In 2021, variety stores in Germany recorded a strong rebound following the impact of the pandemic in 2020. In fact, the channel far exceeded the 2019 level of sales in both current and constant terms.
In 2021, the leading player Action saw its number of outlets and sales surge once again, and thus, thanks to its rising influence in variety stores, it propelled growth in the channel overall. The company’s expansion in Germany has been so rapid that Action even registered growth in sales amidst the outbreak of the pandemic in 2020, while most other players posted declining sales.
Due to the government-imposed lockdown measures, most store-based retailers had to close for various periods from the outbreak of the pandemic. Grocery retailers and those offering essential products remained open.
Over the forecast period, variety stores in Germany is expected to remain on a solid current value growth trend, fuelled by the continued expansion of stores and increasing consumer interest in the channel. In addition, with its budget positioning, variety stores is expected to benefit from declining consumer confidence amidst growing economic uncertainty.
In the years ahead, variety stores is likely to see its strongest competition from the e-commerce channel. Since the outbreak of the pandemic, online shopping has further accelerated, leading to a growing shift towards e-commerce, including for bargain hunting.
Aside from the online competition, another key risk to the future growth of variety stores is the growing consumer and government focus on sustainability. This is because variety stores, on balance, have seen significant scrutiny in recent years regarding product quality and working conditions in the countries of origin.
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Understand the latest market trends and future growth opportunities for the Variety Stores industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories. Variety stores are chained or independent retail outlets with a primary focus on selling a range of merchandise across several categories, although they may also sell grocery items. Includes fixed-price stores (e.g. dollar stores) and catalogue showrooms. Example brands include Dollar General, Woolworth (Germany), and Miniso.See All of Our Definitions
This report originates from Passport, our Variety Stores research and analysis database.
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