Information on population: Base: German-speaking population aged 14 years and older.
Information on total sample: 2025: 23,075respondents, representing 71 million people.
¹ Information on target group: "Luxury-oriented consumers" 2025: 2,703 respondents, representing 7.78 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 in German. General methodology information is available .
Citation formats
German luxury-oriented consumers with a high willingness to spend, by product
In 2025, around **** percent of luxury-oriented consumers in Germany were very willing to spend on travel, while around **** percent felt the same about a good diet and good 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.
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IfD Allensbach. (June 18, 2025). Luxury-oriented consumers in Germany with a high willingness to spend compared to the population in Germany, by product group [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 29, 2026, from /statistics/1419800/luxury-opriented-consumers-high-willingness-spending-products-germany/
IfD Allensbach. "Luxury-oriented consumers in Germany with a high willingness to spend compared to the population in Germany, by product group." Chart. June 18, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 29, 2026. /statistics/1419800/luxury-opriented-consumers-high-willingness-spending-products-germany/
IfD Allensbach. (2025). Luxury-oriented consumers in Germany with a high willingness to spend compared to the population in Germany, by product group. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 29, 2026. /statistics/1419800/luxury-opriented-consumers-high-willingness-spending-products-germany/
IfD Allensbach. "Luxury-oriented Consumers in Germany with a High Willingness to Spend Compared to The Population in Germany, by Product Group." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 18 Jun 2025, /statistics/1419800/luxury-opriented-consumers-high-willingness-spending-products-germany/
IfD Allensbach, Luxury-oriented consumers in Germany with a high willingness to spend compared to the population in Germany, by product group ÌÇÐÄÆƽâ°æ, /statistics/1419800/luxury-opriented-consumers-high-willingness-spending-products-germany/ (last visited July 29, 2026)
Luxury-oriented consumers in Germany with a high willingness to spend compared to the population in Germany, by product group [Graph], IfD Allensbach, June 18, 2025. [Online]. Available: /statistics/1419800/luxury-opriented-consumers-high-willingness-spending-products-germany/
