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Supermarkets - Germany - November 2017

“The introduction of Amazon Fresh in May 2017 has been a shot in the arm for online grocery retailing in Germany with a number of the leading supermarkets launching or expanding their e-commerce offering. As availability of grocery e-commerce improves, German consumers will quickly adapt to a new way of grocery shopping and this should lead to significant growth in the online channel in the years ahead.”
– Thomas Slide, Retail Analyst

For our consumer research this year we asked questions on the following topics:

  • Who shops for groceries
  • Shopping for groceries in-store vs online
  • Grocery retailers used 
  • Factors that could be improved at grocery retailers.

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Table of contents

  1. 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 (incl. VAT), annual % change, 2012-17
            • Inflation
              • Figure 2: Germany: consumer prices* of food and drink, annual % change, April 2016-September 2017
            • Channels of distribution
              • Figure 3: Germany: estimated distribution of spending on food, drink and tobacco, 2016
            • Sector size and forecast
              • Leading players
                • Key metrics
                  • Market shares
                    • Figure 4: Germany: leading grocers’ shares of all food retailers’ sales, 2016
                  • Online
                    • Figure 5: Germany: how they shop for groceries, by parental status, September 2017
                  • The consumer
                    • Who shops for groceries
                      • Figure 6: Germany: responsibility for grocery shopping, September 2017
                    • How they shop for groceries
                      • Figure 7: Germany: how they shop for groceries, September 2017
                    • Where they shop for groceries
                      • Figure 8: Germany: grocery retailers where the most money is spent, September 2017
                    • Factors to improve at grocery retailers
                      • Figure 9: Germany: factors to improve at grocery retailers, September 2017
                    • What we think
                    • Issues and Insights

                      • The allure of online grocery shopping for families
                        • The facts
                          • The implications
                            • Good things come to those who don’t make consumers wait
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Consumer spending driven up by inflation
                                    • Grocers account for 80% of consumer spending
                                      • Food retailers’ sales just shy of €200 billion in 2017
                                      • Spending and Inflation

                                        • Domestic spending continues to drive the economy
                                          • Spending in 2017 pushed up by inflation
                                            • Figure 10: Germany: consumer spending on food and drink (incl. VAT), 2012-17
                                          • Inflation
                                            • Figure 11: Germany: consumer prices* of food and drink, annual % change, 2012-16
                                            • Figure 12: Germany: consumer prices* of food and drink, annual % change, April 2016-September 2017
                                        • Channels of Distribution

                                            • Figure 13: Germany: estimated distribution of spending on food, drink and tobacco, 2016
                                        • Sector Size and Forecast

                                          • Grocers continue to grow faster than specialists
                                            • Figure 14: Germany: food retailers, sales (excl. VAT), 2012-17
                                            • Figure 15: Germany: food retailers, forecast sales (excl. VAT), 2017-22
                                        • Leading Players – What You Need to Know

                                          • Catering to convenience
                                            • Edeka leads but Rewe catching up
                                              • Online grocery retailing gaining traction
                                                • Online grocery retailing gaining traction
                                                • Leading Players

                                                  • Edeka focusses on convenience
                                                    • Rewe has a good year
                                                      • Aldi invests at home
                                                        • Kaiser’s Tengelmann fascia finally disappears
                                                          • Figure 16: Germany: leading grocers, sales, 2013-16
                                                          • Figure 17: Germany: leading retailers, outlets, 2013-16
                                                          • Figure 18: Germany: leading retailers, sales per outlet, 2013-16
                                                      • Market Shares

                                                          • Figure 19: Germany: leading grocers’ shares of all food retailers’ sales, 2013-16
                                                      • Online

                                                        • The online sector as a whole
                                                          • Online grocery market size
                                                            • Shopping online for food
                                                              • Figure 20: Germany: percentage of all individuals purchasing online in the past 12 months, 2012-16
                                                            • Edeka launches same-day delivery via acquired platform
                                                              • Rewe growing its online sales
                                                                • Amazon Fresh finally lands in Germany
                                                                  • Kaufland delays expected expansion
                                                                  • The Consumer – What You Need to Know

                                                                    • Women increasingly sharing responsibility
                                                                      • Store-based shopping continues to dominate
                                                                        • Lidl marginally ahead in a fragmented market
                                                                          • Checkout waiting times prove a bugbear to consumers
                                                                          • Who Shops for Groceries

                                                                            • Majority of consumers take full responsibility for grocery shopping
                                                                              • Figure 21: Germany: responsibility for grocery shopping, September 2017
                                                                            • Women increasingly sharing responsibility for shopping
                                                                              • Figure 22: Germany: who shops for groceries, by gender, September 2017
                                                                          • How They Shop for Groceries

                                                                            • Store-based shopping dominates
                                                                              • Figure 23: Germany: how they shop for groceries, September 2017
                                                                            • Online penetration higher among men
                                                                              • Figure 24: Germany: how they shop for groceries, by gender, September 2017
                                                                            • Parents most likely to shop online
                                                                              • Figure 25: Germany: how they shop for groceries, by parental status, September 2017
                                                                            • Online grocery shopping appeals to the most affluent
                                                                              • Figure 26: Germany: proportion doing any of their grocery shopping online (net), by household income, September 2017
                                                                          • Where They Shop for Groceries

                                                                            • Lidl marginally ahead in a fragmented market
                                                                              • Figure 27: Germany: grocery retailers where the most money is spent, September 2017
                                                                            • Parents go to Kaufland
                                                                              • Figure 28: Germany: grocery retailer where the most money is spent, by parental status, September 2017
                                                                            • Lidl more popular with younger consumers than Aldi
                                                                              • Figure 29: Germany: grocery retailer where the most money is spent, by age, September 2017
                                                                            • Aldi proves more popular as a secondary shopping location
                                                                              • Figure 30: Germany: grocery retailers used for top up shopping, September 2017
                                                                            • German consumers like to shop around
                                                                              • Figure 31: Germany: repertoire of grocery retailers used for top up shopping in a typical month, September 2017
                                                                          • Factors to Improve at Grocery Retailers

                                                                              • Checkout waiting times a bugbear for German consumers
                                                                                • Figure 32: Germany: factors to improve at grocery retailers, September 2017
                                                                              • Lidl shoppers would like to see a loyalty scheme introduced
                                                                                • Figure 33: Germany: factors to improve at grocery retailers, relative importance compared to the average, Lidl, September 2017
                                                                              • Aldi shoppers want more information and faster checkout service
                                                                                • Figure 34: Germany: factors to improve at grocery retailers, relative importance compared to the average, Aldi, September 2017
                                                                              • Edeka shoppers want better stock availability
                                                                                • Figure 35: Germany: factors to improve at grocery retailers, relative importance compared to the average, Edeka, September 2017
                                                                              • Rewe shoppers want more organic products
                                                                                • Figure 36: Germany: factors to improve at grocery retailers, relative importance compared to the average, Rewe, September 2017
                                                                              • Kaufland shoppers want better navigation
                                                                                • Figure 37: Germany: factors to improve at grocery retailers, relative importance compared to the average, Kaufland, September 2017
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                              • Abbreviations
                                                                                • Data sources
                                                                                  • STATISTISCHES BUNDESAMT – Wiesbaden
                                                                                    • EUROSTAT – Luxembourg
                                                                                      • BeVH - Berlin
                                                                                      • Aldi

                                                                                          • What we think
                                                                                            • The key markets
                                                                                              • Germany
                                                                                                • UK
                                                                                                  • US
                                                                                                    • Australia
                                                                                                      • Further expansion
                                                                                                        • Company background
                                                                                                          • Company performance
                                                                                                            • Figure 38: Aldi: estimated group sales performance, 2012-16
                                                                                                            • Figure 39: Aldi: number of outlets, 2012-16
                                                                                                          • Retail offering
                                                                                                          • Edeka Group

                                                                                                              • What we think
                                                                                                                • Same-day grocery delivery service
                                                                                                                  • New convenience store concept
                                                                                                                    • Convenient grocery delivery fulfilment option
                                                                                                                      • Edeka expanding into the drugstore market
                                                                                                                        • Netto Marken-Discount responding to consumers’ food provenance concerns
                                                                                                                          • Company background
                                                                                                                            • Company performance
                                                                                                                              • Figure 40: Edeka Group: food retail sales performance, 2012-16
                                                                                                                              • Figure 41: Edeka Group: food retail outlet data, 2012-16
                                                                                                                            • Retail offering
                                                                                                                            • Real

                                                                                                                                • What we think
                                                                                                                                  • New Markthalle Krefeld store concept success
                                                                                                                                    • New buying alliance will bring extended product range and lower prices
                                                                                                                                      • Integration of Hitmeister expands online product offering
                                                                                                                                        • Preparing to roll out a nationwide grocery home delivery service
                                                                                                                                          • Considering roll-out of click-and-collect across its entire store network
                                                                                                                                            • Voice-controlled shopping
                                                                                                                                              • Company background
                                                                                                                                                • Company performance
                                                                                                                                                  • Figure 42: Real: group financial performance, 2012/13-2016/17
                                                                                                                                                  • Figure 43: Real: outlet data, 2012/13-2016/17
                                                                                                                                                • Retail offering
                                                                                                                                                • Rewe

                                                                                                                                                    • What we think
                                                                                                                                                      • Clearer strategy emerges for international operations
                                                                                                                                                        • Exploiting convenience
                                                                                                                                                          • Going local
                                                                                                                                                            • The natural way
                                                                                                                                                              • Online plans
                                                                                                                                                                • What next?
                                                                                                                                                                  • Company background
                                                                                                                                                                    • Company performance
                                                                                                                                                                        • Figure 44: Rewe: group* financial performance, 2012-16
                                                                                                                                                                        • Figure 45: Rewe: outlet data, 2012-16
                                                                                                                                                                      • Retail offering
                                                                                                                                                                      • Schwarz Group (Lidl)

                                                                                                                                                                          • What we think
                                                                                                                                                                            • Lidl lands in the US
                                                                                                                                                                              • Further expansion
                                                                                                                                                                                • Lidl goes on the attack in Germany
                                                                                                                                                                                  • Further gains in the UK
                                                                                                                                                                                    • Embracing technology
                                                                                                                                                                                      • Lidl bets big on clothing
                                                                                                                                                                                        • Figure 46: Esmara by Heidi Klum at Lidl UK, September 2017
                                                                                                                                                                                      • Online operations at early stages of development
                                                                                                                                                                                        • Company background
                                                                                                                                                                                          • Company performance
                                                                                                                                                                                            • Figure 47: Schwarz Group: group sales performance, 2012/13-2016/17
                                                                                                                                                                                            • Figure 48: Schwarz Group: outlet data, 2012/13-2016/17
                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                          • Spar International

                                                                                                                                                                                              • What we think
                                                                                                                                                                                                • Capitalising on smaller, more frequent food shopping
                                                                                                                                                                                                  • Modernisation of larger stores
                                                                                                                                                                                                    • New health store concept to meet the demands of health-conscious consumers
                                                                                                                                                                                                      • E-commerce solutions to make shopping as convenient as possible
                                                                                                                                                                                                        • Food waste scheme prompts positive response
                                                                                                                                                                                                          • Company background
                                                                                                                                                                                                            • Company performance
                                                                                                                                                                                                              • Figure 49: Spar International: Western Europe and Central & Eastern Europe retail sales, by country, 2012-16
                                                                                                                                                                                                              • Figure 50: Spar International: Western Europe and Central & Eastern Europe outlets, 2012-16
                                                                                                                                                                                                              • Figure 51: Spar International: Western Europe and Central & Eastern Europe retail sales area, 2012-16
                                                                                                                                                                                                              • Figure 52: Spar International: Western Europe and Central & Eastern Europe sales per sq m, by country, 2012-16
                                                                                                                                                                                                            • Retail offering

                                                                                                                                                                                                            Supermarkets - Germany - November 2017

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