Consumer Values and Behaviour in Germany

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Germany report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Germany report answers:

  • How is the consumer mindset in Germany changing? In Germany, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Germany purchase decisions?
  • Where and how do consumers shop in Germany?
  • What health-related activities do consumers in Germany participate in?
  • What megatrends should I focus on in Germany (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in Germany
German consumers have complex ideals, preferences and concerns
Millennials prioritize taking precautions for health and safety when leaving home
Consumers in Germany have a habit for testing out new goods and offerings
Baby Boomers carry out in-depth studies on the products and services they consume
Consumers in Germany look forward to having an increased amount of spare time
Younger generations expect they will be better off financially
While at home, consumers in Germany connect with friends or family virtually
Safe location is the most appreciated home feature among Germans
Consumers prefer to prepare meals for themselves
Consumers claim to be too busy to prepare meals
Younger generations say that someone else living with them makes the meals
Germans look for healthy ingredients in food and beverages
Older generations expect to have the option of working from their own residence
Germans primarily desire to guarantee a sense of safety in career
Germans say they uphold a division between their job and private life
Consumers connect with friends through digital means
Younger generations go to sporting events
Consumers' top travel motivation - getting the most value for money
Younger generations expect hotels and resorts to be all-inclusive
Consumers walk or hike for exercise
Gen Z engage in exercises that involve lifting weights to build strength
Consumers are interested in massages to improve wellbeing
Consumers are worried about climate change
Consumers actively working towards greener and more sustainable practices
Germans motivated to use eco-friendly materials for packaging
Consumers in Germany influence by the social and political beliefs of companies
Consumers have a fondness for great bargains
Baby Boomers prefer to support locally-owned stores
Germans frequently search for affordable and store-brand items
Older generations are interested in acquiring items that have been previously owned
Germans subscribe to digital platforms for streaming content
Consumers set to increase spending on groceries
Younger generations foresee increasing spending on groceries the most
Consumers in Germany are concerned about their current financial situation
Gen Z resort to using credit cards or overdrafts to cover expenses
Younger generations aiming to save more money in future
Consumers in Germany are proactive in managing data sharing and privacy settings
Younger generations voluntarily disclose personal details on the internet
Consumers employ messaging or communication applications
Younger generations regularly access social media accounts to edit profiles
Younger consumers frequently read other consumers reviews online
Germans offer insights of a companies' offerings online
Generation Z most frequent in their interactions with brands or companies online
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