Germany is , without any doubt , the biggest market in EU specially for jeans. It is the growth engine of Europe with sustained growth, unemployment at the lowest and a booming jobs market. With such strong fundamentals, retail is expected to do well on all fronts . It does and specially for denim.

Germany is going strong on its demand for denim and in last 4 years has shown continuous growth in consumption numbers. We feel happy to analyse the denim consumption numbers for last 4 years and see how the germans are powering ahead . The report includes :

• Details of total jeans consumed in Germany from 2014 to 2017 (upto Aug – with projection upto 2017 year end)
• Total Men’s jeans consumed during this period.
• Total Women’s jeans consumed during this period.
• Per capita consumption of All Jeans in Germany (2014-17)
• Per capita consumption of Men’s Jeans in Germany (2014-17)
• Per capita consumption of Women’s Jeans in Germany (2014-17)
• Growth in last 4 years.

The report is supported by charts and graphs in each section.

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1.Mens Jeans

The total quantity of consumption of men’s jeans for the year 2014 was about 64 million pieces with an per capita of 1.60 which was 63% of the total consumption for the same year.Similarly for the year 2015 and 2016 the consumption of mens jeans was 69 million  pieces and 73 million pieces showing a growth of about 10% in 2015 and about 6% in 2016. The consumption of mens jeans for eight months of 2017 was about 46 million pieces . We extrapolate till the year end and find that the consumption might touch about 70 million pieces. Though it might be little less than year 2016, we might have to wait for actual figures to come in as last quarter is generally the strongest.However, it is to be noted that the mens jeans consumption is more than women’s jean for consecutive four years from 2014 to 2017. The consumption at the end of this year might look to be getting little less than last year but last quarter is always a strong one and we feel that the actual figures might be higher.

Year	QUANTITY (In Pieces)	POPULATION Â	PER CAPITA (QTY/POPULATION)
2014	64,615,679	40,450,000	1.60
2015	69,679,695	40,800,000	1.71
2016	73,826,344	41,300,000	1.79
2017 (EIGHT MONTHS)	46,639,254	41,750,000	NA
2017 (PROJECTED)	69,958,881	41,750,000	1.68

2.Women’s Jeans

It is surprising to note that consumption of jeans of women is less than that of men’s. It seems improbable but this is what the facts and figures bear out. The consumption of jeans by women in Germany is close to 1 jeans per person and this fluctuates a bit over the years. Last year was strong with a 5% increase in consumption over 2015 figures. This year seems like will close on similar kind of figures.

Year	QUANTITY (In Pieces)	POPULATION Â	PER CAPITA (QTY/POPULATION)
2014	37,859,435	40,450,000	0.94
2015	44,375,875	40,800,000	1.09
2016	47,276,125	41,300,000	1.14
2017 (EIGHT MONTHS)	30,024,311	41,750,000	NA
2017 (PROJECTED)	45,036,467	41,750,000	1.08

3.Total(Men’s&Women’s)

If we look at the total figures for the men and women , we find that we are looking at an average consumption of about 1.40 jeans per person per annum. There has been steady growth over the last 4 years and though the projected figures for 2017 end look lower than 2018, we feel that the actual figures might be higher than the projections. On the whole, Germany is a big market and a big consumer of jeans. With the economy doing well, the country is witnessing increase in consumptions at all levels and the same we can see in terms of denim.

Year	QUANTITY (In Pieces)	POPULATION (MILLION)	PER CAPITA (QTY/POPULATION)
2014	102,475,114.0	80,900,000	1.27
2015	114,055,570.0	81,600,000	1.40
2016	121,102,469.0	82,600,000	1.47
2017 (EIGHT MONTHS)	76,663,565.0	83,500,000	NA
2017 (PROJECTED)	114,995,347.5	83,500,000	1.38

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Germany is likely to remain the biggest market for jeans in Europe for many coming years and we hope to see continuous increase in demand in the region.