The Germany Marketing to Parents Market Report 2022 identifies consumers’ attitudes towards family day trips and holidays, the impact of the cost-of-living crisis, and the conflict in Ukraine on Marketing to Parents in Germany. This report covers the Marketing to Parents in Germany market size, market forecast, market segmentation, and industry trends for Marketing to Parents in Germany.
Current Market Landscape
German parents are spending more quality time with their family now than compared to before the pandemic. The COVID-19 outbreak gave families the opportunity to spend more time together and reignited a sense of closeness. Parents who work at home have more time for activities which has a positive impact on their wellbeing and spending quality time with their family. Hybrid working will continue in a post-COVID world. Employers need to support employees when working out of home, particularly if they want to encourage workers back to the work location. For example, employers could partner with wellbeing and sleep-health apps to offer subscriptions or put on exercise classes at work at lunchtime.
Rising inflation since the beginning of this year and the consequent increase in the cost of living has already been felt by parents and is predicted to rise further due to the conflict in Ukraine.
Marketing to Parents in Germany Market Share and Key Industry Trends
While the rising cost of living will tighten parents’ budgets, the effects on household finances will not be felt equally. For wealthier households, rising inflation will be an irritation, for households already on a tight budget, it will be a serious threat to their finances meaning they will have to cut back on discretionary spending such as luxury goods, travel, and leisure.
However, according to our parents market research Germany, the cost-of-living crisis will be countered by the built-up demand among parents to spend on leisure and travel after having limited opportunities to do so in the past two years. Brands should now be utilising the pent-up demand and provide opportunities for families to enjoy themselves together outside of the home through leisure and travel experiences.
- 40% of German parents are spending more quality time with their family now than compared to before the pandemic.
- 79% of parents describe their financial wellbeing as ‘steady’.
- 40% of parents are spending less on day trips and holidays with their family since the pandemic.
- 49% of German parents consider the environmental impact of their decision-making.
Future Trends in Marketing to Parents in Germany
As of January 2022, financial wellbeing remains steady among the majority of parents, and coupled with the fact that parents have spent far less money on day trips and holidays in the past two years, there will still be demand for fun family experiences outside of the home. Travel and leisure brands can celebrate the increased closeness among families and position their experiences as being a central opportunity for families to spend quality time together.
Moreover, travel brands that can align with parents’ priorities will be able to stand out. In particular, the pandemic spurred on environmental concerns, and as parents look to travel again, they will want to do this sustainably and responsibly. Travel agents and brands should be offering sustainable holidays that include eco-friendly modes of transport, as well as responsible tourism, including respecting and learning from local cultures.
Read on to discover more details or take a look at all of our German Market Research about Consumer Lifestyle, Marketing & Promotion.
Quickly Understand
- A demographic overview of German parents and families.
- Market factors impacting the lifestyle of parents, including the rising cost of living.
- Parents’ spending changes since the pandemic.
- How parents are spending their time since the pandemic.
- Family eating habits.
- How children are spending their free time.
- Experiences/interactions which parents think are important in their children’s education about diversity.
Covered in this Report
Products: Travel (train, plane, car, etc.), car rentals, social media platforms, home-cooking products, and many more.
Brands: Volkswagen, Deutsche Bahn, Airbnb, and many more.
Expert Analysis from a Specialist in the Field
This report, written by Dr. Christina Wessels, associate director of the Lifestyles, Leisure & Household sectors, delivers in-depth commentary and analysis to highlight current trends about Marketing to Parents in Germany, and adds expert context to the numbers.
Whilst cost of living is rising, brands can still utilise the pent-up demand for travel and leisure by providing affordable experiences for families to enjoy.
Dr. Christina Wessels
Associate Director of Lifestyles, Leisure & Household
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Graph 1: household and lifestyle issues faced by parents in the previous two months, 2022
- Mintel predicts
- Opportunities
- Graph 2: proportion of parents who are spending more time on selected activities since the COVID-19 outbreak, by their working location, NET, 2022
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MARKET DRIVERS
- COVID-19 and the German economy
- Graph 3: key economic data, in real terms, 2019-23
- Graph 4: changes in financial situation since the start of the COVID-19 outbreak, by parental status, 2022
- Parents’ financial wellbeing
- Graph 5: household and lifestyle issues faced by parents in the previous two months up to April 2022
- Graph 6: parents’ financial wellbeing, 2022
- Demographic overview
- Graph 7: total number of families, 2000-20
- Graph 8: birth rate per woman, 2010-20
- Graph 9: families with children in the household, by family type, 2000-20
- Graph 10: average age of mothers at birth of the first child (among married women), 2000-20
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WHAT CONSUMERS WANT AND WHY
- Parents’ spending changes since the COVID-19 pandemic
- Graph 11: change in parents’ spending habits since the start of the COVID-19 outbreak, 2022
- Graph 12: parents’ spending on “educational resources for children” since the COVID-19 outbreak, by age of children in household, 2022
- Graph 13: parents’ spending on “adding to a children’s savings account” since the COVID-19 outbreak, mums vs dads, 2022
- How parents are spending their time since the COVID-19 pandemic
- Graph 14: changes in time spent by parents since the start of the COVID-19 outbreak, 2022
- Graph 15: proportion of parents who have more time for selected activities since the COVID-19 outbreak, by their working location, NET, 2022
- Graph 16: factors that working parents think would be most beneficial to their health and wellbeing, 2021
- Family eating habits
- Graph 17: family eating times, 2022
- Graph 18: where families eat together, 2022
- Graph 19: where children and parents who mostly eat at different times eat their meals, 2022
- How children are spending their free time
- Graph 20: how children aged 5-11 are spending their free time, 2022
- Graph 21: how children aged 12-18 are spending their free time, 2022
- Children’s learning about diversity
- Graph 22: important sources of education for children about diversity, 2022
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Appendix
- Appendix – products covered, abbreviations, consumer research methodology and language usage
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