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Supermarkets - Germany - November 2018

OVERVIEW
What you need to know
Areas covered in this Report
EXECUTIVE SUMMARY
The market
Consumer spending
Figure 59: Germany: growth in consumer spending on food, drink and tobacco, 2013-18
Inflation
Sector size and forecast
Figure 60: Germany: food retailers’ sales, (excl. VAT), 2014-23
Channels of distribution
Figure 61: Germany: estimated distribution of spending on food, drink and tobacco, 2017
Companies and brands
Leading players
Figure 62: Germany: leading grocers, sales, 2017
Market shares
Figure 63: Germany: leading grocers’ shares of all food retailers’ sales, 2017
Online
Figure 64: Germany: online food sales, incl. VAT, 2017
The consumer
Who shops for groceries
Figure 65: Germany: who shops for groceries, by age and gender, September 2018
How they shop
Figure 66: Germany: how they shop for groceries, by age and gender, September 2017/18
Where they shop
Figure 67: Germany: grocery retailers where the most money is spent, September 2018
Figure 68: Germany: where else they shop for groceries, September 2017/18
Attitudes to grocery shopping
Fresh foods
Figure 69: Germany: attitudes to fresh foods at grocery retailers, September 2018
Food waste
Figure 70: Germany: attitudes to food waste at grocery retailers, September 2018
Food packaging
Figure 71: Germany: attitudes to food packaging, September 2018
What we think
ISSUES AND INSIGHTS
Is grocery e-commerce stalling already?
The facts
The implications
Rethinking plastic
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
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
A strong economy and higher prices drives up spending
Figure 72: Germany: consumer spending on food, drink and tobacco (incl. VAT), 2013-18
SECTOR SIZE AND FORECAST
Grocery retailers grow in line with spending
Figure 73: Germany: grocery retailers, sales (excl. VAT), 2013-18
Food retailers’ sales forecast to hit €230 billion by 2023
Figure 74: Germany: grocery retailers, forecast sales (excl VAT), 2018-23
INFLATION
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
CHANNELS OF DISTRIBUTION
Figure 77: Germany: estimated distribution of spending on food, drink and tobacco, 2017
LEADING PLAYERS – WHAT YOU NEED TO KNOW
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
Rewe enjoys strongest growth
Edeka also continues to grow
Aldi the stronger of the discounters in 2017
Figure 78: Germany: leading grocers, sales, 2014-17
Acquisitions increase store numbers
Figure 79: Germany: leading grocers, outlets, 2014-17
Figure 80: Germany: leading grocers, sales per outlet, 2014-17
MARKET SHARES
Figure 81: Germany: leading grocers’ shares of all food retailers’ sales, 2015-17
ONLINE
Shopping online for food
Historical limitations to online growth in grocery
Penetration slows again after a jump in 2016
Figure 82: Germany: online purchasing, 2008-17
Online grocery market size
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
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 
Women take the lead on grocery shopping
Figure 84: Germany: who shops for groceries, by age and gender, September 2018
HOW THEY SHOP FOR GROCERIES 
Store-based shopping dominates
Online buying falls back
Figure 85: Germany: how they shop for groceries, by age and gender, September 2017/18
Younger consumers are more likely to shop online
Figure 86: Germany: how they shop for groceries, by age and gender, September 2018
WHERE THEY SHOP FOR GROCERIES
Aldi is the most popular grocery retailer
Figure 87: Germany: where they shop for groceries (net main or secondary grocery shopping), September 2018
Edeka takes the lead for main shopping trips
Figure 88: Germany: grocery retailers where the most money is spent, September 2017/18
Edeka’s customer base is older and more affluent
Figure 89: Germany: where they spend the most on groceries, by shopper profile, September 2018
Aldi leads, but top-up shopping loses its appeal
Figure 90: Germany: where else they shop for groceries, September 2017/18
Higher income households are most likely to split shopping
Figure 91: Germany: repertoire of where they shop for groceries, by household income, September 2018
ATTITUDES TO GROCERY SHOPPING
Quality of fresh foods drives choice of retailer
Figure 92: Germany: attitudes to fresh foods at grocery retailers, September 2018
Edeka shoppers are most concerned with fresh food
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
Figure 94: Germany: attitudes to food wastage at grocery retailers, September 2018
Aldi shoppers are most concerned about food waste
Figure 95: Germany: attitudes to food wastage at grocery retailers, by where they spend the most, September 2018
Rethinking plastics
Figure 96: Germany: attitudes to food packaging, September 2018
Supermarket shoppers are most concerned about packaging
Figure 97: Germany: attitudes to food packaging, by where they spend the most, September 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Data sources
ALDI
What we think
Encouraging ‘one-stop shopping’
Launching in Italy
Growing harmonisation
Company background
Company performance
Figure 263: Aldi: estimated group financial performance, 2013-17
Figure 264: Aldi: outlet data, 2013-17
Retail offering
EDEKA GROUP
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
Figure 282: Edeka Group: food retail sales performance, 2013-17
Figure 283: Edeka Group: outlet data, 2013-17
Retail offering
REAL
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
Figure 299: Real (Germany): group sales performance, 2013/14-2017/18
Figure 300: Real (Germany): outlet data, 2013/14-2017/18
Retail offering
REWE
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
Figure 301: Rewe: group financial performance, 2013-17
Figure 302: Rewe: outlet data, 2013-17
Retail offering
SCHWARZ GROUP
What we think
Tight controls the key
Problems in fresh foods
Lessons from the UK
Online
Where next?
Company background
Company performance
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
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
Figure 307: Spar International: Western Europe and Central & Eastern Europe retail sales, by country, 2013-17
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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