German sustainability-minded consumers look to second-hand and organic products

Renting instead of buying, second-hand instead of brand new, local food instead of flown-in from halfway around the world: Germans are opting for sustainable lifestyle choices in a variety of different ways.

Sustainable consumption in the food and non-food sector has become a hot movement in Europe. But to what extent are consumers really demanding these options? And how does consumer behavior in Germany differ from the European average? A report from BearingPoint looks at data on German customers compared to those in the United Kingdom, France, the Netherlands, and Italy.

Trust and perceptions of efficacy

With regard to the question of the relevance of sustainability criteria, the survey results show that 59% of consumers in Germany take sustainability aspects into account when making purchasing decisions. This figure puts Germany well below the European average of 66%.

The perceived efficacy of sustainable consumption decisions are also rated lower in Germany: While just under three quarters (72%) of respondents in the European five-country average believe their decisions have an influence on sustainability issues, the figure in Germany is 67%.

In contrast, the figures for trust are exactly in line with the European average. In Germany and across Europe, precisely 64% of consumers trust retailers and brands when it comes to implementing sustainability measures.

Second-hand: Increasingly the first choice

Buying second-hand has also become more popular, driven by concerns about working conditions in low-wage countries and the fragility of global supply chains. In the survey conducted for the study, 67% of Germans stated that they actively opt for second-hand goods for more than just a lower price.

Repairing instead of buying new items is also on the rise in Germany while the purchase of new products is decreasing proportionally. In 2024, 20% of consumers surveyed said that they bought new products less frequently than in the previous year. According to the authors of the study, these two trends represent more than just thriftiness and a growing awareness of the finite nature of certain resources.

Increasingly popular second-hand platforms such as eBay and Vinted are a big part of this shift. There is a growing demand for durable products from trustworthy brands.

Sustainability in the food sector

Sustainable food and drink packaging, like for example reusable containers, are the first choice for 80% of German consumers when buying food, which is more than the European average (73%). German consumers are also above the European average when it comes to organic products, buying local produce, and shunning animal products.

Organic food is fairly widespread in Europe, with three out of four consumers opting for ‘bio’ products, though Germany is slightly ahead of the average. Some other European countries, such as the Netherlands and the United Kingdom, are still lagging behind in organic food production.

“The results of our study clearly show that consumers in Germany are increasingly making sustainable purchasing decisions, with a particular increase in the purchase of second-hand and organic products,” said Nikolaos Sioulvegas, partner at BearingPoint.

“Consumer demands are changing and companies in the retail sector must adapt their strategies accordingly in order to not only offer better products but also demonstrate a credible commitment to sustainability. This development represents a significant opportunity for brands to position themselves for the long term and build a strong bond with their customers.”

BearingPoint’s study was conducted in cooperation with French research institute Odoxa. The study took a closer look at consumer practices in Germany, the United Kingdom, France, the Netherlands and Italy. A total of 4,000 people were asked about their consumer preferences.