Stay ahead of the curve and future-proof your business with Mintel’s Healthy Lifestyles in Germany Report 2024. Our full report is packed with consumer-led market intelligence, healthy 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
- German consumers’ perceptions of general health and different areas of health.
- Changes in overall mental wellbeing.
- Priorities for leading a healthy lifestyle in Germany over the next 12 months.
- Germany healthy lifestyles drivers and motivations.
- Consumer lifestyles in Germany and healthy lifestyle behaviours, such as the impact of mental health on exercise and the impact of the rising cost of living.
An Overview of Consumer Lifestyles in Germany
Due to high inflation, affordability has emerged as an established concern for consumers, particularly influencing healthy lifestyles in Germany: 53% of consumers in Germany agree that the rising cost of living has made it less affordable for them to lead a healthy lifestyle.
German consumers’ perception of their own health remained steady at 48% between 2023 and 2024, however, compared to September 2021 this perception has decreased. Hence, Germans’ health is yet to recover while they are navigating through times of multiple crises.
Healthy Lifestyles in Germany: What Consumers Want and Why
- The Impact of Inflation on Healthy Lifestyles in Germany: Financial concerns have taken a toll on healthy lifestyles in Germany with 46% of Germans agreeing that financial worries leave them with less energy to care about their health. Health brands can engage consumers through products that combine multiple benefits to their health in one holistic product, thereby offering affordable options.
- Germany Healthy Lifestyles of Gen Z: Appearance-focused benefits can be a way to reach Gen Z in particular with health products that would otherwise not necessarily arouse their interest. For example, food supplements that support the microbiome and clear breakout-prone skin from the inside out.
Germany Healthy Lifestyles Forecast
- 54% of German consumers think that their mental health impacts their drive to exercise. Fitness brands are well-advised to address this by evolving into holistic health places, emphasising not only physical workouts but also addressing mental health and fostering social connections. Health and fitness clubs can offer in-person support such as workshops to help understand how mental health can be improved, along with mindfulness and relaxation classes.
To learn how to connect with your audience, purchase our Healthy Lifestyles in Germany Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Brands Discussed in this Report
tetesept, Kuschelweich, Aldi, McFIT, Gallinee, Fitness First, Weight Watchers+, Hotel Mürz, Balloon, Rituals, Wellnas, Hotel Filser, Hotel Heinz, Braineffect, Kneipp, ARKET, Gymbox, Digital Detox Destination, Noot, AOK, Mighty, Picnic, Inception, Gymondo, Technogym, cerascreen, and more.
Expert Insights on Healthy Lifestyles in Germany
This report, written by Katharina Kirsch, Analyst, delivers in-depth commentary and analysis to highlight healthy lifestyle trends in Germany and add expert context to the numbers.
German consumers’ health is yet to recover amid multiple crises, calling for brands to continue to support consumers in living healthily. For example, by offering multifunctional immune boosters and affordable fitness with added benefits.
Katharina Kirsch
Analyst
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EXECUTIVE SUMMARY
- Market context
- Inflation is still affecting Germans’ lives
- Mental health continues to be a key issue
- Opportunities
- Continue to support Germans in living healthy with affordable options
- Appeal to Germans by offering versatile health-boosting solutions
- Capitalise on the mind-body connection
- Fitness brands: transform into holistic health places to help the young to exercise
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MARKET DRIVERS
- The German economy
- 2024 is expected to be more challenging than initially predicted
- Graph 1: key economic data, in real terms, 2019-25
- The inflation rate is slowly bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 2: financial confidence index, 2022-24
- The impact of the economy on healthy lifestyles
- Obesity
- The extent of Germany’s obesity epidemic
- Graph 3: trends in body mass index (BMI), 1999-2021
- Obesity levels continue to increase
- Physical activity
- Physical activity is multifarious
- Living in times of multiple crises increases the risk of physical inactivity
- Exercise frequency declines with age
- Graph 4: exercise frequency, by age, NET, 2023
- Nutrition
- Changes in Nutri-Score portray a risk of credibility
- Plant-based diets lead Germans to healthier food choices
- Mental health
- Mental illnesses are a crucial economic factor
- Mismatch between what Germans think they should do and actually do for their mental health
- Graph 5: ideal vs actual frequency of doing mindfulness exercises, NET, 2023
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WHAT CONSUMERS WANT AND WHY
- Perceptions of general and different areas of health
- Germans’ health is still on the path to recovery
- Help Germans to help themselves
- 18-34s’ health perception has improved
- Graph 6: perception of general health for a person of one’s own age, by age, 2024**
- Graph 7: perception of general health for person of one’s own age, by age, 2023*
- Support financially struggling consumers to live a healthy lifestyle on a budget
- Graph 8: perception of health, by financial situation, NET, 2024
- Health perceptions vary between the different areas of health
- Graph 9: perception of different areas of health, NET, 2024
- Cater to Germans with multifunctional immune health boosters
- tetesept helps consumers to support their immune system with multifunctional immune treatment
- Provide affordable fitness to reach financially struggling consumers
- Promote a holistic approach to weight management
- Graph 10: negative perceptions of selected areas of health, by perception of own weight, 2024
- Hotel Mürz provides a holistic combination of wellness, health treatments and relaxation
- Change in overall mental wellbeing
- Germans’ mental wellbeing has improved
- Financially struggling consumers are more likely to report that their mental wellbeing has worsened
- Graph 11: change of overall mental wellbeing, by financial situation, 2024
- Help younger consumers to make mindfulness practices part of their daily routine
- Graph 12: change in overall mental wellbeing compared to a year ago, by age, 2024
- Balloon targets consumers with an insurance-sponsored mindfulness concept
- Rituals taps into the mental wellbeing sector
- Priorities to leading a healthy lifestyle
- Nutrition and physical fitness are top of mind for a healthy lifestyle
- Graph 13: priorities to lead a healthy lifestyle in the next 12 months, 2024
- Leverage the potential of technology to help consumers cook healthily
- Tourism: make sleep health an important part of the stay
- Promote sleep health with vegan-friendly sleep aids
- Retail: astonish Germans with the opportunity to socialise in-store
- Cater to 16-24s with digital detox
- Reach men with alcohol-free drinks that promote relaxation
- Drivers to leading a healthy lifestyle
- Preventing future health issues is top of consumers’ minds
- Graph 14: aspects that would most encourage a healthy lifestyle, 2024
- Resonate with younger consumers by raising awareness of illness prevention
- AOK’s #VwieVorsorge campaign: because cancer knows no age
- Reach over-65s with personalised guidance for well-ageing
- Cater to Gen Z with appearance-focused benefits
- Healthy lifestyle behaviours
- Half of Germans are feeling the effects of high inflation on their healthy habits
- Graph 15: behaviours towards leading a healthy lifestyle, 2024
- Germans need to make sacrifices to their healthy habits
- Keep support initiatives for affordable healthy nutrition going
- Fitness brands: become holistic health places to help the young
- Gain inspiration from fitness brands tapping into mental health in different countries
- Health and fitness clubs: use AI to create personalised workout programs
- Self-test providers: appeal to parents by promoting the time-saving aspect of self-tests
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APPENDIX
- Appendix – abbreviations, consumer research methodology and language usage
- Abbreviations
- Consumer research methodology
- A note on language
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