Table of Contents
Overview
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- What you need to know
- Areas covered in this Report
Executive Summary
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- The market
- Consumer spending
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- Figure 1: Germany: Annual % change in consumer spending (incl. VAT), 2012-16
- Inflation
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- Figure 2: Germany: Consumer prices of food and drink, annual % change, January 2015-September 2016
- Channels of distribution
- Sector size and forecast
- Leading players
- Key metrics
- Market shares
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- Figure 3: Germany: Leading grocers’ shares of all food retailers sales, 2015
- Online
- The consumer
- Who shops for groceries
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- Figure 4: Germany: Who is responsible for grocery shopping, September 2016
- How they shop for groceries
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- Figure 5: Germany: Frequency of grocery shopping, September 2016
- Where they shop for groceries
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- Figure 6: Germany: Grocery retailer they spend the most with, September 2016
- Reasons for shopping at most-used retailer
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- Figure 7: Germany: Reasons for shopping at the retailer they spend the most with, September 2016
- What we think
Issues and Insights
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- Could shrinking store estates provide impetus for e-commerce?
- The facts
- The implications
- What now for Real?
- The facts
- The implications
- The battle for Kaiser’s Tengelmann
- The facts
- The implications
The Market – What You Need to Know
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- Growth in spending slows
- Inflation continues to fall
- Spending split between supermarkets and discounters
- Grocers, the driver of food retailers’ growth
- Low but steady growth forecast
Spending and Inflation
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- German growth driven by consumption
- Falling inflation slows growth in spending on food
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- Figure 8: Germany: Consumer spending on food, drink and tobacco (incl. VAT), 2011-16
- Inflation continues to fall
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- Figure 9: Germany: Consumer prices of food and drink, Annual % change, 2011-15
- Figure 10: Germany: Consumer prices of food and drink, annual % change, January 2015-Sept ember 2016
- Channels of distribution
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- Figure 11: Germany: Estimated distribution of spending on food, beverages and tobacco, 2015
Sector Size and Forecast
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- Food retailers grow in line with all retail sales
- Grocers still taking spending away from specialists
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- Figure 12: Germany: Food retailers’ sales (excl. VAT), 2011-16
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- Figure 13: Germany: Food retailers’ sales forecast (excl. VAT), 2016-21
Leading Players – What You Need to Know
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- Supermarkets’ share of leading retailers’ sales stabilises
- Edeka leads
- Lidl narrows the gap on Aldi
- Rate of store closures accelerates
- Little change in market shares
- Online remains small
Leading Players
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- Little change in share by operation
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- Figure 14: Germany: Share of leading 15 grocery retailers’ sales, by operation type, 2013-15
- Edeka, the market leader
- Aldi comes together
- Real continues to decline
- Could the battle for Kaiser’s Tengelmann be at an end?
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- Figure 15: Germany: Leading grocers, by sales (excl. VAT), 2013-15
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- Figure 16: Germany: Leading grocers, Outlet numbers, 2013-15
- Figure 17: Germany: Leading grocers, Sales per outlet, 2013-15
Market Shares
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- Figure 18: Germany: Leading grocers’ shares of all food retailers’ sales, 2013-15
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Online
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- Online sales in Germany
- Shopping online for food
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- Figure 19: Germany: Percentage of all individuals purchasing online in the past 12 months, 2011-15
- Figure 20: Germany: Percentage of all individuals that have made an online food purchase in the last 12 months, European comparisons, 2011-15
- Online grocery players
- Edeka introduces collection points
- Lidl launches an online shop in Berlin
- Rewe enhances its delivery service
- Still waiting on Amazon Fresh
The Consumer – What You Need To Know
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- 63% wholly responsible for grocery shopping
- Germans prefer to shop multiple times per week
- German consumers stick to what they know
- Lidl, the most popular
- Convenience is the most important factor
Who Shops for Groceries
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- More Germans take full responsibility for grocery shopping
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- Figure 21: Germany: Who is responsible for grocery shopping, September 2015/September 2016
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- Figure 22: Germany Who is responsible for grocery shopping, by age and gender, September 2016
How They Shop for Groceries
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- Germans prefer to shop a few times a week
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- Figure 23: Germany: Frequency of grocery shopping, September 2016
- In-store shopping still preferred
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- Figure 24: Germany: In-store vs online grocery shopping, September 2016
- Online more popular with the young
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- Figure 25: Germany: In-store vs online grocery shopping, by age, September 2016
- Why they don’t shop online
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- Figure 26: Germany: Reasons for not shopping for groceries online, Q1 2016
- Why they shop online
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- Figure 27: Germany: Reasons for shopping for groceries online, Q1 2016
Where They Shop for Groceries
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- Figure 28: Germany: Grocery retailer they spend the most with in a typical month, September 2016
- Shoppers increasingly spending the most at Aldi
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- Figure 29: Germany: Grocery retailer they spend the most with in a typical month, September 2014/2016
- Edeka targets the younger shoppers at Kaiser’s Tengelmann
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- Figure 30: Germany: Grocery retailer they spend the most with in a typical month, by average age and income, September 2016
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Reasons for Shopping at the Most-Used Retailer
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- Promotions are a popular attraction
- Price and convenience most important factors
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- Figure 31: Germany: Reasons for shopping at the retailer they spend the most with in a typical month, September 2016
- 45-54 year olds prioritise convenience
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- Figure 32: Germany: Selected reasons for shopping at the retailer they spend the most with, 1st rank, by age group, September 2016
- Importance of low prices
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- Figure 33: Germany: Importance of having the lowest prices, by retailer they spend the most with, September 2016
- Lidl shoppers focus on price
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- Figure 34: Germany: Reasons for shopping at Lidl, net any rank percentage point difference from the overall average, September 2016
- Aldi offers price and speed
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- Figure 35: Germany: Reasons for shopping at Aldi, net any rank percentage point difference from the overall average, September 2016
- Rewe appeals on quality
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- Figure 36: Germany: Reasons for shopping at Rewe, net any rank percentage point difference from the overall average, September 2016
- Edeka/Marktkauf maintain high standards
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- Figure 37: Germany: Reasons for shopping at Edeka/Marktkauf, net any rank percentage point difference from the overall average, September 2016
- Kaufland offers broad range of promotions
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- Figure 38: Germany: Reasons for shopping at Kaufland, net any rank percentage point difference from the overall average, September 2016
- Netto stands out for its loyalty scheme
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- Figure 39: Germany: Reasons for shopping at Netto, net any rank percentage point difference from the overall average, September 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Aldi
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- What we think
- Simpler is better
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- Figure 40: Aldi joint advertising campaign, 2016
- Slowing growth in the UK
- Entering the Italian market
- Experimenting with online
- Company background
- Company performance
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- Figure 41: Aldi: Estimated group sales performance, 2011-15
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- Figure 42: Aldi: Number of outlets, 2011-15
- Retail offering
Edeka Group
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- What we think
- Independent store operators with local knowledge
- Edeka-Kaiser’s Tengelmann deal one step closer to being finalised
- Targeting the growing convenience channel with a new store format
- Inspiring customers to be more adventurous with their cooking
- New decentralised e-commerce concept
- In-store supermarket burger bar tapping into the food-to-go market
- Company background
- The battle for Kaiser’s Tengelmann
- Company performance
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- Figure 43: Edeka Group: Food retail sales performance, 2011-15
- Figure 44: Edeka Group: Food retail outlet data, 2011-15
- Retail offering
Real (Metro Group)
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- What we think
- Spin-off preparations on track
- One-stop quick fix in-store curated recipe-based shopping experience
- New cashless payment method to speed up transaction process and reduce queues
- Bolstering freshness credentials
- Piloting a new hybrid store concept
- Hitmeister acquisition spurs online sales growth
- Planned expansion of drive-through concept into more densely populated areas
- Company background
- Company performance
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- Figure 45: Real: Group financial performance, 2011/12-2015/16
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- Figure 46: Real: Outlet data, 2011/12-2015/16
- Retail offering
Rewe
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- What we think
- Click-and-collect
- Accelerated roll-out of self-checkout technology
- Fierce competition drives development of group-wide store brand
- Meeting time-strapped consumers’ needs for convenient meal solutions
- Expansion of smaller convenience food store format
- Discount supermarket USP in Italy and Romania
- Getting in on the Kaiser’s Tengelmann deal
- Company background
- Company performance
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- Figure 47: Rewe: Group sales performance, 2011-15
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- Figure 48: Rewe: Outlet data and estimated sales per outlet, 2011-15
- Figure 49: Rewe: Full-range stores and discount stores by country, 2015
- Retail offering
Schwarz Group (Lidl, Kaufland)
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- What we think
- Chasing Aldi in key markets
- Changing strategy in France
- Plans to break America
- Tentative moves online
- The Lidl shopper
- Company background
- Company performance
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- Figure 50: Schwarz Group: Group sales performance, 2011/12-2015/16
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- Figure 51: Schwarz Group: Outlet data, 2011/12-2015/16
- Retail offering
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