The German Consumer: Rapid Evolution Amidst the Crisis


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  • Learn how the German consumer landscape is changing, driven by economic, social and demographic shifts

  • Discover how values and behaviours are evolving with consumers moving away from a bargain-hunting culture

  • Understand how COVID-19 has accelerated change, particularly regarding online shopping and payments

The German consumer market is a key target for businesses worldwide since it is the world’s fifth-largest economy. However, success in Germany means understanding and navigating the country’s unique consumer landscape.

This white paper explores key aspects of German consumer behaviour and how it changes across industry segments. It considers emerging opportunities in the wake of the Coronavirus pandemic, in the context of long-established cultural characteristics.

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