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 59: Germany: growth in consumer spending on food, drink and tobacco, 2013-18
- Inflation
- Sector size and forecast
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- Figure 60: Germany: food retailers’ sales, (excl. VAT), 2014-23
- Channels of distribution
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- Figure 61: Germany: estimated distribution of spending on food, drink and tobacco, 2017
- Companies and brands
- Leading players
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- Figure 62: Germany: leading grocers, sales, 2017
- Market shares
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- Figure 63: Germany: leading grocers’ shares of all food retailers’ sales, 2017
- Online
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- Figure 64: Germany: online food sales, incl. VAT, 2017
- The consumer
- Who shops for groceries
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- Figure 65: Germany: who shops for groceries, by age and gender, September 2018
- How they shop
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- Figure 66: Germany: how they shop for groceries, by age and gender, September 2017/18
- Where they shop
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- Figure 67: Germany: grocery retailers where the most money is spent, September 2018
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- Figure 68: Germany: where else they shop for groceries, September 2017/18
- Attitudes to grocery shopping
- Fresh foods
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- Figure 69: Germany: attitudes to fresh foods at grocery retailers, September 2018
- Food waste
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- Figure 70: Germany: attitudes to food waste at grocery retailers, September 2018
- Food packaging
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- Figure 71: Germany: attitudes to food packaging, September 2018
- What we think
Issues and Insights
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- Is grocery e-commerce stalling already?
- The facts
- The implications
- Rethinking plastic
- The facts
- The implications
The Market – What You Need to Know
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- Spending on groceries set to grow 4.9% in 2018
- Inflation peaks in 2017 but remains high in 2018
- Growth at the grocers reflects increase in household spending
- Retailers’ sales forecast to reach €230 billion by 2023
- Discounters account for 43% of consumer spending
Consumer Spending
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- A strong economy and higher prices drives up spending
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- Figure 72: Germany: consumer spending on food, drink and tobacco (incl. VAT), 2013-18
Sector Size and Forecast
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- Grocery retailers grow in line with spending
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- Figure 73: Germany: grocery retailers, sales (excl. VAT), 2013-18
- Food retailers’ sales forecast to hit €230 billion by 2023
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- Figure 74: Germany: grocery retailers, forecast sales (excl VAT), 2018-23
Inflation
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- Figure 75: Germany: harmonized index of consumer prices (HICP), annual % change, 2013-17
- Figure 76: Germany: harmonized index of consumer prices (HICP), annual % change on previous year, January 2017-September 2018
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Channels of Distribution
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- Figure 77: Germany: estimated distribution of spending on food, drink and tobacco, 2017
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Leading Players – What You Need to Know
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- Edeka the largest food retailer
- Rewe experiences strong growth
- Aldi the strongest of the discounters in 2017
- Leading players account for growing share of sales
- Online penetration of food grows at a slower rate
- Online sales reach €1.1 billion
Leading Players
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- Rewe enjoys strongest growth
- Edeka also continues to grow
- Aldi the stronger of the discounters in 2017
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- Figure 78: Germany: leading grocers, sales, 2014-17
- Acquisitions increase store numbers
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- Figure 79: Germany: leading grocers, outlets, 2014-17
- Figure 80: Germany: leading grocers, sales per outlet, 2014-17
Market Shares
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- Figure 81: Germany: leading grocers’ shares of all food retailers’ sales, 2015-17
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Online
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- Shopping online for food
- Historical limitations to online growth in grocery
- Penetration slows again after a jump in 2016
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- Figure 82: Germany: online purchasing, 2008-17
- Online grocery market size
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- Figure 83: Germany: online food sales, incl. VAT, 2017
- Leading online players
- EDEKA develops online capability
- Rewe expands collection service and tweaks home delivery options
- Real expands drive-in and collect offer
- Schwarz Group pulls the plug on e-commerce
- Amazon Fresh
- Bünting launches online grocery services for combi.de
- Globus partners with a start-up to relaunch online
- Dohle looks to launch e-commerce
The Consumer – What You Need to Know
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- Women take the lead on grocery shopping
- Store-based shopping dominates
- Edeka most popular for majority spend
- Aldi leads as a secondary shopping location
- Quality of fresh food a key driver of choice
- Grocery shoppers are concerned about food waste
- Reducing plastics to appeal to grocery shoppers
Who Shops for Groceries
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- Women take the lead on grocery shopping
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- Figure 84: Germany: who shops for groceries, by age and gender, September 2018
How They Shop for Groceries
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- Store-based shopping dominates
- Online buying falls back
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- Figure 85: Germany: how they shop for groceries, by age and gender, September 2017/18
- Younger consumers are more likely to shop online
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- Figure 86: Germany: how they shop for groceries, by age and gender, September 2018
Where They Shop for Groceries
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- Aldi is the most popular grocery retailer
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- Figure 87: Germany: where they shop for groceries (net main or secondary grocery shopping), September 2018
- Edeka takes the lead for main shopping trips
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- Figure 88: Germany: grocery retailers where the most money is spent, September 2017/18
- Edeka’s customer base is older and more affluent
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- Figure 89: Germany: where they spend the most on groceries, by shopper profile, September 2018
- Aldi leads, but top-up shopping loses its appeal
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- Figure 90: Germany: where else they shop for groceries, September 2017/18
- Higher income households are most likely to split shopping
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- Figure 91: Germany: repertoire of where they shop for groceries, by household income, September 2018
Attitudes to Grocery Shopping
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- Quality of fresh foods drives choice of retailer
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- Figure 92: Germany: attitudes to fresh foods at grocery retailers, September 2018
- Edeka shoppers are most concerned with fresh food
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- Figure 93: Germany: attitudes to fresh foods at grocery retailers, by where they spend the most, September 2018
- Food waste is a concern for all
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- Figure 94: Germany: attitudes to food wastage at grocery retailers, September 2018
- Aldi shoppers are most concerned about food waste
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- Figure 95: Germany: attitudes to food wastage at grocery retailers, by where they spend the most, September 2018
- Rethinking plastics
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- Figure 96: Germany: attitudes to food packaging, September 2018
- Supermarket shoppers are most concerned about packaging
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- Figure 97: Germany: attitudes to food packaging, by where they spend the most, September 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Aldi
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- What we think
- Encouraging ‘one-stop shopping’
- Launching in Italy
- Growing harmonisation
- Company background
- Company performance
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- Figure 263: Aldi: estimated group financial performance, 2013-17
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- Figure 264: Aldi: outlet data, 2013-17
- Retail offering
Edeka Group
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- What we think
- Luxurious supermarket shopping experience
- Groceries delivered straight into customers’ fridges
- Teams up with one click recipe app in new online grocery venture
- Quick and easy payment options
- Focusing on health and wellness offer
- Laser labelling to reduce plastic packaging
- Company background
- Company performance
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- Figure 282: Edeka Group: food retail sales performance, 2013-17
- Figure 283: Edeka Group: outlet data, 2013-17
- Retail offering
Real
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- What we think
- METRO plans to sell its struggling Real hypermarket business
- A more enhanced in-store shopping experience
- New forecasting and replenishment planning tool to reduce food wastage
- Non-food rental scheme
- Plans to significantly reduce its plastic footprint
- Company background
- Company performance
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- Figure 299: Real (Germany): group sales performance, 2013/14-2017/18
- Figure 300: Real (Germany): outlet data, 2013/14-2017/18
- Retail offering
Rewe
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- What we think
- More prominence for German goods and animal welfare
- Continued focus on sustainability
- EU directive threatens structure of Rewe and similar businesses
- Company background
- Company performance
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- Figure 301: Rewe: group financial performance, 2013-17
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- Figure 302: Rewe: outlet data, 2013-17
- Retail offering
Schwarz Group
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- What we think
- Tight controls the key
- Problems in fresh foods
- Lessons from the UK
- Online
- Where next?
- Company background
- Company performance
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- Figure 305: Schwarz Group: group financial performance, 2013/14-2017/18
- Figure 306: Schwarz Group: outlet data, 2013/14-2017/18
- Retail offering
Spar International
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- What we think
- Focused expansion of ultra-convenient stores in high-footfall locations
- Targeting higher-spending customers with new Market fascia
- Online shopping platforms launched in Austria, Slovenia, France and Russia
- One-click payment solutions to skip the checkout queue
- Capitalising on wellbeing trend
- Enhanced in-store shopping environment
- Reducing the impact of the business on the environment
- Company background
- Company performance
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- Figure 307: Spar International: Western Europe and Central & Eastern Europe retail sales, by country, 2013-17
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- Figure 308: Spar International: Western Europe and Central & Eastern Europe stores, by country, 2013-17
- Figure 309: Spar International: Western Europe and Central & Eastern Europe retail sales area, 2013-17
- Retail offering
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