Table of Content

Consumer landscape 2021
Life priorities
G ermans prioritise finding time for themselves and their partners
Time for favourite activities and friends higher than global average
Millennials and Gen X prioritise time for work above other activities
Impressions and appearances are important to consumers in Germany
Gen Z and Millennials feel under pressure to be seen to be doing well
Consumers like new products but will research before they try
All generations value new products and services
Home life
More time spent at home has driven more frequent virtual connections
Higher percentage of home exercise among younger generations
Desire for rural location growing alongside outside space and fresh air
Desire for smart home functionality low on older generation’s radar
Eating habits
Germans enjoy home-cooked meals over ordering ready-made food
Gen Z more likely to reheat or prepare a ready meal than other segments
German consumers focus on low food prices over other features
Gen Z and Millennials have more vegetarians, but Gen X more flexitarian
Germans more likely to enjoy snacks when watching TV or streaming
Younger cohorts have less rigid mealtime schedules
Working life
Job security most important factor, especially for women
Work-life balance and setting own hours key priorities for all cohorts
Gen Z look for high salaries over job security
Expectations to work from home in the future close to global average
Flexible start and finish times more crucial than home working for Gen Z
Sustainable living
German consumers have most faith in recyclable labels
Older consumers feel more positive about their impact on environment
Reducing the use of plastics most prominent green behaviour
All generations aware of need to reduce their use of plastics
Use of sustainable packaging higher than global average
Buying sustainably-produced items most important to Gen Z
Consumers more likely to boycott brands that do not share their beliefs
Gen Z and Baby Boomers passionate about brands that support their values
Leisure habits
Over 60% of Germans regularly go on a day trip
Socialising online has surged as consumers stay at home
Meeting up with friends most frequent leisure activity
All generations enjoy socialising in person over shopping for leisure
Younger cohorts go on more leisure trips at home and across borders
Shopping less appealing to German holiday-makers
Gen Z more likely to want to immerse themselves in local culture
Health and wellness
Nearly half of respondents take vitamins/supplements every week
Germans cycle more frequently than run or jog for exercise
Gen Z more team sports orientated than other generations
Herbal remedies are the top choice for stress-reduction activities
Herbal remedies not as popular among Gen Z who prefer yoga to relax
Shopping habits
Consumers feel good about purchasing eco/ethically produced products
Gen Z have penchant for visiting shopping malls
Germans less likely to rely on social media for shopping influences
All generations look to friends and family for product recommendations
Convenience biggest motivator to use subscription services
German shoppers prefer in-store shopping to see and try before deciding
Seeing and trying biggest motivator but receding among younger cohorts
Consumers driven to shop online for lower prices
Free shipping more important to younger consumers
Technology
Germans less compelled to cultivate their personal brand online
Managing data sharing and privacy settings important to all cohorts
Ownership of gaming system consoles higher than global average
Lower rates of wearable tech in Germany compared to global average
Visiting online health-related medical sites low in Germany
Social networking and browsing key online activities among all segments