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SUPERMARKETS - GERMANY - NOVEMBER 2017

Published By :

Mintel

Published Date : Dec 2017

Category :

Lifestyle

No. of Pages : N/A

The introduction of Amazon Fresh in May 2017 has been a shot in the arm for online grocery retailing in Germany with a number of the leading supermarkets launching or expanding their e-commerce offering. As availability of grocery e-commerce improves, German consumers will quickly adapt to a new way of grocery shopping and this should lead to significant growth in the online channel in the years ahead.

Table of contents
OVERVIEW
What you need to know
Areas covered in this report
EXECUTIVE SUMMARY
The market
Consumer spending
Figure 1: Germany: consumer spending on food, drink and tobacco (incl. VAT), annual % change, 2012-17
Inflation
Figure 2: Germany: consumer prices* of food and drink, annual % change, April 2016-September 2017
Channels of distribution
Figure 3: Germany: estimated distribution of spending on food, drink and tobacco, 2016
Sector size and forecast
Leading players
Key metrics
Market shares
Figure 4: Germany: leading grocers shares of all food retailers sales, 2016
Online
Figure 5: Germany: how they shop for groceries, by parental status, September 2017
The consumer
Who shops for groceries
Figure 6: Germany: responsibility for grocery shopping, September 2017
How they shop for groceries
Figure 7: Germany: how they shop for groceries, September 2017
Where they shop for groceries
Figure 8: Germany: grocery retailers where the most money is spent, September 2017
Factors to improve at grocery retailers
Figure 9: Germany: factors to improve at grocery retailers, September 2017
What we think
ISSUES AND INSIGHTS
The allure of online grocery shopping for families
The facts
The implications
Good things come to those who dont make consumers wait
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Consumer spending driven up by inflation
Grocers account for 80% of consumer spending
Food retailers sales just shy of 200 billion in 2017
SPENDING AND INFLATION
Domestic spending continues to drive the economy
Spending in 2017 pushed up by inflation
Figure 10: Germany: consumer spending on food and drink (incl. VAT), 2012-17
Inflation
Figure 11: Germany: consumer prices* of food and drink, annual % change, 2012-16
Figure 12: Germany: consumer prices* of food and drink, annual % change, April 2016-September 2017
CHANNELS OF DISTRIBUTION
Figure 13: Germany: estimated distribution of spending on food, drink and tobacco, 2016
SECTOR SIZE AND FORECAST
Grocers continue to grow faster than specialists
Figure 14: Germany: food retailers, sales (excl. VAT), 2012-17
Figure 15: Germany: food retailers, forecast sales (excl. VAT), 2017-22
LEADING PLAYERS WHAT YOU NEED TO KNOW
Catering to convenience
Edeka leads but Rewe catching up
Online grocery retailing gaining traction
Online grocery retailing gaining traction
LEADING PLAYERS
Edeka focusses on convenience
Rewe has a good year
Aldi invests at home
Kaisers Tengelmann fascia finally disappears
Figure 16: Germany: leading grocers, sales, 2013-16
Figure 17: Germany: leading retailers, outlets, 2013-16
Figure 18: Germany: leading retailers, sales per outlet, 2013-16
MARKET SHARES
Figure 19: Germany: leading grocers shares of all food retailers sales, 2013-16
ONLINE
The online sector as a whole
Online grocery market size
Shopping online for food
Figure 20: Germany: percentage of all individuals purchasing online in the past 12 months, 2012-16
Edeka launches same-day delivery via acquired platform
Rewe growing its online sales
Amazon Fresh finally lands in Germany
Kaufland delays expected expansion
THE CONSUMER WHAT YOU NEED TO KNOW
Women increasingly sharing responsibility
Store-based shopping continues to dominate
Lidl marginally ahead in a fragmented market
Checkout waiting times prove a bugbear to consumers
WHO SHOPS FOR GROCERIES
Majority of consumers take full responsibility for grocery shopping
Figure 21: Germany: responsibility for grocery shopping, September 2017
Women increasingly sharing responsibility for shopping
Figure 22: Germany: who shops for groceries, by gender, September 2017
HOW THEY SHOP FOR GROCERIES
Store-based shopping dominates
Figure 23: Germany: how they shop for groceries, September 2017
Online penetration higher among men
Figure 24: Germany: how they shop for groceries, by gender, September 2017
Parents most likely to shop online
Figure 25: Germany: how they shop for groceries, by parental status, September 2017
Online grocery shopping appeals to the most affluent
Figure 26: Germany: proportion doing any of their grocery shopping online (net), by household income, September 2017
WHERE THEY SHOP FOR GROCERIES
Lidl marginally ahead in a fragmented market
Figure 27: Germany: grocery retailers where the most money is spent, September 2017
Parents go to Kaufland
Figure 28: Germany: grocery retailer where the most money is spent, by parental status, September 2017
Lidl more popular with younger consumers than Aldi
Figure 29: Germany: grocery retailer where the most money is spent, by age, September 2017
Aldi proves more popular as a secondary shopping location
Figure 30: Germany: grocery retailers used for top up shopping, September 2017
German consumers like to shop around
Figure 31: Germany: repertoire of grocery retailers used for top up shopping in a typical month, September 2017
FACTORS TO IMPROVE AT GROCERY RETAILERS
Checkout waiting times a bugbear for German consumers
Figure 32: Germany: factors to improve at grocery retailers, September 2017
Lidl shoppers would like to see a loyalty scheme introduced
Figure 33: Germany: factors to improve at grocery retailers, relative importance compared to the average, Lidl, September 2017
Aldi shoppers want more information and faster checkout service
Figure 34: Germany: factors to improve at grocery retailers, relative importance compared to the average, Aldi, September 2017
Edeka shoppers want better stock availability
Figure 35: Germany: factors to improve at grocery retailers, relative importance compared to the average, Edeka, September 2017
Rewe shoppers want more organic products
Figure 36: Germany: factors to improve at grocery retailers, relative importance compared to the average, Rewe, September 2017
Kaufland shoppers want better navigation
Figure 37: Germany: factors to improve at grocery retailers, relative importance compared to the average, Kaufland, September 2017
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Data sources
STATISTISCHES BUNDESAMT Wiesbaden
EUROSTAT Luxembourg
BeVH - Berlin
ALDI
What we think
The key markets
Germany
UK
US
Australia
Further expansion
Company background
Company performance
Figure 38: Aldi: estimated group sales performance, 2012-16
Figure 39: Aldi: number of outlets, 2012-16
Retail offering
EDEKA GROUP
What we think
Same-day grocery delivery service
New convenience store concept
Convenient grocery delivery fulfilment option
Edeka expanding into the drugstore market
Netto Marken-Discount responding to consumers food provenance concerns
Company background
Company performance
Figure 40: Edeka Group: food retail sales performance, 2012-16
Figure 41: Edeka Group: food retail outlet data, 2012-16
Retail offering
REAL
What we think
New Markthalle Krefeld store concept success
New buying alliance will bring extended product range and lower prices
Integration of Hitmeister expands online product offering
Preparing to roll out a nationwide grocery home delivery service
Considering roll-out of click-and-collect across its entire store network
Voice-controlled shopping
Company background
Company performance
Figure 42: Real: group financial performance, 2012/13-2016/17
Figure 43: Real: outlet data, 2012/13-2016/17
Retail offering
REWE
What we think
Clearer strategy emerges for international operations
Exploiting convenience
Going local
The natural way
Online plans
What next?
Company background
Company performance
Figure 44: Rewe: group* financial performance, 2012-16
Figure 45: Rewe: outlet data, 2012-16
Retail offering
SCHWARZ GROUP (LIDL)
What we think
Lidl lands in the US
Further expansion
Lidl goes on the attack in Germany
Further gains in the UK
Embracing technology
Lidl bets big on clothing
Figure 46: Esmara by Heidi Klum at Lidl UK, September 2017
Online operations at early stages of development
Company background
Company performance
Figure 47: Schwarz Group: group sales performance, 2012/13-2016/17
Figure 48: Schwarz Group: outlet data, 2012/13-2016/17
Retail offering
SPAR INTERNATIONAL
What we think
Capitalising on smaller, more frequent food shopping
Modernisation of larger stores
New health store concept to meet the demands of health-conscious consumers
E-commerce solutions to make shopping as convenient as possible
Food waste scheme prompts positive response
Company background
Company performance
Figure 49: Spar International: Western Europe and Central & Eastern Europe retail sales, by country, 2012-16
Figure 50: Spar International: Western Europe and Central & Eastern Europe outlets, 2012-16
Figure 51: Spar International: Western Europe and Central & Eastern Europe retail sales area, 2012-16
Figure 52: Spar International: Western Europe and Central & Eastern Europe sales per sq m, by country, 2012-16
Retail offering

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