SEO
Consumer Trends in Germany: Sustainability and AI take centre stage:
KL
Kai Lemmetty
·4 min read
seoinstagramanalyticsconversionroi
KL
Written by
Kai Lemmetty
Digital marketing expert at Gaasly, helping businesses grow in international markets.
Written by
Digital marketing expert at Gaasly, helping businesses grow in international markets.
Germany is witnessing significant changes in consumer behaviour and trends. From integrating AI-powered solutions to prioritising sustainability, these trends offer insights into how the German market is changing. In this blog post, you will learn:
Economically, Germany is currently experiencing some challenging times. The Bundesbank has revised its growth forecast for 2025 down to 0.2%, a significant drop from the previously anticipated 1.1%. This adjustment reflects challenges such as high energy costs, a weakening automotive sector, and geopolitical risks that continue restraining economic momentum.
Consumer confidence in Germany has shown modest improvement as of January 2025, with the GfK Consumer Climate Indicator rising to -21.3 points from the previous -23.1 points. Despite this, the public remains calm due to ongoing concerns about elevated food and energy costs and employment uncertainties.
German consumers prefer prioritizing eco-friendly products. At the same time, they also expect these products to be affordable. A 2025 survey by the Capgemini Research Institute found that 64% of global shoppers, including those in Germany, prefer sustainable brands.
However, only 23% are willing to pay a premium for sustainable options, a downward trend from 35% in 2020. This shift shows that businesses must find ways to combine sustainable practices and products while keeping their prices competitive. For example, brands using recycled materials or offering refillable packaging are gaining traction among environmentally conscious buyers.
Despite the rise of e-commerce, many German consumers prefer purchasing daily essentials and personal care items through physical retail stores, especially groceries or drug store items like shampoo, makeup or supplements.
Regarding online shopping, 50% of German consumers mentioned buying clothes online, 40% of consumers looking for shoes online, and 26% for entertainment products.
These categories lead the online shopping market, with platforms like Amazon and Otto being the preferred destinations for such purchases. Statista
Understanding these purchasing patterns is crucial for businesses that want German consumers to buy their products and services online and offline.
Social media platforms are a vital tool for product discovery in Germany, particularly among younger demographics. German consumers continue to discover new products via social media platforms like Instagram and TikTok.
Brands leveraging influencers and targeted advertising are reaping the benefits. For example, German fashion and beauty brands have seen an increase in click-through rates from social media ads compared to previous years.
While social media continues to grow as a product discovery tool, Google still remains the go-to platform for German consumers conducting specific searches. In 2024, Google held an overwhelming 76.57% market share in Germany's overall search engine usage, with even higher dominance on mobile devices at 96.17%. Google search is contributing to shaping purchasing decisions, as consumers rely on its precision and speed to find products, compare prices and read reviews.
It is a crucial business strategy for any business looking to thrive in Germany, must prioritise their visibility on Google through search engine optimization (SEO) implementations and integrations. With such a dominant presence, Google is a vital gateway for businesses to connect with their audience and drive sales.**If you want support with your SEO in Germany, our German marketing experts can support you. **
If you want to be successful in the German market, you have to adapt to the emerging trends to stay competitive.
At Gaasly, we help small and medium-sized businesses generate more sales and conversions through social media marketing and search engine optimization. We can also assist you with new trends in Germany.
We’ll help you:
Do you want to grow your business in Germany? Contact our German digital marketing consultants here.