Food and drink e-commerce was the fastest growing e-commerce category in Germany in 2021, albeit from a relatively low base. Growth remained dynamic after an already strong year in 2020, as the pandemic shifted much of consumers’ activities to the home.
A key development in this space in Germany in 2021 was the introduction of two new start-ups – Gorillas and Flink – offering impulse grocery delivery options. This was a huge step forward in the market in terms of what kinds of delivery services are becoming available.
Given the strong growth in food and drink e-commerce in 2021, many different kinds of players are experimenting with options to try to capitalise on the strong demand. In 2021, any player offering any service found room to win in this space.
While the bulk of the opportunities in food and drink e-commerce stemmed from the pandemic, as a catalyst of new levels of demand, the future outlook is also strong. Not only are pandemic era growth levels not likely to retreat, but the category is expected to continue to grow rapidly in the coming years.
With the sudden surge in demand and the long-term prospect of sustained growth, the competitive environment is quite diverse, and consists of a mix of existing companies looking to grow due to the opportunities available, and new start-ups targeting these opportunities directly. Like any new market opportunity in any industry, there is likely to be a shakeout in the coming years, as some players fail and exit the market, others disappear entirely, and the successful players begin to merge, or be acquired by larger companies.
As the major retailers look into acquiring delivery start-ups and integrating more digital services into their operations, it is likely to impact the way consumers shop in stores in the future. E-commerce offerings, from retail websites and platforms to mobile apps, are an increasingly important mix for effectively reaching consumers in Germany.
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Understand the latest market trends and future growth opportunities for the Food and Drink Internet Retailing industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Internet retailing sales of food and drink (all packaged and fresh food and drink (hot drinks, soft drinks and alcoholic drinks).See All of Our Definitions
This report originates from Passport, our Food and Drink Internet Retailing research and analysis database.
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