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Germany Online Grocery Retailing Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Online Grocery Retailing - Germany market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

COVID-19 has brought lockdowns to Germany and a surge in demand for online services. We estimate the market will see growth of 44.5% in 2021 due to this. This will bring new shoppers to the market, driving longer-term growth. It could also serve to change retailer attitudes to online, with more investment placed in the market.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.


What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the 'new normal'.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Bettina Krechel, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Although Germans prefer to buy fresh food in store, the impact of COVID-19 will undoubtedly boost online sales, with ambitious start-ups likewise benefiting. Bettina Krechel
Research Director

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What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • [Graph] Germany: online sales (incl VAT), 2015-24
    • Mintel predicts
    • What consumers want and why
    • Opportunities
    • The competitive landscape
    • [Graph] German: leading food delivery retailers, turnover, 2019
  2. THE IMPACT OF COVID-19

    • market drivers

      • [Graph] Germany: real GDP growth, 2008-19
      • [Graph] Germany: anticipated change in spending on food for eating at home/eating out over the next month, 21-29 April 2020
      • [Graph] Germany: broadband penetration as % of all households, 2011-18
      • [Graph] Germany: maximum total population by age (% share) 2020-30
      • [Graph] Germany: harmonised index of consumer prices (HICP), annual % change, 2015-19
      • [Graph] Germany: online sales (incl VAT), 2015-24
    • market ACTIVITY

      • Forecasting during COVID-19 crisis
      • Consumer spending on food and drink
      • [Graph] Germany: consumer spending on food, drink and tobacco, 2014-19
      • Sector size and forecast
      • [Graph] Germany: food retailers, sales (excl. VAT), 2014-19
      • Channels of distribution
      • [Graph] Germany: food distribution via outlet type, 2018
      • [Graph] Germany: where consumers shop for groceries (net main or secondary grocery shopping), June 2019
      • [Graph] Germany: how consumers shop for groceries, June 2019
    • What consumers want and why

      • Enthusiasm for shopping online is rather limited but future interest indicated by consumers
      • [Graph] Germany: ways consumers use online shopping, January 2020
      • [Graph] Germany: reasons for not shopping online, January 2020
      • [Graph] Germany: responses by age groups for shopping behaviour, January 2020
      • [Graph] Germany: use of online shopping, January 2020
      • [Graph] Germany: online shoppers, by region, January 2020
      • [Graph] Germany: devices used for online shopping, January 2020
      • [Graph] Germany: "Which of these products have you purchased online in the last 12 months?", June 2019
      • [Graph] Germany: "Do you typically do any of the following when shopping online?", June 2019
      • Ambient and general bulky products top the list when shopping online; fresh foods are preferably bought in store
      • [Graph] Germany: types of products typically bought when shopping for groceries online, January 2020
      • [Graph] Germany: types of products typically bought when shopping for groceries online, by gender, January 2020
      • Retailers with a store network have the brand recognition advantage
      • [Graph] Germany: retailers typically used for online grocery shopping, January 2020
      • [Graph] Germany: where consumers shop, by age group, January 2020
      • [Graph] Germany: retailers used both in-store and online, January 2020
      • [Graph] Germany: "Would you say you did more, about the same or less online grocery shopping in the last 12 months than the previous 12 months?", by gender, January 2020
      • [Graph] Germany: change in online shopping behaviour, by generation, January 2020
      • [Graph] Germany: change in online grocery shopping, by household size, January 2020
      • [Graph] Germany: shopping online behaviour by employment status, January 2020
      • [Graph] Germany: shopping behaviour by income, January 2020
      • [Graph] Germany: reasons why consumers choose to shop online for groceries, January 2020
      • [Graph] Germany: reasons why consumers choose to shop online for groceries, by gender, January 2020
      • Fresh foods are best chosen personally, in store
      • [Graph] Germany: reasons for not shopping for groceries online, January 2020
      • [Graph] Germany: reasons for not shopping for groceries online, by gender, January 2020
      • [Graph] Germany: preferences for shopping online by generation, January 2020
      • [Graph] Germany: agreement with statements about online grocery shopping, January 2020
    • retailer activity

      • Retailers in Germany
      • [Graph] Germany: delivery costs vs minimum order in €
      • Advertising and marketing activity
    • Appendix

      • Note on COVID-19
      • Appendix – products covered, abbreviations and consumer research methodology
      • Appendix – market size and forecast

    About the report

    This interactive report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data carried out across Germany, but our industry experts put that data into context and you’ll quickly understand:

    • The Consumer

      What They Want. Why They Want It.

    • The Competitors

      Who’s Winning. How To Stay Ahead.

    • The Market

      Size, Segments, Shares And Forecasts: How It All Adds Up.

    • The Innovations

      New Ideas. New Products. New Potential.

    • The Opportunities

      Where The White Space Is. How To Make It Yours.

    • The Trends

      What’s Shaping Demand – Today And Tomorrow.

    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

    Description