Supermarkets is predicted to underperform discounters in the first half of the review period, losing ground amidst Germany’s challenging economic conditions, and as consumers become more price-conscious, forcing supermarkets to attract cost-conscious shoppers through an aggressive low-price strategy to cut costs. This may contribute to a wider private label assortment and a reduction in the number of brands, at least temporarily, as illustrated in 2022 by Coca-Cola halting deliveries to Edeka following a price dispute.
The prevalence of remote working, which dramatically accelerated from the beginning of the pandemic, and is expected to remain at level a higher than pre-COVID-19 throughout the forecast period, is set to benefit supermarkets. This frees up time for consumers due to less commuting, and encourages cooking at home, while favouring stores located close to residential areas.
The rising prices of food and commodities are expected to continue to strongly impact supermarket operators at the beginning of the forecast period. Higher food prices are likely to negatively impact retailers’ profit margins, as they are often only partly passed on consumers through higher prices.
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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.
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 DefinitionsThis report originates from Passport, our Supermarkets research and analysis database.
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