"Made in Germany" Under Pressure: Asian Consumers Are Becoming More Selective

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• New Roland Berger study shows that more than USD 7 trillion in additional consumption potential is meeting increasingly selective consumers
• In China, local competitors are gaining qualitative acceptance
• Aggressive pricing and sustainability are losing relevance as purchase drivers

Munich, April 2026: Asia remains by far the most important growth engine of global consumption and is therefore central to German exports. However, consumer behavior is undergoing a fundamental shift. This is one of the key findings of Roland Berger’s latest Asia Consumer Study. While private consumption in Asia is expected to grow by more than USD 7 trillion over the next ten years, German exporters will find it increasingly difficult to benefit from this growth. Consumers are acting more cautiously and are becoming more brand‑conscious.

The core message: Growth is no longer driven by reach or aggressive pricing. The study, which analyzes consumption patterns across eleven Asian markets (including China, India, Japan, and the Philippines), reveals a clear shift in purchasing criteria. Amid economic uncertainty and rising living costs, reliability, product performance, and brand trust are gaining importance.

China, Germany’s most important trading partner in 2025, illustrates this trend particularly clearly. In many categories, Chinese consumers increasingly perceive domestic brands as being on par with imported products in terms of quality. For German exporters, this means that “Made in Germany” is no longer an automatic purchase argument. The only exception remains the luxury segment, where imported brands continue to enjoy greater appeal.

Asia is thus evolving from a volume‑driven economy to a value‑ and trust‑based economy, in which consumers invest more selectively in products that deliver quality and security.

Sustainability Loses Momentum
One notable implication for brand positioning: In several Asian markets, the share of consumers who actively factor sustainability into their purchasing decisions has declined by around ten percentage points compared to 2024. This does not mean sustainability has lost its relevance altogether, but its role is changing. For many consumers, it is no longer a decisive purchase criterion, but rather an added benefit.

“Asia is the world's greatest growth engine — but with local brands surging and quality expectations rising, international players who fail to earn genuine trust will be outpaced,”says Hugo Texier, Partner at Roland Berger.

Luxury Market Grows — But Expectations Rise
Luxury consumption is now returning to growth, particularly in the three leading categories of apparel, jewelry, and beauty. This momentum is driven primarily by high‑growth markets such as India, Indonesia, and the Philippines, where more than 50 percent of existing luxury consumers plan to increase their spending. In contrast, in more mature markets such as Japan, South Korea, and Hong Kong, fewer than 30 percent of consumers intend to expand their luxury purchases.

At the same time, willingness to try new luxury brands is declining across almost all markets. Established brands, quality, and exclusivity are gaining importance. As a result, luxury growth in Asia is becoming increasingly selective.

Food Remains the Only Reliable Growth Category
Across all surveyed markets, food is the only category in which consumers consistently plan to increase spending. By contrast, non‑essential expenditures — such as alcohol, tobacco, or other discretionary items — are losing relevance. Overall consumption is becoming more pragmatic and increasingly focused on tangible benefits.

For German exporters, this means one thing: To grow in Asia, companies must position their offerings more clearly around concrete value. Products are no longer purchased automatically simply because they come from Germany.

About the Study
Roland Berger’s Asia Consumer Study is based on a survey of 3,300 consumers across eleven Asian markets: China, India, Japan, South Korea, Vietnam, Indonesia, Thailand, Malaysia, the Philippines, Singapore, and Hong Kong. Conducted in winter 2025, the study analyzes consumer behavior, purchasing criteria, and spending intentions with a view to 2026 and beyond.