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Supermarkets - Germany - November 2015

“The German grocery sector is characterised by the maturity of the discount sector compared to that of other European markets. Consumers are used to splitting their grocery shopping between the discounters and supermarkets in order to get the best value for money but this has led to an underdeveloped e-commerce sector that struggles to fit with this ‘little and often’ style of shopping. However, with the introduction of Amazon Pantry rumoured to be a precursor to the launch of Amazon Fresh, the leading retailers are starting to pay more attention to their e-commerce offers and this could lead to it growing in significance in the coming years.”
– Thomas Slide, Retail Analyst

This report looks at the following areas:

  • Online retailing showing signs of development
  • A mature market restricts store expansion

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Table of contents

  1. Europe – Overview

    • What you need to know
      • Areas covered in this report
        • Technical notes
          • Consumer spending
            • Retail sales
              • Financial definitions
                • Currencies
                  • Abbreviations
                    • Sales tax rates
                      • Figure 1: VAT rates, 2011-15
                  • Germany – Overview

                    • What you need to know
                      • Areas covered in this report
                      • Executive Summary

                          • The market
                            • Spending and inflation
                              • Figure 2: Germany: Consumer spending on food and drink (including sales tax), 2011-15
                            • Channels of distribution
                              • Figure 3: Germany: Estimated distribution of spending on food, beverages and tobacco, 2014
                            • Sector size and forecast
                              • Figure 4: Germany: Retail sales at all food retailers, 2010-15
                            • Leading players
                              • Key metrics
                                • Market shares
                                  • Figure 5: Germany: Leading grocery retailers’ estimated shares of all food retailers’ sales, 2014
                                • Online
                                    • Figure 6: Germany: Percentage of all individuals who have bought online in the past 12 months, 2014
                                  • The consumer
                                    • Who shops for groceries
                                      • Figure 7: Germany: Who is responsible for grocery shopping, September 2015
                                    • How they shop for groceries
                                      • Figure 8: Germany: How they shop for groceries, September 2015
                                      • Figure 9: Germany: How they shop for groceries, in-store versus online, September 2015
                                    • Where they shop for groceries
                                      • Figure 10: Germany: Where they shop for groceries, September 2015
                                      • Figure 11: Germany: Where else they buy groceries from, September 2015
                                    • What we think
                                    • Issues and Insights

                                      • Online retailing showing signs of development
                                        • The facts
                                          • The implications
                                            • A mature market restricts store expansion
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Spending down with inflation
                                                    • The grocers grow their share of consumer spending
                                                      • Food retailers’ share of total spending stabilises
                                                      • Spending and Inflation

                                                        • Spending
                                                          • Figure 12: Germany: Consumer spending (including sales tax), 2010-15
                                                        • Inflation
                                                          • Figure 13: Germany: Consumer prices: Annual % change, January 2014-September 2015
                                                          • Figure 14: Germany: Consumer prices: Annual % change, 2010-14
                                                      • Channels of Distribution

                                                        • Grocers account for 76% of spending
                                                          • Figure 15: Germany: Estimated distribution of spending on food, beverages and tobacco, 2014
                                                      • Sector Size and Forecast

                                                        • Food retailers’ share of total spending stabilises
                                                          • Figure 16: Germany: Retail sales (excluding sales tax), 2010-15
                                                          • Figure 17: Germany: Retail sales forecasts (excluding sales tax), 2015-20
                                                      • Leading Retailers – What You Need to Know

                                                        • Supermarkets stabilise their market share
                                                          • Aldi sales fall in 2014
                                                            • Kaiser’s Tengelmann takeover blocked
                                                            • Leading Retailers

                                                              • Supermarkets stabilise their market share
                                                                • Figure 18: Germany: Share of leading retailers sales by operation type, 2012-14
                                                              • Aldi sales fall in 2014
                                                                • Discounter’s softening their offer
                                                                  • Kaiser’s Tengelmann takeover blocked
                                                                      • Figure 19: Germany: Leading grocery retailers: Net revenues, 2012-14
                                                                    • Store numbers
                                                                      • Figure 20: Germany: Leading grocers: Store numbers, 2012-14
                                                                    • Sales per outlet
                                                                      • Figure 21: Germany: Leading grocers: Annual sales per outlet, 2012-14
                                                                  • Market Share

                                                                      • Figure 22: Germany: Leading grocery retailers’ estimated shares of all food retailers’ sales, 2012-14
                                                                  • Online

                                                                    • Online food retailing remains underdeveloped
                                                                      • Online activity
                                                                        • Figure 23: Germany: Percentage of all individuals who have bought online in the past 12 months, 2014
                                                                        • Figure 24: Germany: Percentage of all individuals purchasing online in the past 12 months, 2010-14
                                                                      • Online sales
                                                                        • Leading online players
                                                                          • Figure 25: Germany: Leading grocers’ online offers, October 2015
                                                                      • The Consumer – What You Need to Know

                                                                        • High levels of sole/main shopping responsibility
                                                                          • German consumers prefer multiple shopping trips
                                                                            • Financial health dictates shopping behaviour
                                                                              • Single person households prefer small, regular shopping trips
                                                                                • Online remains very underused
                                                                                  • Lidl and Rewe most popular for main shop
                                                                                    • Discounters more dominant for secondary shopping
                                                                                    • The Consumer – Who Shops for Groceries

                                                                                      • High levels of grocery shopping responsibility
                                                                                          • Figure 26: Germany: Who is responsible for grocery shopping, September 2015
                                                                                        • Power of one
                                                                                            • Figure 27: Germany: Distribution of household type, 2005-14
                                                                                        • The Consumer – How They Shop for Groceries

                                                                                          • Top-up shopping dominates
                                                                                              • Figure 28: Germany: How they shop for groceries, September 2015
                                                                                            • Financial health dictates shopping behaviour
                                                                                                • Figure 29: Germany: Where they buy groceries from, by average income. September 2015
                                                                                                • Figure 30: Germany: How they shop for groceries, by financial health, September 2015
                                                                                              • Single person households prefer top-up shopping
                                                                                                  • Figure 31: Germany: How they shop for groceries, by household size, September 2015
                                                                                                • Where they do regular main and top-up grocery shopping
                                                                                                    • Figure 32: Germany: How they shop for groceries, in-store versus online, September 2015
                                                                                                • The Consumer – Where They Shop for Groceries

                                                                                                  • Lidl and Rewe most popular for main shop
                                                                                                      • Figure 33: Germany: Where they spend the most on groceries, September 2015
                                                                                                      • Figure 34: Germany: Where they spend most in a typical month for groceries, by age and affluence, September 2015
                                                                                                    • Rewe is the favourite of top-up only shoppers
                                                                                                        • Figure 35: Germany: With which grocery retailer they spend the most money, selected retailers by type of shopping behaviour, September 2015
                                                                                                      • Aldi the overall favourite for top-up shopping
                                                                                                          • Figure 36: Germany: Where else they buy groceries from. September 2015
                                                                                                          • Figure 37: Germany: Where else they buy groceries from. September 2015
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                        • Abbreviations
                                                                                                          • Data sources
                                                                                                          • Aldi

                                                                                                              • What we think
                                                                                                                • Aldi Sud still the innovator
                                                                                                                  • The UK
                                                                                                                    • Costs
                                                                                                                      • Online
                                                                                                                        • Everywhere else
                                                                                                                          • Company background
                                                                                                                            • Company performance
                                                                                                                              • Figure 38: Aldi: Group financial performance, 2010-14
                                                                                                                              • Figure 39: Aldi: Outlet data, 2010-14
                                                                                                                            • Retail offering
                                                                                                                            • Edeka Group

                                                                                                                                • What we think
                                                                                                                                  • Gastronomy attractions to inspire and attract customers
                                                                                                                                    • Tapping into growth markets
                                                                                                                                      • Upgrading the discount in-store experience
                                                                                                                                        • The first German discount supermarket to join a loyalty scheme
                                                                                                                                          • Innovative time-saving click and collect proposition
                                                                                                                                            • Expanded online offering
                                                                                                                                              • Company background
                                                                                                                                                • Company performance
                                                                                                                                                  • Figure 40: Edeka Group: Core food retailing financial performance, 2010-14
                                                                                                                                                  • Figure 41: Edeka Group: Outlet data, 2010-14
                                                                                                                                                • Retail offering
                                                                                                                                                • Real (Metro Group)

                                                                                                                                                    • What we think
                                                                                                                                                      • New buying deal should bolster Real’s competitive position
                                                                                                                                                        • Store revamp programme yielding positive results
                                                                                                                                                          • A new and more efficient logistical infrastructure to come on-stream in early 2017
                                                                                                                                                            • A new convenient food venture
                                                                                                                                                              • Company background
                                                                                                                                                                • Company performance
                                                                                                                                                                  • Figure 42: Real: Group financial performance, 2010/11-2014/15
                                                                                                                                                                  • Figure 43: Real: Outlet data, 2010/11-2014/15
                                                                                                                                                                • Retail offering
                                                                                                                                                                • Rewe

                                                                                                                                                                    • What we think
                                                                                                                                                                      • Penny
                                                                                                                                                                        • Online
                                                                                                                                                                          • Where next
                                                                                                                                                                            • Company background
                                                                                                                                                                              • Company performance
                                                                                                                                                                                • Figure 44: Rewe: Group financial performance, 2010-14
                                                                                                                                                                                • Figure 45: Rewe: Outlet data, 2010-14
                                                                                                                                                                              • Retail offering
                                                                                                                                                                                • Rewe
                                                                                                                                                                                  • Penny
                                                                                                                                                                                    • Penny
                                                                                                                                                                                    • Schwarz Group (Lidl, Kaufland)

                                                                                                                                                                                        • What we think
                                                                                                                                                                                          • Cost
                                                                                                                                                                                            • Kaufland
                                                                                                                                                                                              • Expansion
                                                                                                                                                                                                • Where next
                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                      • Figure 46: Schwarz Group: Group financial performance, 2010/11-2014/15
                                                                                                                                                                                                      • Figure 47: Schwarz Group: Outlet data, 2010/11-2014/15
                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                    • Spar International

                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                          • Transit locations
                                                                                                                                                                                                            • Pushing its health and wellness credentials
                                                                                                                                                                                                              • Leading the contactless payment revolution
                                                                                                                                                                                                                • Strengthening local ties
                                                                                                                                                                                                                  • New digital strategy to connect with Millennials
                                                                                                                                                                                                                    • An award winning brand
                                                                                                                                                                                                                      • Building on its foodservice offering
                                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                            • Figure 48: Spar International: Retail sales, by country, 2010-14
                                                                                                                                                                                                                            • Figure 49: Spar International: Outlets, 2010-14
                                                                                                                                                                                                                            • Figure 50: Spar International: Retail sales area, 2010-14
                                                                                                                                                                                                                            • Figure 51: Spar International: Sales per sq m, by country, 2010-14
                                                                                                                                                                                                                          • Retail offering

                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                          Supermarkets - Germany - November 2015

                                                                                                                                                                                                                          £995.00 (Excl.Tax)