1. Caution characterises the consumer climate
The consumer climate remains tense: GfK forecasts a value of -26.9 points for January 2026. According to the "Purchasing Power Observatory" by Havas Commerce, 43% of Germans say they have less purchasing power than in the previous year. At the same time, only a good third are specifically looking for the lowest price. For 47% of respondents, value for money is more important.
At the same time, tolerance towards non-transparent marketing measures - especially hidden price increases - is decreasing. According to an international survey by Capgemini, around half of consumers switch retailers if, for example, pack sizes are reduced without this being clearly communicated.
Key takeaway:
When communicating your offer, make sure you use clear benefit arguments and maximise price transparency. Instead of generic discount messages, it should be immediately recognisable what specific added value the offer provides - in terms of price, content and benefits.
2 Artificial intelligence: between potential and acceptance
AI agents are on the rise - especially in online retail and travel planning. At the same time, the third edition of our ChannelUP study: "Zwischen Wunschzettel und Warenkorb:
Die Jahresendrallye im Realitätscheck der Angebotskommunikation" shows that consumer acceptance is still limited: Only just over 15% have already purchased products because of an AI recommendation.
Key takeaway:
Use AI specifically for personalised offer communication in real time, e.g. through individual offer suggestions based on behaviour and usage context. The clearer the added value, the higher the acceptance.
3. (3D) OOH advertising becomes smart
(Digital) out-of-home advertising is developing rapidly: 3D and holographic displays, AI-controlled content and programmatic playout characterise the next stage of development DOOH is thus becoming an interactive, dynamic touchpoint along the customer journey. Content can be played out according to the situation and location - for example, depending on the weather, the time of day or in the direct store environment.
Find out more in our partner interview with metads
Key takeaways:
Use smart, contextualised messages in public spaces to position products exactly where purchase decisions are made.
4. private labels continue to gain in importance
Private labels are firmly established in German retail. According to NielsenIQ, they will achieve a market share of 41.6% in 2024, with significant differences between product categories. Sanitary paper, for example, will have a private label share of 70.3% in 2024, but product groups such as delicatessen will also have a high private label share of 43.8%. According to the latest Simon-Kucher Shopper Study, 52% of Germans predominantly buy private labels - significantly more than in the previous year. In addition to price (60%), quality (37%) and sustainability (30%) are also playing an increasingly important role in purchasing decisions.
Key takeaway:
Position retail brands not just on price, but on value for money, quality and values. Authentic storytelling creates trust and differentiation.
5. health megatrend
Health, self-optimisation and conscious nutrition continue to shape the everyday lives of many people. This trend was already highly visible in 2025 and will continue in 2026
- 47% of Germans prioritise fresh food
- Unhealthy ingredients are increasingly being reduced
- The German health & wellness market was already in the double-digit billion range in 2024 - with further growth potential
Key takeaways:
Integrate functional value, well-being and trust into your offer communication. Health offers should be presented in an emotional, credible and user-orientated way, especially on social media.
Conclusion:
2026 is not a year for standard solutions. Increasing price sensitivity, new technological possibilities and changing consumer values call for offer communication that is precise, relevant and measurable. For retail companies, this means moving away from interchangeable discount messages towards intelligent, data-based communication strategies that create real added value.
We understand the challenges faced by retailers. As a partner to retailers, we develop customised strategies for effective offer communication. From planning and implementation to measurable performance.