Germany Lifestyles of Generation Z Market Report 2024
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Health remains a top priority for Gen Z in Germany. Brands and employers that embrace the mind-body connection and help manage health resources in innovative ways, for example through mixed-reality…

Germany Lifestyles of Generation Z Market Report 2024

$ 2,995 (Excl.Tax)

Report Summary

Stay ahead of the curve and future-proof your business with Mintel’s Germany Lifestyles of Generation Z Market Report 2024. Our full report is packed with consumer-led market intelligence, Gen Z market Germany trends, and Germany Gen Z consumer behaviour affecting your industry. Get a 360° view of Gen Z lifestyles in Germany 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

  • Market factors impacting the lifestyles of Generation Z.
  • Gen Z in Germany Market Research: Satisfaction with certain aspects of life and priorities for the following year.
  • Germany Gen Z Consumer Behaviour: Purchase avoidance behaviours, lifestyles, and Gen Z at work.
  • Generation Z’s attitudes towards sustainability, including sustainable typologies (Advocates, Moderates, Indifferents).

An Overview of the Gen Z Market Germany

Mintel’s Gen Z in Germany market research shows that they continue to be less affected by the cost of living crisis due to their transitory state into adulthood. While one third of Gen Z rent privately, a similar proportion is still living with their parents, resulting in fewer essentials they have to pay for.

As they further progress into adulthood, this percentage will gradually decrease, leaving less money for discretionary spending.

Gen Z in Germany Market Research: What Consumers Want and Why

  • A Holistic Approach to Health: Having a good work-life-balance is more important than earning a high salary to 74% of Gen Z in Germany. This likely perpetuates negative images of Gen Z in the media, deeming them lazy, unmotivated, and disrespectful at work. However, this priority does not necessarily need to be an expression of a lack of motivation, but an attempt to manage their physical, mental, and social resources in a sustainable way, which brands and employers alike can cater to by paying attention to the mind-body connection across the four wellbeing pillars to push Gen Z’s health holistically.
  • Sustainability is a Must: For 64% of German Gen Z living sustainably is the only way to ensure the habitability of the planet for future generations. But, although Gen Z is often perceived as the generation most concerned with climate change, brands need to remember the different attitudes and approaches to sustainability within the Gen Z consumer group. By keeping the different Gen Z typologies in mind, brands can follow a more targeted approach and offer incentives for sustainable behaviour or draw attention to sustainable actions.

Germany Gen Z Consumer Behaviour Forecast and Market Opportunities

  • Gen Z’s focus on health enables sports brands to tap into opportunities by offering innovative fitness solutions. For example, the integration of VR technology into workout experiences can enhance the effectiveness of workouts.
  • As Gen Z emerges into adulthood, they are assuming greater financial responsibilities leaving them with less money for discretionary spending. Due to their lower age, they have built up fewer savings compared to other generations, likely fuelling dissatisfaction. Brands have great potential to support Gen Z in managing their finances as 44% of them plan to prioritise doing so.

To learn how to connect with your audience, purchase our Gen Z Lifestyles Germany 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: Puma, Meta, Wirtz, Patagonia, Instagram, Adidas, Bumble, Fitness First, ahead, Visa, trade republic, Holmes Place, Kessler-Meyer, Snocks, BeautySweeties, Zalando, Henkel, LBBW Bank, Louis Vuitton, Clarins, Levi’s, and many more.

Products: Technology (VR headsets and glasses, apps, wearables), food and drink, household care products, financial services, fitness centres and clubs, travel, apparel, luxury products, beauty and personal care products, and more.

Additional Features Included with Your Purchase:

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Expert Insights on Germany Gen Z Consumer Behaviour

This report, written by Jan Katharina Kirsch, Analyst, delivers in-depth commentary and analysis to highlight Gen Z market Germany trends and add expert context to the numbers.

Health remains a top priority for Gen Z in Germany. Brands and employers that embrace the mind-body connection and help manage health resources in innovative ways, for example through mixed-reality workouts for fitness, will resonate with this consumer group.

Katharina Kirsch, Analyst
Katharina Kirsch

Table of Contents

    • Key issues covered in this Report

    • Market context
    • Opportunities

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-25
    • Graph 2: financial confidence index, 2022-24
    • Employment
    • Holistic health
    • Sustainability

    • Life satisfaction
    • Graph 3: Gen Z’s satisfaction with certain aspects of life, NET, 2023
    • Priorities for the next 12 months
    • Graph 4: Gen Z’s priorities for the next 12 months, 2022 vs 2023
    • Purchase behaviour
    • Lifestyle behaviours and Gen Z at work
    • Graph 5: lifestyle behaviours of Gen Z at work, 2023
    • Attitudes towards sustainability
    • Graph 6: Gen Z’s attitudes towards sustainability, NET, 2023
    • Typologies

    • Appendix – products covered, abbreviations, consumer research methodology and language usage

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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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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