Germany

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…

After an already dynamic year with regard to current value and volume growth in 2021, designer apparel and footwear (ready-to-wear) is set to record further strong increases by both measures in Germany in 2022. Due to ongoing lockdowns in the first…

Menswear continued to record a remarkable rebound in Germany in 2022 after slowly picking up the pace at the end of 2021. The reopening of physical stores and the greater return to normality as restrictions eased encouraged consumers to purchase…

Jeans recorded further double-digit current value growth in 2022, driven by a rising average unit price which recovered to surpass 2019 levels. Nevertheless, following 2020’s fall in volume sales, demand for jeans has continued to recover in Germany…

Demand for vitamins has continued to rise in 2022. While traditionally, the cold/flu season in Germany was more prevalent from November-December and February as a peak month, in 2022, an increasing number of local consumers were more prone to…

Consumer health in Germany has registered positive current value sales in 2022. Since the outbreak of COVID-19 in 2020, health concerns have been at the forefront of local consumers’ minds, leading to a greater focus on personal health improvement.…

Despite all the challenges presented by the pandemic followed by increasing inflation in Germany, demand for RTD tea is booming in 2022. New brands and innovative products continue to enter the local market, where musicians and well-established names…

After two years of decline (in 2020 and 2021), the formerly dynamic and promising category of RTD coffee is returning to growth in 2022 through both off-trade and on-trade channels. As soft drinks in Germany mainly depend on on-the-go consumption…

Compared to other Western European countries, the per capita consumption of juice in Germany remains high. However, overall volume sales are declining (driven by the dominant off-trade channel) following a temporary reprieve in 2020 due to home…

The pandemic and subsequent home seclusion in Germany gave a significant boost to demand for concentrates in 2020, particularly for liquid concentrates, through off-trade. As sales of SodaStream and other soda machines for home usage are increasingly…

Store card transactions and transaction value continued to rebound in 2022 following a pandemic-induced drop in 2020 due to multiple widespread lockdowns affecting store-based retailers. Yet, in both respects, store cards did not recover to 2019…

Following multiple lockdowns as a result of the pandemic, a large proportion of the German population had to work remotely for almost two years and restaurants closed for months at a time, meaning that consumers were forced to cook more frequently at…

Charge cards experienced an ongoing process of normalisation in 2022 as the influence of the pandemic continued to wane following two years of a highly unusual development, where transactions increased in 2020 while transaction values significantly…

Demand for footwear in Germany notably increased in 2022, especially in the first half of the year, as pandemic-related restrictions eased, thereby leading to greater mobility outside of the home. The return to the workplace, travel and school helped…

Analgesics has been experiencing an upturn in demand in 2022, driven by rising cases of influenza. In addition, the increasing use of analgesics in Germany is also a result of the Omicron variant taking its toll during the year. The emergence of…

During the pandemic, Germans looked for different ways to stay fit and healthy as gyms and organised sports were not permitted. Already popular in Germany, interest in running gained further momentum, in particular, trail running or other outdoor…