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Food Retailing - Germany - November 2010

  • The economy is recovering, but consumers are being held back by the recent austerity measures.
  • This will delay any resurgence in retail sales till 2012 at the earliest, when consumers may finally feel confident enough to trade up again.
  • The grocers will drive growth in food retailers’ sales going forwards. We expect a narrow rate of growth in 2010 before it gradually accelerates in subsequent years.
  • Food spending fell in 2009 as a result of deflation and low demand. Food actually underperformed a number of discretionary spend areas.
  • The population is ageing, which should play into the hands of convenience and neighbourhood store operators.
  • The food retail sector is highly consolidated. Further consolidation is expected in years to come as smaller players struggle to compete effectively.
  • Edeka is the leading food retailer in Germany, its strong performance in 2009 helping it to extend its lead.
  • Discounters dominate the sector. Each of the top four has its own discount fascia with a significant network across the country.

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Table of contents

  1. Market in Brief

    • Report Scope

        • Technical notes
          • Definitions
            • Store definitions
              • Financial definitions
                • Currencies
                  • Figure 1: Exchange rates, € to other European currencies, 2004-08
                • Country codes
                  • Figure 2: Country codes
                • VAT
                  • Figure 3: Europe: Standard VAT rates, 2008
              • Broader Market Environment

                  • The economy
                    • Implications for food retailers
                      • Population
                        • Implications for food retailers
                        • Competitive Context

                          • Key points
                              • Figure 4: Germany: Consumer spending on food and selected other goods, 2005-09
                              • Figure 5: Germany: Consumer price indices in selected categories, 2001-10
                          • What Consumers Look for in a Supermarket

                                • Figure 6: Deciding factors in shopping for food, drink and household products, Germany, 2005-09
                            • Where Consumers Shop

                                  • Figure 7: Shops used regularly/occasionally, Germany, 2008-09
                              • Sector Size and Forecast

                                • Key points
                                  • Economic outlook
                                    • Retail sales
                                      • Figure 8: Germany: Food retailers’ retail sales, 2005-10
                                      • Figure 9: Germany: Food retailers’ retail sales, 2010-15
                                    • Outlet and enterprise data
                                      • Figure 10: Germany: Retail enterprises, 2004-07
                                      • Figure 11: Germany: Retail outlets, 2005-07
                                  • Retail Competitor Analysis

                                    • Very consolidated
                                      • With more to come
                                        • A discounter’s world
                                          • A new way?
                                            • Online emergence
                                              • Figure 12: Germany: Leading food retailers, 2009/10
                                            • Market shares
                                              • Figure 13: Germany: Food retailers’ market shares, 2009
                                          • Aldi (Europe)

                                              • Figure 14: Aldi (Europe): Sales as share of all food retailers' sales in Europe, 2005-09
                                              • Figure 15: Aldi (Germany): Sales as share of all food retailers' sales in Germany, 2005-09
                                              • Figure 16: Aldi: Sales as share of all food retailers' sales in various European countries, 2005-09
                                            • Strategic evaluation
                                                • Figure 17: Aldi: Stores per million capita in selected European countries, 2009
                                              • Recent history
                                                • Sales performance
                                                  • Figure 18: Aldi: Germany’s contribution to Aldi European sales, 2005-09
                                                  • Figure 19: Aldi (Europe): Group sales performance, 2005-09
                                                • Store portfolio
                                                    • Figure 20: Aldi (Europe): Outlet data, 2005-09
                                                  • Retail offering
                                                    • e-commerce and home shopping
                                                    • Edeka Group

                                                        • Figure 21: Edeka Group: Sales as share of all food retailers’ sales in Germany, 2005-09
                                                      • Strategic evaluation
                                                        • Recent history
                                                          • Financial performance
                                                              • Figure 22: Edeka Group: Group sales performance, 2005-09
                                                            • Store portfolio
                                                                • Figure 23: Edeka Group: Outlet data, 2005-09
                                                                • Figure 24: Edeka Group: Store formats, 2010
                                                              • Retail offering
                                                                • Figure 25: Edeka: Key own brands, 2010
                                                              • E-commerce and home shopping
                                                              • Real (METRO)

                                                                  • Figure 26: Real: Sales as share of all food retailers in Europe, 2005-09
                                                                  • Figure 27: Real: Sales as share of all food retailers in Germany, 2005-09
                                                                • Strategic evaluation
                                                                  • Recent history
                                                                    • Financial performance
                                                                      • Current trading
                                                                        • Figure 28: Real: Group financial performance, 2005-09
                                                                      • Store portfolio
                                                                        • Figure 29: Real: Outlet data, 2005-09
                                                                      • Retail offering
                                                                        • e-commerce and home shopping
                                                                        • Rewe

                                                                            • Figure 30: Rewe: Share of all European food retailers’ sales, 2005-09
                                                                            • Figure 31: Rewe: Share of all German food retailers’ sales, 2006-09
                                                                          • Strategic evaluation
                                                                            • Recent history
                                                                              • Financial performance
                                                                                  • Figure 32: Rewe: Group financial performance, 2005-09
                                                                                  • Figure 33: Rewe: Estimated Food retail sales, by country, 2009
                                                                                • Store portfolio
                                                                                    • Figure 34: Rewe: Outlet data, 2005-09
                                                                                    • Figure 35: Rewe: Food retail formats in Germany, 2009/10
                                                                                    • Figure 36: Rewe: International food formats, 2009/10
                                                                                  • Retail offering
                                                                                    • Market positioning
                                                                                      • E-commerce and home shopping
                                                                                      • Schwarz Group

                                                                                          • Figure 37: Schwarz Group: Sales as share of all food retailers sales in Europe, 2005-09
                                                                                        • Strategic evaluation
                                                                                          • Limitations at home
                                                                                            • But further opportunities abroad
                                                                                              • Smaller format
                                                                                                • Straying too far from its roots?
                                                                                                  • Recent history
                                                                                                    • Financial performance
                                                                                                        • Figure 38: Schwarz Group: Estimated Group sales performance, 2005/06-2009/10
                                                                                                      • Store portfolio
                                                                                                        • Figure 39: Schwarz Group: Estimated outlet numbers, 2005/06-2009/10
                                                                                                        • Figure 40: Schwarz Group: Store formats, 2010
                                                                                                      • Retail offering
                                                                                                        • e-commerce
                                                                                                        • SPAR International

                                                                                                            • Figure 41: SPAR (Europe): Sales as share of all European food retailers’ sales, 2005-09
                                                                                                          • Strategic evaluation
                                                                                                            • History
                                                                                                              • Figure 42: SPAR International: Year of entry, by country
                                                                                                            • Financial performance
                                                                                                                • Figure 43: SPAR International: Retail sales by country, 2005-09
                                                                                                                • Figure 44: SPAR International: Estimated European sales exclusive of sales tax, 2009
                                                                                                              • European operations
                                                                                                                • Figure 45: SPAR (Austria): Sales as share of Austrian food retailers’ sales, 2005-09
                                                                                                                • Figure 46: SPAR (Belgium): Sales as share of all Belgian food retailers’ sales, 2005-09
                                                                                                                • Figure 47: SPAR (Croatia): Sales as share of all Croatian food retailers’ sales, 2005-09
                                                                                                                • Figure 48: SPAR (Czech Republic): Sales as share of all Czech food retailers’ sales, 2005-09
                                                                                                                • Figure 49: SPAR (Denmark): Sales as share of all Danish food retailers’ sales, 2005-09
                                                                                                                • Figure 50: SPAR (France): Sales as share of all French food retailers’ sales, 2005-09
                                                                                                                • Figure 51: SPAR (Germany): Sales as share of all German food retailers’ sales, 2005-09
                                                                                                                • Figure 52: SPAR (Greece): Sales as share of all Greek food retailers’ sales, 2005-09
                                                                                                                • Figure 53: SPAR (Hungary): Sales as share of all Hungarian food retailers’ sales, 2005-09
                                                                                                                • Figure 54: SPAR (Ireland): Sales as share of all Irish food retailers’ sales, 2005-09
                                                                                                                • Figure 55: SPAR (Italy): Sales as share of all Italian food retailers’ sales, 2005-09
                                                                                                                • Figure 56: SPAR (Netherlands): Sales as share of all Dutch food retailers’ sales, 2005-09
                                                                                                                • Figure 57: SPAR (Norway): Sales as share of all Norwegian food retailers’ sales, 2005-09
                                                                                                                • Figure 58: SPAR (Poland): Sales as share of all Polish food retailers’ sales, 2005-09
                                                                                                                • Figure 59: SPAR (Romania): Sales as share of all Romanian food retailers’ sales, 2006-09
                                                                                                                • Figure 60: SPAR (Russia): Sales as share of all Russian food retailers’ sales, 2005-09
                                                                                                                • Figure 61: SPAR (Slovenia): Sales as share of all Slovenian food retailers’ sales, 2005-09
                                                                                                                • Figure 62: SPAR (Spain): Sales as share of all Spanish food retailers’ sales, 2005-09
                                                                                                                • Figure 63: SPAR (Switzerland): Sales as share of all Swiss food retailers’ sales, 2005-09
                                                                                                                • Figure 64: SPAR (UK): Sales as share of all UK food retailers’ sales, 2004-08
                                                                                                                • Figure 65: SPAR International: Sales and outlets, by country outside Europe, 2006-09
                                                                                                              • Store portfolio
                                                                                                                • Figure 66: SPAR International: Outlet data, 2005-09
                                                                                                                • Figure 67: SPAR International: Sales per m², by country (Europe), 2009
                                                                                                                • Figure 68: SPAR International: Store formats, 2009
                                                                                                              • Retail offering
                                                                                                                • e-commerce and home shopping
                                                                                                                • Appendix – Broader Market Environment

                                                                                                                  • Population
                                                                                                                    • Figure 69: Europe top 5: Population breakdown, by age group, 2005
                                                                                                                    • Figure 70: Europe top 5: Population breakdown, by age group, 2010
                                                                                                                    • Figure 71: Europe top 5: Population breakdown, by age group, 2015
                                                                                                                    • Figure 72: Europe top 5: Population breakdown, by age group, 2020
                                                                                                                  • GDP
                                                                                                                    • Figure 73: Europe top 5: GDP (in current prices) 2000-Q2 2010
                                                                                                                    • Figure 74: Europe top 5: GDP growth rates (in constant prices), 2000-Q2 2010
                                                                                                                  • Consumer spending
                                                                                                                    • Figure 75: Europe top 5: Consumer spending (in current prices) 2001-09
                                                                                                                    • Figure 76: Europe top 5: Consumer spending growth rates (in constant prices) 2001-09
                                                                                                                  • Consumer prices
                                                                                                                    • Figure 77: Europe top 5: Consumer prices, 2001-Q3 2010
                                                                                                                  • Food consumer prices
                                                                                                                    • Figure 78: Europe top 5: Consumer prices for food, 2001-October 2010
                                                                                                                  • Unemployment
                                                                                                                    • Figure 79: Europe top 5: Average rate of unemployment, 2001-Q2 2010
                                                                                                                  • Interest rates
                                                                                                                    • Figure 80: UK and Eurozone: Interest rates, 2004-Q1 2010
                                                                                                                  • Consumer confidence
                                                                                                                    • Figure 81: Europe top 5: Consumer confidence, January 2009-June 2010
                                                                                                                • Appendix – Where do Consumers Shop?

                                                                                                                  • Germany
                                                                                                                    • Figure 388: Shops used regularly/occasionally, by demographics, Germany, 2009
                                                                                                                    • Figure 389: Shops used regularly/occasionally, by demographics, Germany, 2009
                                                                                                                    • Figure 390: Shops used regularly/occasionally, by demographics, Germany, 2009
                                                                                                                    • Figure 391: Shops used regularly/occasionally, by demographics, Germany, 2009

                                                                                                                Food Retailing - Germany - November 2010

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