Despite the ongoing challenges of the pandemic in Germany, in 2021 the hypermarkets channel continued to generate value sales at a higher level than in 2019. This was in line with other major grocery channels, given the continued challenges in foodservice, and the fact that many consumers continued to spend more time working and cooking at home.
The competitive landscape in hypermarkets has been in flux since 2020, with the sale of the REAL hypermarket brand from Metro AG to a private real estate investment firm. By 2021, a large proportion of the previous REAL outlets had been sold and rebranded to competing hypermarket brands, such as Kaufland, E-Center and Globus - Maxus, while a minority of REAL outlets are being retained by the investment company for sale in the future.
As many consumers continued to spend more time at home in Germany in 2021, due to the lingering effects of the pandemic, online retail sales continued to surge. On the one hand, new behaviours that were learned and adopted in 2020 at the onset of the pandemic settled into a new normal of consumer ordering and spending behaviour in 2021.
The broad shift amongst consumers to spend more time at home has the potential to benefit hypermarkets more so than other grocery channels – for the same reasons this format was challenged before the pandemic. Hypermarkets are large stores by design, requiring a large space in the store and outside for parking.
Omnichannel engagement and selling opportunities have been goals for all modern grocery retailers for years, and hypermarkets in particular is in an increasingly advantageous position, as the trends of online sales and delivery continue to accelerate. Hypermarkets enjoyed an early advantage in grocery retailing in terms of the online sale of non-food products, from apparel to appliances and kitchenware.
While the current value sales of hypermarkets are likely to be sustained at levels far higher than seen in 2019, due to the lingering effects of the pandemic, it is unlikely that many, if any, new stores will be added over the forecast period, which could limit overall growth in the channel. Unlike other grocery channels, such as supermarkets and discounters, which found room to add new outlets even during the pandemic, choosing to expand through smaller format stores in residential urban areas, the hypermarkets store model has reached saturation point in Germany.
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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.
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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 Definitions
This report originates from Passport, our Hypermarkets research and analysis database.
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