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Megatrends in Germany

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This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International's eight focus megatrends and insights as to how each trend has manifested in Germany.

Euromonitor's 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.
Product Code: CLDEms

TABLE OF CONTENTS

Scope

The drivers shaping consumer behaviour

Megatrends framework

Businesses harness megatrends to renovate, innovate and disrupt

Digital living

Reacting to rising online shopping, DHL expands on last mile delivery

Millennials and Generation Z are the main tech users in Germany

High levels of reluctance to engage with companies through social media

Generation Z more open to engaging than older generations

Germans less likely to rely on social media for shopping influences

Clear acknowledgment that online is the future despite caution

Experience more

TeamViewer Engage enhances the online shopping experience

Real world experiences are the stand-out across all cohorts

Meeting up with friends most frequent leisure activity

Relaxation and safety are the most important holiday features

Generation Z notably keener to be back to real life

Middle class reset

Frugal mindset means that consumers are happy to "make do and mend"

Strong swapping, sharing and renting mindset, driven by saving and sustainability trends

Frugal purchasing intentions less ingrained than globally

Premiumisation

BLAEK offers premium instant coffee

Simplifying their lives is by far the strongest motivation for Germans

German consumers seem broadly pessimistic and less engaged

Quality, sustainability and performance are top features for home care and apparel

Shifting market frontiers

Just half of respondents feel it is important to experience other cultures

Baby boomers more likely to try to purchase locally-produced items

Shopping reinvented

Henkel's Somat Smart consumable insert goes in dishwashers, taking over auto-dosing

Purchasing via computers and tablets is growing across all categories

Low levels of online engagement compared with global

Generation Z are showing themselves more open to a conversation with brands

Sustainable living

Rewe Group explores urban farming in sustainability push in Germany

Climate change and the environment are the top ethical issues

Reducing the use of plastics seen as prominent green behaviour

Consumers more likely to boycott brands that do not share their beliefs

Around 50% of consumers rate recyclable, biodegradable and compostable as sustainable

Wellness

True fruits launches first cannabis smoothie in Germany

Millennials and Generation X more broadly concerned with health

Herbal remedies are the top choice for stress-reduction activities

Lower rates of health tech take-up compared to global average

Low levels of health and safety precaution-taking compared with global average