Developments in purchasing behavior in Germany.
The shopping and payment experience - as we know it - is changing. New store concepts, self-service checkouts and delivery services are fundamentally changing everyday shopping habits. While many people still use traditional supermarket checkouts with staff, there is a clear trend towards new shopping methods, particularly among the younger generation. The annual survey conducted by the Allensbach Institute for Public Opinion Research (IfD) on behalf of the Initiative Deutsche Zahlungssysteme e. V. provides revealing insights into this: half of card payers in younger generations would like to shop more at self-service checkouts in future. What do these developments in shopping behavior in Germany mean? We explain.
This is how the shopping behavior of Gen Z is changing.
The weekly shop as we know it is still routine for the majority of the population: 90% of Germans do their shopping most frequently at the supermarket checkout. Changes in shopping behavior with regard to food & co. in Germany are particularly noticeable among the younger generation - 45% of 16 to 29-year-olds frequently to occasionally use the self-service checkout at the supermarket. Delivery services are almost as popular: 40 percent of young adults have their groceries conveniently delivered to their home. In comparison, the picture is different across all age groups: Only 13 percent regularly use the self-service checkout, and only one in ten use delivery services for their grocery shopping.
Trends in purchasing behavior in Germany.
While the population as a whole is rather reluctant to embrace new shopping concepts, the younger generation is driving innovation with regard to new methods. More than half of all 16-29-year-olds would like to shop more often at self-service checkouts in supermarkets in the future. Almost a third of this age group (30 percent) can even imagine using supermarkets without checkouts more often.
Card payers show similar preferences: More than half (51 percent) plan to use self-service checkouts more in the future, and just under a third (29 percent) would like to shop more often in a supermarket without a checkout. In comparison, the figures for cash payers are only 20 and 12 percent respectively.
Despite the rather subdued response from the population as a whole, a trend in shopping behavior is emerging in Germany: more than a third (38%) of people say they would like to use self-service checkouts in supermarkets more often in the future. However, only 22% can imagine shopping more often in supermarkets without a checkout. Even fewer (14%) plan to order food online in future.
Shopping habits in Germany: Why is theretail sector popular?
While shopping behavior in supermarkets is changing rather gradually, online shopping is already firmly anchored in people's everyday lives. The ability to shop from the comfort of their own home is seen as particularly advantageous (71%). For a good two thirds (69%), independence from store opening hours is an important reason. Nevertheless, just under a third (31%) of shoppers across all generations state that they only use the internet if the product is not available locally.
Consumers see potential for improvement when it comes to payment methods. Just under half (49%) would like to see a standardization of payment methods. Over a third (38%) would like to see a greater variety of payment options.
Payment by smartphone is increasingly shaping shopping behavior in Germany.
Speaking of payment methods - you've probably seen it countless times or perhaps you use it yourself: the option to pay with your smartphone. In fact, the digital girocard is becoming increasingly popular among consumers: 21% have already paid this way - almost double the figure from the previous year (2022: 12%). Among 16-29-year-olds, as many as 41% have already paid with the digital girocard on their smartphone or smartwatch.
Despite new payment trends, it is clear that many German citizens retail sector prefer to use tried-and-tested methods when paying at the checkout in brick-and-mortar retail sector : 55 percent of consumers prefer to pay with a physical girocard.
One driving factor behind this development is the ease of contactless payments. In the 16-29 age group, an impressive 90 percent pay with the contactless girocard. However, the use of the contactless function has also reached a new high of 73% across all generations. Even in the 60+ generation, more than half (57%) state that they use the contactless girocard for the first time.
Outlook on shopping behavior in Germany - what the future holds.
Developments paint a clear picture for the future: 76 percent of citizens believe that the physical girocard will be part of the wallet of the future, while 46 percent believe it will be the digital girocard. It seems that smartphones are payment method becoming the norm as payment method in our everyday lives. It is primarily the younger generation that actively uses innovations in payment methods. girocard plays girocard central role in this—both today and in the future. The desire for uniformity inretail sector clearly noticeable. girocard the trust it has earned, girocard will offer real added value in this area in the future. What does that mean for you specifically? In the future, you will not only be able to use your girocard at the supermarket or gas station, but also for online shopping, for example. You will also be able to use your girocard to make payments abroad more often. This means you can make all your payments with your trusted payment solution.
