Clothing and dining out top German spending cuts, Kantar survey shows
A representative Kantar survey for Idealo asked over 2,000 Germans between 18 and 64 about their saving habits. Clothing and restaurant visits lead the list of expenses consumers are trimming most.
Survey details
The online poll, conducted by the Kantar institute for the price comparison portal Idealo, surveyed more than 2,000 people aged 18 to 64. Respondents could select multiple answers, showing where they are cutting back and how.
Consumer goods under pressure
When it comes to purchases, clothing and accessories took the biggest hit, with 52 percent of respondents reducing spending. Hobby and leisure items followed at 42 percent, electronics at 41 percent, and home and household articles at 36 percent. The savings extend less to health (16 percent), books and media (31 percent), drugstore and cosmetics (31 percent), and food (32 percent).
- Clothing & accessories
- 52 %
- Hobby & leisure items
- 42 %
- Electronics
- 41 %
- Home & household
- 36 %
- Food
- 32 %
- Drugstore & cosmetics
- 31 %
- Books & media
- 31 %
- Health
- 16 %
Leisure spending also squeezed
Outside the home, the same pattern emerges. Dining out in restaurants, cafés and bars was cut by 52 percent. Cinema visits were trimmed by 46 percent, and concerts, festivals, clubs and nightlife each by 45 percent. Theatre and cabaret (39 percent), exhibitions and museums (38 percent), and sports offers like gyms or yoga courses (36 percent) were slightly less affected.
- Restaurants, cafés, bars
- 52 %
- Cinema
- 46 %
- Concerts & festivals
- 45 %
- Clubs & nightlife
- 45 %
- Theatre & cabaret
- 39 %
- Exhibitions & museums
- 38 %
- Sports (gym, yoga)
- 36 %
What people are saving for
The money set aside is most often earmarked for holidays and travel (41 percent) or building financial reserves (also 41 percent). Retirement provision was a target for 37 percent, while 27 percent plan a bigger purchase such as a bicycle or television.
How Germans are cutting costs
Shoppers are changing their behaviour. Price comparison across providers is practised by 62 percent. 56 percent look more intently for special offers and reduced items. 48 percent use discount coupons, and 44 percent have switched more to own-brand or no-name products. 41 percent say they use products longer before replacing them.
