The latest GfK Sustainability Index shows that consumers in Germany are planning fewer purchases based on sustainability in the near future. The index for January 2023 now stands at 93.3 points, 6.7 points less than the average for 2022.
The index shows the importance of sustainability aspects in consumer purchasing decisions for larger purchases and fast-moving consumer goods, e.g., household appliances and food. However, it is also a marker of consumer trends in general.
Although the score is lower, sustainability still remains at the forefront of consumers’ concerns. In January 2023, 26 percent of Germans stated that they had made major purchases from a sustainability perspective in the last twelve months, and 27 percent of those surveyed plan to do so in the coming year (no change compared to October 2022). Younger consumers (18-39) have an above-average representation in this group.
Petra Süptitz, sustainability expert at GfK, said: “More than 70 percent consider climate change to be a serious problem, and 65 percent of Germans expect companies to act in an environmentally friendly manner, for example, by using sustainable materials and ingredients. People want to make their contribution but are currently concentrating more on things that also take the pressure off their own wallets: They save water and electricity and are very conscious when shopping to avoid waste.”
The GfK Sustainability Index has been published every three months since May 2022, and the results consist of a representative group of around 1,000 consumers in Germany.
