Number One New Year’s Eve Resolution: Health Is King (As Always)

The most popular resolution? No surprises here: 45% of consumers want to eat more healthy food. Kale smoothies and quinoa bowls are clearly still in fashion, but today’s shoppers are also stocking their pantries with nutrient-packed essentials from KoRo and superfood blends from Sunday Natural. 

Hot on its heels, 38% are aiming to lose weight—the timeless January tradition of gym memberships and the inevitable hunt for “results in six weeks” workout plans. For those with a sweet tooth, Surreal Cereals is making healthier mornings more fun than ever.

But here’s the catch: while health is a priority, only 7% of consumers plan to start a new fitness subscription in 2025. This could be a wake-up call for gyms like McFit, John Reed, Asana Rebel and even Peloton, who’ll need to work harder to convince people that this January isn’t just about kale—it’s also about kettlebells.

For brands in health, fitness, and food, this is your Superbowl. Whether it’s delivering smarter meal kits, wellness subscriptions, or that perfect pair of leggings, now is the time to capture attention. Just don’t over-promise; consumers in Germany know the difference between authentic support and empty marketing—and they’re smart enough to know a six-pack doesn’t come from scrolling Instagram.

Self-Care Is Not Just a Buzzword

After the ups and downs of recent years, 21% of consumers are focusing on self-care to improve their mental health. Meanwhile, 25% want to read more, and 28% plan to travel more. These goals speak to a desire for balance—less burnout, more fulfillment. Look, we all know “reading more” means: cracking open one book in January before getting distracted by Netflix—but it’s the thought that counts. 

More traveling? Nothing boosts your mental health like a beach in Bali or a cosy chalet in the Alps.

For brands, it’s time to lean into this mindset. Campaigns with messages like “relax,” “refresh,” or “escape” will resonate deeply. From home spa products to luggage that makes travelling easier, 2025 offers a prime opportunity to connect with consumers seeking moments of calm, joy, and adventure.

Skincare Goals: 2025 Is All About the Glow

For 16% of consumers, 2025 is the year they’ll finally crack the code on a regular skincare routine. Whether it’s about tackling blemishes, embracing anti-aging products, or just carving out a little “me time” in the morning, skincare has solidified its place in the self-care playbook.

Brands like Rosental Organics are already making waves with their natural, sustainable solutions, while platforms like flaconi make it easy to curate personalized skincare arsenals with just a few clicks. For the minimalists, no cosmetics is leading the charge with straightforward, no-nonsense products that fit seamlessly into busy routines.

For marketers, the opportunity lies in tapping into this desire for self-care and transformation. Show consumers that a consistent skincare routine isn’t just about products—it’s a small daily ritual with big rewards.

The “Do Better” Resolutions

Some resolutions are about reclaiming control—whether that’s the awkward lamp in the living room or daily routines. 18% of consumers want to refresh their homes, and another 18% are setting out to learn a new skill or hobby. Expect a surge in half-knitted scarves and abandoned online piano lessons by March. 25% want to read more, maybe Perlego can help.

Sustainability is still a key focus: 15% are pledging to shop consciously for high-quality, durable products. And let’s not forget the digital detoxers— 17% want to spend less time on social media—though let’s be honest, a digital detox is often more aspirational than actionable.

A Few Wild Cards Resolutions

Some resolutions are less predictable but no less fascinating. 11% of consumers are considering buying a new or used car in 2025—that’s 9.2 million vehicles, enough to flood the Autobahn and make Germany’s car dealerships very, very happy. Whether they’re browsing trading options on Auto1, scrolling listings on AutoScout24 or leasing a car with carwow. One thing is clear: the love for four wheels isn’t slowing down anytime soon. 

Meanwhile, 6% want to adopt a pet—and when you do the maths, that’s around 5 million furry friends heading to new homes. If this resolution holds up, animal shelters across the country might finally have a vacancy or two. A bold move, and one that says a lot about people’s desire for companionship, love, and let’s be honest, future Instagram stars. Also for Fressnapf, Futterhaus and Co. this is a dream come true. 

And then there’s the 14% of consumers in Germany determined to learn a new language in 2025. Maybe Babbel,  or Dualingo are an option? Germans already have a reputation for their impressive language skills, but why stop there? Whether it’s je ne sais quoi for Paris, a confident gracias in Mallorca, or a well-timed buongiorno in Tuscany, this group is ready to take their multilingual talents up a notch. By the end of 2025, don’t be surprised if German tourists are charming waiters across Europe with flawless dos cervezas, por favor.

What New Year’s Resolutions Mean for Brands

Consumers in Germany are entering 2025 with big ambitions, and they’re looking for partners to help make those goals a reality. Whether it’s health, self-care, sustainability, or travel, the brands that stand out will align with these aspirations—and help people achieve them.

Here’s the thing: resolutions are aspirational by nature. They’re about hope, possibility, and becoming the person you dream of being. If your product or message doesn’t align with these dreams—whether it’s about being healthier, smarter, or more sustainable—you’ll miss the mark.

Help consumers take those first steps towards their 2025 goals, and you won’t just win their euros—you might just win their loyalty, too.

Cheers to 2025: New Year, New Opportunities. 🥂