German Lifestyles Consumer Report 2025

German Lifestyles — Trends & Insights

• Inflation continues to shape everyday consumer sentiment in Germany. While inflation has fallen back to more conventional levels, 85% of Germans still feel the day-to-day impact of inflated prices, highlighting the lingering effects of inflation-ridden years.
• High living costs and economic uncertainty are suppressing financial confidence. The persistent cost-of-living pressure continues to dampen consumers’ confidence, leading most Germans to plan to spend less or maintain the same spending levels as in 2024.
• Discretionary spending is increasingly uneven and confidence-dependent. Any growth in discretionary spend is driven primarily by better-off consumers and influenced by expectations around the government’s ability to support economic growth.
• Localism is gaining momentum and shaping spending intentions. Awareness of the importance of localism has strengthened further, with a greater willingness to pay more for local products.
• Brands have an opportunity to build connection through national pride and local relevance by emphasising local production, celebrating their ties to Germany, and using unifying campaigns that foster pride and a sense of national unity.

Key Issues Covered in this Report

• Estimated consumer expenditure in 2025 and the outlook for the next five years
• Expected changes in consumer spending habits in 2025 compared to 2024 across different categories (e.g. healthcare, foodservice)
• Consumers’ preference for local products, and the production locations of what they typically buy
• Consumers and their communities, i.e. which groups of people make up Germans’ close social circles and how they influence and support consumers
• Lifestyle behaviours, including feelings of pride regarding Germany’s achievements