The performance of supermarkets in Germany is expected to remain undermined by a lack of expansion opportunities over the forecast period, with new store openings expected to be mostly confined to city and town centre locations, led by the planned expansion of Rewe Nahkauf. Maintaining profitable growth will increasingly require supermarket players to strike a difficult balance between adopting effective differentiation strategies to compete with discounters through their assortment and services, while retaining footfall through aggressive pricing on selected products and brands.
A potential rebound of the German economy in the latter part of the forecast period may support supermarkets as consumers would increasingly seek products perceived as more sustainable and healthier. This scenario could benefit Rewe and Edeka, the two largest supermarket players, due to their wide assortment of regional and organic private label with a mid-priced to premium positioning.
Supermarket operators are expected to search for alternative ways to boost revenue, notably by developing their e-commerce activity, with click-and-collect delivery services a major component of omnichannel strategies. While Rewe has historically been a major player in e-commerce for groceries and may strengthen its position through its partnership with the quick delivery platform Flink, Edeka is predicted to benefit from the growth of the rival e-commerce player Picnic as its main supplier and logistics partner.
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Understand the latest market trends and future growth opportunities for the Supermarkets 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 Supermarkets 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.
Supermarkets are chained or independent retail outlets with a selling space of between 400 and 2,500 square metres and with a primary focus on selling food/beverages/tobacco and other groceries. Supermarkets may also sell a selection of non-groceries, but the product mix is skewed towards grocery items. Example brands include Casino, Kroger, and Tesco. Exception: In some markets, primarily the US, Australia and Hong Kong, there are grocery retailer brands that operate outlets with a selling space of over 2,500 square metres, but offer only a very limited range of non-grocery merchandise or none at all. These brands are included in Supermarkets.
See all of our definitionsThis report originates from Passport, our Supermarkets research and analysis database.
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