Germany Retail Consumer Insights

This report provides detailed consumer insights into Germany's retail market. It focuses on the macroeconomic environment, consumer sentiment, cost pressures, offline retail, online retail, and secondhand products.

German consumers are apprehensive about the state of the economy over the next six months (close to 57% of respondents expect the economy to worsen), and retail spend is set to suffer, with close to half of consumers intending to cut back. Online penetration for Germany is forecast to be 13.3% in 2024, with 73.5% of German consumers across all age groups starting or continuing to shop online in the next three months. Saving money and sustainability are the key factors encouraging consumers to purchase or sell secondhand items, with over half of German consumers actively purchasing secondhand items and around two-thirds of consumers intending to sell secondhand products over the next three months.

Scope

Close to half of German consumers intend to cut back on retail spend

The older demographic shows the highest concern regarding future finances

Sustainability and cost-effectiveness drive the secondhand market

Reasons to Buy

Understand how different demographics in Germany view the health of the economy over the next six months and their own personal finances

Discover consumer views about shopping in physical stores, including their views on self checkouts, and how they see their shopping behavior changing in the short term

Understand German consumers' preferred social media platform, to better target your social media activity

Learn about German consumers’ perception of buying and selling secondhand items, understanding who is most likely to engage in this emerging market