Germany Local Consumer: 2023
The vast majority of Germans buy local products or services. Global brands that celebrate 'glocalism' and partner with small local businesses will find appeal.
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-24
- Impact of the economy on local consumption
- Graph 2: net equivalent income per year, by social status, 2021
- Increase in local awareness
- Graph 3: consumers who are shopping more from local businesses since the start of the COVID-19/coronavirus outbreak, 2021-22
- Sustainability
- Graph 4: consumers who try to act in a way that is not harmful to the environment*, 2019-23
- Population dynamics
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WHAT CONSUMERS WANT AND WHY
- Definition of local products and services
- Graph 5: definition of local products, by gender, 2023
- Graph 6: definition of local services, 2023
- Purchase of local products and services
- Graph 7: consumers who have purchased local products/services in the last 12 months (NET), by age, 2023
- Graph 8: types of local products and services purchased in the last 12 months, 2023
- Graph 9: number of types of local products/services purchased in the last 12 months, by net monthly household income, 2023
- Reasons for and barriers to purchasing local products and services
- Graph 10: reasons for purchasing local products and services, 2023
- Graph 11: consumers who purchase local products/services to engage with the local community, by area, 2023
- Graph 12: reasons for not purchasing local products and services, 2023
- Behaviours around local consumption
- Graph 13: behaviours around local consumption, 2023
- Attitudes towards local consumption
- Graph 14: attitudes towards local consumption, 2023
- Graph 15: consumers who agree that it is worth paying more for local products than for non-local products, by reasons for purchasing local products/services, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Advertising and marketing activity
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
Stay ahead of the curve and future-proof your business with Mintel’s Germany The Local Consumer Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest Germany consumer trends and behaviours affecting your industry.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook on the organic food market Germany, including expert insights and market drivers.
- How consumers define ‘local’ products and services.
- Purchase of local produce in Germany and services in the last year.
- Reasons for, and barriers to, purchasing local products and services.
- Behaviours and attitudes around localism.
- How your business can tap into opportunities to gain the interest of local consumers in Germany.
Local Produce in Germany: Current Market Landscape
Recent events, e.g. the COVID-19 pandemic and the Ukraine conflict, have highlighted the vulnerabilities of global food supply chains, thus, putting localism in the spotlight.
However, high inflation is putting pressure on household budgets, making price the main barrier to local consumption. To increase their market share of local produce in Germany, brands must communicate the benefits of the higher quality that localism offers, e.g. freshness, taste and durability.
Why Do Consumers Prefer Local Products?
- Germany Consumer Trends: 69% of Germans agree that the impact recent events have had on international supply chains has shown the importance of supporting local businesses, causing participation in the local produce market in Germany to increase as a resulting trend.
- German Consumer Behaviour: 88% of Germans purchased local products or services in the 12 months to March 2023, with 64% of them agreeing that buying from local businesses helps to improve the world we live in.
Market Forecast for Local Produce in Germany: What’s Next?
- Moving forward, digital tools will provide tremendous opportunities in the organic food market Germany, e.g. one-stop local shopping or QR codes on product packaging providing information about where an item comes from. This will help to increase spending on local produce in Germany.
To learn how to connect with your audience, purchase our full Market Report about Local Consumers in Germany 2023. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Rewe, Aldi, Marktschwärmer, Google, Hofladen Sauerland, Ordery, Bauerntüte, IKEA, Restaurant Sauerer, Barnhouse, Annemarie Börlind Natural Beauty, DM, Edeka, Good Bank, Labels, Deutsche Bank, and many more.
Products: Food and drink (groceries, fruit and vegetables, baked goods), transportation, experiences for customers, foodservices, retail, leisure and travel services, apparel, craftsmen services, energy provision, home and garden, beauty and personal care products, and more.
Additional Features Included with Your Purchase
- Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
- Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
- Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.
Expert Insights on Local Produce in Germany
This report, written by Dr. Jennifer Hendricks, Consumer Lifestyles Analyst, delivers in-depth commentary and analysis to highlight current consumer trends in the organic food market Germany and add expert context to the numbers.
The vast majority of Germans buy local products or services. Global brands that celebrate ‘glocalism’ and partner with small local businesses will find appeal.
Dr. Jennifer Hendricks
Senior Analyst – Consumer Lifestyles, Germany
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