Germany Marketing to Generation X Marketing Report 2021
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The often overlooked Gen X lead busy lives, tasked with raising the next generation, supporting the previous and demanding jobs. This presents opportunities for brands to embrace digital solutions and…

Germany Marketing to Generation X Marketing Report 2021

£ 2,195 (Excl.Tax)

Report Summary

This report provides comprehensive and current information and analysis of the Marketing to Generation X in Germany market including the Generation X market size, Generation X German Consumer trends, anticipated market forecast, relevant market segmentation, and industry trends for the Generation X market in Germany.

Current market landscape

41% of Gen Xers offer at least some form of support to their parents, be it financial, health-related, or most commonly, practical types of care. This puts Gen Xers in a stretching role, significantly impacting on Gen Xers’ personal lives, leaving them time-poor and overburdened.

Future market trends

The pandemic has made many people think more carefully about their wellbeing. 41% of Gen Xers prioritise natural ingredients and 37% look out for low sugar content when shopping for food since the outbreak began. This highlights opportunities for brands to invest in healthier and clean label formulations.
Read on to discover more about the Marketing to Generation X consumer market or take a look at our other German Consumer Lifestyles research reports.

If you would like to read the Germany Marketing to Generation X Marketing Report 2021 in German, you can find it here in our Mintel Store Germany.

Quickly understand

  • The short-, medium- and long-term impact of COVID-19 on Gen X, including changes in spending habits and opportunities for brands.
  • Generation X’s time pressures and how brands can alleviate and support them.
  • Gen X’s attitudes and support towards older members of their family and how brands have stepped in to unburden them
  • How Gen X perceives itself, including scope for brands to help them reframe it starting with advertising.
  • Gen X’s current lifestyle priorities, including the role of overall health and financial stability.

Covered in this report

Brands include: Alpro, Gorillas, Smiling Face, Smirror, The Komoot etc.

Expert analysis from a specialist in the field

This report, written by Mainga Hachibiti, a leading analyst in the Consumer Lifestyles sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Often overlooked, Generation Xers lead busy lives, educating the next generation, supporting the previous generation, and demanding jobs. This offers brands the opportunity to embrace digital solutions and position them as a way to make life easier for Generation X.

Mainga Hachibiti

Consumer Lifestyles Analyst

Table of Contents


    • Key issues covered in this report
    • The impact of COVID-19 on Generation X
    • Market context
    • Opportunities
    • Marketing mix

    • Graph 1: key economic data, in real terms, 2019-23
    • Graph 2: changes in financial situation since the start of the outbreak, 2021
    • Generational characteristics
    • Graph 3: breakdown of the population by generation, 2019
    • Financial situation
    • Graph 4: financial situation of Gen Xers, by gender, 2021
    • Social media
    • Graph 5: social media platforms used in last three months, 2021

    • The impact of COVID-19 on consumer behaviour
    • Graph 6: exercise frequency since the COVID-19 outbreak, 2020
    • Graph 7: changes in shopping habits since the start of the outbreak, 2021
    • Graph 8: COVID-19's impact on Gen Xers' family life, 2020
    • Generation X time pressures
    • Graph 9: activities Gen Xers wish they had more time for, 2021
    • Graph 10: families who do household chores together, by age of children in the household, 2020
    • Support provided for parents
    • Graph 11: activities that Gen X help the elderly people in their life with, 2021
    • How Gen X perceive themselves
    • Graph 12: Gen X attitudes towards themselves, 2021
    • Graph 13: Gen X attitudes towards portrayal in media and advertising, 2021
    • Graph 14: proportion of Gen X who agree with the statements by financial situation, 2021
    • Current lifestyles priorities
    • Graph 15: Gen X current priorities in life, 2021
    • Graph 16: proportion of consumers that consider being in a good/stable financial situation a priority, by financial situation, 2021
    • Graph 17: Gen X current relationship priorities in life, 2021

    • 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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