Overall, people in Germany are in a positive mood regarding their current situation, but the uncertain times are reflected in consumers' emotional state. Satisfaction in German consumers' households is showing a significant downward trend. In the last few weeks, feelings of exhaustion and sadness have tended to increase.
In terms of satisfaction, people in Germany are showing a significant downward trend. In September, around 55 percent of those surveyed said they were satisfied or very satisfied with their current living situation, compared to 62 percent in July. This is confirmed by the current results of the Consumer NOW Index from quantilope, a new, representative consumer study that provides a holistic view of the consumer climate in Germany.
In the last weeks, feelings of exhaustion and sadness have increase. In September, compared to July and August, the joyful, happy feeling of people in Germany has decreased significantly (from 67 percent in July to 56 percent in September).
Consumer's enthusiasm has also decreased. While in July more than one in two respondents described their general emotional state as enthusiastic, only around 45 percent expressed the same in September. Almost every second respondent in Germany stated that they felt discouraged and exhausted. In July, the figure was still less than 40 percent (38 percent). Around 41 percent currently feel sad (in July, this figure was only around one third).
Looking to the future, less than half of the people in Germany currently have positive feelings. Around a fifth of those surveyed said they had negative feelings when they think about the future.
People in Germany currently focus on basic needs and security. Physical well-being is currently one of the most important needs of consumers. Higher needs such as self-realization and luxury are currently less important.
About the Consumer NOW Index
quantilope's Consumer Now Index surveys 400 participants aged 18 to 70 in Germany each month. The study is nationally representative in terms of age, gender and region. An extract of the most important results is published in an Insights Dashboard provided via link and is automatically updated in real time.
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