Consumer Values and Behaviour in Germany

Table of Contents

• Scope
• Consumer values and behaviour in Germany
• German consumers are concerned by the escalating expenses of everyday goods
• Baby boomers are the most secure with society’s acceptance of their identity
• Consumers in Germany enjoy trying new products and services
• Millennials do more research on the products and services they purchase
• German consumers foresee more personal time in the coming years
• Older generations in Germany expect their lives to get worse
• Consumers in Germany use their time at home to connect with friends or family virtually
• Safety remains the top priority when purchasing homes for German consumers
• Germans prefer to prepare their own meals
• German consumers don’t have time to cook
• Gen X has less time to cook than other consumers
• Germans prefer food and beverages with healthy ingredients
• Gen X consumers in Germany want to work close to where they live
• German consumers prioritise stability in employment
• Consumers in Germany value a division between their job and private life
• German consumers connect with friends digitally more regularly than in person
• Gen Z socialises online more than in person
• German consumers prioritise value for money when travelling
• Baby boomers are more comfortable to forgo convenience when travelling
• Less strenuous exercise, like walking or hiking, is the preferred way to train
• Gen Z has a higher preference for strength training than other consumers
• Millennials are more inclined to partake in mental wellbeing activities than other consumers
• Consumers in Germany feel uneasy about the effects of climate change
• Baby boomers are far more intentional about reducing plastic use than any other group
• German consumers actively seek energy-efficient products, particularly older generations
• Baby boomers are the most willing to boycott brands that don’t share their personal values
• Consumers in Germany enjoy finding deals
• Baby boomers are far more inclined to actively support locally owned stores
• German consumers value affordability over brand preferences
• Gen X is more willing to buy previously owned goods than other consumers
• Most German consumers subscribe to digital streaming platforms
• More consumers expect increased spending on groceries than any other category
• Younger generations foresee increasing their spend on travel/holidays the most
• Germans are less reliant on credit to cover everyday expenses than the rest of the world
• Baby boomers are more financially comfortable than other consumers
• Gen Z plans to increase their savings more than other consumers
• Consumers in Germany care less about their online reputation than the rest of the world
• Millennials have a higher preference for anonymity online than other consumers
• Consumers utilise the internet for communication more than anything else
• Millennials regularly stream video more than others
• Millennials regularly compare prices online
• German consumers are less engaged with companies than consumers in other countries
• Younger generations are far more inclined to engage with companies on social media