Stay ahead of the curve in the Gen Z market Germany and future-proof your business with Mintel’s Gen Z Lifestyles Market Report 2023. Our full report, is packed with consumer-led market intelligence, the latest Gen Z trends in Germany, and consumer behaviours affecting your industry. Get insight on Generation Z in Germany and how to best cater to their needs to help you align your strategy with what your audience demands. Below, we’ve handpicked some key insights from the full report.
Our Gen Z Lifestyles in Germany Report Delivers Key Insights for Market Professionals On
- What factors are impacting the lifestyles of Generation Z in Germany?
- How satisfied are Generation Z with their life?
- Gen Z’s priorities for the next five years.
- How do Gen Z fund their lifestyles?
- Germany Gen Z consumer behaviour.
- Generation Z’s attitudes toward societal norms and values/traditional lifestages.
Gen Z Market Germany Overview
Mintel’s Gen Z lifestyles Germany report illustrates this target group’s transition into adulthood in times of multiple crises. While some might still be living with their parents, and thus remain largely insulated from the high cost of living, others are living on their own and are facing financial budget strains.
Learn how to navigate this diverse group and how to cater to the different sub groups within Generation Z in Germany, using our Gen Z in Germany market research.
Gen Z Trends in Germany: What Consumers Want and Why
- Gen Z Consumer Behaviour: Only 11% of Gen Z plan to reduce their carbon footprint, showing that despite being perceived as the generation most concerned about climate change, following sustainable practices is not a top priority for most of them.
- Gen Z Consumer Attitudes: 74% wish they had more control over their life circumstances. Brands can provide a sense of control and help Generation Z in Germany navigate their transition into adulthood.
- Gen Z Market Opportunities: 85% of Generation Z in Germany agree that looking after their mental health is just as important as looking after their physical health, which includes spending time with loved ones, pursuing hobbies, and managing their finances.
What’s Next for the Gen Z Market Germany?
To learn how to connect with your audience, purchase our full Gen Z Lifestyles in Germany Report. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Benefits this market report holds for your business:
- Expert insights on Generation Z in Germany.
- A detailed market outlook.
- How your business can tap into opportunities to appeal to the German Gen Z lifestyle.
On top of the full Gen Z Lifestyles Germany Market Report, including the interactive data book and power point, you will also receive access to Mintel’s Clients portal where you can browse for more relevant market research reports and trend pieces.
Leading Brands in the Gen Z Market Germany and Products covered in this Report
Brands: herMoney, TikTok, &other Stories, Apple, Samsung, ASOS, H&M, YouTube, Nike, Deutsche Bahn, e.GO, Budget+, FootLocker, FAIRWEG, RUF Jugendreisen, Headspace, Calm, 7Mind, and many more.
Products: Smartphones, computers, laptops, tablets, digital/video cameras, wireless earbuds, apparel, leisure equipment, social media platforms, cars, food and drink, entertainment (e.g. cinema), technology, eating out, holidays, toiletries, beauty products, streaming services, housing, and many more.
Expert Insights on Generation Z in Germany
This report, written by Katharina Kirsch, Associate Analyst, delivers in-depth commentary on Germany Gen Z consumer behaviour to highlight Gen Z trends in Germany, and adds expert context to the numbers.
As Gen Z goes through a transitory phase in their lives, brands can help navigate this period by focusing on physical, mental, and social wellbeing as well as providing financial confidence.
Katharina Kirsch
Associate Analyst, Germany
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-24
- Population
- Graph 2: breakdown of the population, by generation, 2021
- Sustainablity
- Social media/technology
- Graph 3: Germany, technology devices owned, by generation, 2022
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WHAT CONSUMERS WANT AND WHY
- Overall satisfaction with life
- Gen Z priorities
- Graph 4: proportion of adults who do the selected eco habits all the time, by generation, 2022
- Plans for the next five years
- Graph 5: Gen Zs’ plans for the next five years, 2022
- Who pays for what?
- Graph 6: sources of payment for selected outgoings, 2022
- Graph 7: Gen Z expenses paid for by themselves, gender, 2022
- Gen Z behaviour
- Gen Z lifestyle attitudes
- Graph 8: Gen Zs’ attitudes towards specific statements, 2022
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APPENDIX
- Appendix – abbreviations, consumer research methodology and language usage
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