Although the financial situation has improved in many, many Germans hesitate to consume. This is shown by the current “Idealo Spar report”, for which more than 2,000 consumers have been interviewed. 67% state that the economic policy situation affects its buying behavior – for example through longer decision -making processes or the targeted grip on European products.
59% of the respondents continue to perceive rising prices, 74% see an additional price driver in US customs policy. 38% of a stable and 34% even report an improved financial situation – but 76% pay more attention to their expenses. 63% fear not to get by with the available budget.
At the same time, there is hope for better times: According to the study, 51% of consumers are optimistic about their financial future, 39% expect positive effects through the change of government in Germany.
When purchasing, more and more rely on control instead of a spontaneous purchase: 64% actively compare prices before buying – an increase of 12 percentage points compared to 2024. 60% use targeted price comparison portals such as idealo.
“Despite improved financial situation, consumption remains cautious – uncertainty and rising prices shape the shopping behavior of many people,” comments Mark Dean, Managing Director of Idealo.
Consuming behavior on platforms such as Temu also remains ambivalent: 56% have bought there, although 54% of doubts about the quality and 40% concern about possible pollutants.
The IDEALO savings report appears annually and provides a comprehensive insight into the price and consumption behavior of Germans. The current edition is based on a population-representative online survey by cantar in May 2025.
