Table of Contents
Germany – Overview
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- What you need to know
- Areas covered in this report
Executive Summary
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- The market
- Spending and inflation
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- Figure 2: Germany: Consumer spending on food and drink (including sales tax), 2011-15
- Channels of distribution
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- Figure 3: Germany: Estimated distribution of spending on food, beverages and tobacco, 2014
- Sector size and forecast
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- Figure 4: Germany: Retail sales at all food retailers, 2010-15
- Leading players
- Key metrics
- Market shares
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- Figure 5: Germany: Leading grocery retailers’ estimated shares of all food retailers’ sales, 2014
- Online
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- Figure 6: Germany: Percentage of all individuals who have bought online in the past 12 months, 2014
- The consumer
- Who shops for groceries
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- Figure 7: Germany: Who is responsible for grocery shopping, September 2015
- How they shop for groceries
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- Figure 8: Germany: How they shop for groceries, September 2015
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- Figure 9: Germany: How they shop for groceries, in-store versus online, September 2015
- Where they shop for groceries
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- Figure 10: Germany: Where they shop for groceries, September 2015
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- Figure 11: Germany: Where else they buy groceries from, September 2015
- What we think
Issues and Insights
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- Online retailing showing signs of development
- The facts
- The implications
- A mature market restricts store expansion
- The facts
- The implications
The Market – What You Need to Know
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- Spending down with inflation
- The grocers grow their share of consumer spending
- Food retailers’ share of total spending stabilises
Spending and Inflation
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- Spending
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- Figure 12: Germany: Consumer spending (including sales tax), 2010-15
- Inflation
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- Figure 13: Germany: Consumer prices: Annual % change, January 2014-September 2015
- Figure 14: Germany: Consumer prices: Annual % change, 2010-14
Channels of Distribution
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- Grocers account for 76% of spending
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- Figure 15: Germany: Estimated distribution of spending on food, beverages and tobacco, 2014
Sector Size and Forecast
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- Food retailers’ share of total spending stabilises
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- Figure 16: Germany: Retail sales (excluding sales tax), 2010-15
- Figure 17: Germany: Retail sales forecasts (excluding sales tax), 2015-20
Leading Retailers – What You Need to Know
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- Supermarkets stabilise their market share
- Aldi sales fall in 2014
- Kaiser’s Tengelmann takeover blocked
Leading Retailers
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- Supermarkets stabilise their market share
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- Figure 18: Germany: Share of leading retailers sales by operation type, 2012-14
- Aldi sales fall in 2014
- Discounter’s softening their offer
- Kaiser’s Tengelmann takeover blocked
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- Figure 19: Germany: Leading grocery retailers: Net revenues, 2012-14
- Store numbers
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- Figure 20: Germany: Leading grocers: Store numbers, 2012-14
- Sales per outlet
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- Figure 21: Germany: Leading grocers: Annual sales per outlet, 2012-14
Market Share
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- Figure 22: Germany: Leading grocery retailers’ estimated shares of all food retailers’ sales, 2012-14
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Online
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- Online food retailing remains underdeveloped
- Online activity
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- Figure 23: Germany: Percentage of all individuals who have bought online in the past 12 months, 2014
- Figure 24: Germany: Percentage of all individuals purchasing online in the past 12 months, 2010-14
- Online sales
- Leading online players
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- Figure 25: Germany: Leading grocers’ online offers, October 2015
The Consumer – What You Need to Know
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- High levels of sole/main shopping responsibility
- German consumers prefer multiple shopping trips
- Financial health dictates shopping behaviour
- Single person households prefer small, regular shopping trips
- Online remains very underused
- Lidl and Rewe most popular for main shop
- Discounters more dominant for secondary shopping
The Consumer – Who Shops for Groceries
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- High levels of grocery shopping responsibility
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- Figure 26: Germany: Who is responsible for grocery shopping, September 2015
- Power of one
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- Figure 27: Germany: Distribution of household type, 2005-14
The Consumer – How They Shop for Groceries
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- Top-up shopping dominates
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- Figure 28: Germany: How they shop for groceries, September 2015
- Financial health dictates shopping behaviour
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- Figure 29: Germany: Where they buy groceries from, by average income. September 2015
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- Figure 30: Germany: How they shop for groceries, by financial health, September 2015
- Single person households prefer top-up shopping
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- Figure 31: Germany: How they shop for groceries, by household size, September 2015
- Where they do regular main and top-up grocery shopping
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- Figure 32: Germany: How they shop for groceries, in-store versus online, September 2015
The Consumer – Where They Shop for Groceries
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- Lidl and Rewe most popular for main shop
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- Figure 33: Germany: Where they spend the most on groceries, September 2015
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- Figure 34: Germany: Where they spend most in a typical month for groceries, by age and affluence, September 2015
- Rewe is the favourite of top-up only shoppers
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- Figure 35: Germany: With which grocery retailer they spend the most money, selected retailers by type of shopping behaviour, September 2015
- Aldi the overall favourite for top-up shopping
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- Figure 36: Germany: Where else they buy groceries from. September 2015
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- Figure 37: Germany: Where else they buy groceries from. September 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Aldi
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- What we think
- Aldi Sud still the innovator
- The UK
- Costs
- Online
- Everywhere else
- Company background
- Company performance
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- Figure 38: Aldi: Group financial performance, 2010-14
- Figure 39: Aldi: Outlet data, 2010-14
- Retail offering
Edeka Group
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- What we think
- Gastronomy attractions to inspire and attract customers
- Tapping into growth markets
- Upgrading the discount in-store experience
- The first German discount supermarket to join a loyalty scheme
- Innovative time-saving click and collect proposition
- Expanded online offering
- Company background
- Company performance
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- Figure 40: Edeka Group: Core food retailing financial performance, 2010-14
- Figure 41: Edeka Group: Outlet data, 2010-14
- Retail offering
Real (Metro Group)
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- What we think
- New buying deal should bolster Real’s competitive position
- Store revamp programme yielding positive results
- A new and more efficient logistical infrastructure to come on-stream in early 2017
- A new convenient food venture
- Company background
- Company performance
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- Figure 42: Real: Group financial performance, 2010/11-2014/15
- Figure 43: Real: Outlet data, 2010/11-2014/15
- Retail offering
Rewe
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- What we think
- Penny
- Online
- Where next
- Company background
- Company performance
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- Figure 44: Rewe: Group financial performance, 2010-14
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- Figure 45: Rewe: Outlet data, 2010-14
- Retail offering
- Rewe
- Penny
- Penny
Schwarz Group (Lidl, Kaufland)
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- What we think
- Cost
- Kaufland
- Expansion
- Where next
- Company background
- Company performance
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- Figure 46: Schwarz Group: Group financial performance, 2010/11-2014/15
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- Figure 47: Schwarz Group: Outlet data, 2010/11-2014/15
- Retail offering
Spar International
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- What we think
- Transit locations
- Pushing its health and wellness credentials
- Leading the contactless payment revolution
- Strengthening local ties
- New digital strategy to connect with Millennials
- An award winning brand
- Building on its foodservice offering
- Company background
- Company performance
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- Figure 48: Spar International: Retail sales, by country, 2010-14
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- Figure 49: Spar International: Outlets, 2010-14
- Figure 50: Spar International: Retail sales area, 2010-14
- Figure 51: Spar International: Sales per sq m, by country, 2010-14
- Retail offering
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