Germany Supermarkets Market Report 2024

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 – Retail Reports