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Supermarkets: More Than Just Food Retailing - Germany - November 2013

"German shoppers look to be retrenching their spending. While discretionary sectors have been harder hit, slower annual growth is nevertheless anticipated for the grocers for 2013, with a possible further weakening following in 2014. And this is despite raised food-price inflation."

- John Mercer, European Retail Analyst

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Table of contents

  1. Executive Summary

    • Spending and inflation
      • Sector sales and forecast
        • Leading retailers
          • Online
            • The consumer – where they shop
              • The consumer – types of stores used
                • The consumer – non-grocery purchases
                  • What we think
                  • Report Scope and Technical Notes

                    • Coverage
                      • Technical notes
                        • Retail sector definitions
                          • Consumer spending definitions
                            • Financial definitions
                              • Currencies
                                • Country codes
                                  • VAT
                                    • Figure 1: European VAT rates, 2010-13
                                  • Abbreviations
                                  • Spending and Inflation

                                    • Key points
                                      • Consumer spending on food, beverages and tobacco
                                        • Figure 2: Germany: Consumer spending (incl. VAT), 2008-13
                                      • Inflation
                                        • Figure 3: Germany: Harmonised indices of consumer prices: annual % change, October 2012-September 2013
                                        • Figure 4: Germany: Harmonised indices of consumer prices: annual % change, 2008-13
                                      • Distribution of spending
                                      • Sector Size and Forecast

                                        • Key points
                                          • Slower growth in 2013
                                            • Figure 5: Germany: Retail sales (excl. VAT), 2008-13
                                            • Figure 6: Germany: Retail sales forecasts (excl. VAT), 2013-18
                                        • Leading Retailers: Financials and Outlets

                                          • Key points
                                            • The discounters
                                              • Figure 7: Germany: Share of grocers sector sales taken by the leading discounters, 2010-12
                                            • Softening propositions
                                              • Innovation yields growth – for some
                                                • Real continues to struggle
                                                  • Tegut overhauled
                                                    • Regional ties remain strong
                                                      • Figure 8: Germany: Leading grocery retailers; net revenues, excl. sales tax, 2010-12
                                                      • Figure 9: Germany: Leading grocers’ outlet numbers, 2010-12
                                                      • Figure 10: Germany: Leading grocers’ annual sales per outlet, 2010-12
                                                  • Leading Retailers: Market Shares

                                                      • Figure 11: Germany: Leading grocery retailers’ shares of all food retailers’ sales, 2010-12
                                                  • Online

                                                    • Key points
                                                      • Market size remains small
                                                        • Yet participation is relatively high
                                                          • Figure 12: Germany: The consumer: Types of grocery stores used, selected options, October 2013
                                                          • Figure 13: Germany: The consumer: Percentage of all individuals having purchased online in the past 12 months, 2008-12
                                                        • The retailers online
                                                          • Online pureplays
                                                            • The major grocers
                                                              • Figure 14: Germany: Leading grocers’ online offers, November 2013
                                                          • The Consumer – Where They Shop

                                                            • Key points
                                                              • What we asked
                                                                • Where they shop – main shop and top-up shopping
                                                                    • Figure 15: Germany: The Consumer: Where they buy groceries: main weekly shop, October 2013
                                                                    • Figure 16: Germany: The Consumer: Where they buy groceries: top-up shopping, October 2013
                                                                    • Figure 17: Germany: The consumer: Where they buy groceries: main weekly shop: average age and affluence by retailer, October 2013
                                                                  • Primary shops
                                                                      • Figure 18: Germany: Consumer profile of primary shoppers by gender, October 2013
                                                                      • Figure 19: Germany: Consumer profile of primary shoppers by age, October 2013
                                                                      • Figure 20: Germany: Consumer profile of primary shoppers by region, October 2013
                                                                      • Figure 21: Germany: Consumer profile of primary shoppers by employment status, October 2013
                                                                      • Figure 22: Germany: Consumer profile of primary shoppers by household size, October 2013
                                                                  • The Consumer – Types of Stores Used

                                                                    • Key points
                                                                      • What we asked
                                                                        • Discounters strong – but hypermarkets surprisingly popular too
                                                                            • Figure 23: Germany: The Consumer: Types of grocery stores used, October 2013
                                                                          • Demographics: Out-of-town attracting families
                                                                              • Figure 24: Germany: The Consumer: Types of grocery stores used, by presence of children in household, October 2013
                                                                              • Figure 25: Germany: The Consumer: Types of grocery stores used, by average age and affluence, October 2013
                                                                          • The Consumer – Non-Grocery Purchases

                                                                            • Key points
                                                                              • What we asked
                                                                                • Clothing and books most popular
                                                                                    • Figure 26: Germany: The Consumer: Non-grocery items bought from grocery retailers, whether in-store or online, October 2013
                                                                                  • But books most popular online
                                                                                      • Figure 27: Germany: The Consumer: Non-grocery items bought from grocery retailers, by in-store and online, October 2013
                                                                                    • By age: 25-44 year olds are core
                                                                                        • Figure 28: Germany: The consumer: Most popular non-grocery items bought from grocery retailers, whether in-store or online, by age group, October 2013
                                                                                        • Figure 29: Germany: The consumer: Less popular non-grocery items bought from grocery retailers, whether in-store or online, by age group, October 2013
                                                                                    • Aldi

                                                                                        • What we think
                                                                                            • Figure 30: Aldi: Number of new product lines recorded for brand keywords ‘Gourmet’ in Germany and ‘Specially Selected’ in the UK at Aldi, 2012 and 2013
                                                                                            • Figure 31: Aldi Süd, Germany: Selected special offers, 6 November 2013
                                                                                            • Figure 32: Aldi Nord, Germany: Selected special offers, 6 November 2013
                                                                                          • Company background
                                                                                            • Company performance
                                                                                              • Figure 33: Aldi: Distribution of total European sales by market (estimated), 2012
                                                                                              • Figure 34: Aldi: Estimated group financial performance, 2008-12
                                                                                              • Figure 35: Aldi: Estimated outlet data, 2008-12
                                                                                            • Retail offering
                                                                                            • Edeka Group

                                                                                                • What we think
                                                                                                  • Company background
                                                                                                    • Company performance
                                                                                                      • Figure 36: Edeka Group Germany: Sales performance, excl. VAT, 2008-12
                                                                                                      • Figure 37: Edeka Group Germany: Outlet data, 2008-12
                                                                                                      • Figure 38: Edeka: Food outlet data and range by format type, 2012
                                                                                                    • Retail offering
                                                                                                    • Lidl/Kaufland (Schwarz Group)

                                                                                                        • What we think
                                                                                                          • Company background
                                                                                                            • Company performance
                                                                                                              • Figure 39: Schwarz Group: Estimated group financial performance, 2008/09-2013/14
                                                                                                              • Figure 40: Schwarz Group: Outlet data, 2009-2013
                                                                                                            • Retail offering
                                                                                                            • Real (Metro Food Retail)

                                                                                                                • What we think
                                                                                                                  • Company background
                                                                                                                    • Company performance
                                                                                                                        • Figure 41: Real: Group financial performance, 2008-2012/13
                                                                                                                        • Figure 42: Real: Outlet data, 2008-2013
                                                                                                                      • Store formats
                                                                                                                        • Retail offering
                                                                                                                        • Rewe

                                                                                                                            • What we think
                                                                                                                              • Company background
                                                                                                                                • Company performance
                                                                                                                                    • Figure 43: Rewe: Group financial performance, 2008-2012
                                                                                                                                    • Figure 44: Rewe: Outlet data, 2008-12
                                                                                                                                  • Retail offering
                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                    • Online
                                                                                                                                      • Figure 45: Europe: Percentage of households with a broadband internet connection, by country, 2008-12
                                                                                                                                      • Figure 46: Europe: Percentage of all individuals accessing the internet daily, by country, 2008-12
                                                                                                                                    • Consumer confidence
                                                                                                                                      • Figure 47: Europe: Consumer confidence levels, October 2012-September 2013
                                                                                                                                    • Population
                                                                                                                                      • Figure 48: Europe: Population, by age group, 2010
                                                                                                                                      • Figure 49: Europe: Population, by age group, 2015
                                                                                                                                      • Figure 50: Europe: Population, by age group, 2020
                                                                                                                                    • GDP
                                                                                                                                      • Figure 51: Europe: GDP (current prices), 2012
                                                                                                                                      • Figure 52: Europe: Real-terms year-on-year growth in GDP, 2003-13
                                                                                                                                    • Consumer spending
                                                                                                                                      • Figure 53: Europe: Households’ consumer spending (current prices), 2012
                                                                                                                                      • Figure 54: Europe: Real-terms year-on-year growth in households’ consumer spending, 2003-12
                                                                                                                                    • Consumer prices
                                                                                                                                      • Figure 55: Europe: Harmonised index of consumer prices, annual % change, 2003-12
                                                                                                                                    • Unemployment
                                                                                                                                      • Figure 56: Europe: Average rate of unemployment, 2003-12
                                                                                                                                    • Interest rates
                                                                                                                                      • Figure 57: Europe: Central bank interest rates, 2008-13
                                                                                                                                  • Appendix – The Consumer – Where They Buy Groceries

                                                                                                                                      • Figure 58: Most popular retailers used for grocery shopping – Main weekly grocery shop, by demographics, Germany, October 2013
                                                                                                                                      • Figure 59: Next most popular retailers used for grocery shopping – Main weekly grocery shop, by demographics, Germany, October 2013
                                                                                                                                      • Figure 60: Most popular retailers used for grocery shopping –Top-up shopping, by demographics, Germany, October 2013
                                                                                                                                      • Figure 61: Next most popular retailers used for grocery shopping – Top-up shopping, by demographics, Germany, October 2013
                                                                                                                                  • Appendix – The Consumer: Types of Grocery Stores Used

                                                                                                                                      • Figure 62: Most popular types of grocery stores used, by demographics, Germany, October 2013
                                                                                                                                      • Figure 63: Next most popular types of grocery stores used, by demographics, Germany, October 2013
                                                                                                                                      • Figure 64: Other types of grocery stores used, by demographics, Germany, October 2013
                                                                                                                                  • Appendix – The Consumer: Non-Grocery Items Bought from Grocery Retailers

                                                                                                                                      • Figure 65: Most popular non-grocery items bought from grocery retailers – In-store/Online, by demographics, Germany, October 2013
                                                                                                                                      • Figure 66: Next most popular non-grocery items bought from grocery retailers – In-store/Online, by demographics, Germany, October 2013
                                                                                                                                      • Figure 67: Other non-grocery items bought from grocery retailers – In-store/Online, by demographics, Germany, October 2013
                                                                                                                                      • Figure 68: Least popular non-grocery items bought from grocery retailers – In-store/Online, by demographics, Germany, October 2013

                                                                                                                                  Companies Covered

                                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                  • J. Sainsbury
                                                                                                                                  • Lidl (Switzerland)
                                                                                                                                  • Lidl (UK)
                                                                                                                                  • Schwarz Group
                                                                                                                                  • Tengelmann
                                                                                                                                  • Tesco Plc

                                                                                                                                  Supermarkets: More Than Just Food Retailing - Germany - November 2013

                                                                                                                                  £1,285.00 (Excl.Tax)