Consumer Climate: Families Recover, While Singles and Couples Lose Further Ground

Nuremberg, November 4, 2026 – While Consumer Climate in Germany as a whole is stagnating at a low level, there are significant differences among household types. The development among families is particularly striking: their Consumer Climate indicator improves significantly again for November, rising by 10.5 points. Among couples and singles, however, it continues to decrease. Retiree households remain the group with the weakest Consumer Climate. This is shown by the latest sociodemographic analysis of the NIM Consumer Climate powered by GfK.

Focus on Household Types

In the November outlook, the Consumer Climate Indicator declined only slightly overall, by 0.2 points. The indicator deteriorated again among singles and couples, albeit less sharply than in the previous month. Among families, however, Consumer Climate recovered significantly by 10.5 points, nearly offsetting the previous month’s decline. The Consumer Climate among retirees did not deteriorate further. However, with an indicator value of -45.7 points, retirees’ households still have the worst Consumer Climate of all household types. The recovery among families cushioned the decline in the overall indicator. 

A closer look at income expectations, willingness to buy and willingness to save shows what lies behind the trends among the different household types:

Families: 
The Consumer Climate for families remains above average, making families the most optimistic household group at present. Although the Consumer Climate Indicator among families declined over the summer, it recovered in October and now stands at -16.1 points. In October, their income expectations rose slightly. This also benefited their willingness to buy, which increased. Meanwhile, their willingness to save declined somewhat. 

Couples, singles, and other households: 
Among singles, couples, and other households (e.g., families with children over 15 years of age, shared living arrangements, etc.), the Consumer Climate Indicator reached a peak in August following decreases in June and July. Since then, however, the indicator has been decreasing and, in October, was slightly more pessimistic compared to the overall indicator. The indicator stands at –41.8 points for couples, –39.1 points for singles, and –34.6 points for other households. Income expectations for these groups have dimmed over the past two months, as has the willingness to buy. The willingness to save increased somewhat.

Retirees:
The Consumer Climate Indicator for retirees shows little change and, at –45.7 points, remains well below the overall average. Income expectations improved slightly in October, and the willingness to save declined somewhat. At the same time, however, the willingness to buy also fell.

“Families are relatively optimistic about economic developments: The indicator for economic expectations is about 9 points above the overall average. This could support their Consumer Climate despite high living costs: Those who expect an economic recovery may be more likely to believe they can overcome current financial pressures,” said Anja Bauer, Senior Researcher at NIM. “The persistently weak consumer sentiment among other household types suggests that people remain reluctant to make major purchases. This also limits the scope for a consumption-driven economic recovery.”

The following table shows the Consumer Climate for November 2026 and the change compared to the previous month for the socio-demographic groups examined: 

Source: NIM Consumer Climate powered by GfK | co-funded by the European Commission | 10/26
^* Consumer Climate can be interpreted as a leading indicator of consumer behavior in Germany. Analyses have shown that Consumer Climate is an early indicator of the actual trend in private consumption. The Consumer Climate for the various socio-demographic groups is calculated using the measured values for income expectations, willingness to buy and willingness to save for each group. Further details: Bauer, A., Bürkl, R., Gangl K., & Ungemach, C. (2026). Unterschiede zwischen Alters-, Einkommens- und Haushaltstypen im Konsumklima. Mikrodaten aus Deutschland. NIM Research Report.

Planned publication dates in Q4 2026 (CET):

• Friday, 11 December 2026, 8.00 a.m. 
  (Note: The date has been moved from 3 to 11 December)
•  Monday, 21 December 2026, 8:00 a.m.

Methodology
The survey period for the current analysis ran from 1 to 13 Oktober 2026. The results are an extract from the study ‘NIM Consumer Climate  powered by GfK’ and are based on around 2,000 consumer interviews conducted on behalf of the European Commission. In this report, the indicators for the socio-demographic groups are presented visually and briefly commented on. The Consumer Climate refers explicitly to total private consumer expenditure. However, depending on the definition used, the retail sector accounts for only around 35 percent of private consumer expenditure. 

The three indicators used to calculate the Consumer Climate:

• Income expectations: Shows how consumers assess the development of their household’s financial situation over the next 12 months.
• Willingness to save: Reflects consumers’ views on whether, given the general economic situation, it is currently advisable to save.
• Willingness to buy: Determines the extent to which consumers consider it favorable to make major purchases (furniture, electrical/electronic appliances, etc.) in view of the general economic situation.

Socio-demographic groups:

• Generation
  • Baby boomers: 1946 – 1964 
  • Generation X: 1965 – 1980 
  • Generation Y (Millennials): 1981 – 1996 
  • Generation Z: 1997 – 2012 
• Income groups
  • Bottom 25% (1st quartile) < €1,250 per person
  • Lower middle (2nd quartile) €1,250 – €1,800 per person
  • Upper middle (3rd quartile) €1,801 – €2,500 per person
  • Top 25 percent (4th quartile) > €2,500 per person 
• Household type
  • Single-person household (<65 years): Household size 1 and age <65
  • Family: Household size ≥ 3 & number of children ≥ 1
  • Couples: Household size=2, number of children=0&age <= 65
  • Pensioners: Household size >= 1 & age >= 65
  • Other: Household size >= 3 & number of children = 0

Note on the indicators: These are subjective sentiment indicators, not direct behavioural data. Actual behaviour (purchases, saving, income) also depends on liquidity, necessity, prices and individual circumstances.

NIM Consumer Climate powered by GfK
The Consumer Climate, which has been surveyed regularly since 1974 and monthly since 1980, is regarded as an important indicator of consumer behaviour and as a guide to economic developments in Germany. Since June 2026, the NIM has supplemented its monthly reporting with the ‘Consumer Climate Socio’. This is published a few days after the NIM Consumer Climate survey and uses socio-demographic analyses to show how Consumer Climate is developing within individual population groups. Here, individual population groups are examined in more detail with regard to their Consumer Climate. 

As part of a reorganization of responsibilities, from April 2026 the NIM took over not only the evaluation and analysis of the consumer climate but also all communication. From this date onwards, the publication has been issued under the name ‘NIM Consumer Climate powered by GfK’, thereby returning organisationally in full to the NIM, which had already been responsible for the study until 1984 (at that time the GfK Verein).
The data will continue to be collected by NIQ/GfK on behalf of the NIM. The methodology, data collection and analysis remain unchanged.

Press contact: 

NIM: Sandra Lades, T +49 911 95151 989, sandra.lades@nim.org

The NIM
The NIM (Nuremberg Institute for Market Decisions) is an independent, non-university-based economic research institute. We examine Consumer Cliamte and consumption as a driving force in the economy. Based on academic excellence, we formulate concrete recommendations to enable policymakers, businesses and society to make better decisions.
We fund our research from our own resources.
The Nuremberg Institute for Market Decisions is the founder of GfK.
Further information is available at www.nim.org/en/ and on LinkedIn

Sandra Lades (legally responsible for content according to the German press laws)
Head of Communication & Events
Nürnberg Institut für Marktentscheidungen e. V.
Founder of GfK
Steinstr. 21 / 90419 Nuremberg / Germany
T: +49 911 951519-89
E: sandra.lades@nim.org