This year's IFH FÖRDERER focus study ‘Konsumenten auf dem Prüfstand’ surveyed n=3,000 consumers in October 2023 and July 2024 about the current economic situation. Based on the general consumer sentiment and fundamental patterns in purchasing behaviour, a total of five topic blocks and consumer trends were examined in detail: online retailing, stationary retailing, technology, sustainability and experience.

Amazon and the Asian online platforms Temu and Shein have grown particularly strongly. Even though these marketplaces are perceived by consumers as increasingly confusing and unsafe, researchers assume that online retailing will continue to grow.

By contrast, brick-and-mortar retailing remains under pressure. City centres are increasingly perceived as unattractive and boring. Classic criteria such as security, price, accessibility and product availability continue to play a decisive role for consumers when choosing a place to shop.

And what about the technology? As the focus on prices diminishes, consumers are becoming more open to technology. In particular, mobile payment and ChatGPT are being used more and more. However, at the same time, a certain technology fatigue is also becoming apparent.

Sustainable purchasing criteria such as regional origin of products or production conditions are stagnating in their importance for consumers. However, sustainable purchasing options and services such as second hand, repair and borrowing/renting are becoming increasingly important as they continue to enable savings. The lifestyle aspect of these behaviours should not be neglected either.

The increase in experiential purchases offers retailers a wide range of options for triggering more ‘wow moments’ in shoppers, beyond price, offers and conscious buying.

What potential do these changes hold? The study provides further answers.

• Focus study by IFH FÖRDERER ‘Konsumenten auf dem Prüfstandl’