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Supermarkets - Germany - November 2019

OVERVIEW
What you need to know
Areas covered in this report
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

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