Rotkäppchen-Mumm 2024 trend study on the culture of enjoyment

On behalf of Rotkäppchen-Mumm, the trend experts at Bonsai Future examined the culture of enjoyment in Germany. Here are some of the findings: the growing relevance of freedom and self-determination in society is influencing the way we enjoy ourselves. At the same time, the need for memorable experiences, i.e. moments to be experienced together, on the go, free from conventions and "in real life", is increasing, especially among young adults. Especially among the "twens", the young generation in their twenties, the desire for conscious enjoyment with low- and no-alternatives is high.

The study has been taking place for four years now under the direction of Kim Haußer, Head of Bonsai Future, and looks at social developments and trends that influence our enjoyment preferences.

Embedded in recurring, central questions about purchasing behavior, preferences and occasions, the new issue focuses in particular on the first place of the Bonsai value index in Germany: freedom.

Rotkäppchen-Mumm has summarized the most important results of the trend study on the culture of enjoyment in a press release. It also shows how Rotkäppchen is breaking new ground in the spirit of modern and unconventional moments of enjoyment and will be introducing a new ready-to-drink product category under the Rotkäppchen love brand in spring 2025: Rotkäppchen Secconade and Seccomate.

You can find a summary of the results here: