Germany Supermarkets Market Report 2022
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The Supermarkets Germany Market Report 2022 identifies consumers’ attitudes towards supermarkets in Germany, online supermarkets Germany, and the impact of the pandemic on the supermarkets market share. This report covers the supermarkets in Germany market size, market forecast, market segmentation and industry trends for Supermarkets Germany.
Click here to view the German version of our Supermarkets Germany Market Report 2022.
Supermarkets Germany Statistics
These are some of the key statistics about supermarkets in Germany.
What is the most popular supermarket in Germany?
Our report on supermarkets in Germany identifies Edeka Group and Rewe as those who control the largest supermarket market share Germany. A number of supermarkets in Germany perform well on a regional level, however Edeka and Rewe hold the top spots for consumers across Germany.
What’s the biggest supermarket in Germany?
According to our market research on supermarkets in Germany the Edeka Group and Rewe are among the biggest supermarkets in Germany. While there are a number of supermarkets in Germany battling for market size, Edeka and Rewe are clearly holding on to the top spots on the list of biggest supermarkets in Germany.
German Supermarkets: Current Market Landscape
Our Supermarkets in Germany market research shows that grocery retail – as a predominantly non-discretionary category – was immune to much of the impact of COVID-19 and benefitted from a peak in demand for food and drink caused by a reduction in out-of-home spending. Retail sales of German supermarkets grew exponentially as the pandemic took hold and as sales from industries that were forced to close temporarily (e.g. out-of-home dining, travel, entertainment) were redirected to supermarkets in Germany.
Moreover, a significant number of German shoppers in this supermarkets Germany market report cite membership/loyalty schemes as a reason that they spend the most money in German supermarkets. This proves the importance of such methods for supermarkets Germany, and in grocery retail overall, indirectly indicating consumer demand for value. Supermarkets Germany should focus on strengthening their existing loyalty programmes to increase customer satisfaction.
Market Share for Supermarkets & Germany Supermarket Trends
The peak in demand for grocery retail products eased slightly as businesses began to re-open in May 2020 and consumers began spending on out-of-home food and drink purchases. Healthy eating was higher on the agenda of many consumers, who turned to German supermarkets to provide solutions.
Therefore, our supermarkets Germany market report predicts that the supermarket Germany channel will grow even more in 2021, with further growth forecast to 2026.
- Germany Supermarkets Market Opportunities: Memberships and loyalty schemes are among the most important reasons for consumers to shop at supermarkets in Germany. A total of 31% of shoppers have said they take such offers into account.
- Germany Supermarket Consumer Behaviours: 30% of German grocery shoppers say they have purchased more own-brand food/drink products since the start of the pandemic.
- Supermarket Germany Trends: Over half of Germans (56%) would be willing to pay more for groceries that are produced in Germany than those that are not.
- Market Share for Supermarkets: A total of 31% of consumers say they are shopping more online now, providing more opportunities for German supermarkets with an online channel to gain market share of supermarkets.
German Supermarkets Outlook
As an essential spending category, the sector of German supermarkets will continue to experience growth as the long-term impact of the pandemic is assessed. The online channel of supermarkets Germany will continue to sustain growth as consumers show a preference for purchasing groceries via this channel.
Moreover, Germany supermarket trends show that discounters continue to threaten supermarket Germany, leading in terms of overall grocery retail market share. Therefore, supermarkets in Germany need to highlight value and product choice when marketing to consumers, e.g. by extending their ranges of private label products.
To discover more about Supermarkets in Germany, read our Germany Online Grocery Retailing Market Report 2022, or take a look at our extensive German Food Retail Market Research. Â
Quickly Understand Supermarkets Germany
- The short-, medium- and long-term effects of COVID-19 on and supermarkets in Germany.
- Themes and shifts in supermarket Germany consumer behaviours: Sustainability, localism and seasonality.
- How rapidly are grocery delivery services disrupting German supermarkets.
- The rise in popularity of online grocery shopping and its consequences for the market share of supermarkets.
Covered in this Report
Brands: Gorillas, Flink, Getir, Edeka, Rewe, Dohle/HIT, Bünting, Bartels-Langness, Tegut, Aldi, Lidl, Netto, Kaufland, Penny, Real, Norma, Marktkauf, Globus, and many more.
Expert Analysis from a Specialist in the German Retail Sector
This report, written by Irene Brockie, a leading analyst in the Retail sector, delivers in-depth commentary and analysis to highlight current supermarket Germany trends, and adds expert context to the numbers.
Supermarkets in Germany received another COVID-19-induced sales boost in 2021, and retailers have opportunities to grow further, e.g. via automated retail.
Irene Brockie
Retail Research Analyst
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Executive summary
- Key issues covered in this Report
- The impact of COVID-19 on the grocery retail sector
- Market context
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 1: estimated leading grocers’ share of the supermarket retail market, 2020
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market drivers
- Graph 2: key economic data, in real terms, 2019-23
- eCommerce
- Population demographics
- Graph 3: population structure by age, 2020-30
- Ethnic diversity
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MARKET ACTIVITY
- Sector size and forecast
- Graph 4: market size for supermarkets, 2015-21 (est)
- Consumer spending
- Graph 5: consumer spending on food, drink and tobacco, 2015-21 (est)
- Channels of distribution
- Graph 6: share of total retail market by distribution channel, 2020
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What consumers want and why
- Who shops for groceries
- Graph 7: responsbility for grocery shopping, by generation, 2021
- Graph 8: purchasing patterns in relation to grocery shopping, by age, 2021
- Grocery retailers shopped at
- Graph 9: grocery retailers at which consumers spend the most money in a typical month, 2021
- Graph 10: grocery retailers at which consumers spend the most money in a typical month, 2019-21
- Graph 11: other grocery retailers shopped at in a typical month, 2021
- Graph 12: grocery retailers shopped at in a typical month, NET, 2021
- Graph 13: repertoire of other grocery retailers shopped at in a typical month (apart from the one at which the most money is spent), 2021
- Store formats
- Graph 14: store types at which consumers regularly spend the most money in a typical month, 2021
- Graph 15: expected changes in consumer behaviour with regard to grocery retailers shopped at, 2021
- Factors that encourage consumers to shop at supermarkets
- Graph 16: reasons that consumers spend the most money in supermarkets in a typical month, 2021
- Graph 17: reasons that consumers spend the most money in supermarkets in a typical month, by grocery retailer at which the most money is spent, 2021
- Graph 18: factors that encourage shopping at supermarkets, 2021
- Attitudes towards grocery shopping
- Graph 19: behavioural statements with regard to grocery shopping, 2021
- Graph 20: behavioural statements with regard to grocery shopping, 2021
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RETAILER ACTIVITY
- Leading retailers
- Market share
- Graph 21: estimated leading grocers’ share of the supermarket retail market, 2020
- Online
- Graph 22: individuals who made internet purchases in the last three months, 2010-20
- Graph 23: online grocery retail sales, 2014-20
- Graph 24: leading online grocery retailers, estimated turnover, 2020
- Retail innovation
- Advertising and marketing activity
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Appendix
- Appendix – products covered, abbreviations and consumer research methodology and language usage
- Appendix – TURF analysis methodology
- Appendix – market size and forecast
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