Germany Supermarkets Market Report 2023
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As inflation bites and consumers become increasingly price-sensitive, supermarkets face a battle to maintain loyalty. Lena Rittmann, Associate Research Analyst, Germany…

Germany Supermarkets Market Report 2023

£ 2,195 (Excl.Tax)


Discover the latest German supermarkets trends and how they are impacting the supermarkets industry Germany! Our Supermarket Report Germany 2023 is packed with valuable insights on consumer attitudes, supermarkets Germany market size, market forecast and segmentation for the food retail in Germany, and the impact of inflation. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing!

German Retail Market Overview

According to Mintel’s supermarkets in Germany market research food sales have declined slightly by volume, and therefore also impacted the grocery retail market in Germany. The conflict in the Ukraine, energy price increases, and supply chain disruptions – expected to continue until mid-2023 – are leading to higher costs for German supermarkets and consequently, consumer prices.

As a result, low-cost alternatives like own brands are gaining more attention in the German retail market. This represents a challenge for the supermarkets industry Germany to secure their supplies. Higher price sensitivity will also dampen demand in the quick-delivery service industry, which, as our supermarkets in Germany report shows, is currently booming.

Supermarket Report Germany: What Consumers Want and Why

Due to inflation and rising prices more Germans are looking towards discounters. According to our experts’ Germany supermarket trends report this sharp increase in the cost of living is set to continue and so will consumers’ behavior to look for cheaper options, or it may even intensify.

With price and promotions as the main purchase factors, German supermarkets have to work even harder to provide extra value for their customers. Highlighting the provenance and quality of local food can encourage people to trade up in spite of strained incomes, since localism is a factor of choice for many Germans.

  • Germany Supermarket Trends Report & Consumer Behaviour: As a result of the rising cost of living, 72% of Germans are buying more own-label products.
  • German Retail Market Challenges: 65% of German shoppers have turned towards discounters to buy their groceries because of rising inflation levels. This poses challenges for supermarkets to compete with prices and to hold on to their supermarket market share Germany.
  • Food Retail in Germany Market Opportunities: 32% of shoppers pay attention to sustainable and ethical sourcing. German supermarkets can highlight their locally produced goods to appeal to their customers and encourage trading up.

Supermarkets in Germany Market Research: Outlook & Opportunities

Our experts’ supermarkets in Germany report identifies this sector as an essential spending category. Therefore, the supermarkets industry Germany is going to experience growth in the coming years. Consumer demand for online shopping will increase in Germany, and so will the online grocery shopping market. While Germany is still behind other European countries, German supermarkets should think about concepts offering customers more flexibility and convenience when shopping, and tapping into the omni-channel approach by combining online and offline shopping experiences.

Mintel’s supermarket report Germany suggests that supermarkets Germany can partner up with technology companies to offer customers more convenient shopping solutions. The Omni-channel will play a key role in food retail in Germany, aligning customers’ online and offline shopping experiences, for example through loyalty programs as better targeted offers increase the attention of price-sensitive customers.

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

Quickly Understand Supermarkets in Germany

  • Five-year outlook for the grocery retail market in Germany.
  • Development of online grocery retailing and the omni-channel business model.
  • Themes and shifts in consumer behavior: Price, promotions and ethics.
  • The increasing use of technology in the supermarkets industry in Germany.
  • Loyalty schemes and personalisation of customer interactions.

Covered in this Report

Products: Food and groceries, drink, technology (autonomous shopping, shopping apps), loyalty schemes, foodservices (food delivery), grocery delivery services, and more.

Brands: REWE, Edeka, Dohle/HIT, Bartels-Langness, Bünting, Tegut, K+K Klaas + Kock, Wasgau, Netto, Aldi, Lieferando, Getir, Gorillas, Flink, and more.

Expert Insights into Supermarkets Germany

This report, written by Lena Rittmann, Associate Research Analyst, delivers in-depth commentary and analysis to highlight current German trends in the supermarkets industry Germany, revenues in food retail in Germany, and adds expert context to the numbers.

As inflation bites and consumers become increasingly price-sensitive, supermarkets face a battle to maintain loyalty.

Lena Rittmann, Associate Research Analyst
Lena Rittmann
Associate Research Analyst, Germany

Table of Contents

  1. Executive summary

    • Key issues covered in this report
    • Market context
    • Graph 1: consumers who agree that more retailers should offer click-and-collect for online grocery orders, by age, 2022
    • Graph 2: private households by household size, 1991, 2020 and household projection 2040
    • Mintel predicts
    • Opportunities
    • Graph 3: influence of loyalty schemes on grocery shoppers, by generation, 2022
    • Graph 4: consumers who used social media for inspiration on what products to buy in the last three months, 2022
    • The competitive landscape
    • Graph 5: leading retailers’ estimated share of the supermarket retail market, 2021
  2. market drivers

    • The German economy
    • Graph 6: key economic data, in real terms, 2019-24
    • The impact of the economy on supermarkets
    • Graph 7: household and lifestyle issues faced in the last two months, 2022
    • Online shopping and digital innovations
    • Graph 8: number of times people shopped online, 2020-22
    • Graph 9: consumers that have never bought groceries online but would like to, by area, 2022
    • Social development
    • Graph 10: share of maximum adult population projections, by age group, 2022-32
    • Graph 11: private households by household size, 1991-2040
    • Ethical lifestyles
    • Graph 12: motivational factors to buy from a specific retailer/brand by generation, 2022

    • Sector size and forecast
    • Graph 13: market size for supermarkets, 2015-22 (fore)
    • Graph 14: change in grocery retail sales vs same month of the previous year, real and nominal, 2022
    • Consumer spending
    • Graph 15: change in consumption expenditure for groceries, drinks and tobacco compared to the corresponding period of the previous year, 2019-22*
    • Graph 16: consumer expenditure on groceries, drinks and tobacco, by quarter, not price-adjusted, 2017-22
    • Graph 17: consumer expenditure on groceries, drinks and tobacco, by quarter, price-adjusted, 2017-22
    • Channels of distribution
    • Graph 18: share of total retail market, by distribution channel, 2020-21
  4. What consumers want and why

    • Who shops for groceries?
    • Graph 19: responsibility for grocery shopping, by gender, 2022
    • Graph 20: shopping frequency for groceries in a typical month, 2021 vs 2022
    • Main vs top-up shops
    • Graph 21: purchasing pattern in relation to grocery shopping by lifestage and age, 2022
    • Grocery retailers shopped at
    • Graph 22: grocery retailer shopped at in a typical month, NET, 2021-22
    • Graph 23: most money spent in a typical month by top-four retailer, 2019-22
    • Graph 24: main and secondary shoppers by retailer, 2021
    • Graph 25: main and secondary shoppers by retailer, 2022
    • Types of stores used
    • Graph 26: most money spent in a month, by store formats, 2020-22
    • Graph 27: most money spent in a month by store formats and financial situation, 2022
    • Graph 28: retailers with stores shopped with online in the last 12 months, 2022
    • Graph 29: consumers who agree that more retailers should offer click-and-collect for online grocery orders, by age, 2022
    • Factors and habits when grocery shopping
    • Graph 30: factors that became more or less important when choosing where to shop for groceries in the last 12 months, 2022
    • Graph 31: expected changes in behaviour due to rising consumer prices, 2022
    • Graph 32: changed shopping habits in the last 12 months, 2022
    • Graph 33: factors that became more important among German consumers vs Generation Z, 2022
    • Graph 34: sustainability-related choice factors in food and drink, 2022
    • Loyalty and membership schemes
    • Graph 35: influence of loyalty schemes on grocery shoppers by generation, 2022
    • Attitudes towards grocery shopping
    • Graph 36: behaviours regarding grocery shopping, 2022
    • Graph 37: consideration taking out short-term loan for grocery payments, by generation, 2022
    • Graph 38: rising cost of living and attitude towards sustainability, 2022

    • Leading retailers
    • Market share
    • Graph 39: estimated leading supermarkets’ share of the supermarket retail market, 2021
    • Online
    • Graph 40: sales development in ecommerce in the food segment, 2019-22**
    • Graph 41: accumulated ecommerce sales each year, 2019-22*
    • Graph 42: use of online shopping for groceries, 2022
    • Graph 43: retailers shopped at online, 2022
    • 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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