PROSPECTS AND OPPORTUNITIES
Channel saturation but smaller hypermarkets offer some growth opportunities
The saturation of hypermarkets in the local market undermines its growth prospects, with limited opportunities for expansion through the opening of new outlets, notably due to strict urban planning legislation. In addition to the maturity of the channel, an ageing traditional consumer base is likely to hinder stronger growth.
Omnichannel services to gain a competitive edge over pure-play e-commerce
As e-commerce is likely to further cannibalise sales of hypermarkets over the forecast period, especially in terms of non-food product categories, hypermarket operators may develop their omnichannel strategies to effectively compete with pure-play e-commerce platforms. In particular, they are likely to promote their click-and-collect options, thereby not only boosting their e-commerce sales but also generating additional store visits, as shown by Rewe’s wide adoption of this service.
Local sourcing set to become key differentiator to competing with smaller store formats
Despite challenges, hypermarket operators may be able to retain a loyal consumer base attracted by their wide assortment and low prices, allowing for one-stop grocery shopping. To maintain a competitive advantage over smaller grocery store formats with a less extensive range, hypermarkets will likely focus on developing an assortment of regionally sourced products.
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Overview:
Understand the latest market trends and future growth opportunities for the Hypermarkets industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hypermarkets industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hypermarkets in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Hypermarkets in Germany?
- Which are the leading retailers in Hypermarkets in Germany?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Hypermarkets in Germany - Category analysis
KEY DATA FINDINGS
Closure of last Mein Real outlets adds to long-term challenges for hypermarkets
Kaufland’s dominance unchallenged despite gains by competitors
Competitive pricing and premium positioning boost competitiveness of Kaufland’s private label
Channel saturation but smaller hypermarkets offer some growth opportunities
Omnichannel services to gain a competitive edge over pure-play e-commerce
Local sourcing set to become key differentiator to competing with smaller store formats
Retail in Germany - Industry Overview
Retail in 2024: The big picture
Similar growth rates for discounters and supermarkets, while interest in organic food and drinks continues to rise
Enhancing retail success through omnichannel integration
What next for retail?
Informal retail
Opening hours for physical retail
Seasonality
Christmas
Summer Sales
DISCLAIMER
Hypermarkets
Hypermarkets are chained or independent retail outlets with a selling space of over 2,500 square metres and with a focus on selling both grocery and non-grocery merchandise. Hypermarkets are frequently located on out-of-town sites with large parking lots or as the anchor store in a shopping centre. Example brands include Carrefour, E Leclerc, and Walmart Supercenter.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Hypermarkets research and analysis database.
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