The German delivery and takeaway market continues to perform strongly. 46% of consumers order several times a month, reaching the highest levels seen since 2021. This growth is largely fuelled by the expansion of delivery services, including the rising popularity of third-party platforms, and increased adoption of ordering technology. Moreover, as the high cost of living persists, takeaway is viewed as a cost-effective alternative to eating out, boosting its appeal.
However, the segment faces increasing competition from retail convenience food and drink products. While consumers turn to takeaway to avoid cooking, foodservice prices continue to outpace overall inflation, which will prompt many to trade down to retail. Additionally, third-party platforms increasingly allow consumers to choose between takeaway or lower-priced retail options, as seen in partnerships like Wolt and online supermarket Knuspr.
In response, foodservice operators can stand out by enhancing the takeaway sensory experience and embracing a hybrid model that leans into consumers’ cautious spending behaviours. Strategies like providing tips/recipes that show customers how to integrate their takeaway order into a home-cooked meal can position takeaway as a complement to home cooking, resonating with budget-conscious consumers.
Amid high foodservice prices, operators can position takeaway as a complement to home cooking to counter competition from retail, such as by suggesting at-home customisation ideas for takeaway dishes.
Eliana Riera-McInnes, Foodservice Research Analyst
This Report focuses on delivery and takeaway of food and drink prepared by foodservice establishments (where drink is being ordered with a meal). Such a service typically involves the placing of an order by telephone, via the internet (including apps) or in-person.
This is a consumer research-focused Report which aims to look at key developments in the foodservice takeaway and home delivery market in Germany.
Please note that when referring to ‘takeaway’ in the Report, takeaway/home delivery is meant.
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