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Report
en_GB
Holistic health – particularly mental wellbeing – is now widely recognised as essential. However, ongoing cost-of-living pressures, entrenched habits and strain on the healthcare system continue to limit consumers' ability…
Germany
Health and Wellness
simple
Germany Healthy Lifestyles Consumer Report 2026
"With rising concern about healthcare affordability, brands and retailers can position themselves as health facilitators by offering preventive services in-store."
Dr. Jennifer Hendricks, Principal Analyst - Consumer Lifestyles, Germany
Holistic health – particularly mental wellbeing – is now widely recognised as essential. However, ongoing cost-of-living pressures, entrenched habits and strain on the healthcare system continue to limit consumers’ ability to translate intentions into sustained action. As a result, health aspirations are fragmenting along lines of motivation, affordability and life stage.
While 54% of consumers say the increased cost of living has led them to cut back on things that support a healthy lifestyle, brands that genuinely lower barriers to healthy choices will be best placed to secure consumer trust and loyalty. At the same time, rising concerns about healthcare access and affordability are increasing openness to alternative and preventive health solutions. Brands and retailers therefore play a growing role in shaping how health fits into everyday life.
The biggest opportunity lies in addressing the needs of diverse segments with creative, accessible solutions. Targeting Self-optimisers (who value looking good and enjoying life) and Social-first Health Doers (who crave health and social connection) is key, but so is nudging the disengaged with incentives and education.
This Report Looks at the Following Areas:
Consumer segmentation: typologies of healthy lifestyles
Perceptions of general health and mental wellbeing
Priorities for leading a healthy lifestyle
Behaviours towards health and the cost of living
Collapse All
EXECUTIVE SUMMARY
What you need to know
Outlook
Opportunities
Tailor healthy lifestyle offerings to the needs of various consumer segments
Consider affordability the foundation of everyday health
Make health and wellness an integral part of brand strategy
THE MARKET
Cost-of-living pressures are mounting once again
Germans are living longer but less healthy lives
Traditional searches for online health information still dominate
Graph 1: platforms used when searching for health information online, 2025
Germany’s healthcare system is under pressure
Graph 2: statutory health insurance contribution rate* , 2022-26
THE CONSUMER
Typologies of healthy lifestyles
Acknowledge the different motivators for leading a healthy lifestyle
Using cluster analysis to identify consumer segments
Graph 3: component alignment, by consumer segments, 2026
Overview of demographic characteristics of the identified consumer segments
Graph 4: selected demographic characteristics of consumer segments, 2026
Target Social-first Health Doers with mental wellbeing
Address Self-optimisers’ needs without compromising enjoyment
Support Longevity Seekers in reaching their goals
Nudge Health Minimalists towards healthier habits with additional incentives
Health-conscious Easy Goers follow a balanced approach to health management
Perception of general health and mental wellbeing
Consumers with high perceived health literacy are more likely to feel healthy
Graph 5: perception of general health for a person of one’s own age (NET), by knowledge about how to live a healthy lifestyle, 2026
Be aware of possible overconfidence in consumers’ perceived health knowledge
Mental wellbeing is an essential part of holistic health
Gen Z reports improved mental wellbeing, but ongoing support remains crucial
Graph 6: consumers who report an improvement of their mental wellbeing compared to a year ago, by generation, 2026 vs 2024
Tap into the growing interest in wellness
Graph 7: changes in mental wellbeing, by increased time spent on wellness in the last 12 months due to current global instability, 2026
Priorities for leading a healthy lifestyle
Older Germans need a motivational boost
Graph 8: consumers who plan to make any changes in the next 12 months to lead a healthier lifestyle, by age, 2026
How brands can support older consumers in establishing more healthy habits
Nutrition and physical fitness are top of mind for leading a healthier lifestyle
Address the pent-up demand of cash-strapped consumers
Graph 9: priorities to lead a healthier lifestyle in the next 12 months (selected aspects), by financial situation, 2026
Younger generations strive for health optimisation
Be a trusted partner for reliable health information
Behaviours towards health and the cost of living
Help Germans avoid compromising on health
Parents of younger children are feeling the cost pressure
Graph 10: consumers who say the increased cost of living has led them to cut back on things that support a healthy lifestyle, by parental status, 2026
Go the extra mile to support families in leading a healthy lifestyle
Germans worry about rising healthcare costs
Position your brand as health facilitator
INNOVATION AND MARKETING
Concept ideas for F&D products that promote health without compromising on enjoyment
Bosch BKK expands mental health support with focus on loneliness
Lidl and AOK PLUS join forces to encourage healthier lifestyles
Kaufland tests telemedicine and preventive medical services inside stores
APPENDIX
The consumer
Consumer research questions
Consumer research methodology
Germany’s generation groups
Other data source methodologies
Mintel Spark
Abbreviations
A note on language – Germany
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