The way Germany shops has evolved significantly in recent years, with the power of Discovery Commerce shaping the way consumers find, validate and share their favourite products.
TikTok provides a window into the shifting landscape of consumer preferences and can be used by retailers to inform their buying and merchandising strategies, as well as their marketing and advertising.
From fashion staples that prioritise comfort to gadgets designed for seamless living, the latest data uncovers the trends driving purchases, and the deeper values that are shaping today's shopping habits.
We hope you enjoy our inaugural report unlocking the spending trends of German consumers in 2025.
Sahra Al-Dujaili, Group Vertical Director, Consumer Goods and Head of Agencies (interim)
Methodology
Check the receipts: the metrics we've used
To understand this report, it's important to note the three data signals in Germany we used to craft it.
Search Trends
Search Trends reflects intent (i.e. what consumers are actively looking for on the platform). It provides insight into shifting preferences and emerging consumer demands. We’ve seen 191% growth from H1 2024 compared to H1 2025 in overall search volumes on platform.
Hashtag Growth
Hashtag Growth is based on the volume of video views associated with specific hashtags over time or its cultural clout on platform. The rapid growth of hashtags like #DopamineDecor and #FestivalSeason signals not just consumer interest, but also broader cultural trends that are growing in visibility and influencing shopping habits.
TikTok Shop Order Uplift
Order uplift shows how Discovery Commerce results in direct business impact - people shopping on platform. In Germany, we saw an average monthly growth of 43% in the number of shoppers on TikTok Shop since launch and it’s only continuing to grow.
The community, culture and conversation is on TikTok
#Berlinale
87M video views
#FilmTok - 915M video views and 35K posts
Berlinale-Partner
Wie TikTok Einfluss auf die
FEBRUARY
Is Filmtok the New Booktok?
TikTok was an official partner of the Berlinale, celebrating the intersection of culture, creativity, and film. On the platform, #FilmTok is thriving as a community where users exchange reviews, recommendations, and behind-the-scenes insights — ultimately helping millions decide what to watch next.
#BookTok in Germany reached a record year with over 25 million books sold—more than double the previous year—establishing itself as a lasting force in the book industry. The fastestgrowing buyer group is people aged 30–39, and while Young Adult and New Romance remain popular, genres like travel literature (+186%) and social sciences are also gaining traction.
MARCH
#BookTok @LeipzigerBuchmesse
3.7B video views
885K posts
#TikTokShop
4.4B video views
383K posts
Von der Entdeckung bis zum Kauf: TikTok Shop startet in Deutschland
TikTok Shop officially launched in Germany on March 31, 2025.
The feature lets users buy products directly within the app via videos, live streams, and a dedicated shop tab.
With over 24 million German users, TikTok Shop combines entertainment and shopping in one place.
APRIL
MAY
#Eurovision 710M video views
Eurovision is one of the biggest cultural moments on TikTok, sparking massive engagement from fans across the globe. In 2025, interest around the contest exploded on the platform, with video views in Germany growing by 600% between April and May 2025.
The community, culture and conversation is on TikTok
#PitbullConcert
305M video views
JUNE
Die Pitbull-Renaissance:
Pitbull-Konzert in Köln zeigt: Der Hype ist real Millennials im Partyrausch
TikTok drives music chart success
More than one in three number one hits first go viral on TikTok before entering the official German single charts. Classics make a comeback via the TikTok community.
Example: Major Tom (1983) by Peter Schilling re-entered the German Top 10 after 42 years, boosted by fans on TikTok using it as the national team’s unofficial anthem.
SEPTEMBER
JULY
Who was on TikTok this summer knows that nothing beats a jet2holiday. The trend started from a cheerful ad jingle set to Jess Glynne’s Hold My Hand. TikTok users turned it into a meme by pairing the upbeat sound with chaotic vacation fails.
#Jet2Holidays 11% engagement rate
What Exactly Is a Jet2 Holiday and Why Are People Talking About It?
#WEURO2025
335M video views
Frauen im Fußball: DFB Launched zweiten TikTok Kanal
Germany’s run at the Women’s Euros 2025 sparked huge engagement on TikTok, with fans sharing highlights, reactions, and behind-the- scenes moments in real time. German creators and fans used TikTok not just to celebrate the squad, but to build a sense of community and pride around women’s football. The DFB achieves over 100 million views on its channel during the European Championship.
What we searched, shopped and shared
What’s driving curiosity on platform?
Tankini a women's two-piece swimsuit combining a top half styled like a tank top with a bikini bottom.
Flared jeans & barrel jeans & baggy jeans
Flared jeans are snug through the hips and thighs and dramatically widen from the knees down, giving a retro, elongating effect. Barrel jeans, on the other hand, have a rounded, balloon-like leg that tapers at the ankle, creating a more modern, structured silhouette.
My wedding dress
The wedding season on TikTok was full on. Users were searching for their perfect wedding dress & inspiration on TikTok
Bubble skirt
A skirt with a voluminous, rounded hemline created by tucking or gathering the fabric under, giving a “puffed” bubble effect.
FASHION
(MORE ON PAGE 16)
Twink style outfits
Fashion associated with the “twink” aesthetic, often featuring slim fits, playful or colorful clothing and trendy casual pieces.
Rave outfits
Bold, vibrant festivalinspired looks featuring neon colors, glitter, mesh, oversized accessories, and comfortable yet eyecatching pieces for dancing all night.
Skater dresses
A-line dresses that are fitted at the waist and flare out into a flowy skirt, inspired by figure skating costumes, creating a flattering and playful shape.
Cute winter boots
is a term describing a
texture where the bottom layers of hair, typically around the ears or the nape of the neck, are curlier or wavier than the top layers.
What’s driving curiosity on platform?
Refers to creative
AKA a non-reversing mirror, is a mirror that reflects without reversing the left and right sides, as regular mirrors do. This means you see your reflection as others see you in real life.
What’s driving curiosity on platform?
What’s driving action?
Product focus - Dubai Chocolate
Brand Focus - Lidl
Lidl became the first supermarket in Germany to leverage TikTok Shop’s sales function through a sales partner—and the results were extraordinary!
Strategy
As a viral TikTok food trend and the next evolution of Dubai chocolate, Angel Hair Chocolate was offered exclusively on TikTok Shop in partnership with Lidl’s sales partner.
Discovery commerce works when content, community, and commerce come together. Lidl simply showed the way and the creator community followed suit!
+144%
‘Pistachio’ YoY TikTok search growth globally
Der Boom am Pistazien-Markt
Dubai-Schokolade löst internationale PistazienKnappheit aus
#DubaiChocolate 668K posts
@mariavehera257 283m VVs
How culture and community accelerate trends
Collectibles and emotional connections
Items like POPMART’s The Monsters Vinyl Toys tap into a powerful current on TikTok: nostalgia as connection. In a landscape of fleeting trends, these collectibles offer a way for people to ground themselves in emotion and community. Their popularity reflects how TikTok turns products into cultural touchpoints, and how purchases become shared experiences, woven into a wider emotional story (suspended from designer bags, of course!).
58K
#Labubu videos posted on TikTok in 2025 in Germany
1.3B
Video views on Labubu related content in 2025 in Germany
Delulu for Labubu
If you’re not on “LabubuTok” the only way to explain it is Beatlemania but for a 15cm fluffy toy. Sold only by POPMART, The Monsters, or Labubus, as they are more commonly known, are a plush toy created by designer Kasing Lung. Sold in blind boxes collected into themed lines, there is often a rare and secret Labubu per line which is the most coveted.
April 2024
Lisa from Blackpink was spotted with Labubu box on her social media.
April 2025
Outfits and accessories for Labubu start popping up on e-commerce sites.
July 2025
The opening of the POPMART store in Berlin attracts large crowds, with hundreds of fans queuing for hours to purchase
Berlin: Germany's first Labubu toy store opens doors to fans
July 2025
Fashion brand Uniqlo announces a POPMART x Labubu capsule collection launching in mid-Sep 2025.
Thai Government tap Labubu to be their new face of tourism
June 2025
A 4-foot tall Labubu sold for $170,000 at auction in Beijing.
Category data crunches
FASHION
From confidence-building shapewear to Y2K sparkle
Nostalgia wins
TikTok search data highlights a clear pattern: celebrity fashion moments capture attention and spark curiosity.
From Bianca Censori’s provocative Grammy outfit to Kendrick Lamar’s viral Super Bowl jeans, these moments topped fashion search trends on the platform.
Beyond the shock red carpet tactics, TikTok searches show the Y2K aesthetic taking over everyday fashion. Flared jeans are back with their leg-lengthening retro vibe, while barrel jeans bring a modern twist to denim with their bold, rounded shape.
The bubble skirt has re-emerged as a statement piece, as well as the skater dresses that channel the playful silhouettes of the early 2000s.
At the same time, niche communities are fueling expressive styles: from the colorful, slim-fit edge of twink outfits to the neon, glitter, and mesh-heavy world of rave fashion. These searches highlight a new wave of Y2K nostalgia, one that blends retro aesthetics with community-driven self-expression.
And brands are following suit. In 2025, the Y2K and 2010s aesthetic is back—and with it, brands like Longchamp. The products are going viral on TikTok as users rediscover iconic pieces and styles from an earlier era.
#FestivalOutfit
#FestivalOutfits have emerged as a standout seasonal trend on TikTok, with views and engagement spiking around major festivals.
Users aren’t just browsing for inspiration. They’re actively searching for content tied to specific events like Coachella, Tomorrowland, and Splash, and looking to creators for styling ideas they can adapt to their own looks.
This reinforces TikTok’s position as the go-to hub for eventrelated fashion discovery, where content demand moves in sync with the global festival calendar.
During the festival season, users search for the essentials to complete their looks: festival must-haves, festival scarf head wrap, and hair styles.
Coachella 2025 Splash Tomorrowland
Brand Spotlight
Creamy Fabrics: Shaping success with TikTok Shop affiliates
Consumer interest in lounge and shapewear is surging on TikTok, with #shapewear video views up +371% year-over-year. One standout is Creamy Fabrics, which has gone viral for its sculpting bodysuits and shorts that deliver a smooth silhouette without sacrificing comfort.
To fuel this momentum, Creamy Fabrics invested in 1,000 samples for targeted creators through the TikTok Shop Target Plan. Content creation was left entirely to affiliates, leveraging their expertise and audiences to drive authentic, shoppable storytelling.
The results: viral products, a high visibility in different audiences in Germany and strong sales of their Creamy Bodysuit.
The momentum shows up not only in sales but also in search trends, with German users actively looking for the brand using terms like:
• shapewear
• creamy fabric
• creamy bodysuits
• creamy anzieh tutorial
• creamy fabrics anziehen
• creamy body outfits
• creamy rabattcode 2025
With affiliates powering discovery and buyers driving the buzz, Creamy Fabrics has made shapewear a cultural conversation on TikTok!
>1,000
Creator affiliates drive business
+78%
Avg. weekly sales growth since July
TikTok Shop Data, DE, 2025
BEAUTY
From sensitive skin communities to a sold-out hair tonic
#SensitiveSkin
Sensitive skin is stepping into the spotlight. From barrier-repair creams to fragrance-free formulas, #SensitiveSkin reflects the rising demand for gentle solutions that prioritize skin health.
This community goes deeper than quick fixes, grounding itself in empathy, education, and empowerment. TikTok creators are not only showing the everyday challenges of redness, irritation, and breakouts, but also sharing their routines and favorite products.
Their content ranges from calming routines to ingredient alternatives, and candid reviews of what actually works for sensitive skin.
YoY growth in video views for #SensitiveSkin (Jan-Jul 2024 vs. Jan-Jul 2025)
TikTok internal data, DE, Jan-Aug 2025
Videos of #SensitiveSkin
How they did it: Tapping into the creator community
Our social team at its core, are true creators themselves. Being acutely aware of trends, shifts and cycles within the platform, is not a 'nice to have' but a must have for any brand today.
Michael Malinsky, Founder, Wonderskin
Weleda AG, the Swiss leader in certified natural cosmetics, went viral on TikTok in 2023 when its rosemary hair tonic became a trending product on the platform.
After the product quickly sold out, the brand expanded its farmland to boost ingredient supply—setting the stage for Weleda’s first official TikTok marketing campaign in 2024.
Objective
Under its #Focus_GrowthThatMatters themed strategy, Weleda set out to strengthen its e-commerce presence and connect authentically with TikTok users.
Strategy
The campaign combined brand-led restock news, UGC, expert insights, creator content, and performance ads, all produced with a TikTok-native approach via TikTok Creative Exchange.
Results
The campaign boosted ad recall by 20.1% and awareness by 12.4%, reaching 47.5 million views in total. The top creator video achieved a 9.5% six-second viewthrough rate, underscoring the success of Weleda’s TikTok strategy.
“ The uglier you go to bed the prettier you wake up”
Bedtime beauty is getting bolder–and intentionally less pretty.
From slugging to sleep masks and silk bonnets, the nightly routine is not about looking flawless for others, but about putting in the work for yourself.
This shift reflects a new kind of perfectionism—quieter, more personal, and rooted in ritual. The “uglier” you go to bed, the better you feel waking up. Because looking good starts when no one’s watching.
• Heatless curls
• Silk hair cap
• Mouth taping
• Chin strap for a snatched jawline
• Overnight face mask
• Under-eye patches
• Fake tan or lip stain lining her lips
• Slugging with Vaseline
• Moisturiser
What’s Behind the Beauty Trend “Morning Shed”
Relevant Hashtags:
• Retinol #TheMorningShed
Trending product on TikTok Shop: DR.DENT teeth whitening stripes
HOME
From dopamine décor to disco balls and deep cleaning
TikTok Home Trends:
Home is where the disco ball is
Forget beige—TikTok users are embracing décor that’s playful, personal, and designed to spark joy.
The core driver of this new trend is #DopamineDecor (+500% growth in video views YoY) with its bright colors, unexpected shapes, and uplifting details designed to spark joy. A disco ball, once reserved for parties, now appears on lamps, planters, or door frame accents, turning everyday corners into focal points.
This playful energy extends into “foodified” design. Fruit-shaped candle holders, vases, and the viral banana coffee table add a quirky twist to living spaces.
Thrifters, too, are competing for novelty stools shaped like limes, strawberries, and cupcakes, proving that furniture itself can become a collectible.
Curated maximalism vs. functional minimalists
Two major design trends are currently cutting across generations while sitting at opposite ends of the aesthetic spectrum.
On one side, Scandinavian-inspired homes are seeing renewed momentum, emphasizing minimalism and functionality. Think uncluttered kitchens with doorless cabinetry showcasing neatly organized, pared-back dishware.
Searches for modern farmhouse, Scandinavian kitchens, and grey-and-beige interiors have spiked, reflecting a preference for natural materials, soft palettes, and practical design choices that signal comfort, calm, and longevity.
Meanwhile, the surge of #Maximalism and #DopamineDecor represents the opposite: bold colors, eclectic decorations and playful touches meant to spark joy and celebrate self-expression.
While one movement embraces restraint and timelessness, the other thrives on vibrancy and experimentation. Together, they illustrate the full spectrum of how TikTok users envision their dream homes.
Redefining convenience
The appetite for smart, multifunctional home tech that fits naturally into everyday routines is rising fast!
Trending keywords on TikTok show this shift: video views for #SmartLighting grew +297% YoY, while #SmartKitchen content surged 57x, underscoring the appeal of intuitive, connected living spaces.
In the cleaning category, hashtags like #VacuumCleaner and #CordlessVacuumCleaner highlight consumer preference for cordless convenience. The rise of #SteamCleaner (+276% in views) also signals growing interest in efficient deep-cleaning.
Brands like Dyson and SharkNinja dominate these conversations, setting the standard for both design and performance.
Together, these trends reflect consumers’ preference for convenience.
FOOD
From fibre to protein: time to start maxxing
Food as a shared experience
Food is one of the most talked-about topics on TikTok in Germany, and the appetite for culinary inspiration shows no signs of slowing down!
TikTok food culture is all about creativity, fun, and turning indulgences into lifestyle statements. Matcha, in particular, has a devoted community on TikTok, with related searches skyrocketing +969% in 2025.
Summer on TikTok was all about playful refreshments this year. From colorful mocktails to whimsical “Spaßgetränke,” TikTok turned every sip into a shareable moment.
But the top culinary moment in 2025? Cedric Grolet fruit cakes.
Renown globally for his sculptural, fruit-inspired pastries, Grolet has sparked a wave of interest on TikTok, with creators and users attempting to recreate Grolet’s masterpieces. Searches for Grolet-inspired content exploded, while views for #fruitcakes jumped 17x compared to 2024.
Trending product on TikTok Shop: DR.DENT teeth whitening stripes
How brands win hearts & mouths
Engagement that sells
Hitschies, a traditional German candy brand, has found fresh success through its TikTok-first strategy. From sparking the viral frozen Dragon Tongue trend to launching a McFlurry collaboration and rising as a TikTok Shop top-seller, the brand has reinvented its reach. Its bestseller: the iconic Brizzl UFO Pops.
With their focus on community building (from product design to flavor choices), Hitschies saw instant success on launch day and continues to drive sales through authenticity and trust.
The spillover effect:
In a market dominated by pork-based products, this local brand fills consumer demand for halal-certified gummies.
Creator partnerships and shop optimization helped the brand hit six-figures in monthly sales within a few months.
Sales and recognition were boosted by viral customer videos and the TikTok Shop tab. One strawberry ring clip garnered 2+ million views, driving a surge of Google searches for “strawberry rings” that funneled directly to the website.
As the founder Tayfun Öne explains, “Social commerce is about building relationships—that doesn’t happen overnight.”
LIVEs
>28k Products sold in 3mins
Table for connection: How #hosting is driving real-life experiences
Hosting isn’t just about setting a beautiful table in 2025—it’s about creating experiences that help form real-world connections!
Be it a #GalentinesDay dinner, a #BirthdayParty, #BabyShower, or a #MurderMystery, users are excited to host gatherings for all types of occasions.
Inspired by creators, users are adopting themes, recipes, and creative details they saw on TikTok to guide their décor, menu, and activities with the goal of creating a more immersive and memorable experience.
Often intersecting with #FoodTok (3B views), trending dishes for hosted events include #CharcuterieBoard, #SummerDesserts, and #WhippedButter.
FoodMaxxing
You’ve heard of looksmaxxing—now it’s all about food!
Trends like protein-packing, fiber-loading, and gut-healing have surged in popularity on TikTok. With weight-loss treatments becoming more accessible, consumers are also doubling down on high-protein, functional meals that optimize every calorie.
Protein Power
Protein remains the buzzword shaping most meal choices. Videos with the hashtag #protein have doubled in views and 27% of German TikTok users say protein informs their purchase decisions.1
Gut Health and Fibremaxxing
First it was protein—now fibre is taking the spotlight.
Just as users hit their protein goals, attention has turned to tracking fibre.
Fibre gained momentum on TikTok after the viral 2024 “Dense Bean Salad” promised longer satiety and gut-health benefits.
Unlike many health trends that focus on food from your diet, fibre is about bringing more fruits and vegetables into the diet to support a healthy microbiome.
Viral recipes like carrot ribbon salad or “Eat your skincare” tips highlight that fibre-rich foods not only taste great but can also promote better skin.
Trending Hashtags
#HighProtein: 125M VV
600M VV
#GutHealth: 110M VV
#HighProteinMeals
Trending product on TikTok Shop: Oildem Schwarzkümmel Öl
Chase the Trend ONLY if it’s right for you.
Brands that can jump on trends will maximize business impact, but only if they can harness their community power to share their message.
What this means for brands Activate the trends
Nostalgia transcends.
Tap into the past to connect emotionally with your audience, your creative matters. We see several trends tapping into past trends like Y2K and hostingcore.
Embrace the niche.
TikTok will show the right video to the right audience, make sure you’re sharing your product with the people that will care the most, i.e. carrots with the skincare fanatics. Lost or need to know where to start, check out our commercial partnerships below, which can help you find the right audience.
Keeping up with trends is tough, and knowing how to act on them can be daunting. Delivering quick, reactive content isn't always easy. TikTok's OwnTheTrend Content Solution does the heavy lifting, making it simple for brands to authentically and natively leverage trends.
