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These days, we all lead such hectic lives — both in and out of the office. So, there’s no wonder that more and more people around the world are taking up meditation as a means to relax and unwind. Due to this increased awareness, there’s been a boom in the popularity of meditation in the media and across social media — and meditation brands are now enjoying a new demand for their products.
But is that the same in all regions across the globe?
It certainly appears to be the case at first glance. In 2019, we saw a particular explosion of popularity, with Calm becoming the first unicorn company in the mental health category. Across the board, we also saw a lot of new meditation apps start to pop up, like German mindfulness app 7mind — not to mention, a few of the big household-name brands started branching out, too.
Therefore, we became curious to learn more about how various meditation and mindfulness apps are viewed by consumers in Germany. A stereotypically hard-working, nature-loving people, how aware are German consumers of mindfulness brands in 2022? And do they consider adding them to their daily routines? Let’s see.
Mindfulness & Meditation Brands Performance in Germany 2022
In order to determine how German consumers view mindfulness and meditation apps, we’ll look to data collected in June 2022 for the following brands: 7mind, Calm, Fabulous, InsightTimer, Meditopia, and Waking Up.
Below, we’ll look at brand awareness and brand consideration data from a few important audiences. Let’s jump right in.
To set a baseline, let’s take a look at brand awareness for the general population.
Considering the above chart, the US-based brand Calm is the clear winner with 28.8% brand awareness among the German population. And although 28.8% may not seem like a large percentage, when considering the current size of the German population (846,954,430), it’s actually a huge number of consumers — 24,392,283, to be exact.
7mind comes in second with 11.5% awareness, followed by Meditopia at 10.9%. Interestingly, these brands are both German — which could explain why they came next in terms of brand awareness for German consumers.
Fabulous (9.1%), Waking Up (5.6%), and InsightTimer (4.0%) are all US-based brands, which may explain why they came in behind 7mind and Meditopia. However, even though Calm is a US brand, its performance here underscores just how well it's performing internationally — which is a huge feat.
Now that we’ve set a baseline with the general population, we wanted to see if the brands performed differently when bringing in the demographic of gender. So, let’s see how aware German men and women are of our six brands.
When comparing the awareness levels of men and women, overall, women seem to be more aware of mindfulness and meditation apps than men. German women reported higher brand awareness levels for every brand, with the exception of InsightTimer and Waking Up.
These results do make sense, as studies show that women actually meditate more than men do — with 16.3% of women and 11.8% of men stating they partake in meditation. Therefore, women represent a slightly more receptive audience for mediation apps, and it shows in their awareness numbers.
Finally, let’s take a look at whether or not education makes a difference in brand awareness for our chosen six mindfulness apps.
Comparing the two audiences, overall, German consumers with high educational levels are more aware of mindfulness and meditation apps — particularly so for 7mind and Calm. However, both Meditopia and Fabulous same slightly higher awareness among low education consumers — which might indicate that these apps are the most accessible for all.
Either way, the level of education does seem to have an impact on brand awareness for meditation apps, with highly-educated consumers being generally more aware.
Next, let’s take a look at brand consideration — which is one step further into the brand funnel. While brand awareness indicates that a consumer knows about a brand, brand consideration shows whether or not they would consider making a purchase.
Again, we’ll begin with the German general population.
Once again, Calm comes out on top with the highest brand consideration at 14.6%. Interestingly, 7mind loses its small lead on Meditopia when consideration is taken into account, with both reporting 6.1%. This indicates that while more German consumers may be aware of 7mind, a greater percentage of those aware of both apps would be willing to try Meditopia.
Fabulous comes in at 4.7%, followed by Waking Up at 3.4%, and InsightTimer takes the last spot at 2.6%. These values follow the same pattern as the brand awareness levels, with no other brand pulling ahead like Meditopia was able to do.
Next, we’ll look at the brand consideration numbers for men and women in Germany to see if there are any noticeable differences.
When comparing the brand consideration results for German men and women, women generally report higher brand consideration for our 6 chosen apps. Most notably, women are 23% more likely to consider using Calm and 14% more likely to consider using 7mind than men.
Interestingly, men report higher consideration for two apps: InsightTimer and Waking Up. The difference between men and women for InsightTimer is negligent, but men are 34% more likely to consider using Waking Up than women.
Therefore, while women report higher consideration levels overall, men seem to gravitate towards InsightTimer and Waking Up, while women prefer Calm and 7mind.
Finally, we’ll look at the brand consideration results for education level.
Comparing the two audiences, many of the chosen apps earned the (nearly) same consideration levels from consumers with high and low education levels — such as Fabulous, Meditopia, and Waking Up.
The only apps that saw noticeable differences were Calm, 7mind, and InsightTimer — with all three showing higher brand consideration levels with highly-educated consumers. Whether this is intentional in the brands’ marketing strategies or not, German consumers with high education levels represent a more receptive audience for mindfulness apps.
While mindfulness and meditation apps may not be as popular in Germany as they are in other parts of the world, there does seem to be growing interest in the industry coming from the German population — especially from women and highly-educated consumers.
The mindfulness brands we discussed could take these insights into consideration and double down on connecting with the aforementioned audiences. Or, they could try and build awareness and increase interest across the entire population — it’s up to each brand to decide individually.
But, one thing’s for certain — having access to the kinds of data we shared above through the use of brand monitoring software will allow brands to really get ahead of the competition. Not only will you have data on your own brand’s performance, but you’ll also be able to see how your top competitors are performing in different regions, with various audiences.
This kind of information will allow savvy brand managers to build out data-driven strategies to grow their brand awareness and reach the right audiences in 2022 and beyond. Want to know more? You can book a demo with our Sales Team now!
Updated by: Cory Schröder on 20.09.22