Table of Contents
Executive summary
-
- The market
- Consumer spending
-
- Figure 1: Germany: Consumer spending on food, drink and tobacco, 2014-19
- Inflation
- Sector size and forecast
-
- Figure 2: Germany: Food retailers, sales (excl. VAT), 2014-24
- Channels of distribution
-
- Figure 3: Germany: Estimated distribution of spending on food, drinks and tobacco by channel, 2018
- Companies and brands
- Leading players
-
- Figure 4: Germany: Leading grocers, sales, 2018
- Market shares
-
- Figure 5: Germany: Leading food retailers’ shares of all food retailers’ sales, 2018
- Online
-
- Figure 6: Germany: Online food sales, incl. VAT, 2018
- The consumer
- Who shops for groceries
-
- Figure 7: Germany: Who shops for groceries, by gender, June 2019
- How they shop for groceries
-
- Figure 8: Germany: How they shop for groceries, June 2019
- Where they shop for groceries
-
- Figure 9: Germany: Where they shop for groceries, June 2019
-
- Figure 10: Germany: Where else they shop for groceries, June 2019
- Attributes associated with different types of grocery retailer
-
- Figure 11: Germany: Attributes associated with discounters and supermarkets, June 2019
- What we think
Issues and insights
-
- The fight against food wastage
- The facts
- The implications
- The war against plastic grows stronger
- The facts
- The implications
The market – What you need to know
-
- Growth in groceries spend set to slow down to 1.4% in 2019
- Grocers outperform food specialists yet again
- Retailers’ sales forecast to reach €250 billion by 2024
- Inflation peaks in 2018 but decreases for food
- Discounters raise their share to 46% of consumer spending
Consumer spending
-
- Spending continues to rise with higher employment and wages
-
- Figure 12: Germany: Consumer spending on food, drinks and tobacco (incl. VAT), 2014-19
Sector size and forecast
-
- Growth in retail followed by economic slowdown in 2019
-
- Figure 13: Germany: Food retailers, sales (excl. VAT), 2014-19
-
- Figure 14: Germany: Food retailers, forecast sales (excl. VAT), 2019-24
Inflation
-
-
- Figure 15: Germany: Harmonised index of consumer prices (HICP), annual % change, 2014-18
- Figure 16: Germany: Consumer prices* of food and drink, Annual % change, January 2018 - August 2019
-
Channels of distribution
-
-
- Figure 17: Germany: distribution of food and drink products (excluding tobacco) spending by channel, 2015-18
- Figure 18: Germany: distribution of food and drink products (excluding tobacco) spending by channel, 2018
-
Leading players – What you need to know
-
- Edeka remains the largest food retailer in Germany
- Rewe and Schwarz grow the most among the leaders
- Strong growth in sales for smaller players
- Concentration increases as top 14 represent 86% of sales
- Proportion of online grocery shoppers grows more slowly
- Online sales of food grow 20.4%
Leading players
-
- Edeka maintains its leadership position
- Rewe and Schwarz show the strongest growth in the top four
- Smaller players perform well in 2018
- Metro to sell Real
-
- Figure 19: Germany: Leading grocers, sales, 2014/15-2018/19
- Figure 20: Germany: Leading grocers, outlets, 2014/15-2018/19
- Sales per outlet
-
- Figure 21: Germany: Leading grocers, sales per outlet, 2014/15-2018/19
Market shares
-
-
- Figure 22: Germany: Leading grocers’ share of all food retailers’ sales, 2014/15-2018/19
- Figure 23: Germany: Leading grocers’ shares of all food retailers’ sales, 2015/16-2018/19
-
Online
-
- Internet access
-
- Figure 24: Germany: Broadband connections as % of all households, 2010-18
- Shopping online for food
-
- Figure 25: Germany: Online purchasing in the last 12 months, 2010-18
- Online grocery market size
-
- Figure 26: Germany: Online food sales, including VAT, 2014-18
- Leading online players
- Edeka develops online capability
- Rewe remains the largest online grocery player in Germany
- Real expands drive-in and collect offer
- Schwarz Group’s ecommerce remains limited to non-food
- Aldi Nord joins online retailers
- Amazon Fresh
- food.de operates a pure food delivery service
- Getnow
The consumer – What you need to know
-
- Women remain responsible for grocery shopping
- Shopping in-store remains culturally predominant
- Edeka most popular for major spend
- Discounters remain top secondary shopping destination
- Supermarkets for convenience and discounters for price
- Food specialists are best for fresh food
- Leading retailers play to different strengths
Who shops for groceries
-
- Women continue to take most responsibility for grocery shopping
-
- Figure 27: Germany: Who shops for groceries, by age and gender, June 2019
How they shop for groceries
-
- Shopping in-store remains predominant
-
- Figure 28: Germany: How they shop for groceries, online and in-store, September 2017, September 2018 and June 2019
- Younger consumers continue to lead in online shopping
-
- Figure 29: Germany: How they shop for groceries, by age and gender, online and in-store, June 2019
Where they shop for groceries
-
- Aldi remains the most used grocery retailer
-
- Figure 30: Germany: Where they shop for groceries (net main or secondary grocery shopping), June 2019
- Primary shop
- Edeka remains leader for main shopping trip
- Leading players lose out as main spending destination
-
- Figure 31: Germany: Where they shop for groceries, JUne 2018/19
- Retailers used and channel used to shop
- Aldi, Edeka and Lidl preferred to shop only in-store
-
- Figure 32: Germany: Where they shop for groceries, always in-store and sometimes online, June 2019
- Customer profiles
-
- Figure 33: Germany: grocery retailer they spend the most with, by average age and income, June 2019
-
- Figure 34: Germany: secondary grocery retailers used, by average age and income, June 2019
- Higher income households continue to split their grocery shopping
-
- Figure 35: Germany: Repertoire of where they shop for groceries, by household income, June 2019
Attributes associated with different types of grocery retailer
-
- Supermarkets are the most convenient
- Discounters lead in ‘value for money’
- Food specialists are best for fresh food
-
- Figure 36: Germany: Attributes associated with different types of grocery stores, June 2019
- Edeka and Rewe provide different benefits
- Aldi and Lidl are average across all attributes
-
- Figure 37: Germany: Attributes associated to each grocery retailer, June 2019
Appendix – Data sources, abbreviations and supporting information
-
- Abbreviations
- Data sources
Aldi
-
- What we think
- Aldi to buy ‘Leader Price’ discounter from Casino
- Increasing transparency with a focus on sustainability
- Nord and Süd collaborate on own-brand sourcing
- Meeting individual market needs
- Aldi Nord evolving faster than ever
- Company background
- Company performance
-
- Figure 38: Aldi: estimated group sales performance, 2014-18
-
- Figure 39: Aldi: outlet data: 2014-18
- Retail offering
Edeka Group
-
- What we think
- Driving online with new app collaboration
- Taking the lead in health and wellness
- Focus on organics
- What next?
- Company background
- Company performance
-
- Figure 40: Edeka Group: food retail sales performance, 2014-18
- Figure 41: Edeka Group: outlet data, 2014-18
- Retail offering
Real
-
- What we think
- Impact of sale of Real
- Real joins forces with other European retailers
- Real opens stores with a focus on experience
- Focus on sustainability
- Company background
- Company performance
-
- Figure 42: Real (Germany): group sales performance, 2014/15-2018/19
- Figure 43: Real (Germany): outlet data, 2014/15-2018/19
- Retail offering
Rewe
-
- What we think
- Rewe looks to convenience segment
- Technology investments in product scanning, payments and traceability
- War on plastic continues
- eCommerce developments
- Company background
- Company performance
-
- Figure 44: Rewe: Group financial performance, 2014-18
-
- Figure 45: Rewe: Outlet data, 2014-18
- Retail offering
Schwarz Group (Lidl)
-
- What we think
- Lidl pushing online growth in more markets
- UK anticipates online launch
- Kaufland seeking a road to recovery
- Lidl opens smallest store
- Adapting to shopper trends
- Company background
- Company performance
-
- Figure 46: Schwarz Group: Group sales performance, 2014/15-2018/19
-
- Figure 47: Schwarz Group: Outlet data, 2014/15-2018/19
- Retail offering
Spar International
-
- What we think
- Maximising foodservice opportunities
- Positioned to capitalise on shopping locally and food provenance
- Checkout-free shopping with scan, pay and go
- Rollout of healthy food product ranges across European markets
- Tackling food waste and saving consumers money at the same time
- Company background
- Company performance
-
- Figure 48: Spar International: Selected Western Europe and Central & Eastern Europe retail sales, by country, 2014-18
-
- Figure 49: Spar International: Selected Western Europe and Central & Eastern Europe stores, by country, 2014-18
- Figure 50: Spar International: Selected Western Europe and Central & Eastern Europe retail sales area, 2014-18
- Retail offering
Back to top