Luxury goods German consumers are willing to buy

In 2023, around 77 percent of luxury-oriented consumers in Germany were very willing to spend on travel, while around 76 percent felt the same about a good diet and food food.

The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.

Luxury-oriented consumers in Germany with a high willingness to spend compared to the population in 2023, by product group

Characteristic	Luxury-oriented consumers	German population
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Release date

June 2023

More information

Region

Germany

Survey time period

2023

Number of respondents

2,718 respondents

Age group

14 years and older

Special properties

Luxury-oriented consumers¹

Method of interview

Face-to-face interview

Supplementary notes

Information on population:
Base: German-speaking population aged 14 years and older.

Information on total sample:
2023: 23,524 respondents, representing 70.08 million people.

¹ Information on target group: "Luxury-oriented consumers"
2023: 2,718 respondents, representing 7.84 million people.
Luxury-oriented consumers encompasses a group of people who prefer premium or exclusive brands when making a purchase and are very willing to spend more money on these. More detailed information on the target group is available here on page 19 in German. General methodology information is available here.

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