Stay ahead of the curve and future-proof your business with Mintel’s Germany Food & Non-Food Discounters Market Report 2023. Our full report is packed with consumer-led market intelligence, (non-) food discounter trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the (non-) food discounter market Germany including market size, food discounters market share, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook on the (non-) food discounter market in Germany, including market drivers and expert insights.
- The impact of the after effect of COVID-19 and the cost of living crisis on food retail in Germany.
- Who is buying from discounters and what types of product are being purchased.
- Channels and discounters used to purchase food and non-food products in Germany.
- An analysis of consumer interest and behaviours regarding (non-) food discounters in Germany.
- Innovations by leading retailers both online and in-store: the use of new technology, sustainable initiatives, and providing a multichannel experience.
- How your business can tap into opportunities to increase your food discounters market share in Germany.
An Overview of (Non-) Food Discounters in Germany
In addition to hunting for lower prices, German shoppers have taken advantage of a growing selection of non-food items being stocked at discounters. As a result, both food and non-food discounters have grown faster than food and non-food retail as a whole, as they benefitted from the cost of living crisis.
Going forward, (non-) food discounters in Germany will benefit further from shoppers willing to treat themselves during the festive period after the challenging year they’ve faced.
(Non-) Food Discounters Germany: What Consumers Want and Why
- The (Non-) Food Discounter Market in Germany: Food discounters have virtually full penetration among German shoppers, but non-food discounters are particularly popular among younger consumers. Rising prices have led 59% of Germans to shop at discounters more frequently.
- (Non-) Food Discounter Trends in Germany: As consumer confidence recovers, shoppers will be increasingly tempted to trade up, forcing discounters to offer more than just a low price point. Leading food and non-food discounters in Germany can improve product quality and the in-store environment to retain customers. By taking further steps towards digitalisation and offering a more omni-channel shopping experience, retailers can resonate with consumers in Germany.
Market Forecast & Opportunities for (Non-) Food Discounters Germany
- By welcoming new technology, the convenience of in-store shopping and reach of discounters can be increased. Food and non-food discounters in Germany are already tapping into AI and other new technologies to create smaller and cashier-free stores, boosting accessibility and expanding into urban and metropolitan areas.
- 64% of discounter shoppers in Germany would welcome more loyalty programs to exchange points for rewards and benefit from exclusive discounts. By offering more customer loyalty programs and rewards, discounters can retain consumers, whose confidence is recovering, making them more likely to trade up.
To learn how to connect with your audience, purchase our Germany Food & Non-Food Discounters Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Aldi, Ochama, Lidl, Penny (Marktliebe Regional), IKEA, Otto, REWE, Netto (Heimat), Norma, KiK, TEDi, Action, Takko, TK Maxx, Primark, NKD, KODi, Woolworth, and more.
Products: Food & drink, furniture, appliances, household goods, clothing, footwear, and more.
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Expert Insights on (Non-) Food Discounters in Germany
This report, written by Armando Falcao, Associate Director, delivers in-depth commentary and analysis to highlight food and non-food discounter trends in Germany and add expert context to the numbers.
Amongst the high cost of living, discounters have gained prominence, but will have to offer more than price as consumers’ spending confidence returns and tempts them to trade up.
Armando Falcao
Associate Director – Retail Reports
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Executive summary
- Key issues covered in this Report
- Market context
- Graph 1: monthly harmonised consumer price index, by category, 2021-23
- Graph 2: breakdown of retail sales by retailer category, 2019-23
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 3: leading players' share of non-food discounters' sales, 2023
- Graph 4: leading players' share of food discounters' sales, 2023
- Graph 5: discounters typically shopped at, by generation, 2023
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market drivers
- The German economy
- Graph 6: key economic data, in real terms, 2019-24
- Graph 7: financial confidence index, 2022 – 23
- Graph 8: retail sales (incl VAT), 2016-23
- eCommerce
- Graph 9: online retail sales, food & drinks and total ecommerce, 2014-23
- Graph 10: consumers who typically shop online at discounters, 2020-23
- Demographics
- Graph 11: population forecast and breakdown in age groups, 2021-70
- Localism
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MARKET ACTIVITY
- Sector size and forecast
- Graph 12: food and non-food discounters' sales (excl VAT), 2014-23
- Market segmentation
- Graph 13: food and non-food discounters' sales (excl VAT), 2014-23
- Consumer spending
- Graph 14: consumer spending on key discounter categories (incl VAT), 2014-23
- Channels of distribution
- Graph 15: breakdown of total retail sales by retailer category, 2014-23
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What consumers want and why
- How often consumers shop at discounters
- Graph 16: how often consumers shop at leading discounters, 2023
- Graph 17: consumers who typically shop at discounters, by generation, 2023
- Graph 18: consumers who typically shop at discounters, by age group, 2023
- Graph 19: repertoire of discounters typically shopped at, by age group, 2023
- Graph 20: leading discounters' positioning by shoppers' average age and household income, 2023
- Consumer spending at discounters
- Graph 21: discounters that consumers spend the most money with, 2023
- Graph 22: discounters that consumers spend the most money with, by age group, 2023
- Graph 23: discounters that consumers spend the most money with, by monthly household income, 2023
- Discounters used to shop online
- Graph 24: discounters used to shop online, 2020-23
- Graph 25: discounters used to shop online, by generation, 2023
- Products purchased from discounters
- Graph 26: food and drink products purchased at discounters, 2023
- Graph 27: non-food products purchased at discounters, 2023
- Graph 28: selected non-food products bought at discounters, by monthly household income, 2023
- Graph 29: food and drink products bought at discounters, by age group, 2023
- Graph 30: non-food products bought at discounters, by age group, 2023
- Graph 31: non-food products bought at discounters, by children in the household, 2023
- Behaviours towards food and non-food discounters
- Graph 32: behaviours towards food and non-food discounters, 2023
- Graph 33: interest in click & collect, app payments and delivery, by age group, 2023
- Graph 34: discounter shoppers interested in loyalty programs, by age group, 2023
- Graph 35: consumers who seek out limited-edition product offers at discounters, by age group, 2023
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RETAILER ACTIVITY
- Leading retailers
- Graph 36: leading food and non-food discounters, number of outlets, 2023
- Market share
- Retail innovation
- Advertising and marketing activity
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Appendix
- Appendix – abbreviations, research methodology and language
- Appendix – market size and forecast
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