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Germany has the fourth highest number of supermarkets per capita in Europe. Most consumers live near and have access to a wide variety of options.
While grocery e-commerce is still a nascent offering in Germany – it makes up less than 1% of total food retail sales – and it is developing slowly, it offers new possibilities for key supermarket retailers to engage with customers and grow sales. Supermarkets have been early movers in grocery e-commerce in Germany, especially compared to other bricks-and-mortar channels like discounters.
Steadily improving economic conditions in Germany have generally boosted consumer confidence and, as a consequence, increased consumers’ expectations regarding their in-store shopping experiences. Broadly speaking, all players across all grocery channels have been modernising stores to meet these evolving expectations.
Edeka’s extensive network of independent store owners continued to hold the biggest value sales share in supermarkets in Germany in 2019. The majority of Edeka supermarkets in Germany are owned and operated by independent shop owners or franchise groups.
Germany’s largest supermarket retailer is Rewe, which performed well in terms of overall sales growth. As a company, the Rewe Group generated record revenues of over EUR60 billion in 2018, although much of this came from the company’s tourism business, while online food sales grew by more than 20% year on year.
While Rewe and Edeka hold the biggest sales shares and maintain the largest networks of outlets in supermarkets in Germany, there are still some regional players such as K+K Markt, Markant and Feneberg that remain fixtures in certain areas of the country. Pressure continues to mount on these smaller chains, however, as Rewe and Edeka continue to expand through new outlets and acquisitions.
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Discover the latest market trends and uncover sources of future market growth for the Supermarkets industry in Germany with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Retailing market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.