With a population of 81 million (almost 16% of the EU-28 population), Germany remains the largest consumer market in Europe - in terms of both population size and purchasing power. The country also has the highest GDP in Europe (EUR 3,026 billion or almost 21% of EU-28 GDP), with the highest total purchasing power (EUR 1,776 billion).
The German population is affluent and current trends point to continued development and growth. German consumers are increasingly following individualistic value-for-money concepts. The typical German consumer is as equally receptive to discount retailers as to established brand names across different product segments. As the largest consumer group with the greatest purchasing power, the generation of consumers aged 50+ is proving particularly attractive as a target group. Members of this group are healthier, more demanding and quality conscious than their parents were at the same age.
E-commerce, flexible hours and innovative sales services help boost demand. Modern and consumer-friendly structures support both volume business as well as niche suppliers alike.
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