Recent research indicates a decline in sustainability focus among Germans, with guilt over eco-unfriendly choices dropping from 30% in 2019 to 22% in 2024. The study highlights a rise in unsustainable behaviors, influenced by economic pressures and shifting consumer priorities, particularly post-pandemic. While awareness of environmental issues remains, personal sacrifices for climate protection have waned. Additionally, interest in health-conscious eating has decreased, even as demand for fitness-related products persists, reflecting a more pragmatic approach to sustainability.
Shifting Attitudes Towards Sustainability in Germany
Recent findings reveal that the German population is placing less emphasis on sustainable practices compared to previous years. An analysis conducted by market research firm NIQ indicates that consumers are increasingly feeling less guilt about their eco-unfriendly choices. For instance, in 2019, 30% of participants in a representative survey expressed feelings of guilt over their consumption habits, while this number has decreased to 22% in 2024.
Changing Consumer Behaviors and Economic Influences
The NIQ study highlights various unsustainable behaviors that have become more common, such as neglecting to recycle, purchasing non-organic produce, selecting products with poor animal welfare ratings, and opting for air travel. The researchers tracked the evolution of buying habits since the onset of the COVID-19 pandemic, utilizing data from the ‘NIQ Consumer Life’ study, which surveys 2,000 individuals aged 16 and older each year in Germany.
Petra Süptitz, a consumption expert at NIQ, notes that the peak of sustainability awareness occurred during the pandemic. With shops closed and more people spending time in nature, many began to adopt more thoughtful consumption patterns. However, this trend has since reversed, with rising prices making consumers more price-sensitive and reliant on discount offers. Süptitz emphasizes that “sustainability is increasingly perceived as a luxury,” as economic instability and inflation shift consumer priorities.
This shift is further illustrated by a decline in the willingness to make personal sacrifices for climate protection, falling from 34% before the pandemic to just 24% in 2024. While awareness around environmental issues persists, it has become more pragmatic, with sustainability being prioritized only when it aligns with price points. Notably, organic, vegan, and vegetarian products continue to experience growth, outpacing conventional options.
Moreover, there has been a noticeable drop in the focus on health and nutrition since the pandemic began. In 2020, 29% of consumers actively sought healthy food options, but this figure has decreased to 22% in 2024, indicating a decline from pre-COVID levels. Although long-term wellness has become a lower priority, the pursuit of fitness remains popular, leading to increased demand for protein products and dietary supplements, especially among younger demographics.
Consumer sentiment in Germany remains subdued. The latest consumer climate study from GfK and NIM institutes in Nuremberg indicates that expectations regarding income and purchasing willingness have recently declined, while the inclination to save has risen. Experts agree that the current consumer climate is notably worse than it was prior to the pandemic.