德國可持續(xù)消費行業(yè)市場前景及投資研究報告-外文版培訓課件

CONSUMERS

&

BRANDSSustainableconsumptioninGermanyCHAPTER

01OverviewHowmanyEarthswouldweneediftheworld'spopulationlivedlike..Globalecologicalfootprintbasedonnumberofearths2022NumberofEarths0123456UnitedStatesAustraliaRussia5.14.53.4GermanyJapan32.92.9PortugalFrance2.82.82.8SwitzerlandSpainItaly2.72.6UnitedKingdomChina2.4Brazil1.6India0.83Description:Humanityhasbeeninanecologicalovershootsincethe1970s,wheredemandfornaturalresourcesexceededthatofwhattheEarthcanregenerate.Asof2022,iftheworld'sentirepopulationlivedlikethoseintheUnitedStates,wewouldneedresourcesequivalenttofivetimeswhatourEarthcanregeneratetosatisfytheglobaldemand.ReadmoreNote(s):Worldwide;2022;wascalculatedusingthe2022editionoftheNationalFootprintandBiocapacityAccounts,whichfeaturesEcologicalFootprintandbiocapacitydatafrom1961tothelatestdata-yearof2017.Source(s):GlobalFootprintNetworkNumberofpeopleinterestedinnatureandenvironmentprotectioninGermanyfrom2019to2023(inmillions)NumberofpeopleinterestedinnatureandenvironmentprotectionGermany2019-2023Especiallyinterested35.4Moderatelyinterested36.3Barelyornotinterestedatall35.9640353025201510535.0418.8617.831817.917.8217.4117.2216.7216.7516.243.50201920202021202220234Description:In2023,almost18percentofGermanswereespeciallyinterestedinnatureandenvironmentprotection.Around35percentweremoderatelyinterested.ThefiguresarebasedonasurveyconductedinGermanyfrom2019to2023.

ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachSelectedcitiesinGermanyscoredbytheavailabilityofclimate-friendlymobilityin2022SelectedGermancitiesrankedbyaccesstoclimate-friendlymobility2022CleanCities''climate-friendlymobility'score30%

40%0%10%20%50%60%70%MunichHamburgBerlin62%48%44%Cologne38%5Description:AmongtheselectedcitiesinGermany,Munichemergedasleadingthewayinprovidingaccesstoclimate-friendlymobilityina2022rankingofEuropeancities,withascoreof62percent.Hamburgfollowedwithascoreof48percent.

ReadmoreNote(s):Germany;2022;rankedbythe'accesstoclimate-friendlymobility'category.Source(s):CleanCities;OpenStreetMap;TomTomNumberofregisteredcarsharingusersinGermanyfrom2014to2024(inmillions)RegisteredcarsharingusersGermany2014-202465435.514.473.392.872.462.292.1121.721.261.04100.76201420152016201720182019202020212022202320246Description:In2024thusfar,therewerearound5.5millioncarsharingusersinGermany.Thiswasanothernoticeableincreasecomparedtoroughly4.47milliontheyearbefore.Figuresincreasedalmostannuallyduringthespecifiedtimeline.Thebreakin2020wasduetotherestrictionsonmobilityandtravelduringthecoronavirus(COVID-19)pandemic.ReadmoreNote(s):Germany;2014to2024;January1ofeachyearSource(s):BundesverbandCarSharingCHAPTER

02EnergyandresourcesLargecitieswiththehighestindexonusingsmarterenergyandenvironmentalconceptsinGermanyin2023SmartenergyandenvironmentalconceptsinlargecitiesinGermany2023Index0102030405060708090TrierPaderbornWolfsburg84.979.978.878.478.2OsnabrückUlmMünster76.774.873.972.9OldenburgAachenDarmstadtBergischGladbachStuttgart7170.369.768.7KoblenzFreiburgimBreisgau8Description:In2023,thecityofTrierhadthehighestindexregardingsmartenergyandenvironmentsolutionsamonglargeGermancities,at84.9indexpoints.OtherleadersincludedPaderbornandWolfsburg.

ReadmoreNote(s):Germany;2023Source(s):BitkomResearchGrosselectricitygenerationfromrenewableenergyinGermanyfrom1990to2023(interawatthours)GrosselectricitygenerationfromrenewableenergyinGermany1990-20233002502001501005009Description:ThisdatadepictsthegrosselectricitygenerationfromrenewableenergysourcesinGermanyfrom1990to2023.In2023,around267terawatthoursofelectricityhadbeengeneratedthroughrenewableenergysources.

ReadmoreNote(s):Germany;1990to2023;*Preliminary.Figuresforpreviousyearswereretrievedfrompreviousreports.

ReadmoreSource(s):AGEB;BDEW;BMWK;StatistikderKohlenwirtschaft;StatistischesBundesamt;ZSWRevenuesandexpenditureofelectricityprovidersfromrenewableenergyinGermanyfromFebruary2023toFebruary2024(inmillioneuros)MonthlyrevenuesandspendingongreenelectricityGermany2023-2024RevenueExpenditureBalance2,5002,0001,5001,0005000-500-1,000-1,500-2,000-2,500Feb'23Mar'23Apr'23May'23Jun'23Jul'23Aug'23Sep'23Oct'23Nov'23Dec'23Jan'24Feb'2410Description:InFebruary2024,revenueamountedtoaround697millioneuros,whichwasanoticeabledecreasecomparedtothemonthbefore.ThisgraphshowstherevenueandexpenditureoftransmissionnetworkoperatorsonelectricityproducedfromrenewableenergyinGermanyfromFebruary2023toFebruary2024.ReadmoreNote(s):Germany;February2023toFebruary2024;AsofFebruary29,2024Source(s):netztransparenz.deVolumeofreducedgreenhousegasemissionsthroughusingrenewableenergyinGermanyin2023,byenergycarrier(inmillionmetrictonsofCO?)equivalent)ReducedgreenhousegasemissionsthroughusingrenewableenergyGermany2023Electricity108Heat0TransportationWindpower00Solarpower42.32.536.20Biomass*28.910.50Hydropower15.9Geothermal/environmentalheat0.15.3011Description:In2023,around42.3millionmetrictonsofCO?equivalentingreenhousegasemissionswereavoidedinelectricitygenerationthroughusingsolarpower.ThetableathandshowsthevolumeofreducedgreenhousegasemissionsachievedthroughusingrenewableenergyinGermanyin2023.ReadmoreNote(s):Germany;2023;Electricitygeneration;*Includesbiogenicsolidfuels,residualsludge,liquidbiogenicfuels,biogas,biomethane,sewergas,landfillgasaswellasthebiogenicshareinwaste.ReadmoreSource(s):AgenturfürErneuerbareEnergien;UmweltbundesamtNumberofpeoplewhothinkthatsavingenergyisimportantinGermanyfrom2019to2023(inmillions)NumberofpeoplewhofindsavingenergyimportantinGermany2019-2023353028.9727.2626.9626.4625.3125201510502019202020212022202312Description:In2023,almost28.97millionGermansthoughtthatsavingenergywasimportant.Thiswasalargeincreasecomparedtothepreviousyear,probablydue,atleastinpart,totherisingenergyprices.Thefiguresinthetimelinearebasedonasurveyconductedinthecountryamongrespondentsaged14andolder.ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachCHAPTER

03FoodandconsumergoodsSalesrevenuefromsustainableconsumergoodsinGermanyin2022(inbillioneuros)SustainableconsumergoodssalesrevenueinGermany20221816141210815.363.641.820OrganicfoodVegan/vegetarianproductsFairtradeproducts14Description:In2022,organicfoodgeneratedaround15.3billioneurosinrevenueinGermany,makingittheleadingsegmentamongsustainableconsumergoods.Revenuefromfairtradeproductsamountedtoroughly1.8billioneuros.

ReadmoreNote(s):Germany;2022;FoodandbeveragesSource(s):B?LW;GfK;IRI;Nielsen;TransFairFoodretailrevenueshareofsustainableconsumergoodsinGermanyin2022(inbillioneuros)FoodretailrevenueshareofsustainableconsumergoodsinGermany20228%7.5%7%6%5%4%3%2%1%0%1.8%0.9%OrganicfoodVegan/vegetarianproductsFairtradeproducts15Description:SustainableproductsarebecomingmoreandmorepopularamongGermanconsumers.In2022,organicfoodhadafoodretailrevenueshareofaround7.5percent;fairtradeproductshadarevenueshareofapproximatelyonepercent.

ReadmoreNote(s):Germany;2022;FoodandbeveragesSource(s):B?LW;GfK;IRI;Nielsen;TransFairNumberofcompaniesusingorganiclabelsinGermanyfrom2004to2023CompaniesusingorganiclabelsinGermany2004-20238,0007,0006,0005,0004,0003,0002,0001,00002004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

202316Description:ThistimelinepresentsthenumberofcompaniesusingorganiclabelsinGermanyfrom2004to2023.In2023thusfar,atotalof6,876companieswereusingorganiclabels,anincreasecomparedtothepreviousyearat6,649companies.

ReadmoreNote(s):Germany;2004to2023;AsofJune30eachyearSource(s):BMEL;BundesanstaltfürLandwirtschaftundErn?hrungOrganicstorecustomersonsustainabilityissuescomparedtothegeneralpopulationinGermanyin2023OrganicstorecustomersonsustainabilityissuesinGermany2023ShareofrespondentsTheGermanpopulation

OrganiccustomersinGermany15%

20%

25%0%5%10%30%35%34.8%40%45%SustainabilityissuesdonotplayaroleSustainabilityissuestendtoplayalesserroleSustainabilityissuestendtoplayabiggerroleSustainabilityissuesplayabigrole8.9%29.8%20.3%21.1%31.2%14.4%39.5%17Description:ThesurveyexamineshowimportantsustainabilityissuesaretoorganicstorecustomerscomparedtothegeneralpopulationinGermanyin2023.Foralmost40percentofrespondentsamongbuyersoforganicproducts,sustainabilityissuesplayedabigroleintheirlives.ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopinorganicstoresSource(s):IfDAllensbachOrganicstorecustomersbytheirinterestinnatureandenvironmentprotectioncomparedtothegeneralpopulationinGermanyin2023OrganicstorecustomersbyenvironmentprotectioninterestGermanyin2023ShareofrespondentsTheGermanpopulationOrganicstorecustomersinGermany0%10%20%30%40%50%60%70%80%90%100%75.4%GenerallyinterestedSpecificallyinterested89.4%25.4%45.5%50%43.8%Alsointerested,butnotasmuch24.6%Barelyornotatallinterested10.6%11.1%InterestedandIamknownasanexpert/oftengiveadviceonsustainablelivingIoftenresearchthistopicontheinternet20.4%13%25.8%18Description:ThesurveyshowsthatmostorganicstorecustomersinGermanyaregenerallyinterestedinnatureandenvironmentprotection,ataround89percent.Around20percentoftengiveadviceonsustainablelivingandwereconsideredanexpert.

ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachNumberofpeoplewhopayattentionwhenshoppingthattheirpurchasesarefairtradecertifiedinGermanyfrom2019to2023(inmillions)SurveyonthepreferenceforfairtradeproductsinGermany2019-20231816.9716.7415.9815.7815.7516141210864202019202020212022202319Description:In2023,over16.7millionconsumersinGermanypaidattentiontoafairtradesealwhenshopping.Figuresincreasedyear-on-yearduringthespecifiedtimeperiod.ThedataisbasedonasurveyconductedinGermanyonthenumberofpeoplewhopayattentionwhenshoppingthattheirpurchasesarefairtradecertified.ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachNumberofpeopleinGermanywhopreferregionalproductsfromhomewhengoinggroceryshoppingfrom2019to2023(inmillions)NumberofpeoplebuyingregionalfoodproductsinGermany2019-20234538.7638.9740353025201510537.9337.6136.1502019202020212022202320/statistics/1154234/regional-food-products-shopping-germanyIn2023,around37.93millionGermanconsumerspreferredtobuyregionalproductswhengroceryshopping.Thiswasadecreasecomparedtotheyearbefore,otherwisenumbershadbeenincreasingannuallyduringthespecifiedtimeperiod.

ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachMarketshareofgenerationsintheoverallandsustainablefood&non-alcoholicbeveragemarketinGermanyin2022Germany:Generationalshareoftheoverall&sustainablefood&drinksmarketin2022GenerationZMillennialsGenerationXBabyboomersSilentgenerationGreatestgeneration*100%90%80%70%60%50%40%30%20%10%0%OverallSustainable21Description:In2022,millennialsinGermanyaccountedfor21percentoftheoverallfoodandnon-alcoholicbeveragemarket.Atthesametime,thegenerationalshareofmillennialswasfourpercenthigherforthesustainablefoodanddrinksmarket.

ReadmoreNote(s):Germany;2022;*Shareshavebeenrounded,Thegreatestgenerationrepresentslessthan0.5percentandthusitssharewasroundedto0percent.Generationsaredefinedasfollows:TheGreatestGeneration:1901-1927,Silent[...]

ReadmoreSource(s):Isitveryimportant/importanttoyouthatthefollowingfoodproductsareproducedlocally?ImportanceoflocalproduceforconsumersinGermanyin2023Shareofrespondents30%

40%0%10%20%50%60%70%80%90%100%EggsFreshfruitandvegetablesBreadandbakedgoods88%87%81%78%MeatandsausageDairyproducts72%Beverages44%Fish37%CannedorfrozenfruitandvegetablesPlant-basedalternativestoanimalproductsPastaproductse.g.pasta,tortelliniorgnocciConfectioneryorsavorysnacks25%22%21%9%22Description:In2023,around88percentofrespondentstoasurveyinGermanystatedthattheregionaloriginofeggswasimportantorveryimportanttothem;81percentfeltthesamewayaboutbreadandbakedgoods.ThesurveywasconductedinGermanyamongrespondentsaged14andolder.ReadmoreNote(s):Germany;May15-26,2023;1,000respondents;14yearsandolderSource(s):BMELRevenuefromnaturalcosmeticsinGermanyfrom2007to2022(inmillioneuros)RevenuefromnaturalcosmeticsinGermany2007-20221,6001,4001,2001,0001,4801,4601,4301,3801,2601,1851,1501,1001,00992086081579580060040020007176726002007200820092010201120122013201420152016201712018201920202021202223Description:In2022,naturalcosmeticsgeneratedarevenueofalmost1.43billioneurosinGermany.Thiswasanincreasecomparedtotheyearbefore.ThetimelinecoversthenaturalcosmeticsrevenueinGermanyfrom2007to2022.

ReadmoreNote(s):Germany;2007to2022Source(s):naturkosmetikverlage.dambacherCHAPTER

04SustainabilityandconsumerbehaviorShoppingbehaviorofpeoplefollowingLOHAS(lifestyleofhealthandsustainability)inGermanyin2023ShoppingbehaviorofpeoplefollowingLOHASGermany2023LOHAS85.9%84.5%Population54.1%IamreadytopaymoreforgoodqualityWhengroceryshopping,Ipreferregionalproductsfrommyhomecountry37.8%Regardingfoodstuffs,foremostIpayattentiontoqualityandnottheprice77.9%34%Iamreadytopaymoreforeco-friendlyproducts76.7%76%35.4%30.5%Regardingfoodstuffs,Ivalueproductsfromorganiccultivation,organicproductsWhenbuyinggroceries,Ipayspecialattentiontoappropriateanimalhusbandryintermsoforigin72.8%64.8%51.3%23.9%Whenbuyingproducts,Ipayattentiontolongevity,sothatIcanusethemforaslongaspossible.25Description:In2022,around86percentofLOHAS(lifestyleofhealthandsustainability)followersinGermanywerepreparedtopaymoreforgoodqualityproducts,comparedto54percentofthepopulation.ThesurveywasconductedinGermanyin2023amongrespondentsaged14yearsandolder.ReadmoreNote(s):Germany;2023;14yearsandolderSource(s):IfDAllensbachShareofpeoplefollowingLOHAS(lifestyleofhealthandsustainability)andwillingtospendmoremoneyonitinGermanyin2023,bygoodsandservicesShareofpeoplefollowingLOHASGermany2023,bygoodsandservicesShareofrespondentsPopulation30%LOHAS40%0%10%20%50%60%70%80%90%52.3%51.8%Goodnutrition,goodfood81.4%79.1%35%Health,wellnessTravel71.6%71.6%54.5%Myfurnishing,myhouse,myapartment37.7%HobbiesClothingOrganicfood51%48.9%47.3%44.7%44.6%41.4%39.5%41.8%14.9%12.8%SustainablyproducedproductsGarden27.3%25.3%ProvisionforoldageBooks18%27%Goingout36%26Description:In2023,around81percentofLOHAS(lifestyleofhealthandsustainability)followersinGermanywereverywillingtospendmoremoneyongoodnutritionandfood,comparedto52percentofthepopulation.ThesurveywasconductedinGermanyin2023amongrespondentsaged14yearsandolder.ReadmoreNote(s):Germany;2023;14yearsandolderSource(s):IfDAllensbachNutritionpreferencesofthepopulationinGermanyin2023,bygenderNutritionpreferencesbygenderinGermanyin2023ShareofrespondentsWomen10%Men20%0%30%40%50%60%54.6%70%65.1%Whengroceryshopping,IpayattentiontogooddealsFoodisanimportantformofenjoymentforme49%48.9%59.7%IpreferbuyingregionalproductswhengroceryshoppingIcareaboutahealthydiet48.4%65.9%45.5%41.4%WhenitcomestofoodIprioritizequalityoverpriceWithfoodIprefereatingandbuyingorganicproductsIliketobuyproductsthatsavemetimewhencookingandeatingIoftendonothavethetimetoeatthewayIwouldliketo34.2%36.7%24.2%29.4%21.3%18.5%19.4%27Description:In2023,around65percentofwomeninGermanypaidattentiontogooddealswhengroceryshopping,comparedto55percentofmen.ThisstatisticshowstheresultsofasurveyconductedinGermanyin2023onvariousnutritionpreferencesoftheGermanpopulation,bygender.ReadmoreNote(s):Germany;2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachRoleofsustainabilityinconsumerbehavioraccordingtomarketersinGermanyasofAugust2023RoleofsustainabilityinconsumerbehaviorinGermany2023Shareofrespondents10%

15%0%5%20%25%30%35%40%Onlyrelevantforconsumerswithhigherincome38%ConsumerbehaviorhasnotchangedmuchConsumersbuymoresustainablythantheyusedtoConsumerbehaviorhasnotchangedatall32%19%11%28Description:Duringasurveycarriedoutinsummer2023inGermany,19percentofrespondingmarketersstatedthattheybelievedconsumersboughtmoresustainablynowthantheyusedtoearlier.Ontheotherhand,11percentsaidthatconsumerbehaviorhadnotchangedatallinthisrespect.ReadmoreNote(s):Germany;July26toAugust10,2023;290respondents;amongmarketersandcommunicationsspecialistsSource(s):Civey;DMEXCO;e-commerceMagazinViewsonBlackFridayandsustainabilityinGermany2023BlackFridayandsustainabilityinGermany2023ShareofrespondentsDon'tknowCompletelydisagreeMostlydisagree0%

5%Mostlyagree10%Completelyagree15%

20%

25%30%35%40%8%22%DuetoclimatechangeandexcessiveconsumptionBlackFridayisnolongercurrent32%25%13%7%7%17%Iwo