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Supermarkets - Germany - November 2018

“The German grocery retailers are struggling to overcome the issues related to operating in a very mature sector. Growth has to come from taking share from each other but the propensity of German consumers to split their spending across wherever is most convenient, best value or highest quality makes it difficult for each to grow their appeal without diluting their point of difference from each other.”
– Thomas Slide, Senior Retail Analyst

This Report looks at the following areas:

  • Is grocery e-commerce stalling already? 
  • Rethinking plastic

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this Report
      • Executive Summary

          • The market
            • Consumer spending
              • Figure 59: Germany: growth in consumer spending on food, drink and tobacco, 2013-18
            • Inflation
              • Sector size and forecast
                • Figure 60: Germany: food retailers’ sales, (excl. VAT), 2014-23
              • Channels of distribution
                • Figure 61: Germany: estimated distribution of spending on food, drink and tobacco, 2017
              • Companies and brands
                • Leading players
                  • Figure 62: Germany: leading grocers, sales, 2017
                • Market shares
                  • Figure 63: Germany: leading grocers’ shares of all food retailers’ sales, 2017
                • Online
                  • Figure 64: Germany: online food sales, incl. VAT, 2017
                • The consumer
                  • Who shops for groceries
                    • Figure 65: Germany: who shops for groceries, by age and gender, September 2018
                  • How they shop
                    • Figure 66: Germany: how they shop for groceries, by age and gender, September 2017/18
                  • Where they shop
                    • Figure 67: Germany: grocery retailers where the most money is spent, September 2018
                    • Figure 68: Germany: where else they shop for groceries, September 2017/18
                  • Attitudes to grocery shopping
                    • Fresh foods
                      • Figure 69: Germany: attitudes to fresh foods at grocery retailers, September 2018
                    • Food waste
                      • Figure 70: Germany: attitudes to food waste at grocery retailers, September 2018
                    • Food packaging
                      • Figure 71: Germany: attitudes to food packaging, September 2018
                    • What we think
                    • Issues and Insights

                      • Is grocery e-commerce stalling already?
                        • The facts
                          • The implications
                            • Rethinking plastic
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Spending on groceries set to grow 4.9% in 2018
                                    • Inflation peaks in 2017 but remains high in 2018
                                      • Growth at the grocers reflects increase in household spending
                                        • Retailers’ sales forecast to reach €230 billion by 2023
                                          • Discounters account for 43% of consumer spending
                                          • Consumer Spending

                                            • A strong economy and higher prices drives up spending
                                                • Figure 72: Germany: consumer spending on food, drink and tobacco (incl. VAT), 2013-18
                                            • Sector Size and Forecast

                                              • Grocery retailers grow in line with spending
                                                • Figure 73: Germany: grocery retailers, sales (excl. VAT), 2013-18
                                              • Food retailers’ sales forecast to hit €230 billion by 2023
                                                • Figure 74: Germany: grocery retailers, forecast sales (excl VAT), 2018-23
                                            • Inflation

                                                • Figure 75: Germany: harmonized index of consumer prices (HICP), annual % change, 2013-17
                                                • Figure 76: Germany: harmonized index of consumer prices (HICP), annual % change on previous year, January 2017-September 2018
                                            • Channels of Distribution

                                                • Figure 77: Germany: estimated distribution of spending on food, drink and tobacco, 2017
                                            • Leading Players – What You Need to Know

                                              • Edeka the largest food retailer
                                                • Rewe experiences strong growth
                                                  • Aldi the strongest of the discounters in 2017
                                                    • Leading players account for growing share of sales
                                                      • Online penetration of food grows at a slower rate
                                                        • Online sales reach €1.1 billion
                                                        • Leading Players

                                                          • Rewe enjoys strongest growth
                                                            • Edeka also continues to grow
                                                              • Aldi the stronger of the discounters in 2017
                                                                • Figure 78: Germany: leading grocers, sales, 2014-17
                                                              • Acquisitions increase store numbers
                                                                • Figure 79: Germany: leading grocers, outlets, 2014-17
                                                                • Figure 80: Germany: leading grocers, sales per outlet, 2014-17
                                                            • Market Shares

                                                                • Figure 81: Germany: leading grocers’ shares of all food retailers’ sales, 2015-17
                                                            • Online

                                                              • Shopping online for food
                                                                • Historical limitations to online growth in grocery
                                                                  • Penetration slows again after a jump in 2016
                                                                    • Figure 82: Germany: online purchasing, 2008-17
                                                                  • Online grocery market size
                                                                    • Figure 83: Germany: online food sales, incl. VAT, 2017
                                                                  • Leading online players
                                                                    • EDEKA develops online capability
                                                                      • Rewe expands collection service and tweaks home delivery options
                                                                        • Real expands drive-in and collect offer
                                                                          • Schwarz Group pulls the plug on e-commerce
                                                                            • Amazon Fresh
                                                                              • Bünting launches online grocery services for combi.de
                                                                                • Globus partners with a start-up to relaunch online
                                                                                  • Dohle looks to launch e-commerce
                                                                                  • The Consumer – What You Need to Know

                                                                                    • Women take the lead on grocery shopping
                                                                                      • Store-based shopping dominates
                                                                                        • Edeka most popular for majority spend
                                                                                          • Aldi leads as a secondary shopping location
                                                                                            • Quality of fresh food a key driver of choice
                                                                                              • Grocery shoppers are concerned about food waste
                                                                                                • Reducing plastics to appeal to grocery shoppers
                                                                                                • Who Shops for Groceries

                                                                                                  • Women take the lead on grocery shopping
                                                                                                    • Figure 84: Germany: who shops for groceries, by age and gender, September 2018
                                                                                                • How They Shop for Groceries

                                                                                                  • Store-based shopping dominates
                                                                                                    • Online buying falls back
                                                                                                      • Figure 85: Germany: how they shop for groceries, by age and gender, September 2017/18
                                                                                                    • Younger consumers are more likely to shop online
                                                                                                      • Figure 86: Germany: how they shop for groceries, by age and gender, September 2018
                                                                                                  • Where They Shop for Groceries

                                                                                                    • Aldi is the most popular grocery retailer
                                                                                                      • Figure 87: Germany: where they shop for groceries (net main or secondary grocery shopping), September 2018
                                                                                                    • Edeka takes the lead for main shopping trips
                                                                                                      • Figure 88: Germany: grocery retailers where the most money is spent, September 2017/18
                                                                                                    • Edeka’s customer base is older and more affluent
                                                                                                      • Figure 89: Germany: where they spend the most on groceries, by shopper profile, September 2018
                                                                                                    • Aldi leads, but top-up shopping loses its appeal
                                                                                                      • Figure 90: Germany: where else they shop for groceries, September 2017/18
                                                                                                    • Higher income households are most likely to split shopping
                                                                                                      • Figure 91: Germany: repertoire of where they shop for groceries, by household income, September 2018
                                                                                                  • Attitudes to Grocery Shopping

                                                                                                    • Quality of fresh foods drives choice of retailer
                                                                                                      • Figure 92: Germany: attitudes to fresh foods at grocery retailers, September 2018
                                                                                                    • Edeka shoppers are most concerned with fresh food
                                                                                                      • Figure 93: Germany: attitudes to fresh foods at grocery retailers, by where they spend the most, September 2018
                                                                                                    • Food waste is a concern for all
                                                                                                      • Figure 94: Germany: attitudes to food wastage at grocery retailers, September 2018
                                                                                                    • Aldi shoppers are most concerned about food waste
                                                                                                      • Figure 95: Germany: attitudes to food wastage at grocery retailers, by where they spend the most, September 2018
                                                                                                    • Rethinking plastics
                                                                                                      • Figure 96: Germany: attitudes to food packaging, September 2018
                                                                                                    • Supermarket shoppers are most concerned about packaging
                                                                                                      • Figure 97: Germany: attitudes to food packaging, by where they spend the most, September 2018
                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                    • Abbreviations
                                                                                                      • Data sources
                                                                                                      • Aldi

                                                                                                          • What we think
                                                                                                            • Encouraging ‘one-stop shopping’
                                                                                                              • Launching in Italy
                                                                                                                • Growing harmonisation
                                                                                                                  • Company background
                                                                                                                    • Company performance
                                                                                                                      • Figure 263: Aldi: estimated group financial performance, 2013-17
                                                                                                                      • Figure 264: Aldi: outlet data, 2013-17
                                                                                                                    • Retail offering
                                                                                                                    • Edeka Group

                                                                                                                        • What we think
                                                                                                                          • Luxurious supermarket shopping experience
                                                                                                                            • Groceries delivered straight into customers’ fridges
                                                                                                                              • Teams up with one click recipe app in new online grocery venture
                                                                                                                                • Quick and easy payment options
                                                                                                                                  • Focusing on health and wellness offer
                                                                                                                                    • Laser labelling to reduce plastic packaging
                                                                                                                                      • Company background
                                                                                                                                        • Company performance
                                                                                                                                          • Figure 282: Edeka Group: food retail sales performance, 2013-17
                                                                                                                                          • Figure 283: Edeka Group: outlet data, 2013-17
                                                                                                                                        • Retail offering
                                                                                                                                        • Real

                                                                                                                                            • What we think
                                                                                                                                              • METRO plans to sell its struggling Real hypermarket business
                                                                                                                                                • A more enhanced in-store shopping experience
                                                                                                                                                  • New forecasting and replenishment planning tool to reduce food wastage
                                                                                                                                                    • Non-food rental scheme
                                                                                                                                                      • Plans to significantly reduce its plastic footprint
                                                                                                                                                        • Company background
                                                                                                                                                          • Company performance
                                                                                                                                                            • Figure 299: Real (Germany): group sales performance, 2013/14-2017/18
                                                                                                                                                            • Figure 300: Real (Germany): outlet data, 2013/14-2017/18
                                                                                                                                                          • Retail offering
                                                                                                                                                          • Rewe

                                                                                                                                                              • What we think
                                                                                                                                                                • More prominence for German goods and animal welfare
                                                                                                                                                                  • Continued focus on sustainability
                                                                                                                                                                    • EU directive threatens structure of Rewe and similar businesses
                                                                                                                                                                      • Company background
                                                                                                                                                                        • Company performance
                                                                                                                                                                            • Figure 301: Rewe: group financial performance, 2013-17
                                                                                                                                                                            • Figure 302: Rewe: outlet data, 2013-17
                                                                                                                                                                          • Retail offering
                                                                                                                                                                          • Schwarz Group

                                                                                                                                                                              • What we think
                                                                                                                                                                                • Tight controls the key
                                                                                                                                                                                  • Problems in fresh foods
                                                                                                                                                                                    • Lessons from the UK
                                                                                                                                                                                      • Online
                                                                                                                                                                                        • Where next?
                                                                                                                                                                                          • Company background
                                                                                                                                                                                            • Company performance
                                                                                                                                                                                                • Figure 305: Schwarz Group: group financial performance, 2013/14-2017/18
                                                                                                                                                                                                • Figure 306: Schwarz Group: outlet data, 2013/14-2017/18
                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                              • Spar International

                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                    • Focused expansion of ultra-convenient stores in high-footfall locations
                                                                                                                                                                                                      • Targeting higher-spending customers with new Market fascia
                                                                                                                                                                                                        • Online shopping platforms launched in Austria, Slovenia, France and Russia
                                                                                                                                                                                                          • One-click payment solutions to skip the checkout queue
                                                                                                                                                                                                            • Capitalising on wellbeing trend
                                                                                                                                                                                                              • Enhanced in-store shopping environment
                                                                                                                                                                                                                • Reducing the impact of the business on the environment
                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                      • Figure 307: Spar International: Western Europe and Central & Eastern Europe retail sales, by country, 2013-17
                                                                                                                                                                                                                      • Figure 308: Spar International: Western Europe and Central & Eastern Europe stores, by country, 2013-17
                                                                                                                                                                                                                      • Figure 309: Spar International: Western Europe and Central & Eastern Europe retail sales area, 2013-17
                                                                                                                                                                                                                    • Retail offering

                                                                                                                                                                                                                    Supermarkets - Germany - November 2018

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