Select Country Report
2025 Development
Retail in Germany demonstrated resilience in 2025 amid continued economic stagnation, with value sales rising 2% to EUR611.3 billion. This modest growth was against a backdrop of real GDP expansion of just 0.2% and persistent inflation at 2%. The retail environment is shaped by pronounced consumer price sensitivity, subdued confidence, and a polarisation between value-driven and discretionary spending. This makes retail attractive for operators with strong value propositions and omnichannel capabilities but challenging for those reliant on discretionary or physical-only formats. Success is increasingly linked to the ability to leverage digital innovation, price-led strategies, and consolidation, with leading operators expanding through acquisitions, integrating health and digital services, and strengthening private label offerings to appeal to cost-conscious and convenience-focused shoppers. To compete effectively, brands must intensify their focus on price competitiveness, accelerate digital and omnichannel transformation, and differentiate through customer-centric services and targeted innovation.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail 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 Retail in Germany report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- 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 Retail in Germany?
- Which are the leading retailers in Retail in Germany?
- How are products distributed in Retail in Germany?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Germany?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Germany
2025 Development
Key Data Insights
Chart 1 Key Industry Trends for Retail
Consumers Look for Value Due to Germany's Stagnant Economy
Discounters Shape Price Expectations as Supermarkets Adapt
Rewe Leverages Discount Pricing to Defend Share against Discounters
Chart 2 Rewe Highlights Private Label Prices
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Discounters and Retail E-Commerce Set New Standards for Value and Convenience
Digital Innovation Will Be Key to Capturing Price-Focused Shoppers
Chart 5 Forecast Value Sales 2020-2030
Chart 6 Forecast Value Sales by Category 2025-2030
Edeka Strengthens Its Lead Thanks to Expansion
Chart 7 Market Insight for Retail
Retail Shake-Up: Kodi, Tedi, and Zalando Reshape the Landscape
Chart 8 Kaufland Trials Medical Services at Its Hypermarket
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Summary 1 Standard Opening Hours by Channel Type 2025
Seasonality
Christmas
Summer Sales
Chart 11 Economic Context for Retail
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Retail
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Convenience Retailers in Germany
Key Data Insights
Convenience Retailers Summary
Chart 17 Key Industry Trends for Convenience Retailers
Valora Leverages Foodservice Expertise
Chart 18 Valora Converting Db Stores into Avec Outlets
Forecourt Retailers Drive Growth as Mobility and Foodservice Converge
Chart 19 Rewe Express Focusing on Foodservice Offer
Chart 20 Value Sales 2020-2030
Chart 21 Value Sales by Category 2025
Forecourt Retailers Will Remain Central to Growth
Circle K and Rewe Reshaping Forecourt Experience for Electric Mobility
Chart 22 Forecast Value Sales 2020-2030
Chart 23 Forecast Value Sales by Category 2025-2030
Rewe Expands Forecourt Partnerships as Shell and Esso Lose Ground
Chart 24 Market Insight for Convenience Retailers
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Chart 27 Economic Context for Convenience Retailers
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Convenience Retailers
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Supermarkets in Germany
Key Data Insights
Supermarkets Summary
Chart 33 Key Industry Trends for Supermarkets
Rewe and Edeka Close the Price Gap with Discounters to Retain Shoppers
Chart 34 Edeka Launches Von Herzen Regional
Edeka Leverages Regional Sourcing to Boost Private Label Loyalty
Chart 35 Rewe's Marketing Promotes Discounts
Marketing Campaigns an Important Tool as Competition Grows
Chart 36 Value Sales 2020-2030
Rewe Expands Click-And-Collect Network to Drive Omnichannel Growth
Player Set to Boost Local Sourcing to Capture Premium Demand Amid Price Competition
Chart 37 Forecast Value Sales 2020-2030
Edeka Leverages Loyalty Scheme Shift to Close in on Rewe
Chart 38 Market Insight for Supermarkets
Chart 39 Company Shares 2025
Chart 40 Brand Shares 2025
Chart 41 Economic Context for Supermarkets
Chart 42 Real Gdp Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Supermarkets
Chart 45 Population 2020-2030
Chart 46 Population by Generation 2025
Hypermarkets in Germany
Key Data Insights
Hypermarkets Summary
Chart 47 Key Industry Trends for Hypermarkets
Kaufland Leverages Premium Private Label to Regain Shopper Loyalty
Chart 48 Kaufland Revamps Its Private Label Offer
Chart 49 Value Sales 2020-2030
Rewe Builds Urban Presence with Smaller Format Stores to Offset Stagnation
Chart 50 Rewe Adapts by Opening Small Hypermarkets
Kaufland and Rewe Accelerate Omnichannel and Parcel Collection Integration
Regional Sourcing Key to Retaining Customer Loyalty
Chart 51 Forecast Value Sales 2020-2030
Kaufland Expands Its Store Network to Cement Its Dominance
Chart 52 Market Insight for Hypermarkets
Chart 53 Company Shares 2025
Chart 54 Brand Shares 2025
Chart 55 Economic Context for Hypermarkets
Chart 56 Real Gdp Growth 2020-2030
Chart 57 Inflation 2020-2030
Chart 58 Consumer Context for Hypermarkets
Chart 59 Population 2020-2030
Chart 60 Population by Generation 2025
Discounters in Germany
Key Data Insights
Discounters Summary
Chart 61 Key Industry Trends for Discounters
Discounters Remain on Top Despite Increasing Competition
Aldi Süd Extends Delivery Trials to Reach More Urban Shoppers
Chart 62 Aldi Widens E-Commerce Pilot Scheme
Lidl and Galeria Attract Urban Footfall with Joint Store Strategy
Chart 63 Value Sales 2020-2030
Aldi and Lidl Prioritise Network Optimisation as Expansion Slows
Discounters Diversify Their Fresh and Organic Offerings to Retain Shoppers
Cautious E-Commerce Approach Persists Amid Profitability Challenges
Chart 64 Forecast Value Sales 2020-2030
Lidl Leverages Price Image and Advertising to Strengthen Lead
Chart 65 Market Insight for Discounters
Chart 66 Lidl Partners with Galeria
Chart 67 Company Shares 2025
Chart 68 Brand Shares 2025
Chart 69 Economic Context for Discounters
Chart 70 Real Gdp Growth 2020-2030
Chart 71 Inflation 2020-2030
Chart 72 Consumer Context for Discounters
Chart 73 Population 2020-2030
Chart 74 Population by Generation 2025
Small Local Grocers in Germany
Key Data Insights
Small Local Grocers Summary
Small Local Grocers Losing Relevance as Consumers Seek Better Value
Chart 75 Value Sales 2020-2030
Postal Partnerships and Foodservice Diversification Sustain Value in a Stagnant Channel
Organic, Health and Ethnic Food Specialists Set to Gain From Shifting Consumer Priorities
Chart 76 Forecast Value Sales 2020-2030
Neuform Leverages Network Expansion to Capture Organic Demand
Chart 77 Company Shares 2025
Chart 78 Brand Shares 2025
Chart 79 Economic Context for Small Local Grocers
Chart 80 Real Gdp Growth 2020-2030
Chart 81 Inflation 2020-2030
Chart 82 Consumer Context for Small Local Grocers
Chart 83 Population 2020-2030
Chart 84 Population by Generation 2025
General Merchandise Stores in Germany
Key Data Insights
General Merchandise Stores Summary
Chart 85 Key Industry Trends for General Merchandise Stores
Woolworth Drives Growth by Prioritising Private Label and Low Prices
Chart 86 Woolworth Focuses on Private Label
Galeria and Decathlon's Collaboration Transforms the City Centre Shopping Experience
Chart 87 Galeria Optimising Use of Selling Space
Chart 88 Value Sales 2020-2030
Chart 89 Value Sales by Category 2025
Søstrene Grene and Action Diversify Formats to Attract Cautious Shoppers
Galeria and Variety Stores Shift to Integrated E-Commerce and Click-And-Collect
Chart 90 Forecast Value Sales 2020-2030
Chart 91 Forecast Value Sales by Category 2025-2030
Galeria Rebounds with New Ownership as Tedi and Woolworth Expand Presence
Chart 92 Market Insight for General Merchandise Stores
Mergers and Acquisitions Put Pressure on Smaller Players
Chart 93 Company Shares 2025
Chart 94 Brand Shares 2025
Chart 95 Economic Context for General Merchandise Stores
Chart 96 Real Gdp Growth 2020-2030
Chart 97 Inflation 2020-2030
Chart 98 Consumer Context for General Merchandise Stores
Chart 99 Population 2020-2030
Chart 100 Population by Generation 2025
Apparel and Footwear Specialists in Germany
Key Data Insights
Apparel and Footwear Specialists Summary
Chart 101 Key Industry Trends for Apparel and Footwear Specialists
Sales Decline as Economic Pressures Reshape Shopping Behaviour
Online Players Accelerate the Decline of Mid-Market Specialists
Peek & Cloppenburg Elevates In-Store Experience to Rebuild Loyalty
Chart 102 Peek & Cloppenburg Elevates In-Store Experience
Chart 103 Value Sales 2020-2030
Larger Chains and Niche Players Drive Consolidation
Retailers Enhance Digital Integration to Counter Online Migration
Personalised Experiences and Sustainability Could Be Key to Success
Chart 104 Forecast Value Sales 2020-2030
H&M Strengthens Its Lead as Rivals Exit the Market
Chart 105 Market Insight for Apparel and Footwear Specialists
Esprit and Gerry Weber's Exit Shifts the Retail Battlefield
Chart 106 Esprit Exits the Market in 2025
Chart 107 Company Shares 2025
Chart 108 Brand Shares 2025
Chart 109 Economic Context for Apparel and Footwear Specialists
Chart 110 Real Gdp Growth 2020-2030
Chart 111 Inflation 2020-2030
Chart 112 Consumer Context for Apparel and Footwear Specialists
Chart 113 Population 2020-2030
Chart 114 Population by Generation 2025
Appliances and Electronics Specialists in Germany
Key Data Insights
Appliances and Electronics Specialists Summary
Chart 115 Key Industry Trends for Appliances and Electronics Specialists
Offline Sales Drop as Consumers Shift Online
Chart 116 Mediamarkt Launches Relax Shopping Campaign
Euronics Tests Repair Corners in Response to the Eu's Right to Repair Directive
Chart 117 Value Sales 2020-2030
Jd.Com's Acquisition of Ceconomy Set to Raise Omnichannel Standards
In-Store Repair Services Expected to Attract Value-Driven Consumers
Chart 118 Euronics Introduces Repair Corners
Chart 119 Forecast Value Sales 2020-2030
Media-Saturn-Holding Extends Its Lead through Strategic Actions
Chart 120 Market Insight for Appliances and Electronics Specialists
Jd.Com Acquisition of Ceconomy Promises to Transform the Market
Chart 121 Company Shares 2025
Chart 122 Brand Shares 2025
Chart 123 Economic Context for Appliances and Electronics Specialists
Chart 124 Real Gdp Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Appliances and Electronics Specialists
Chart 127 Population 2020-2030
Chart 128 Population by Generation 2025
Home Products Specialists in Germany
Key Data Insights
Home Products Specialists Summary
Chart 129 Key Industry Trends for Home Products Specialists
Economic Pressures Take Their Toll on Home Products Specialists
Retailers Use Digital Tools to Boost Store Relevance
Chart 130 Fressnapf Launches More Lifestylepets
Chart 131 Value Sales 2020-2030
Chart 132 Value Sales by Category 2025
Players Are under Pressure to Evolve as Consumer Behaviour Shifts
Expanded Services and Digital Innovation Are Reshaping Shopping Journeys
Chart 133 Forecast Value Sales 2020-2030
Chart 134 Forecast Value Sales by Category 2025-2030
Bauhaus Expands with New Store Concepts
Chart 135 Competitive Landscape for Home Products Specialists
Chart 136 Depot Files for Insolvency
Chart 137 Company Shares 2025
Chart 138 Brand Shares 2025
Chart 139 Economic Context for Home Products Specialists
Chart 140 Real Gdp Growth 2020-2030
Chart 141 Inflation 2020-2030
Chart 142 Consumer Context for Home Products Specialists
Chart 143 Population 2020-2030
Chart 144 Population by Generation 2025
Health and Beauty Specialists in Germany
Key Data Insights
Health and Beauty Specialists Summary
Chart 145 Key Industry Trends for Health and Beauty Specialists
Douglas Launches 'Welcome to Beautiful' Campaign to Drive Engagement
Chart 146 Douglas Launches 'Welcome to Beautiful' Campaign
Retail E-Commerce Accelerates Eyewear Sales as Virtual Try-Ons Boost Adoption
Müller Redesigns Perfume Department to Attract Displaced Luxury Shoppers
Chart 147 Müller's Launches New 'Luxus Konzept'
Chart 148 Value Sales 2020-2030
Chart 149 Value Sales by Category 2025
Players Adapting to Meet the Needs of a Polarised Shopper Base
Proximity and Polarisation Reshape In-Store Experiences and Loyalty
Chart 150 Forecast Value Sales 2020-2030
Chart 151 Forecast Value Sales by Category 2025-2030
Rossmann and Dm Extend Their Lead in 2025
Chart 152 Market insight for Health and Beauty Specialists
Shifting Sands: Kiko Milano Surges, Rivals Stumble
Chart 153 Company Shares 2025
Chart 154 Brand Shares 2025
Chart 155 Economic Context for Health and Beauty Specialists
Chart 156 Real Gdp Growth 2020-2030
Chart 157 Inflation 2020-2030
Chart 158 Consumer Context for Health and Beauty Specialists
Chart 159 Population 2020-2030
Chart 160 Population by Generation 2025
Vending in Germany
Key Data Insights
Vending Summary
Tobacco Shoppers Delay Purchases as Tax Changes Prompt a Short-Lived Boost
Cigarette Vending Machines Face a Persistent Decline Amid Changing Habits
Chart 161 Value Sales 2020-2030
Chart 162 Value Sales by Category 2025
Vending Operators Focus on Modernisation and Diversification
Tobaccoland Shifts Towards Vaping as Cigarette Vending Declines
The Success of Home Products Vending Points Towards Diversification
Chart 163 Forecast Value Sales 2020-2030
Chart 164 Forecast Value Sales by Category 2025-2030
Tobaccoland Consolidates Its Lead as Rivals Retreat
Chart 165 Company Shares 2025
Chart 166 Brand Shares 2025
Chart 167 Economic Context for Vending
Chart 168 Real Gdp Growth 2020-2030
Chart 169 Inflation 2020-2030
Chart 170 Consumer Context for Vending
Chart 171 Population 2020-2030
Chart 172 Population by Generation 2025
Direct Selling in Germany
Key Data Insights
Direct Selling Summary
Chart 173 Key Industry Trends for Direct Selling
Mary Kay Uses Ai Tools to Drive Personalisation and Online Sales
Chart 174 Mary Kay Launches Ai Foundation Matching Tool
Chart 175 Value Sales 2020-2030
Chart 176 Value Sales by Category 2025
The Personal Touch Will Be Key to Maintaining Relevance
Influencers Boost Recruitment as Transparency Becomes Decisive for Loyalty
Chart 177 Forecast Value Sales 2020-2030
Chart 178 Forecast Value Sales by Category 2025-2030
Vorwerk Deutschland Strengthens Sales Lead as Digital Laggards Lose Ground
Chart 179 Company Shares 2025
Chart 180 Brand Shares 2025
Chart 181 Economic Context for Direct Selling
Chart 182 Real Gdp Growth 2020-2030
Chart 183 Inflation 2020-2030
Chart 184 Consumer Context for Direct Selling
Chart 185 Population 2020-2030
Chart 186 Population by Generation 2025
Retail E-Commerce in Germany
Key Data Insights
Retail E-Commerce Summary
Chart 187 Key Industry Trends for Retail E-Commerce
Amazon and Temu Drive Surge in Marketplace E-Commerce
Chart 188 Marketplaces Assert Their Dominance
Tiktok Shop and Otto Drive Rise in Social Commerce
Chart 189 Tiktok Shop Launches in Germany
Chart 190 Value Sales 2020-2030
Chart 191 Value Sales by Category 2025
The Rise of Marketplace E-Commerce Remains Key to Growth
Health and Beauty Specialist E-Commerce Leverages Personalisation
Sustainability, Security, and Convenience Reshaping the Market
Chart 192 Forecast Value Sales 2020-2030
Chart 193 Forecast Value Sales by Category 2025-2030
Amazon and Temu Reshape Competition as Smaller Players Struggle
Chart 194 Competitive Landscape for Retail E-Commerce
Market Shakeup: Zalando Expands as Rivals Retreat
Chart 195 Company Shares 2025
Chart 196 Brand Shares 2025
Chart 197 Economic Context for Retail E-Commerce
Chart 198 Real Gdp Growth 2020-2030
Chart 199 Inflation 2020-2030
Chart 200 Consumer Context for Retail E-Commerce
Chart 201 Population 2020-2030
Chart 202 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitions
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