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Current order data shows a gradual stabilisation of the consumer goods market. However, the development varies depending on the sales channel and product group. Source: Consumer Goods Market Monitor Q2/2026
Q2/2026 key insights
- 4.5% order revenue compared with the same quarter of the previous year
- Significant improvement compared with the first quarter of 2026
- Varying momentum across sales channels and product groups
The market is gradually stabilising
Order revenue in the second quarter of 2026 is still 4.5 per cent below the level of the same quarter last year. However, the development has improved significantly compared with the first quarter. The current data therefore points to a gradual stabilisation – but not yet to a broad-based recovery of the consumer goods market.
Looking at the overall figure alone therefore provides only a limited picture. Only a differentiated analysis of individual sales channels and product groups shows where demand is picking up again and which areas of the market remain under pressure.
Sales channels are recovering at different rates
The development varies significantly depending on the sales channel. While some channels continue to record declining order revenue, others are already showing more positive momentum. Online retail is also stabilising and continues to gain importance over the longer term.
For manufacturers and retailers, it is therefore becoming increasingly important not to focus solely on the overall development of a market. What matters is how demand and market shares are shifting within individual sales channels.
A one-size-fits-all sales strategy is unlikely to do justice to this development. Product ranges, target groups and channels increasingly need to be considered together.
Product groups are developing differently across channels
Growth is not evenly distributed across product ranges either. Individual product groups are gaining significant momentum in certain sales channels. For example, barbecue products in the online channel, as well as cutlery and drinking glasses in specialist retail, are showing positive developments.
The data therefore shows that when assessing a product segment, it is not only what is in demand that matters, but also where that demand is generated. The combination of product group and sales channel can provide important insights into new market potential.
Which other product-channel combinations are currently growing particularly strongly and which areas are losing importance is analysed in detail in the Consumer Goods Market Monitor Q2/2026.
Which combinations are currently growing particularly strongly and which areas are losing importance is analysed in detail in the Consumer Goods Market Monitor Q2/2026.
Market momentum is concentrated in selected product groups and sales channels. The full analysis is part of the Consumer Goods Market Monitor Q2/2026.
What the development means for retailers and industry
The latest results show that the market recovery is progressing at different rates. General industry figures therefore provide only an initial indication. More detailed data is required for specific market, sales and product range decisions.
This raises three key questions for businesses:
- Which channels are generating new growth momentum?
- Which product groups are gaining or losing importance?
- Which developments could continue in the second half of the year?
Current order, transaction and industry data can help identify market changes at an earlier stage and regularly review existing plans.
Multi-year trends, product group comparisons and forecasting indicators are included in the full industry report.
Outlook for the second half of 2026
In the coming months, the key question will be whether the more positive development in individual areas of the market will continue. The greatest potential lies where stable demand or a longer-term shift in market shares is already becoming apparent.
At the same time, developments in purchasing power, costs and ordering behaviour remain important influencing factors. The Consumer Goods Market Monitor therefore combines current DACH market data with multi-year trends and forecasting indicators.
About the Consumer Goods Market Monitor
The Consumer Goods Market Monitor Q2/2026 analyses developments in the consumer goods market based on order, transaction and industry data. The focus is on the DACH region, as well as tableware, kitchen and household products, complemented by an annual review of the EU market.
The report covers topics including:
- Market and channel developments
- Multi-year trends by sales channel & product group
- Basket and transaction analyses
- Winning and declining segments
- Forecasting and trend indicators
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