transparency will resonate the most with consumers in Germany.

To learn how to connect with your audience, purchase our German Lifestyles Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Aldi, Netflix, Carrefour, flaschenpost, FRoSTA, BIPA, Ferrero, Congstar, TikTok, Milka, YouTube, LEGO, Disney, IKEA, Harzverbunden Waldquartier, AVIVA, and more.

Products: Holidays, leisure, entertainment, clothing, accessories, foodservice, technology/communications, food and drink (including premium products), healthcare products, beauty and personal care products, home and garden products, household care products, and more.

Additional Features Included with Your Purchase:

• Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
• Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
• Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
• Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive catalogue of market research reports.

Expert Insights on Consumer Lifestyles in Germany

This report, written by Dr. Jennifer Hendricks, Senior Analyst, delivers in-depth commentary and analysis to highlight lifestyle trends in Germany and add expert context to the numbers.

Our German lifestyles market research shows that brands that position themselves as a source of reassurance and support will be appreciated by German consumers as they navigating through a time of polycrisis. For example, by counting on familiar brand claims or offering moments of escapism.

Dr. Jennifer Hendricks
Senior Analyst – Consumer Lifestyles, Germany