Germany Online Grocery Retailing Market Report 2024

Stay ahead of the curve and future-proof your business with Mintel’s Germany Online Grocery Retailing Market Report 2024. Our full report is packed with consumer-led market intelligence, online grocery retail trends in Germany, and consumer behaviours. Get a 360° view of online grocery shopping Germany including the German online grocery retailing market size 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.

Our Report Delivers Key Insights On

• The short-, medium- and long-term development of the German online grocery retailing market, including market drivers and expert insights.
• How German consumers shop for groceries online and how they typically receive their groceries.
• Retailers used for online grocery shopping Germany and factors that would make shoppers choose one retailer over another.
• Products typically bought by German consumers when shopping for groceries online.
• Consumer perception of online grocery shopping Germany, highlighting existing concerns about quality.
• How your business can tap into opportunities to increase your German online grocery retailing market share.

Current Market Outlook on Online Grocery Shopping Germany

According to Mintel’s Germany online grocery retailing report, higher earners, who are the primary demographic for online shopping, are sustaining demand and will increase brands’ focus on convenience. A broader financial recovery is expected to empower consumers across the board, making them more inclined to invest in convenience for relief from their busy schedules.

Nevertheless, 2024 will be a challenging year. Brands will have to convince consumers of the added value of online grocery shopping. Especially given the prevailing concerns over receiving lower-quality items, reinforcing consumers’ reluctance towards online grocery shopping.

Online Grocery Shopping Germany: What Consumers Want and Why

24% of German consumers believe that shopping online for groceries helps them save money. Despite the general perception that online grocery shopping leads to extra costs, such as delivery fees, and is therefore more expensive, retailers can attract price-conscious consumers by emphasising the convenience and budgeting benefits of shopping online.

• German Online Grocery Retailing Market Share: Rewe takes the lead in the traditional online grocery market in Germany with its familiar selection and flexible delivery and pricing options. Mintel’s Germany online grocery retailing report also shows that the share of online grocery shoppers has been gradually increasing. Modern loyalty schemes, including AI-driven meal planning, will boost loyalty among consumers and help them integrate online grocery shopping into their into daily routines.
• German Online Grocery Retailing Market Size: A long-term growth of 11% is forecasted for the online grocery retailing market between 2024 and 2028.

More About This Report

This Report examines the online grocery retailing market in Germany. It combines analysis of the German market, including market sizes, German online grocery retailing market share, and forecasts for consumer spending on food and drink online, as well as online grocery retailers’ sales. Mintel’s in-depth consumer data also analyses shoppers’ behaviours in Germany.

This report includes:

• Online services of mainstream and omni-channel retailers, such as Rewe and Edeka
• Rapid delivery services that are characterised by their business model offering fast deliveries within minutes, such as Flink
• Other online grocery retailers that are neither omni-channel/mainstream nor rapid delivery services, such as Picnic or flaschenpost, and recipe box services like HelloFresh

Meet The Expert

This report, written by Lena Rittmann, Analyst, delivers in-depth commentary and analysis to highlight online grocery shopping trends in Germany and add expert context to the numbers.

As German consumers’ attention shifts to convenience as their financial pressures ease, there are significant growth opportunities for brands in the online grocery sector.

Lena Rittmann
Analyst

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