In times of polycrisis, multifactorial stress is widespread among Germans. Brands can help consumers better understand the effects of stress and demonstrate the value of wellbeing products and services.
Multiple years of polycrisis have caused the decline of German consumers’ mental wellbeing, however many do not perceive a need to use mental wellbeing products or services, which is the main usage barrier.
Mintel’s market research on managing stress and mental wellbeing in Germany shows that only a small percentage of Germans use mental wellbeing products and services. A perceived lack of need is the main barrier to usage.
Mental wellbeing brands will need to work hard to convince consumers of the value of their products and services, leveraging innovative cross-category co-operations, for example, to provide affordable products/services and multifunctional products that also claim physical benefits as part of a holistic approach to wellbeing.
Food and drink or beauty brands aiming to tap into mental wellbeing are well-placed to appreciate women as a target group. For example, initiatives like self-care challenges can help women reduce their mental load by promoting time-outs and encouraging them to prioritise their own wellbeing.
Key Topics Analysed in this Report
Report Scope
This report explores behaviours and attitudes towards managing stress and mental wellbeing among German consumers. For reasons of simplification, the terms ‘mental wellbeing’ and ‘mental health’ are interchangeably used and oriented towards the definition of the WHO.
This report was written by Dr. Jennifer Hendricks, Senior Analyst at Mintel. Jennifer explores consumer and market trends on diverse topics like attitudes towards everyday sustainability and lifestyles of the over-65-year-olds. During her PhD, she acquired extensive experience in qualitative and quantitative research.
In times of polycrisis, multifactorial stress is widespread among Germans. Brands can help consumers better understand the effects of stress and demonstrate the value of wellbeing products and services.
Dr. Jennifer Hendricks
Senior Analyst – Consumer Lifestyles, Germany
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