Healthy Lifestyles in Germany Market Report 2022
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While over half of Germans say they lead a healthy life, this is at odds with high obesity and mental illness rates. This disparity calls brands, businesses and governments to…

Healthy Lifestyles in Germany Market Report 2022

£ 2,195 (Excl.Tax)


The Germany Healthy Lifestyles Market Report 2022 identifies consumers’ attitudes towards their own (un-)healthy lifestyles, physical as well as mental health, and the impact of COVID19 on those attitudes. This report covers the Germany Healthy Lifestyles market size, market forecast, market segmentation and industry trends for the Germany Health and Wellbeing market.


Health Consciousness Germany

Over half of Germans say they lead a healthy life, however, this is at odds with the high obesity and mental illness rates across the country.

Is Germany health conscious?

German consumers have an overly positive attitude when it comes to their health. While the majority of Germans have good intentions in relation to health, numbers indicate that many Germans are unaware of their unhealthy habits and are misjudging the trade-off between health and indulgence.

Current Market Landscape

Health and financial concerns exacerbated German consumer anxieties during the initial lockdown, while lack of access to real-life interactions also caused widespread feelings of loneliness. While some used the time at home to become more active, exercise levels largely dropped resulting in increased obesity levels as compared to pre-pandemic.

Given the high obesity levels in the German population, German consumers seem to show an overly positive attitude when it comes to their health. It seems that Germans are unaware of their unhealthy habits, which potentially points towards a lack of knowledge on what living a healthy life means. However, the pandemic caused many to think more profoundly about healthy eating and their overall health.

Healthy Lifestyles in Germany Market Share and Key Industry Trends

The pandemic led to many Germans thinking more profoundly about their health, resulting in making eating healthily and being active a higher priority. However, the return to lockdown across the autumn/winter set back activity levels again, while also exacerbating mental health concerns.

Given that most Germans are oblivious to their own health condition, there is need for a holistic understanding of health. Brands are well placed to put exercise and nutrition in the spotlight as they have a significant influence on both mental and physical health.

  • 16% of German consumers describe their health as very or somewhat unhealthy.
  • 55% of German consumers say they lead a healthy life.
  • 58% of Germans say they care more about their mental health than they did pre-COVID19.
  • 51% of Germans actively seek ways to reduce stress.

Future Trends in the Germany Health and Wellbeing Market

As the economy continues to recover, there will be more money to dedicate to healthier products and services. However, the conflict in Ukraine is predicted to have an impact on F&D prices putting pressure especially on the less affluent to lead healthy lifestyles. With half of the German population actively seeking ways to reduce stress, brands can take advantage of this and put mental health more into focus with significant opportunities for the wellbeing and meditation app market.

Consumers remain over-optimistic about their health, creating challenges for governments, employers and the health and wellness industry. Campaigns and initiatives that provide more information and greater detail on what holistic health entails will be important in getting consumers to be honest with themselves about their own health and to understand their own health and the impacts of lifestyle choices.

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

Quickly Understand

  • The short-, medium- and long-term impact of COVID-19 on healthy lifestyles.
  • The state of the nation’s health and the amount of effort people put into staying healthy.
  • Factors that would encourage Germans to lead a healthier lifestyle.
  • Sources of health information.
  • Health in the workplace: How consumers feel and what consumers want.

Covered in this Report

Products: Wellbeing and mediation apps, smartphones, skincare, and more.

Brands: Grüne Schleife, WHO, Headspace, Calm, 7Mind, and more.

Expert Analysis from a Specialist in the Field

This report, written by Dr. Christina Wessels, a leading analyst in the Lifestyle, Leisure & Household sector, delivers in-depth commentary and analysis to highlight current trends in the Germany Health and Wellbeing market and adds expert context to the numbers.

While over half of Germans say they lead a healthy life, this is at odds with high obesity and mental illness rates. This disparity calls brands, businesses and governments to take immediate action by fostering a deeper understanding of holistic health.

Dr. Christina Wessels
Dr. Christina Wessels
Senior Lifestyles, Leisure & Household Analyst

Table of Contents


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

    • German economy
    • Graph 1: key economic data, in real terms, 2019-23
    • Obesity
    • Graph 2: trends in body mass index (BMI), 1999-2017
    • Physical activity
    • Ageing population
    • Graph 3: share of maximum adult population projections, by age group, 2020-30
    • Nutrition
    • Mental health

    • General health perception
    • Graph 4: people’s perception of their general health, by age, 2021
    • Drivers of leading a healthy lifestyle
    • Graph 5: factors that would encourage consumers to lead a healthier lifestyle, 2021
    • Sources of health information
    • Graph 6: sources of information German consumers would use for advice, 2021
    • Graph 7: whether health/wellbeing apps would be used for advice on each of the following, by age, 2021
    • Health in the workplace: how consumers feel
    • Graph 8: effects of work-related habits on consumer health, % yes, by satisfaction with work/life balance, 2021
    • Health in the workplace: what consumers want
    • Graph 9: factors that the workforce thinks would be most beneficial to their health and wellbeing, 2021
  4. Appendix

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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