Hypermarkets is expected to see sales stabilise after the integration of the Real stores into the banners of other major players, mostly Kaufland, followed by Edeka and Globus. As sales per sq m at Kaufland are on average higher than those at Real stores, this rebranding is expected to boost the average sales per store in the hypermarkets channel, provided that the rebranded outlets succeed in retaining Real’s previous consumer base while also attracting new consumers, notably amongst those who currently shop at discounters, for whom Kaufland’s low prices may be a compelling attribute.
Despite the maturity of the hypermarkets channel, and its lack of expansion opportunities through new store openings, notably due to strict urban planning legislation, existing outlets can maintain their sales by retaining a loyal consumer base, attracted by the wide product assortment (allowing one-stop grocery shopping) and low prices, while also offering click-and-collect services for non-grocery items. Hypermarkets also typically offer an extensive range of regionally sourced and organic products, which is a unique selling point over smaller grocery formats, and something that they could build upon, notably the Edeka and Globus chains, thanks to their focus on premium groceries.
While the rise of e-commerce for non-grocery products may cannibalise the sales of hypermarkets, operators also see it as an opportunity not only to compete against pure players in e-commerce, but also to promote click-and-collect to generate additional footfall in their outlets. Through the integration of Real’s marketplace e-commerce operations in 2021, Kaufland controls one of the most visited e-commerce websites for non-grocery items in Germany, with over 30 million monthly visits, which provides it with a broad platform to expand this activity and remain a leading omnichannel player.
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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.
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.
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 DefinitionsThis report originates from Passport, our Hypermarkets research and analysis database.
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