Germany Online Grocery Retailing Market Report 2022

The Germany Online Grocery Retailing Market Report 2022 identifies consumers’ attitudes towards online grocery retailing Germany, sustainability in food retail in general, and the impact of the rising cost of living on the German online grocery retail market. This report covers the Germany online grocery retail market size, market forecast, market segmentation and industry trends for the German online grocery retail market.

Germany Online Grocery Retail: Current Market Landscape

Although the German online grocery retail market has experienced astonishing growth since 2020, almost half of German consumers say they have never bought groceries online, and have no interest in doing so. This indicates the importance of the channel to the overall grocery retail sector.

However, while growth in the German online grocery retail market is no longer increasing as dramatically as during the pandemic, online grocery retailing Germany will continue to increase in value as shoppers become more accustomed to the online channel. There will be a sharp consumer focus on value as inflation increases, the conflict in Ukraine goes on, and the price of food, fuel, and other retail goods keep rising.

German Food Retailing Market Report: Industry Trends, Challenges, and Opportunities

Inflation will affect consumers’ ability to spend on more premium grocery products as the vast majority of Germans said they have been affected by price increases. Grocery retailers will need to show their commitment to supplying consumers of varying financial means with affordable and high-quality goods.

Mintel’s online grocery retailing report Germany has shown that the German online grocery retail market will sustain growth in the short to medium-term. Optimising delivery methods will be key to winning new business and satisfying existing customers. Investing in sustainability-focused innovation, will allow retailers to improve their public image among eco-conscious consumers.

• Germany Online Grocery Retail Consumer Behaviours: According to our Germany food retailing market report, 41% of Germans have never bought groceries online.
• German Online Grocery Retail Market Challenges: The vast majority of Germans (81%) have been affected by increases in food and drink prices in the last two months. This consumer income squeeze poses a potential threat for the German online grocery retail market.
• Online Grocery Retailing Germany Market Opportunities: 19% of consumers say that they plan to seek more affordable food and drink options in 2022, presenting Germany online grocery retail brands with opportunities to provide customers with value for their money.
• Germany Online Grocery Retail Trends: Almost half of German consumers (48%) agree that the environmental impact of ordering groceries online is concerning, underlining the growing importance of sustainability in online grocery retailing Germany, and all other sectors.

Future Trends in the German Online Grocery Retail Market

Significant growth of the Germany online grocery retail market size is expected by 2027, as online grocery shopping will become more widespread across Germany. Q-commerce will continue to attract small-basket Gen Z shoppers, but this segment of the market is likely to undergo intensive consolidation as efforts are made to reduce levels of market saturation.

The increase in cost of living will force German consumers to keep seeking lower-cost alternatives to their favourite brands. Thus, there are great opportunities for retailers to strengthen private label product ranges and attract shoppers who are attempting to save money.

Additionally, the issue of sustainability will continue to threaten the German online grocery retail market with half of all Germans concerned about their environmental impact. To achieve further German online grocery retailing market share growth, brands will need to make tangible efforts to improve the sustainability of their businesses across all areas of the supply chain.

To discover more about the German Online Grocery Retail Market, read our Germany Online Retailing Market Report 2022, or take a look at our extensive German Food Retail Market Research.

Quickly Understand

• The impact of COVID-19 on Germany online grocery retail and the boost received by the channel as a result of the pandemic.
• The long-term viability of online grocery retailing Germany and profitability-enhancing solutions such as click-and-collect.
• The rise of q-commerce and rapid grocery retailers like Flink, Gorillas and Getir in urban areas.
• The environmental impact of online grocery retailing Germany and consumer concerns around this.

Covered in this Report

Products: This Report covers the retailing of grocery products online.

Brands: Gorillas, Getir, Amazon, Rewe, Edeka, Picnic, Bringmeister, and more.

Expert Analysis from a Specialist in Retailing

This report, written by Irene Brockie, a leading research analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current trends in the German online grocery retail market, and adds expert context to the numbers.

Following astonishing growth in 2021, online grocery retailers will need to focus on optimising delivery services and adopting more sustainable practices.

Irene Brockie
Retail Research Analyst