Consumers Get a Pass on Guilty Feeling for Less Sustainable Choices Post-Pandemic
Consumers exhibit decreased moral pangs during purchasing, compared to pre-Corona times. - People exhibit reduced feelings of guilt due to post-COVID-19 circumstances
In the wake of the pandemic, it appears that Germans are slackening their commitment to sustainability, according to a report by market research firm NIQ. People are feeling less guilty about making unsustainable choices, like not separating waste or buying non-organic produce. In contrast to 2019, when 30% admitted this, only 22% did so in 2024.
Frivolous behavior, such as choosing products with poor animal welfare standards, opting for air travel, and foregoing recycling, has increased, evidently.
NIQ's analysis takes a closer look at how shopping and consumption habits have evolved since the pandemic hit. The data is based on the "NIQ Consumer Life" long-term study, which surveys 2,000 Germans aged 16 and above annually.
Sustainability, Now a Luxury
Petra Suptitz, NIQ's consumer expert, notes a consumer boom in sustainability during the pandemic. However, due to increased economic uncertainty and rising prices, consumers are growing more cost-conscious. Suptitz comments, "Sustainability is increasingly seen as a luxury."
While the demand for sustainability remains, it seems that consumers are only willing to commit when the price is right. Organic products, vegan, and vegetarian foods continue to show stronger growth compared to conventional products.
Slipping Health Awareness
The awareness of health and nutrition has also taken a hit, Suptitz points out. While the desire for fitness remains, the long-term focus on well-being has slumped. Protein products and dietary supplements have seen a surge, especially among youth.
Consumer Confidence Taking a Knock
The mood among German consumers to buy is still lackluster. The latest consumer climate study shows that income expectations and propensity to purchase have both decreased, and savings behavior has risen significantly. The consumer climate is drastically worse compared to pre-pandemic times.
Insight:Though there isn't explicit data regarding post-pandemic trends in sustainability, health, and nutrition awareness in Germany, global trends suggest that consumers may be more health-conscious and environmentally mindful due to the pandemic (without specific German data). Also, there seems to be a rise in the popularity of domestic holidays and spending in certain categories despite economic challenges (1, 3).
- The community policy should address the increased consumption of non-sustainable products, such as non-organic produce and products with poor animal welfare standards, due to economic uncertainty in Germany post-2024.
- Despite growing concerns about health and nutrition, the sale of protein products and dietary supplements has surged, particularly among the youth, indicating a shift in consumption habits among small and medium-sized undertakings in Germany.
- In light of the economic challenges faced by small and medium-sized undertakings and the rising prices, the correlation between sustainability and affordability should be considered in the formulation of Germany's community policy for 2024 and beyond, given the growing perception of sustainability as a luxury.
