76% of Germans felt stressed at least once in July 2024. Multifactorial stress – related to consumers’ personal lives, but also to societal and global issues – is prevalent among German consumers. On a positive note, the percentage of Germans reporting improved mental wellbeing is higher than in 2022, but many are still learning to cope with the polycrisis.
Only a small percentage of Germans use mental wellbeing products and services, and 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 cooperations, for example, to provide affordable wellbeing products/services and multifunctional products that also claim physical benefits as part of a holistic approach to wellbeing.
Brands in categories like F&D and BPC 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 wellbeing. Beyond this, dedicated stress-relief supplements and mood-boosting ingredients in BPC products positioned as alternative solutions to cosmetic procedures provide chances to resonate with stressed women.
In a time 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 (eg multifunctionality).
Dr. Jennifer Hendricks, Senior Analyst – Consumer Lifestyles, Germany
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