This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of the eight focus megatrends, and insights as to how each trend has manifested in Germany.
The Megatrends in Germany report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
The Megatrends in Germany report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Megatrends market
- Pinpoint growth sectors and identify factors driving change
- Understand the competitive environment, the market’s major players and leading brands
- Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
- Scope
- The drivers shaping consumer behaviour
- Megatrends framework
- Businesses harness megatrends to renovate, innovate and disrupt
- Convenience
- DODO enters Germany with tech-powered same-day delivery
- Germans are using tech to make life easier
- Consumers seek more flexibility in all areas of life
- Shoppers want to see before they buy
- Convenience drives e-commerce demand
- Young people see cooking as a chore
- Digital living
- BVG Jelbi integrating mobility into a one-stop shop for Berliners
- Video gaming is a favourite pastime among Germany’s youth
- Consumers are protective of their personal data
- Young people are concerned about preserving their online anonymity
- Friends and family are still the most trusted information source
- Consumers expect more online activity post-pandemic
- Diversity and inclusion
- Lufthansa’s #TheWorldSaysYestoYou campaign celebrates queer-friendly travel
- Baby Boomers are keen to support charitable causes
- Gen Z want to change the world for the better
- Most Germans feel comfortable expressing their identity
- Shoppers are paying more attention to brand values
- Experience more
- Kia offers customers an immersive experience through its first metaverse dealership
- Germans enjoy socialising both online and offline
- Relaxation and safety are key priorities on holiday
- Consumers still prefer real world over online experiences
- Personalisation
- Lykon provides DNA-based personalised nutrition
- Gen Z are the most enthusiastic about virtual activities
- Millennials are the most individualistic cohort
- Premiumisation
- Hurrado launches gourmet dry dog food with free-range, grain-free ingredients
- Consumers want more simplicity
- Millennials have the most confidence in their investments
- Free range and high quality are prized attributes
- Pursuit of value
- Mycashbacks offers a good way to engage with German consumers
- Baby Boomers are the most frugal cohort
- Shoppers are worried about the rising cost of living - especially the elderly
- Germans embrace the circular economy
- Consumers seek ways to make their money go further
- Shopper reinvented
- Rewe opens its first fully autonomous store following hybrid pilots
- Online shopping is now the preferred channel in most categories
- S-commerce starts to gain traction among the young
- Gen Z interact most with brands online
- Sustainable living
- Aldi sets goals to improve animal welfare
- Germans are less concerned about global warming than the world at large
- Mindful consumption is on the rise
- Reducing plastics use tops the list of green activities
- Germans are keen to make their votes count
- Refillable or reusable packaging is considered the most sustainable
- Wellness
- DMK Group adds to its plant-free portfolio with vegan cheeses and baby foods
- Massage and herbal remedies are the main antidotes to stress
- Gen Z are the most likely to regularly exercise
- Consumers remain wary of health and safety in post-pandemic era
- Leverage the power of megatrends to shape your strategy today
