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Supermarkets: More Than Just Food Retailing - Germany - November 2014

"The biggest discounters, Aldi and Lidl, turned in strong growth in 2013, sources suggest. And this contributed to the major discounters as a whole gaining further share of the total food retail sector: in 2013, the six biggest discounters accounted for nearly 44% of all food retailers’ sales."

– John Mercer, European Retail Analyst

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Table of contents

  1. Executive Summary

    • Spending and inflation
      • Sector size and forecast
        • Leading retailers
          • Online
            • The consumer – Where they shop
              • The consumer – Attitudes towards discount supermarkets
                • The consumer – Why they don’t shop (or shop more) at discounters
                  • What we think
                  • Spending and Inflation

                    • Key points
                      • Lower inflation likely to hit spending growth for 2014
                        • Figure 1: Germany: Consumer spending (including sales tax), 2009-14
                        • Figure 2: Germany: Consumer prices: Annual % change, January 2013-September 2014
                        • Figure 3: Germany: Consumer prices: Annual % change, 2009-13
                    • Distribution of Spending

                      • Sector Size and Forecast

                        • Key points
                          • Grocers outperform spending growth
                            • Figure 4: Germany: Retail sales (excluding sales tax), 2009-14
                            • Figure 5: Germany: Grocers’ sector sales expressed as % of spending on food, beverages and tobacco, 2009-14
                            • Figure 6: Germany: Retail sales forecasts (excluding sales tax), 2014-19
                        • Leading Retailers – Financials and Outlets

                            • Discounters growing share
                              • Figure 7: Germany: Share of food retailers sector taken by leading discounters, 2011-13
                            • Discounters softening
                              • Full-range stores performance mixed
                                  • Figure 8: Germany: Leading grocers: Net revenues, 2011-13
                                  • Figure 9: Germany: Leading grocers: Store numbers, 2011-13
                                  • Figure 10: Germany: Leading grocers: Annual sales per outlet, 2011-13
                              • The Retailers – Market Shares

                                  • Figure 11: Germany: Leading grocers: Shares of all food retailers’ sales, 2011-13
                              • Online

                                • Key points
                                  • The market
                                    • The consumer
                                      • Retailer developments: Lidl ventures into grocery online
                                        • The retailers online
                                            • Figure 12: Germany: Leading grocers’ online offers, October 2014
                                            • Figure 13: Germany: Bringmeister’s guarantees to shoppers, October 2014
                                            • Figure 14: Bringmeister’s payment options, October 2014
                                        • The Consumer – Where They Shop

                                          • Key points
                                            • What we asked
                                              • Where they shop – Lidl leads over Aldi for main shops
                                                  • Figure 15: Germany: The consumer: Retailers used for main grocery shopping, October 2014
                                                  • Figure 16: Germany: The consumer: Retailers used for top-up grocery shopping, October 2014
                                                  • Figure 17: Germany: The consumer: Retailers used for main and top-up grocery shopping, in total, October 2014
                                                • Average shopper profiles
                                                    • Figure 18: Germany: The consumer: Retailers used for main grocery shopping, average age and affluence, October 2014
                                                    • Figure 19: Germany: The consumer: Retailers used for top-up grocery shopping, average age and affluence, October 2014
                                                  • A strong gender divide gives hausfraus time to shop around
                                                      • Figure 20: Germany: The consumer: Agreement that they are mainly responsible for grocery shopping, by gender, October 2014
                                                  • The Consumer – Attitudes Towards Discount Supermarkets

                                                    • Key points
                                                      • What we asked
                                                        • Shoppers say brand choice and fresh-product quality has improved
                                                          • Figure 21: Germany: The consumer: Agreement with statements about discount supermarkets, October 2014
                                                        • Attitudes to discounters among Aldi/Lidl shoppers
                                                            • Figure 22: Germany: The consumer: Attitudes to discounters among Aldi/Lidl shoppers – Relative to total shopper average, September 2014
                                                          • Attitudes to discounters by where they do their main shop
                                                              • Figure 23: Germany: The consumer: Attitudes to discounters, by where they do their main grocery shopping, September 2014
                                                          • The Consumer – Why They Don’t Shop (or Shop More) at Discounters

                                                            • Key points
                                                              • What we asked
                                                                • Limited ranges deter shoppers
                                                                    • Figure 24: Germany: The consumer: Reasons for not shopping/not shopping more for groceries at discount supermarkets, October 2014
                                                                  • Comparing to France and the UK
                                                                      • Figure 25: France and the UK: Most popular reasons for not shopping (or not shopping more) at discount supermarkets, October 2014
                                                                    • By where they do any shopping
                                                                        • Figure 26: Germany: The consumer: Reasons for not shopping/not shopping more for groceries at discount supermarkets, by where they do any grocery shopping (main or top-up shopping), October 2014
                                                                    • Aldi

                                                                        • What we think
                                                                          • Germany
                                                                            • Elsewhere
                                                                              • Where next?
                                                                                • Company background
                                                                                  • Company performance
                                                                                    • Figure 27: Aldi: Group financial performance, 2009-2013
                                                                                    • Figure 28: Aldi: Outlet data, 2009-2013
                                                                                    • Figure 29: Aldi: Outlet data, 2009-2013 (continued)
                                                                                  • Retail offering
                                                                                  • Edeka Group

                                                                                      • What we think
                                                                                        • Operations in 2013
                                                                                          • Netto goes fresh
                                                                                            • Acquisition of Kasier’s
                                                                                              • Online remains underdeveloped
                                                                                                • Company background
                                                                                                  • Company performance
                                                                                                    • Figure 30: Edeka Group: Group financial performance, 2009-2013
                                                                                                    • Figure 31: Edeka Group: Outlet data, 2009-2013
                                                                                                  • Store format
                                                                                                    • Figure 32: Food outlet data and range by format, 2013
                                                                                                  • Retail offering
                                                                                                    • Edeka/Marktkauf
                                                                                                      • Netto Marken-Discount
                                                                                                      • Lidl/Kaufland (Schwarz Group)

                                                                                                          • What we think
                                                                                                            • Online
                                                                                                              • Where next
                                                                                                                • Company background
                                                                                                                  • Company performance
                                                                                                                    • Figure 33: Schwarz Group: Group financial performance, 2009/10-2013/14
                                                                                                                    • Figure 34: Schwarz Group: Outlet data, 2009/10-2013/14
                                                                                                                    • Figure 35: Schwarz Group: Outlet data, 2009/10-2013/14 (continued)
                                                                                                                    • Figure 36: Schwarz Group: Outlet data, 2009/10-2013/14 (continued)
                                                                                                                    • Figure 37: Schwarz Group: Outlet data, 2009/10-2013/14 (continued)
                                                                                                                  • Retail offering
                                                                                                                  • Real (Metro Group)

                                                                                                                      • What we think
                                                                                                                        • Stripped back, but still struggling
                                                                                                                          • An improving trend?
                                                                                                                            • Implications of the purchasing agreement with Auchan
                                                                                                                              • Company background
                                                                                                                                • Company performance
                                                                                                                                  • Figure 38: Real: Group financial performance, 2009-2013/14
                                                                                                                                  • Figure 39: Real: Outlet data, 2009-2013/14
                                                                                                                                • Retail offering
                                                                                                                                • Rewe

                                                                                                                                    • What we think
                                                                                                                                      • Penny conversions reaping rewards
                                                                                                                                        • Pushing into convenience
                                                                                                                                          • Online push is overdue in Germany
                                                                                                                                            • International markets prove patchy
                                                                                                                                              • Company background
                                                                                                                                                • Company performance
                                                                                                                                                  • Figure 40: Rewe: Group sales performance, 2009-13
                                                                                                                                                  • Figure 41: Rewe: Group sales performance – Breakdown by country, 2009-13
                                                                                                                                                  • Figure 42: Rewe: Outlet data, 2009-13
                                                                                                                                                • Retail offering
                                                                                                                                                  • Rewe
                                                                                                                                                    • Penny
                                                                                                                                                    • Appendix – The Consumer – Germany

                                                                                                                                                        • Figure 43: Retailers used for main and top-up grocery shopping, Germany, October 2014
                                                                                                                                                        • Figure 44: Attitudes towards discount supermarkets in Germany, by most popular retailers used for main and top-up grocery shopping – Any grocery shop, Germany, October 2014
                                                                                                                                                        • Figure 45: Attitudes towards discount supermarkets in Germany, by next most popular retailers used for main and top-up grocery shopping – Any grocery shop, Germany, October 2014
                                                                                                                                                        • Figure 46: Reasons for not shopping/not shopping enough for groceries at discount supermarkets, by most popular retailers used for main and top-up grocery shopping – Any grocery shop, Germany, October 2014
                                                                                                                                                        • Figure 47: Reasons for not shopping/not shopping enough for groceries at discount supermarkets, by next most popular retailers used for main and top-up grocery shopping – Any grocery shop, Germany, October 2014
                                                                                                                                                      • Responsibility for grocery shopping
                                                                                                                                                        • Figure 48: Those in household responsible for grocery shopping, by demographics, Germany, October 2014
                                                                                                                                                      • Where people shop
                                                                                                                                                        • Figure 49: Most popular retailers used for main and top-up grocery shopping – Any grocery shop, by demographics, Germany, October 2014
                                                                                                                                                        • Figure 50: Next most popular retailers used for main and top-up grocery shopping – Any grocery shop, by demographics, Germany, October 2014
                                                                                                                                                        • Figure 51: Other retailers used for main and top-up grocery shopping – Any grocery shop, by demographics, Germany, October 2014
                                                                                                                                                      • Attitude statements
                                                                                                                                                        • Figure 52: Agreement with the statement ‘The quality of fresh meat at discount supermarkets has improved in the last 2 years’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 53: Agreement with the statement ‘The quality of fresh fruit and vegetables at discount supermarkets has improved in the last 2 years’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 54: Agreement with the statement ‘The quality of fresh bakery products at discount supermarkets has improved in the last 2 years’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 55: Agreement with the statement ‘The choice of brands available at discount supermarkets has improved in the last 2 years’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 56: Agreement with the statement ‘I can’t buy all the groceries I need at discount supermarkets’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 57: Agreement with the statement ‘I’d like to see a bigger choice of non-grocery items at discount supermarkets’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 58: Agreement with the statement ‘The choice of items available within certain ranges at discount supermarkets is too limited’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 59: Agreement with the statement ‘I would shop less at discount supermarkets if I had more money^’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 60: Agreement with the statement ‘I sometimes buy non-grocery items I didn’t plan to buy when shopping at discount supermarkets’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 61: Agreement with the statement ‘I sometimes visit discount supermarkets specifically to buy non-grocery items I’ve seen advertised in advance’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 62: Agreement with the statement ‘I do more of my grocery shopping at discount supermarkets than I did two years ago’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 63: Agreement with the statement ‘I’m less tempted to buy additional grocery items that I don’t really need at discount supermarkets’, supermarkets in Germany, by demographics, October 2014
                                                                                                                                                        • Figure 64: Most popular reasons for not shopping/not shopping enough for groceries at discount supermarkets, by demographics, Germany, October 2014
                                                                                                                                                        • Figure 65: Next most popular reasons for not shopping/not shopping enough for groceries at discount supermarkets, by demographics, Germany, October 2014
                                                                                                                                                        • Figure 66: Other reasons for not shopping/not shopping enough for groceries at discount supermarkets, by demographics, Germany, October 2014

                                                                                                                                                    Companies Covered

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

                                                                                                                                                    Supermarkets: More Than Just Food Retailing - Germany - November 2014

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