德国消费趋势分析报告-外文版培训课件

CONSUMERS

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BRANDSConsumertrendsinGermanyCHAPTER

01DemographicsYear-on-yeardevelopmentofdisposableincomeandconsumerspendinginprivatehouseholdsinGermanyfrom2000to2023Y-o-ydisposableincomeandconsumerspendingchangeprivatehouseholdsGermany2023DisposableincomeinprivatehouseholdsConsumerspendinginprivatehouseholds12%10%8%6%4%2%0%-2%-4%-6%2000

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20233Description:In2023,disposableincomeinprivateGermanhouseholdsincreasedbyaroundsixpercentcomparedtotheyearbefore.Consumerspendinginprivatehouseholdsgrewby5.6percent.Thetimelineshowstheyear-on-yeardevelopmentofdisposableincomeandconsumerspendinginprivatehouseholdsinGermany.ReadmoreNote(s):Germany;2000to2023Source(s):StatistischesBundesamtPrivateconsumerspendinginGermanyfrom1991to2022(inbillioneuros)PrivateconsumerspendingGermany1991-2022PrivatehouseholdsPrivateorganizations2,5002,0001,5001,0005000'91

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'224Description:In2022,consumerspendinginprivatehouseholdsinGermanyamountedtoalmost1.92trillioneuros.Thiswasanincreasecomparedtotheyearbefore.Ingeneral,privatehouseholdconsumerspendinginGermanyhadincreasednoticeablysincethe1990s.ThegraphshowsprivateconsumerspendinginGermanyfrom1991to2022.ReadmoreNote(s):Germany;1991to2022;Consumerspendingofprivatehouseholdsandorganizationswithoutprofit-making;respectiveprices.Source(s):StatistischesBundesamtDistributionofconsumerspendingofprivatehouseholdsinGermanyfrom1970to2023,bysegmentDistributionofprivatehouseholdconsumerspendinginGermany1970-2023,bysegmentFood,beverages,tobaccoproductsHousing,water,electricity,gasandotherfuelTravel,communicationClothingandshoesInteriordecoration,householdelectronics/devicesLeisure,entertainmentandcultureOther**Accommodationandgastronomy100%90%80%70%60%50%40%30%20%10%0%1970197519801985199019952000200520102015202020235Description:In2023,approximately15percentofGermanhouseholdconsumerspendingwasforfood,beveragesandtobaccoproducts.Thehighestspendingsharewasmadeupbyhousing,water,electricity,gasandotherfuel.

ReadmoreNote(s):Germany;1970to2023;*Healthcare,education,bodycare,personalitems,socialservices,insurance,financialandotherservices.AsofFebruary2024.ꢀUpuntil1990:formerfederalterritory(WestGermany,accordingtonational[...]

ReadmoreSource(s):StatistischesBundesamtNumberofhouseholdsinGermanyfrom2000to2022,bysize(in1,000)NumberofhouseholdsinGermany2000-2022,bysizeOnepersonTwopersonsThreepersonsFourpersonsFivepersonsandmore45,00040,00035,00030,00025,00020,00015,00010,0005,00002000

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2022*6Description:Thenumberofone-personhouseholdsinGermanyhasbeenincreasinginthelastdecade,whiletheoppositewastrueforthree-personhomes.In2022,16,707Germanhouseholdshadoneoccupant.

ReadmoreNote(s):Germany;2000to2021;*Thesourceaddsthatfiguresareonlypartlycomparableduetothefollowingchangesinmethodology:2005:Changefromfixedreferenceweektoflexiblereferenceweeksurvey.2011:Projectionforyearsstarting[...]

ReadmoreSource(s):StatistischesBundesamtNumberofpeoplelivingascommittedtobeingsingleinGermanyfrom2019to2023(inmillions)NumberofpeoplelivingasacommittedsingleGermany2019-202365.185.065.014.935432104.74201920202021202220237Description:In2023,around5.18millionpeopleinGermanywerelivingcommittedtobeingsingle.Thisnumberhadincreasedcomparedtothepreviousyearat4.93million.2023infactmarkedahighpointonthenumberofpeoplelivingtheirlifeasacommittedsingle.ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachCHAPTER

02OnlineshoppinghabitsRevenueofgoodssoldininteractiveretailinGermanyfrom2014to2022(inbillioneuros)RevenueofgoodssoldininteractiveretailinGermany2014-2022120100100.2891.4384.48074.468.162.1557.12604020052.3750.192014201520162017201820192020202120229Description:ThestatisticshowstherevenueofgoodssoldininteractiveretailinGermanyfrom2014to2022.In2022,thetotalrevenueamountedtoabout91.43billioneuros.Thiswasadecreasefromtheyearbefore.

ReadmoreNote(s):Germany;2014to2022;Salesdataincl.salestax,excludingOMPprivatepurchasesSource(s):bevhB2C-e-commercerevenueinGermanyfrom1999to2023(inbillioneuros)E-commercerevenueinGermany1999-202310089.486.7908070605040302010084.572.859.253.348.944.239.935.6322824.420.215.612.610.48.46.44.432.21.1

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2023*10Description:In2022,theGermanB2Ce-commercesectorgeneratedaround84.5billioneurosinrevenue.For2023,forecastspredict89.4billioneuros.Asisevidentinthetimeline,figureshaveonlybeenincreasingyearafteryear.

ReadmoreNote(s):Germany;1999to2021(asofMarch2023);Netrevenuefigures;withoutVAT;*Forecast.Olderfigureswerepartiallyretrievedfromolderreports.

ReadmoreSource(s):HDE(HDE-Berechnungen)Whichoftheseproductsdoyoumainlybuy/orderonlineinsteadoffline?Productsmainlybought/orderedonlineGermany2022Shareofrespondents0%5%10%15%20%25%30%35%40%Clothing41%ShoesConsumerelectronics(e.g.TV,smartphones)Books,films,musicandgames36%32%31%Householdappliances27%Bagsandaccessories(recodefilledupbasedon'accessories'and'bags&luggage')Bagsandluggage24%17%16%15%14%13%FurnitureandhouseholdgoodsAccessoriesSportandoutdooritemsDrugstoreandhealthCosmeticsandbodycareproductsHobbyandstationery13%13%11Description:In2022,41percentofGermanconsumersmainlyboughtclothingonlineinsteadofoffline,makingitoneoftheleadingproductcategoriesforonlineshopping.Otherleadingcategoriesincludedshoes,books,films,musicandgames,andconsumerelectronics.Only13percentofrespondentsboughtanimalsuppliesonlineratherthanoffline.TherankingshowstheresultsoftheGlobalConsumerSurveyconductedinGermany.ReadmoreNote(s):Germany;fourwavesbetweenJanuary2022andDecember2022;6,031respondents;18-64yearsSource(s):ConsumerInsightsShareofonlineshopperswhoorderedandpurchasedproductsontheinternetinthepastthreemonthsinGermanyin2023,byagegroupShareofonlineshoppersinGermany2023,byagegroup90%78.2%80%70%60%50%40%30%20%10%0%71.5%66.2%43.3%16-25years25-45years45-65years65-75yearsAgegroups12/statistics/506181/e-commerce-online-shoppers-by-age-group-germanyIn2023,over78percentof25-to45-year-oldsinGermanyhadorderedandpurchasedproductsonlineinthepastthreemonths.Theywerealsothelargestagegroupofonlineconsumers.65-to75-year-oldswerethegroupthatonlineshoppedtheleast.ReadmoreNote(s):Germany;2023;16-75yearsSource(s):StatistischesBundesamtAgreementwithstatementsaboutsustainableonlineshoppingbehaviorinGermanyin2022OpinionsonsustainableonlineshoppingbehaviorinGermanyin2022ShareofrespondentsOver40yearsold

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20%30%40%50%60%51%IonlyorderproductswhichIamsureIwillnotreturnIincreasinglycombinemultipleorders43%39%45%18%16%IconsciouslyonceagainbuymoreproductsinphysicalstoresIwouldliketoreduceorcompletelyabstainfromonlinepurchases6%20%13Description:In2022,around43percentofrespondentsinGermanyagedyoungerthan40yearsoldagreedthattheyonlyorderedproductsonlinethattheywouldnotreturn.Thesamewastrueamong51percentofrespondentsagedover40.

ReadmoreNote(s):Germany;JanuaryandFebruary2022;3,050respondentsSource(s):PostbankCHAPTER

03EthicalconsumptionDoyoupayattentiontothefairtradesealwhengroceryshopping?BuyingfairtradeproductsinGermany2021-2023,bygender202120222023*70%60%50%40%30%20%10%0%64%62%61%50%50%44%MenWomen15/statistics/1094031/buying-fair-trade-products-by-gender-germanyAccordingtothesurveyathand,in2023around60percentofwomeninGermanypaidattentiontothefairtradesealwhenshoppingforgroceries,comparedto50percentofmen.Figuresdidnotchangesignificantlyduringthespecifiedtimeline.

ReadmoreNote(s):Germany;2021bis2023*;1,000respondents;14yearsandolder;*Thesourcenotes,"The2022surveytookplacefromMay15toMay26,2023.Thesurveyquestionwasaskedinthefollowingwording:"Onealways/usuallypaysattention[...]

ReadmoreSource(s):BMELRevenuefromfairtradeproductsinGermanyfrom1993to2023(inmillioneuros)FairtradeproductsalesrevenueinGermany1993-20233,0002,5002,0001,5001,00050001993

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202316Description:Fairtradeproductsalessawasignificantincreaseovertheperiodofconsideration.Whilerevenueamountedtoabout29millioneurosin1993,in2023salesgeneratedaround2.56billioneuros.

ReadmoreNote(s):Germany;1993to2023Source(s):TransFairShareofpeoplefollowingLOHAS(lifestyleofhealthandsustainability)andwillingtospendmoremoneyonitinGermanyin2023,bygoodsandservicesShareofpeoplefollowingLOHASGermany2023,bygoodsandservicesShareofrespondentsPopulation30%LOHAS40%0%10%20%50%60%70%80%90%52.3%51.8%Goodnutrition,goodfood81.4%79.1%35%Health,wellnessTravel71.6%71.6%54.5%Myfurnishing,myhouse,myapartment37.7%HobbiesClothingOrganicfood51%48.9%47.3%44.7%44.6%41.4%39.5%41.8%14.9%12.8%SustainablyproducedproductsGarden27.3%25.3%ProvisionforoldageBooks18%27%Goingout36%17Description:In2023,around81percentofLOHAS(lifestyleofhealthandsustainability)followersinGermanywereverywillingtospendmoremoneyongoodnutritionandfood,comparedto52percentofthepopulation.ThesurveywasconductedinGermanyin2023amongrespondentsaged14yearsandolder.ReadmoreNote(s):Germany;2023;14yearsandolderSource(s):IfDAllensbachShoppingbehaviorofpeoplefollowingLOHAS(lifestyleofhealthandsustainability)inGermanyin2023ShoppingbehaviorofpeoplefollowingLOHASGermany2023LOHAS85.9%84.5%Population54.1%IamreadytopaymoreforgoodqualityWhengroceryshopping,Ipreferregionalproductsfrommyhomecountry37.8%Regardingfoodstuffs,foremostIpayattentiontoqualityandnottheprice77.9%34%Iamreadytopaymoreforeco-friendlyproducts76.7%76%35.4%30.5%Regardingfoodstuffs,Ivalueproductsfromorganiccultivation,organicproductsWhenbuyinggroceries,Ipayspecialattentiontoappropriateanimalhusbandryintermsoforigin72.8%64.8%51.3%23.9%Whenbuyingproducts,Ipayattentiontolongevity,sothatIcanusethemforaslongaspossible.18Description:In2022,around86percentofLOHAS(lifestyleofhealthandsustainability)followersinGermanywerepreparedtopaymoreforgoodqualityproducts,comparedto54percentofthepopulation.ThesurveywasconductedinGermanyin2023amongrespondentsaged14yearsandolder.ReadmoreNote(s):Germany;2023;14yearsandolderSource(s):IfDAllensbachRevenuefromplasticpackaginginGermanyin2022and2023,bypackagingmaterialgroups(inmillioneuros)RevenuefromplasticpackagingGermany2022-2023,bypackagingmaterialgroupsRevenueinmillioneuros2023202202,0004,0006,0008,00010,00012,00014,00016,00018,00020,0005,620Packagingfoil6,5643,2613,346Cups,jars,boxes,crates,pallets2,4272,515BottlesLocks1,6301,6371,4641,607Bags,totebags,sacksBarrel,canister,bucketOther1,2451,3491,1471,17716,794Total18,19619Description:In2023,packagingfoilgeneratedthehighestrevenuecomparedtootherpackagingmaterials,at5.62billioneuros.Thiswasadecreasecomparedto6.56billioneurosin2022.ThegraphshowsrevenuefromplasticpackaginginGermanyin2022and2023,brokendownbypackagingmaterialgroups.ReadmoreNote(s):Germany;2022and2023Source(s):GVM;IndustrievereinigungKunststoffverpackungen;StatistischesBundesamtConsumptionofplasticpackaginginGermanyfrom1991to2021(inmilliontons)ConsumptionofplasticpackagingGermany1991-20213.53.03.333.243.223.193.183.13.052.952.872.842.782.732.692.642.622.592.512.42.52.01.51.02.112.071.911.661.51.51991

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202120Description:Around3.33milliontonsofplasticpackagingwereconsumedinGermanyin2021.Thiswasanincreasecomparedtotheyearbefore.ThetimelineshowsconsumptionofplasticpackaginginGermanyfrom1991to2021.

ReadmoreNote(s):Germany;1991to2021Source(s):UmweltbundesamtOrganicstorecustomersbytheirinterestinnatureandenvironmentprotectioncomparedtothegeneralpopulationinGermanyin2023OrganicstorecustomersbyenvironmentprotectioninterestGermanyin2023ShareofrespondentsTheGermanpopulationOrganicstorecustomersinGermany0%10%20%30%40%50%60%70%80%90%100%75.4%GenerallyinterestedSpecificallyinterested89.4%25.4%45.5%50%43.8%Alsointerested,butnotasmuch24.6%Barelyornotatallinterested10.6%11.1%InterestedandIamknownasanexpert/oftengiveadviceonsustainablelivingIoftenresearchthistopicontheinternet20.4%13%25.8%21Description:ThesurveyshowsthatmostorganicstorecustomersinGermanyaregenerallyinterestedinnatureandenvironmentprotection,ataround89percent.Around20percentoftengiveadviceonsustainablelivingandwereconsideredanexpert.

ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachRoleofsustainabilityinconsumerbehavioraccordingtomarketersinGermanyasofAugust2023RoleofsustainabilityinconsumerbehaviorinGermany2023Shareofrespondents10%

15%0%5%20%25%30%35%40%Onlyrelevantforconsumerswithhigherincome38%ConsumerbehaviorhasnotchangedmuchConsumersbuymoresustainablythantheyusedtoConsumerbehaviorhasnotchangedatall32%19%11%22Description:Duringasurveycarriedoutinsummer2023inGermany,19percentofrespondingmarketersstatedthattheybelievedconsumersboughtmoresustainablynowthantheyusedtoearlier.Ontheotherhand,11percentsaidthatconsumerbehaviorhadnotchangedatallinthisrespect.ReadmoreNote(s):Germany;July26toAugust10,2023;290respondents;amongmarketersandcommunicationsspecialistsSource(s):Civey;DMEXCO;e-commerceMagazinCHAPTER

04NeweatinghabitsHowoftendoyoucookinyourhousehold?FrequencyofcookinginhouseholdsinGermany2015-2023Daily2-3timesaweekOnceaweekRarelyNotatall52%60%50%40%30%20%10%0%46%45%43%38%41%37%40%37%40%39%39%33%36%34%30%12%4%11%6%10%10%5%10%3%9%9%8%8%8%8%7%7%6%6%6%5%4%4%3%20152016201720182019/2020212022202324Description:In2023,around45percentofGermanscookeddailyathome,whilesixpercentdidsoonceaweek.ThefiguresarebasedonasurveyconductedinGermanyamongrespondentsaged14yearsandolderfrom2015to2023.

ReadmoreNote(s):Germany;2015to2023;1,000respondents;14yearsandolderSource(s):BMELNumberofpeoplewhocookinGermanyfrom2019to2023,byfrequency(inmillions)NumberofpeoplewhocookinGermany2019-2023,byfrequencyCookregularlyCookoccasionallyNevercook40353025201510535.8535.6135.2335.1535.1521.821.5621.5121.3821.4913.8813.6113.6113.4413.1902019202020212022202325Description:In2023,around35.15millionpeopleinGermanycookedregularly,while21.49milliondidsooccasionally.ThetimelineisbasedonasurveyconductedinGermanyfrom2019to2023amongrespondentsaged14yearsandover.

ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachRevenuesfromorganicfoodsinGermanyfrom2000to2023(inbillioneuros)OrganicfoodsalesrevenuesinGermany2000-20231816141210816.0815.8715.3114.9912.2610.9110.349.848.627.767.427.046.646.025.85

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202326/statistics/516703/revenues-organic-food-germanyOrganicfoodrevenuesinGermanygrewinthelastdecade,from7.42billioneurosin2013to16billionin2023.Withincreasingconsumerinterestinhowfoodisproducedandattentiontohealthylifestyles,thistrendissettocontinueonalong-termbasis.ReadmoreNote(s):Germany;2000to2023;Excl.away-from-homemarketSource(s):Varioussources(ArbeitskreisBiomarkt)Whatareyourreasonsforbuyingorganicproducts?ReasonsforbuyingorganicproductsGermany2022/23Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%AnimalhusbandryPreferablynatural,untreatedgroceriesRegionalorigin/supportingregionalcompaniesHealthyeating90%90%88%87%85%84%LessadditivesandprocessingagentsAvoidingpesticideresidueSocialstandards/fairincomeforproducersContributingtopreserving/supportingbiodiversityMakingsurefoodisfreefromgeneticengineeringGroceryavailabilityintheusualpurchaselocationsTaste79%74%74%71%67%OldproducttypesoranimalbreedsFoodforchildren/duringpregnancyAdvicefromexperts54%47%27%27Description:In2022/23,around90percentofGermanconsumersboughtorganicproductsduetoanimalhusbandryconsiderations.Otherleadingreasonsincludedthedesirefornatural,untreatedgroceries,aswellassupportingproductsofregionaloriginandregionalbusinesses.TherankingisaresultofasurveyconductedinGermanyin2022/23amongrespondentsaged14yearsandolder.

ReadmoreNote(s):Germany;December2022toJanuary2023;859respondents;14yearsandolder;PeoplewhobuyorganicgroceriesatleastoccasionallySource(s):BMELShareofpeoplepayingattentiontosugar,fatandsaltcontentinprocessedandconveniencefoodsinGermanyin2023Shareofpeoplepayingattentiontosugar,fatandsaltcontentinfoodsGermany2023AlwaysUsuallyRarelyNeverDonotknow40%35%30%25%20%15%10%5%38%37%34%32%31%25%24%18%17%16%12%11%2%2%1%0%SugarFatsSalt28Description:In2023,around25percentofGermanconsumersalwayspaidattentiontothesugarcontentinprocessedandconveniencefoodswhenshopping.17percentofconsumersalwayspaidattentiontofatsand1percentdidthesameregardingsaltcontent.ThefiguresarebasedonasurveyconductedinGermanyinspring2023.ReadmoreNote(s):Germany;May15-26,2023;1,000respondents;14yearsandolderSource(s):BMELImportanceofcertaininformationonfoodpackaginginGermanyin2023ImportanceofcertaininformationonfoodpackagingGermany2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%AnimalhusbandryconditionsListofingredients*85%85%82%Exactinformationonorigin(country/region)*Bestbeforedate78%78%FairconditionsforproductionEnvironmentallyfriendlyproductionmethodsInformationaboutGMO-freefood72%71%Informationaboutingredientswhichcouldprovokeallergies*Informationaboutingredients,additives,auxiliarysubstances*Nutritionalvalues(fats,proteins,caloriesetc.)Specialinformation,e.g.abouthighercaffeinecontentInformationonwhetheraproductisveganorvegetarianNutri-Score68%68%64%57%48%42%29Description:In2023,around78percentofGermanconsumersconsideredthebestbeforedatetobeespeciallyimportantintermsofinformationon