Germany

Savoury snacks in Germany continues to experience dynamic price development and content reduction. In response to rising raw material costs, category players and retailers are adjusting their pricing strategies. This trend is mainly being driven by…

Despite the end of pandemic restrictions in 2022 and people therefore spending less time at home, fruit consumption in Germany grew in 2022, including in retail. On the one hand, the increased focus on health and wellbeing has remained prevalent even…

Although ‘mostly free’ for economic freedom and state finances have been improving, more corruption has been observed and its terrorism ranking has been deteriorating. Inflation is retreating, but economic growth is moderating, whilst energy import…

Home care products in Germany are widely available and are considered everyday household essentials, thereby offering a traditionally stable market environment. However, 2022 was defined more unusually by the effects of inflation and the…

While in 2022 most wipes categories showed slower retail volume growth than in 2021, mainly due to increases in prices, sales continued to grow, a trend stemming from the pandemic. Consumers’ behaviour adapted during the early pandemic period, when…

In 2022, the sharp volume decline in sales of imaging devices in Germany continued, mainly due to the ongoing substitution of digital cameras and camcorders by increasingly high-end smartphone cameras. Imaging devices also saw a negative double-digit…

Debit cards remained on a growth path across all indicators in 2022, while the influence of the pandemic on everyday life in Germany significantly declined. This highlighted the permanent shift away from cash, primarily towards debit cards, which…

The value share held by private label is set to see a strong rise in Germany in 2022. Private label products in other dairy are a much more common offering in the wake of the pandemic, and more of these products have continued to appear in stores in…

The number of Germans participating in outdoor activities in 2022 has been increasing, thereby supporting demand for wound care such as sticking plasters/adhesive bandages, and gauze, tape and other wound care. This has benefitted the likes of…

Dermatologicals has enjoyed dynamic current value growth across the category in 2022 following a solid performance over the review period. Increasing value sales have, on the one hand, been influenced by rising unit prices and, on the other, by the…

Off-trade demand for bottled water was already declining prior to the pandemic, with category players facing various challenges and obstacles. One of the main concerns amongst German consumers is the sustainability aspect of water packaged in plastic…

In 2022, the German video games industry was being driven by advancements in technology, a growing number of gamers, and increased societal interest in gaming and e-sports. The industry is centred around the development of next-generation consoles,…

Total volume sales of spirits recorded a marked recovery in 2022, driven by the full reopening of the on-trade channel, as night clubs were finally allowed to reopen with no restrictions in March 2022. Although the shift in consumption occasions…

The long-awaited post-pandemic rebound of on-trade sales materialised in 2022, as most foodservice outlets were fully reopened for the entire year, in sharp contrast to the closures affecting the previous year. In March 2022, nightclubs were also…

In 2022, retail sales of depilatories saw an improved performance in current value terms compared with 2021. This was partly due to inflationary pressures, which increased unit prices and drove growth. At the same time, retail volume sales saw a…

During the pandemic, cigarette consumption benefitted from remote working as well as high levels of stress among the local population. Moreover, consumers were not able to cross borders during the lockdowns to buy their cigarettes in neighbouring…

After a spike in demand for most homewares categories in 2020, when the pandemic first hit the country, and a dip in sales a year later, 2022 saw sales rise again as consumers stocked up on eating and cooking products. During the pandemic, Germans…

In 2022, direct selling continued to see its current value sales expand in Germany, following consecutive years of sales increases during the pandemic. The channel benefited in particular from its rapid digital transformation, and the shift towards a…

While sales of televisions boomed at the peak of the pandemic in 2020, the situation changed in 2021 and 2022, with sales once more on a declining path in volume terms. German households had by 2022 already equipped themselves with replacement…

Economic recovery from COVID-19 in 2021 proved to be slower than anticipated at the beginning of the year. Even with vaccination, new variants proved to be a challenge to keep case numbers down, especially in colder seasons. This impacted schools and…