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: consumer spending on food, drink and tobacco (incl. VAT), annual % change, 2012-17
- Inflation
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- Figure 2: Germany: consumer prices* of food and drink, annual % change, April 2016-September 2017
- Channels of distribution
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- Figure 3: Germany: estimated distribution of spending on food, drink and tobacco, 2016
- Sector size and forecast
- Leading players
- Key metrics
- Market shares
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- Figure 4: Germany: leading grocers’ shares of all food retailers’ sales, 2016
- Online
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- Figure 5: Germany: how they shop for groceries, by parental status, September 2017
- The consumer
- Who shops for groceries
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- Figure 6: Germany: responsibility for grocery shopping, September 2017
- How they shop for groceries
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- Figure 7: Germany: how they shop for groceries, September 2017
- Where they shop for groceries
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- Figure 8: Germany: grocery retailers where the most money is spent, September 2017
- Factors to improve at grocery retailers
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- Figure 9: Germany: factors to improve at grocery retailers, September 2017
- What we think
Issues and Insights
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- The allure of online grocery shopping for families
- The facts
- The implications
- Good things come to those who don’t make consumers wait
- The facts
- The implications
The Market – What You Need to Know
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- Consumer spending driven up by inflation
- Grocers account for 80% of consumer spending
- Food retailers’ sales just shy of €200 billion in 2017
Spending and Inflation
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- Domestic spending continues to drive the economy
- Spending in 2017 pushed up by inflation
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- Figure 10: Germany: consumer spending on food and drink (incl. VAT), 2012-17
- Inflation
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- Figure 11: Germany: consumer prices* of food and drink, annual % change, 2012-16
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- Figure 12: Germany: consumer prices* of food and drink, annual % change, April 2016-September 2017
Channels of Distribution
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- Figure 13: Germany: estimated distribution of spending on food, drink and tobacco, 2016
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Sector Size and Forecast
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- Grocers continue to grow faster than specialists
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- Figure 14: Germany: food retailers, sales (excl. VAT), 2012-17
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- Figure 15: Germany: food retailers, forecast sales (excl. VAT), 2017-22
Leading Players – What You Need to Know
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- Catering to convenience
- Edeka leads but Rewe catching up
- Online grocery retailing gaining traction
- Online grocery retailing gaining traction
Leading Players
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- Edeka focusses on convenience
- Rewe has a good year
- Aldi invests at home
- Kaiser’s Tengelmann fascia finally disappears
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- Figure 16: Germany: leading grocers, sales, 2013-16
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- Figure 17: Germany: leading retailers, outlets, 2013-16
- Figure 18: Germany: leading retailers, sales per outlet, 2013-16
Market Shares
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- Figure 19: Germany: leading grocers’ shares of all food retailers’ sales, 2013-16
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Online
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- The online sector as a whole
- Online grocery market size
- Shopping online for food
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- Figure 20: Germany: percentage of all individuals purchasing online in the past 12 months, 2012-16
- Edeka launches same-day delivery via acquired platform
- Rewe growing its online sales
- Amazon Fresh finally lands in Germany
- Kaufland delays expected expansion
The Consumer – What You Need to Know
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- Women increasingly sharing responsibility
- Store-based shopping continues to dominate
- Lidl marginally ahead in a fragmented market
- Checkout waiting times prove a bugbear to consumers
Who Shops for Groceries
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- Majority of consumers take full responsibility for grocery shopping
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- Figure 21: Germany: responsibility for grocery shopping, September 2017
- Women increasingly sharing responsibility for shopping
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- Figure 22: Germany: who shops for groceries, by gender, September 2017
How They Shop for Groceries
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- Store-based shopping dominates
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- Figure 23: Germany: how they shop for groceries, September 2017
- Online penetration higher among men
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- Figure 24: Germany: how they shop for groceries, by gender, September 2017
- Parents most likely to shop online
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- Figure 25: Germany: how they shop for groceries, by parental status, September 2017
- Online grocery shopping appeals to the most affluent
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- Figure 26: Germany: proportion doing any of their grocery shopping online (net), by household income, September 2017
Where They Shop for Groceries
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- Lidl marginally ahead in a fragmented market
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- Figure 27: Germany: grocery retailers where the most money is spent, September 2017
- Parents go to Kaufland
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- Figure 28: Germany: grocery retailer where the most money is spent, by parental status, September 2017
- Lidl more popular with younger consumers than Aldi
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- Figure 29: Germany: grocery retailer where the most money is spent, by age, September 2017
- Aldi proves more popular as a secondary shopping location
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- Figure 30: Germany: grocery retailers used for top up shopping, September 2017
- German consumers like to shop around
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- Figure 31: Germany: repertoire of grocery retailers used for top up shopping in a typical month, September 2017
Factors to Improve at Grocery Retailers
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- Checkout waiting times a bugbear for German consumers
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- Figure 32: Germany: factors to improve at grocery retailers, September 2017
- Lidl shoppers would like to see a loyalty scheme introduced
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- Figure 33: Germany: factors to improve at grocery retailers, relative importance compared to the average, Lidl, September 2017
- Aldi shoppers want more information and faster checkout service
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- Figure 34: Germany: factors to improve at grocery retailers, relative importance compared to the average, Aldi, September 2017
- Edeka shoppers want better stock availability
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- Figure 35: Germany: factors to improve at grocery retailers, relative importance compared to the average, Edeka, September 2017
- Rewe shoppers want more organic products
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- Figure 36: Germany: factors to improve at grocery retailers, relative importance compared to the average, Rewe, September 2017
- Kaufland shoppers want better navigation
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- Figure 37: Germany: factors to improve at grocery retailers, relative importance compared to the average, Kaufland, September 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
- STATISTISCHES BUNDESAMT – Wiesbaden
- EUROSTAT – Luxembourg
- BeVH - Berlin
Aldi
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- What we think
- The key markets
- Germany
- UK
- US
- Australia
- Further expansion
- Company background
- Company performance
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- Figure 38: Aldi: estimated group sales performance, 2012-16
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- Figure 39: Aldi: number of outlets, 2012-16
- Retail offering
Edeka Group
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- What we think
- Same-day grocery delivery service
- New convenience store concept
- Convenient grocery delivery fulfilment option
- Edeka expanding into the drugstore market
- Netto Marken-Discount responding to consumers’ food provenance concerns
- Company background
- Company performance
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- Figure 40: Edeka Group: food retail sales performance, 2012-16
- Figure 41: Edeka Group: food retail outlet data, 2012-16
- Retail offering
Real
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- What we think
- New Markthalle Krefeld store concept success
- New buying alliance will bring extended product range and lower prices
- Integration of Hitmeister expands online product offering
- Preparing to roll out a nationwide grocery home delivery service
- Considering roll-out of click-and-collect across its entire store network
- Voice-controlled shopping
- Company background
- Company performance
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- Figure 42: Real: group financial performance, 2012/13-2016/17
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- Figure 43: Real: outlet data, 2012/13-2016/17
- Retail offering
Rewe
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- What we think
- Clearer strategy emerges for international operations
- Exploiting convenience
- Going local
- The natural way
- Online plans
- What next?
- Company background
- Company performance
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- Figure 44: Rewe: group* financial performance, 2012-16
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- Figure 45: Rewe: outlet data, 2012-16
- Retail offering
Schwarz Group (Lidl)
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- What we think
- Lidl lands in the US
- Further expansion
- Lidl goes on the attack in Germany
- Further gains in the UK
- Embracing technology
- Lidl bets big on clothing
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- Figure 46: Esmara by Heidi Klum at Lidl UK, September 2017
- Online operations at early stages of development
- Company background
- Company performance
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- Figure 47: Schwarz Group: group sales performance, 2012/13-2016/17
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- Figure 48: Schwarz Group: outlet data, 2012/13-2016/17
- Retail offering
Spar International
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- What we think
- Capitalising on smaller, more frequent food shopping
- Modernisation of larger stores
- New health store concept to meet the demands of health-conscious consumers
- E-commerce solutions to make shopping as convenient as possible
- Food waste scheme prompts positive response
- Company background
- Company performance
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- Figure 49: Spar International: Western Europe and Central & Eastern Europe retail sales, by country, 2012-16
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- Figure 50: Spar International: Western Europe and Central & Eastern Europe outlets, 2012-16
- Figure 51: Spar International: Western Europe and Central & Eastern Europe retail sales area, 2012-16
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- Figure 52: Spar International: Western Europe and Central & Eastern Europe sales per sq m, by country, 2012-16
- Retail offering
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