PROSPECTS AND OPPORTUNITIES
Competing with discounters through premium products including organic, vegan food and local sourcing
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.
Adapting price positioning to macroeconomic conditions could boost consumer loyalty
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.
Two largest players set to develop e-commerce activities
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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Overview:
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.
The Supermarkets 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 Supermarkets in Germany?
- Which are the leading retailers in Supermarkets 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?
Supermarkets in Germany - Category analysis
KEY DATA FINDINGS
Supermarkets adjust strategies by responding to price challenges from discounters
Two dominant players focus on strengthening distinct competitive advantages
Loyalty scheme competition intensifies as Payback partner changes
Competing with discounters through premium products including organic, vegan food and local sourcing
Adapting price positioning to macroeconomic conditions could boost consumer loyalty
Two largest players set to develop e-commerce activities
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
Supermarkets
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 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 Supermarkets research and analysis database.
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