Less school feelings: This is how German purchasing habits have changed!

A recent analysis by the market research company NIQ has shown that consumer interest in sustainability in Germany has been declining since 2019. While 30% of those surveyed this year said they felt guilty about non-environmentally friendly behavior, this figure fell to just 22% by 2024. Behaviors that are not considered environmentally friendly include not separating waste and choosing products with a poor animal welfare rating. The study is based on the long-term study “NIQ Consumer Life”, in which 2,000 people in Germany aged 16 and over are surveyed every year.

NIQ consumer expert Petra Süptitz found that sustainability experienced a short-term increase during the corona pandemic. However, consumers have become more price sensitive and are relying more on discount campaigns. In the current economic uncertainty and inflation, consumer priorities are shifting, meaning sustainability is increasingly viewed as a luxury. The willingness to make personal sacrifices for climate protection fell from 34% in 2019 to 24% in 2024. While awareness of environmental protection has become more pragmatic, demand is growing for organic products as well as vegan and vegetarian foods, which continue to grow faster than conventional products.

Changed purchasing behavior during the pandemic

In addition, a study by Brandwatch Consumer Research painted a picture of the changing purchasing habits of Germans during the Corona pandemic. The temporary closure of many stores led to consumers spending more time online, resulting in an increase in cart abandonment. The main reasons for this were saving money, postponing purchases and low purchase intention to begin with. Companies are advised to identify the barriers in the online purchasing process to reduce these abandonments.

Interestingly, impulse purchases increased in the early months of the pandemic, followed by a decline in spring 2021. Consumers appear to be purchasing more thoughtfully again, perhaps as a result of inflation and economic uncertainty. While panic buying in 2020 led to empty shelves, especially for staples and hygiene products, pre-orders, especially for electronics, grew in popularity due to fears of product shortages. These fears may persist in the future, giving companies an opportunity to attract customers through pre-orders.

Purchasing behavior and consumer propensity in Germany clearly show that the economic situation and the pandemic have had a lasting impact on consumer behavior. According to the NIQ analysis, the mood to buy remains subdued, while the propensity to save increases and income expectations are reduced.