A recent study by management consultancy Simon-Kucher highlights a shift in German grocery shopping habits, with brand name products increasingly perceived as overpriced. Conducted in January 2026 alongside market research institute Appinio, the survey of 1,000 Germans found that over half see no clear advantage in branded goods, while 39 percent even accuse brands of profiteering.
As a result, 42 percent of respondents rely primarily on private labels for their weekly shopping, with 14 percent almost exclusively purchasing them. The trend is particularly pronounced among lower-income consumers, of whom nearly a quarter largely avoid branded products, compared with just 11 percent of higher earners.
Price is becoming the dominant factor in purchasing decisions, with 59 percent expecting it to grow even more important in 2026. Conversely, sustainability and ethical considerations are losing influence, reflecting a pragmatic shift in consumer priorities.
Simon-Kucher emphasises that the move towards private labels is structural rather than cyclical. Even if branded and private label prices were equal, 81 percent intend to stick with retail brands.