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Germany: Consumer textiles and lifestyle products

Market opportunity: Consumer textiles and lifestyle products

Key details

Opportunity: Consumer textiles and lifestyle products

Country: Germany

Sector: Consumer goods

Summary

Germany’s online consumer and retail sector has reached record highs, fuelled by changing consumer behaviours during the Covid-19 pandemic. Retailers have responded by combining online and offline sales channels. This omni-channel method of shopping is especially popular among German consumers.

Before making a purchase, German consumers like to learn as much as possible about the item (like its features, its origins and how it compares to other similar products). According to some studies, German consumers are among the most demanding in the world, but they're often willing to pay more for a better quality product.

Consumers in Germany have become increasingly environmentally conscious in recent decades. Companies that can manufacture sustainable and environmentally friendly products will gain a significant competitive advantage.

Around half of German consumers say they're willing to pay a higher price for a product if the company shows environmental credentials. German consumers are also interested in quality goods that have unique selling points, such as heritage, craftsmanship and innovation—all trends that Scottish companies are well-placed to address.

Scale of opportunity

Germany is the largest consumer market in Europe with a GDP of €3,386 billion Euros and a purchasing power of €1,893 billion Euros.

Germans spend the most money on the following categories: food, beverages, tobacco, clothing, footwear, cosmetics, body care products, furniture, household appliances and leisure items such as watches and accessories.

Notably, sales of products that are sustainable, fair trade or organic have surged in the past few years.

Eligible companies

This opportunity is open to:

  • Scottish companies that are ambitious and can invest in a long-term approach for developing in the German market
  • Fashion and accessories, home and interior, sports and personal care businesses with unique selling points (such as heritage, craftsmanship, sustainability or innovation)

Register your interest

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Register your interest

Register your interest

Get in touch with our in-market specialists to find out more about this export opportunity.