German Consumers Shift Away from Sustainability Amid Economic Strains

A new study reveals declining environmental and health consciousness as inflation and uncertainty reshape priorities.

Sustainability has become less important for German consumers, with only 22% feeling guilty about unsustainable behavior in 2024, down from 30% in 2019.
Economic pressures, including inflation, have made sustainability a perceived luxury, with many prioritizing affordability over environmental concerns.
While overall interest in sustainability has waned, demand persists for eco-friendly products like organic, vegan, and vegetarian options when prices are competitive.
Health consciousness has also declined, with fewer consumers actively seeking healthy food options in 2024 than before the pandemic.
The overall consumer climate in Germany remains weaker than pre-pandemic levels, with reduced income expectations, lower purchasing intentions, and increased focus on saving.