If men are becoming more fashion conscious, might their tastes in clothes and allegiances to brands change swiftly, as is the case in womenswear?

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"I noticed that many people are becoming more conscious of their surroundings and more conscious of investing their money in proper institutions and infrastructure, " she said.

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Germany's traditional beer drinkers, in the 40-to-60 age bracket, are also becoming more health-conscious and drinking less alcohol, said Marc-Oliver Huhnholz of the German Brewers Association.

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