2021
9
Germany Millennial Lifestyles Market Report 2021
2021-05-27T19:02:06+01:00
REPAFD4D716_2696_4FBB_944E_2BCE5F973C9F
2195
138913
[{"name":"Consumer Lifestyles","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-lifestyles"},{"name":"Millennials","url":"https:\/\/store.mintel.com\/industries\/demographics\/millennials"}]
Report
en_GB
COVID-19, health and financial stability are Millennials' top concerns. Considering financial stability as a part of holistic health and connecting it to mental wellbeing holds potential. Mainga Hachibiti, Research…

Germany Millennial Lifestyles Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the Lifestyles market in Germany including the behaviours, preferences and habits of the consumer.

 

Millennials in Germany

Health and financial stability are Millennials’ top concerns. Millennial lifestyle trends include the consideration of financial stability as a part of holistic health and connecting it to mental wellbeing. Find more insightful statistics about German Millennial lifestyles below.

How many Millennials live in Germany?

Millennials account for 20% of the total population in Germany, making them the third largest generational group after Generation X.

How much does a millennial earn in Germany?

Almost half of Millennials are worried about their finances, and COVID-19 has put an additional strain on their spending power, leading to changes in Millennials’ spending habits.

 

Almost half (47%) of Millennials are worried about their finances. Apps and tools that make handling and monitoring finances simple and help them achieve their saving goals will find appeal.
With health being top-of-mind for many Millennials, finance brands can position finances as a facet of overall health.

Read on to find out more or take a look at all of our Germany Lifestyles Market Report

Quickly Understand

  • The short-, medium- and long-term impact of COVID-19 on Millennials, including changes in spending habits and opportunities for brands
  • Millennials’ biggest concerns and how brands can support and reassure them
  • Factors most important for being successful in life, including the role of overall health and financial stability
  • Diversity of friendships and what diversity means for brands
  • Millennials’ attitudes towards the home, the role of sustainability at home and how it has changed as a result of the COVID-19 outbreak

Covered in this report

Brands mentioned: ABOUT YOU, CHEERIO, Comdirekt, Compo, EF, Estrid, Etsy, FITX, Gardena, got2b, Headspace, Jil Eileen, John Reed, Kellogg’s, LeGer by Lena Gercke, Lyght Living, Madame Moneypenny, Mein Fleckchen Erde, N26, Otto, Presize, Reebok, Seatti, Trade Republic, Troo, Unilever, Zalando, etc.

Expert analysis from a specialist in the field

Written by Mainga Hachibiti, a leading analyst in the Lifestyles sectore, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19, health and financial stability are Millennials’ top concerns. Considering financial stability as a part of holistic health and connecting it to mental wellbeing holds potential.

Mainga Hachibiti
Analyst – Consumer Lifestyles

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Note on COVID-19
    • Impact of COVID-19 on Millennial lifestyles
    • Market context
    • Mintel predicts
    • Graph 1: “I have friends…”, by gender, October 2020
    • What consumers want, and why
    • Graph 2: Millennials’ attitudes towards the home, October 2020
    • Opportunities
    • Graph 3: % of Millennials who worry about their financial security, by gender, October 2020
  2. MARKET DRIVERS

    • COVID-19 and the German economy
    • Graph 4: key economic data, in real terms, 2019-2022
    • Graph 5: changes in financial situation since the start of the outbreak, 4-17 March 2021
    • Population
    • Graph 6: breakdown of the population by generation, December 2019
    • Generational characteristics
    • Graph 7: parental status of Millennials, October 2020
    • Graph 8: social media usage by generational group, August 2020
    • Financial situation
    • Graph 9: financial situation, by generation, October 2020
  3. WHAT CONSUMERS WANT, AND WHY

    • Impact of COVID-19 on consumer behaviour
    • Graph 10: Mintel’s COVID-19 exposure anxiety index, 3 March 2020-12 April 2021
    • Graph 11: Mintel’s COVID-19 lifestyle concerns index, all vs Millennials, 3 March 2020-12 April 2021
    • Graph 12: concern about COVID-19’s impact on lifestyle, by generational group, 1-12 April 2021
    • Graph 13: holiday booking plans and intentions, by generation, March 2021
    • Millennials’ anxieties
    • Graph 14: Millennials’ anxieties, October 2020
    • Graph 15: repertoire analysis of how many things Millennials are worried about, by gender, October 2020
    • Graph 16: % of Millennials who worry about their financial security, by gender, October 2020
    • Factors most important for being successful in life
    • Graph 17: factors considered important for a successful life, October 2020
    • Graph 18: Millennials who see good health as an important factor for being successful in life, by gender, October 2020
    • Graph 19: Millennials who see having a job that they enjoy or having a successful career as an important factor for being successful in life, by generational groups, October 2020
    • Changes in spending habits
    • Graph 20: Millennials’ changes in spending habits, October 2020
    • Graph 21: changes in spending on everyday items, by generational groups, October 2020
    • Graph 22: changes in spending on clothing/footwear, by generational groups, October 2020
    • Diversity of friends
    • Graph 23: “I have friends…”, October 2020
    • Graph 24: “I have friends…”, by generational group, October 2020
    • Attitudes towards the home
    • Graph 25: Millennials’ attitudes towards wellbeing at home, October 2020
    • Graph 26: Millennials’ attitudes towards home as a workplace, October 2020
    • Graph 27: Millennials’ attitudes towards interior design
    • Graph 28: Millennials’ attitudes towards sustainability in the home, October 2020
  4. APPENDIX

    • Appendix – 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.

Below is a sample report, understand what you are buying.

Click to show report
Germany Sample Report Cover

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.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch