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Supermarkets: More Than Just Food Retailing - Germany - November 2012

This report series covers the 19 leading economies of Western Europe. In total these countries account for around 95% of all European retail sales, excluding Russia. The remaining ten countries are either too small (e.g. Luxembourg) or are not sufficiently well developed to warrant detailed coverage (e.g. Romania and Bulgaria) in this report. These developing countries plus Russia and Turkey are covered in Mintel’s European Retail Handbook 2012/13 – September 2012 and the report, Retailing in Emerging Markets – July 2011.

This data in its entirety is contained in the single copy 19-country report, which gives a full overview of the food retail sectors in Europe. Single country reports are also available for the UK, France, Germany, Spain and Italy.

As in previous years, the report focuses on the major grocers, because these are the dominant players in the sector. The European grocery sector is highly concentrated, with the continent’s top ten grocers accounting for more than 47% of sector sales in 2011. Each of the top ten European grocers by revenues originates from France, Germany or the UK, reflecting fragmented sectors and underinvestment in other large economies, such as Italy and Spain.

A key aim of this report is to record how far beyond food retailing grocers across Europe have reached, and this is reflected in our company profiles, our estimated sector sales mix data for the big five European markets (the UK, France, Germany, Italy, and Spain), as well as our analysis in the European Summary and Outlook section.

Nevertheless, for each country in this report we provide sector sales and forecasts for all food retailers, as well as the grocers sector (except Poland where a grocers breakdown is not available), and total consumer spending data for food, beverages, and tobacco, which includes expenditure through all channels.

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Table of contents

  1. Executive Summary

    • Report Scope and Technical Notes

      • Coverage
        • New report format
          • Technical notes
            • Sector definitions
              • Store definitions
                • Buying groups, voluntary groups and co-operatives
                  • Market sizes
                    • Financial definitions
                      • Currencies
                        • Country codes
                          • VAT
                            • Figure 1: Europe: Standard VAT rates, 2010-12
                          • Abbreviations
                          • Spending and Inflation

                            • Key points
                              • Consumer spending
                                • Figure 2: Germany: Households consumption expenditure, 2007-11
                                • Figure 3: Germany: Harmonised indices of consumer prices: Annual % change, Jan 2011-Sep 2012
                            • Distribution of Spending

                                  • Figure 4: Germany: Estimated distribution of spending on food, beverages and tobacco, 2011
                              • Sector Size and Forecast

                                • Key points
                                  • Sector sales
                                    • Figure 5: Germany: Retail sales, 2007-11
                                    • Figure 6: Germany: Retail sales forecasts, 2012-17
                                  • Enterprises, outlets, and employment
                                    • Figure 7: Germany: Number of retail enterprises, 2007-10
                                    • Figure 8: Germany: Number of retail outlets, 2007-10
                                    • Figure 9: Germany: Number of full-time-equivalent employees in retailing, 2008-10
                                • Sector Sales Mix

                                      • Figure 10: Germany: Estimated sales mix for the grocers’ sector, 2011
                                  • The Retailers: Financials and Outlets

                                    • Key points
                                      • Major investments from the discounters
                                        • Figure 11: Germany: The six major grocery discounters’ shares of grocers sector sales, 2009-11
                                      • Innovation in the convenience sub-sector
                                        • Edeka leads
                                          • Rewe soars, Real stagnates
                                            • Regionality remains
                                              • Figure 12: Germany: Leading grocery retailers, by revenues, 2009-11
                                              • Figure 13: Germany: Leading grocery retailers’ outlet numbers, 2009-11
                                              • Figure 14: Germany: Leading grocery retailers’ sales per outlet, 2009-11
                                          • The Retailers: Market Shares

                                              • Figure 15: Germany: Leading grocery retailers’ shares of all food retailers sales, 2009-11
                                          • The Consumer: Where They Shop

                                            • Key points
                                              • Main-shop destinations
                                                  • Figure 16: Germany: Main grocery shop retailers, September 2012
                                                • Main-shop consumers by demographics
                                                    • Figure 17: Germany: Leading grocers’ main-shop consumers, by average age and affluence, September 2012
                                                    • Figure 18: Germany: Leading grocers’ main-shop consumers, by gender, September 2012
                                                  • Top-up shop destinations
                                                      • Figure 19: Germany: Grocery retailers used for top-up shops, September 2012
                                                    • Top-up shoppers by demographics
                                                        • Figure 20: Germany: Leading grocers’ top-up consumers, by average age and affluence, September 2012
                                                    • The Consumer: Shopping Habits

                                                      • Key points
                                                        • Mintel’s Tracker
                                                            • Figure 21: Germany: Grocery shopping habits, May 2012
                                                            • Figure 22: Germany: Grocery shopping habits, by average age and affluence, May 2012
                                                        • Online

                                                          • Key points
                                                            • Who is shopping online?
                                                              • Figure 23: Germany: Percentage of all individuals having purchased online in the past 12 months, selected categories, 2007-11
                                                              • Figure 24: Germany: Percentage of individuals having purchased food/groceries online in the past 12 months, by age band, 2011
                                                            • Leading grocers online
                                                              • Leading websites
                                                                • Figure 25: Leading grocers’ websites, May 2012
                                                            • Aldi

                                                                • What we think
                                                                  • Company background
                                                                    • Company performance
                                                                      • Figure 26: Aldi: Group financial performance, 2007-11
                                                                      • Figure 27: Aldi: Outlet data, 2007-11
                                                                    • Retail offering
                                                                    • Edeka

                                                                        • What we think
                                                                          • Acclerating store expansion
                                                                            • And targeting food lovers
                                                                              • Own label investment
                                                                                • Netto’s c-store network is downscaled
                                                                                  • Managers and stores well supported and serviced
                                                                                    • Company background
                                                                                      • Company performance
                                                                                        • Figure 29: Edeka Group Germany: Sales performance, 2007-11
                                                                                        • Figure 30: Edeka Group Germany: Outlet data, 2007-11
                                                                                      • Store format
                                                                                        • Figure 31: Edeka: Food outlet data and range by format type, 2011
                                                                                      • Retail offering
                                                                                      • Lidl/Kaufland (Schwarz Group)

                                                                                          • What we think
                                                                                            • Can Lidl’s online non-foods offer be exported?
                                                                                              • Figure 32: Schwarz Group: Lidl stores per million capita, 2011
                                                                                            • Prospects in Germany: Lidl
                                                                                              • Prospects for Kaufland
                                                                                                • Scaling back hard-discount in France
                                                                                                  • Outpaced by Aldi in the UK
                                                                                                    • Company background
                                                                                                      • Company performance
                                                                                                        • Figure 33: Schwarz Group: Group financial performance, 2007/08-2011/12
                                                                                                        • Figure 34: Schwarz Group: Outlet data, 2007/08-2011/12
                                                                                                      • Retail offering
                                                                                                      • Real (Metro Food Retail)

                                                                                                          • What we think
                                                                                                            • Up for sale…
                                                                                                              • Own-brand/profitability
                                                                                                                • Eastern Europe – a mixed bag
                                                                                                                  • Online
                                                                                                                    • Non-food
                                                                                                                      • Company background
                                                                                                                        • Company performance
                                                                                                                          • Figure 36: Real: Group financial performance, 2007-11
                                                                                                                          • Figure 37: Real: Outlet data, 2007-11
                                                                                                                        • Q1-Q3 2012
                                                                                                                          • Store formats
                                                                                                                            • Figure 38: Real: European store portfolio, 2011
                                                                                                                          • Retail offering
                                                                                                                          • Rewe (Food Retail)

                                                                                                                              • What we think
                                                                                                                                • Reviving Penny in Germany
                                                                                                                                  • Penny appeals in Eastern Europe
                                                                                                                                    • Rewe’s spectacular growth in Germany
                                                                                                                                      • And Billa/Merkur robust internationally
                                                                                                                                        • Online and non-foods
                                                                                                                                          • Company background
                                                                                                                                            • Company performance
                                                                                                                                              • Figure 39: Rewe: Group financial performance, 2007-11
                                                                                                                                              • Figure 40: Rewe: Outlet data, 2007-11
                                                                                                                                            • Store formats
                                                                                                                                              • Figure 41: Rewe: Food formats, 2012
                                                                                                                                            • Retail offering
                                                                                                                                            • Spar Europe

                                                                                                                                                • What we think
                                                                                                                                                  • Company background
                                                                                                                                                    • Figure 42: Spar International: Year of entry, by country
                                                                                                                                                  • Company performance
                                                                                                                                                    • Figure 43: SPAR International: Retail sales by country, 2007-11
                                                                                                                                                    • Figure 44: SPAR International: Outlet data, 2007-11
                                                                                                                                                  • Retail offering
                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                    • Population
                                                                                                                                                      • Figure 45: Europe: Population, by age group, 2005
                                                                                                                                                      • Figure 46: Europe: Population, by age group, 2010
                                                                                                                                                      • Figure 47: Europe: Population, by age group, 2015
                                                                                                                                                      • Figure 48: Europe: Population, by age group, 2020
                                                                                                                                                    • GDP
                                                                                                                                                      • Figure 49: Europe: GDP (current prices), 2011
                                                                                                                                                      • Figure 50: Europe: Year-on-year growth in GDP (current prices), 2002-12
                                                                                                                                                      • Figure 51: Europe: Year-on-year growth in GDP (constant prices), 2002-12
                                                                                                                                                    • Consumer spending
                                                                                                                                                      • Figure 52: Europe: Households’ consumer spending (current prices), 2011
                                                                                                                                                      • Figure 53: Europe: Year-on-year growth in households’ consumption expenditure (current prices), 2007-11
                                                                                                                                                      • Figure 54: Europe: Year-on-year growth in households’ consumption expenditure (constant prices), 2007-11
                                                                                                                                                    • Consumer prices
                                                                                                                                                      • Figure 55: Europe: Harmonised index of consumer prices, 2001-11
                                                                                                                                                    • Unemployment
                                                                                                                                                      • Figure 56: Europe: Average rate of unemployment, 2002-2012 Q2
                                                                                                                                                    • Interest rates
                                                                                                                                                      • Figure 57: Europe: Interest rates, 2007-12
                                                                                                                                                    • Consumer confidence
                                                                                                                                                      • Figure 58: Europe: Consumer confidence, Oct 2011-Sep 2012

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                  • Lidl (UK)
                                                                                                                                                  • Spar UK Ltd
                                                                                                                                                  • Tesco Plc

                                                                                                                                                  Supermarkets: More Than Just Food Retailing - Germany - November 2012

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