Germany Supermarkets Market Report 2024
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Supermarkets in Germany are facing stronger competition from discounters and online retailers, but have kept their share of grocery retail and will be favoured as shoppers decide to trade up.

Germany Supermarkets Market Report 2024

$ 2,995 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Supermarkets in Germany Report 2024. Our full report is packed with consumer-led market intelligence, supermarket trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the supermarkets industry Germany including the market size, the Germany supermarket 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 of the supermarkets industry Germany, including market drivers and expert insights.
  • The effects of the COVID-19 pandemic and the rising cost of living on supermarkets in Germany.
  • Target audience for supermarkets in Germany and how often consumers shop there.
  • Purchase drivers and channels used to buy private label and branded products from supermarkets in Germany.
  • Consumer behaviours and interest regarding supermarkets in Germany.
  • Innovations by leading retailers, e.g. the use of new technology, sustainable initiatives, and providing multichannel experiences.
  • How your business can tap into opportunities to increase your supermarket market share Germany.

An Overview of the Supermarkets Industry Germany

Mintel’s supermarkets in Germany market research shows that the high cost of living caused Germans to consume less food and drink in 2023, however, they spent more compared to 2022.

The leading supermarkets in Germany will sustain their share of grocery retail despite higher competition according to Mintel’s Germany supermarket trends report. This is due to them taking further steps towards digitalisation and offering more omnichannel shopping experiences.

Supermarkets in Germany Market Research: What Consumers Want and Why

  • The Impact of Inflation on Supermarkets in Germany: Strained budgets and stronger focus on price has led 59% of grocery shoppers in Germany to increasingly shop at discounters. The majority of German consumers have also cut back on branded items as a result, and the importance gained by private label products will remain and challenge the supermarkets industry Germany going forward.
  • Market Opportunities Through Premiumisation: Tapping into meal occasions will be crucial, with opportunities to transfer out-of-home demand into the home through premium ranges, as there will be more consumers willing to trade up on this basis in 2024. In addition, premium private label items are ideal to target wealthier grocery shoppers; 14% of higher-income shoppers in Germany bought more premium private label products according to Mintel’s supermarket trends report.
  • Germany Supermarkets & Convenience: Fast delivery services are in demand, especially among younger shoppers, with 12% of German consumers using rapid delivery services, and over half of Germans would be willing to pay extra for fast deliveries. Innovations in delivery methods, such as cargo bikes, electric fleets and, potentially, drones are being explored by supermarkets in Germany to cater to more demanding and eco-conscious consumers.

A Germany Supermarkets Industry Forecast

  • Decreasing food inflation and rising consumer confidence will tempt German consumers to trade back up. While most favour supermarkets, food discounters are preparing to offer more than price by raising the quality of their offering and investing in new technology to improve checkout efficiency and the in-store experience to retain customers.
  • Smart stores will gain importance as grocers continue to expand into urban and metropolitan areas with smaller and even staffless stores.

To learn how to connect with your audience, purchase our Germany Supermarkets Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Brands Discussed in this Report

Rewe, Aldi, Penny, KODi, Ochama, Amazon, Edeka, Bartels-Langness, Bünting, Dohle/HIT, Tegut, K+K, Wasgau, Netto, and many more.

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Expert Insights on Supermarkets in Germany

This report, written by Armando Falcao, Associate Director, delivers in-depth commentary and analysis to highlight Germany supermarkets trends and add expert context to the numbers.

Supermarkets in Germany are facing stronger competition from discounters and online retailers, but have kept their share of grocery retail and will be favoured as shoppers decide to trade up.

Armando Falcao, Associate Director
Armando Falcao
Associate Director – Retail Reports

Table of Contents

  1. 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 total retail sales by retailer category, 2019-23
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 3: leading players' estimated share of total supermarkets' sales, 2023
    • Graph 4: breakdown of total grocery retail sales according to retailer category, 2014-23
  2. market drivers

    • The German economy
    • Graph 5: key economic data, in real terms, 2019-24
    • Graph 6: financial confidence index, 2022-23
    • Graph 7: retail sales (incl VAT), 2016-23
    • Graph 8: harmonised consumer price index, by category, 2023
    • eCommerce
    • Graph 9: online retail sales, food & drinks and total ecommerce, 2014-23
    • Demographics
    • Graph 10: population forecast and age-group breakdown, 2021-70
    • Localism

    • Sector size and forecast
    • Graph 11: total grocery retail and supermarket sales (excl VAT), 2014-23
    • Market segmentation
    • Graph 12: breakdown of grocery retail sales, by retailer category, 2014-23
    • Consumer spending
    • Graph 13: consumer spending on food and selected categories (incl VAT), 2014-23
    • Channels of distribution
    • Graph 14: breakdown of total retail sales by retailer category, 2014-23
    • Graph 15: most money spent on a month, by store format, 2020-23
  4. What consumers want and why

    • Household grocery shopping
    • Graph 16: shopping frequency for groceries on a typical month, 2021-23
    • Graph 17: responsibility over grocery shopping, by gender, 2023
    • Graph 18: responsibility over grocery shopping, by age group, 2023
    • Retailers used for grocery shopping
    • Graph 19: grocery retailers shopped at in a typical month, 2021-23
    • Graph 20: grocery retailers that shoppers spent the most at, 2023
    • Graph 21: grocery retailers also shopped at in a typical month, 2023
    • Graph 22: repertoire of grocery retailers shopped at, by age group, 2023
    • Graph 23: those encouraged to shop with a different grocery retailer with loyalty/membership promotions, by age group, 2023
    • Grocery shopping patterns
    • Graph 24: household grocery shopping pattern, by age group, 2023
    • Own-label products
    • Graph 25: purchase of own-label and branded products, by monthly household income, 2023
    • Graph 26: own-label and branded products purchased by grocery shoppers, 2023
    • Graph 27: factors that would encourage buying own-label over branded grocery products, 2023
    • Graph 28: factors that would encourage buying own-label over branded grocery products, by financial situation, 2023
    • Important factors when choosing where to shop
    • Graph 29: factors encouraging buyers to shop more at supermarkets, by how they shop for groceries, 2023
    • Graph 30: factors encouraging buyers to shop more at supermarkets, by monthly household income, 2023
    • Behaviours towards grocery retailing
    • Graph 31: consumer behaviours towards shopping for groceries, 2023
    • Graph 32: those interested in scan & pay and who find shopping for groceries via app convenient, by age group, 2023
    • Graph 33: discounter shoppers who are interested in loyalty programs, by age group, 2023
    • Graph 34: consumers' loyalty to their main grocery retailer and appreciation for them keeping prices low, by where they spend the most, 2023
    • Graph 35: consumers encouraged to shop at a different retailer with strong loyalty promotions, by monthly household income, 2023

    • Leading retailers
    • Graph 36: leading supermarkets, number of stores, 2021-23
    • Market share
    • Graph 37: leading supermarkets' estimated share of grocery retail sales, 2023
    • Retail innovation
    • Advertising and marketing activity
  6. Appendix

    • Appendix – products covered, abbreviations and consumer research methodology and language usage
    • Appendix – repertoire analysis methodology
    • Appendix – market size and forecast

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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