Table of Contents
Executive Summary
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- Spending and inflation
- Sector size and forecast
- Leading retailers
- Online
- The consumer – Where they shop
- The consumer – Attitudes towards discount supermarkets
- The consumer – Why they don’t shop (or shop more) at discounters
- What we think
Spending and Inflation
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- Key points
- Lower inflation likely to hit spending growth for 2014
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- Figure 1: Germany: Consumer spending (including sales tax), 2009-14
- Figure 2: Germany: Consumer prices: Annual % change, January 2013-September 2014
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- Figure 3: Germany: Consumer prices: Annual % change, 2009-13
Distribution of Spending
Sector Size and Forecast
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- Key points
- Grocers outperform spending growth
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- Figure 4: Germany: Retail sales (excluding sales tax), 2009-14
- Figure 5: Germany: Grocers’ sector sales expressed as % of spending on food, beverages and tobacco, 2009-14
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- Figure 6: Germany: Retail sales forecasts (excluding sales tax), 2014-19
Leading Retailers – Financials and Outlets
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- Discounters growing share
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- Figure 7: Germany: Share of food retailers sector taken by leading discounters, 2011-13
- Discounters softening
- Full-range stores performance mixed
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- Figure 8: Germany: Leading grocers: Net revenues, 2011-13
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- Figure 9: Germany: Leading grocers: Store numbers, 2011-13
- Figure 10: Germany: Leading grocers: Annual sales per outlet, 2011-13
The Retailers – Market Shares
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- Figure 11: Germany: Leading grocers: Shares of all food retailers’ sales, 2011-13
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Online
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- Key points
- The market
- The consumer
- Retailer developments: Lidl ventures into grocery online
- The retailers online
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- Figure 12: Germany: Leading grocers’ online offers, October 2014
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- Figure 13: Germany: Bringmeister’s guarantees to shoppers, October 2014
- Figure 14: Bringmeister’s payment options, October 2014
The Consumer – Where They Shop
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- Key points
- What we asked
- Where they shop – Lidl leads over Aldi for main shops
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- Figure 15: Germany: The consumer: Retailers used for main grocery shopping, October 2014
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- Figure 16: Germany: The consumer: Retailers used for top-up grocery shopping, October 2014
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- Figure 17: Germany: The consumer: Retailers used for main and top-up grocery shopping, in total, October 2014
- Average shopper profiles
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- Figure 18: Germany: The consumer: Retailers used for main grocery shopping, average age and affluence, October 2014
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- Figure 19: Germany: The consumer: Retailers used for top-up grocery shopping, average age and affluence, October 2014
- A strong gender divide gives hausfraus time to shop around
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- Figure 20: Germany: The consumer: Agreement that they are mainly responsible for grocery shopping, by gender, October 2014
The Consumer – Attitudes Towards Discount Supermarkets
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- Key points
- What we asked
- Shoppers say brand choice and fresh-product quality has improved
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- Figure 21: Germany: The consumer: Agreement with statements about discount supermarkets, October 2014
- Attitudes to discounters among Aldi/Lidl shoppers
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- Figure 22: Germany: The consumer: Attitudes to discounters among Aldi/Lidl shoppers – Relative to total shopper average, September 2014
- Attitudes to discounters by where they do their main shop
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- Figure 23: Germany: The consumer: Attitudes to discounters, by where they do their main grocery shopping, September 2014
The Consumer – Why They Don’t Shop (or Shop More) at Discounters
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- Key points
- What we asked
- Limited ranges deter shoppers
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- Figure 24: Germany: The consumer: Reasons for not shopping/not shopping more for groceries at discount supermarkets, October 2014
- Comparing to France and the UK
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- Figure 25: France and the UK: Most popular reasons for not shopping (or not shopping more) at discount supermarkets, October 2014
- By where they do any shopping
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- Figure 26: Germany: The consumer: Reasons for not shopping/not shopping more for groceries at discount supermarkets, by where they do any grocery shopping (main or top-up shopping), October 2014
Aldi
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- What we think
- Germany
- Elsewhere
- Where next?
- Company background
- Company performance
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- Figure 27: Aldi: Group financial performance, 2009-2013
- Figure 28: Aldi: Outlet data, 2009-2013
- Figure 29: Aldi: Outlet data, 2009-2013 (continued)
- Retail offering
Edeka Group
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- What we think
- Operations in 2013
- Netto goes fresh
- Acquisition of Kasier’s
- Online remains underdeveloped
- Company background
- Company performance
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- Figure 30: Edeka Group: Group financial performance, 2009-2013
- Figure 31: Edeka Group: Outlet data, 2009-2013
- Store format
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- Figure 32: Food outlet data and range by format, 2013
- Retail offering
- Edeka/Marktkauf
- Netto Marken-Discount
Lidl/Kaufland (Schwarz Group)
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- What we think
- Online
- Where next
- Company background
- Company performance
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- Figure 33: Schwarz Group: Group financial performance, 2009/10-2013/14
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- Figure 34: Schwarz Group: Outlet data, 2009/10-2013/14
- Figure 35: Schwarz Group: Outlet data, 2009/10-2013/14 (continued)
- Figure 36: Schwarz Group: Outlet data, 2009/10-2013/14 (continued)
- Figure 37: Schwarz Group: Outlet data, 2009/10-2013/14 (continued)
- Retail offering
Real (Metro Group)
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- What we think
- Stripped back, but still struggling
- An improving trend?
- Implications of the purchasing agreement with Auchan
- Company background
- Company performance
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- Figure 38: Real: Group financial performance, 2009-2013/14
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- Figure 39: Real: Outlet data, 2009-2013/14
- Retail offering
Rewe
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- What we think
- Penny conversions reaping rewards
- Pushing into convenience
- Online push is overdue in Germany
- International markets prove patchy
- Company background
- Company performance
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- Figure 40: Rewe: Group sales performance, 2009-13
- Figure 41: Rewe: Group sales performance – Breakdown by country, 2009-13
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- Figure 42: Rewe: Outlet data, 2009-13
- Retail offering
- Rewe
- Penny
Appendix – The Consumer – Germany
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- Figure 43: Retailers used for main and top-up grocery shopping, Germany, October 2014
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- Figure 44: Attitudes towards discount supermarkets in Germany, by most popular retailers used for main and top-up grocery shopping – Any grocery shop, Germany, October 2014
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- Figure 45: Attitudes towards discount supermarkets in Germany, by next most popular retailers used for main and top-up grocery shopping – Any grocery shop, Germany, October 2014
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- Figure 46: Reasons for not shopping/not shopping enough for groceries at discount supermarkets, by most popular retailers used for main and top-up grocery shopping – Any grocery shop, Germany, October 2014
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- Figure 47: Reasons for not shopping/not shopping enough for groceries at discount supermarkets, by next most popular retailers used for main and top-up grocery shopping – Any grocery shop, Germany, October 2014
- Responsibility for grocery shopping
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- Figure 48: Those in household responsible for grocery shopping, by demographics, Germany, October 2014
- Where people shop
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- Figure 49: Most popular retailers used for main and top-up grocery shopping – Any grocery shop, by demographics, Germany, October 2014
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- Figure 50: Next most popular retailers used for main and top-up grocery shopping – Any grocery shop, by demographics, Germany, October 2014
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- Figure 51: Other retailers used for main and top-up grocery shopping – Any grocery shop, by demographics, Germany, October 2014
- Attitude statements
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- Figure 52: Agreement with the statement ‘The quality of fresh meat at discount supermarkets has improved in the last 2 years’, supermarkets in Germany, by demographics, October 2014
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- Figure 53: Agreement with the statement ‘The quality of fresh fruit and vegetables at discount supermarkets has improved in the last 2 years’, supermarkets in Germany, by demographics, October 2014
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- Figure 54: Agreement with the statement ‘The quality of fresh bakery products at discount supermarkets has improved in the last 2 years’, supermarkets in Germany, by demographics, October 2014
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- Figure 55: Agreement with the statement ‘The choice of brands available at discount supermarkets has improved in the last 2 years’, supermarkets in Germany, by demographics, October 2014
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- Figure 56: Agreement with the statement ‘I can’t buy all the groceries I need at discount supermarkets’, supermarkets in Germany, by demographics, October 2014
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- Figure 57: Agreement with the statement ‘I’d like to see a bigger choice of non-grocery items at discount supermarkets’, supermarkets in Germany, by demographics, October 2014
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- Figure 58: Agreement with the statement ‘The choice of items available within certain ranges at discount supermarkets is too limited’, supermarkets in Germany, by demographics, October 2014
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- Figure 59: Agreement with the statement ‘I would shop less at discount supermarkets if I had more money^’, supermarkets in Germany, by demographics, October 2014
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- Figure 60: Agreement with the statement ‘I sometimes buy non-grocery items I didn’t plan to buy when shopping at discount supermarkets’, supermarkets in Germany, by demographics, October 2014
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- Figure 61: Agreement with the statement ‘I sometimes visit discount supermarkets specifically to buy non-grocery items I’ve seen advertised in advance’, supermarkets in Germany, by demographics, October 2014
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- Figure 62: Agreement with the statement ‘I do more of my grocery shopping at discount supermarkets than I did two years ago’, supermarkets in Germany, by demographics, October 2014
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- Figure 63: Agreement with the statement ‘I’m less tempted to buy additional grocery items that I don’t really need at discount supermarkets’, supermarkets in Germany, by demographics, October 2014
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- Figure 64: Most popular reasons for not shopping/not shopping enough for groceries at discount supermarkets, by demographics, Germany, October 2014
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- Figure 65: Next most popular reasons for not shopping/not shopping enough for groceries at discount supermarkets, by demographics, Germany, October 2014
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- Figure 66: Other reasons for not shopping/not shopping enough for groceries at discount supermarkets, by demographics, Germany, October 2014
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