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Retail in Germany

Best Price Guarantee Length Publisher Published Date SKU
from $2,100 113 Pages Euromonitor International April, 2024 EP18707843
Best Price Guarantee
Price from $2,100
Length 113 Pages
Publisher Euromonitor International
Published Date April, 2024
SKU EP18707843

Retail in Germany


In 2023, retail in Germany displayed resilience amid challenging economic conditions, with varying performances across different channels. While inflationary pressures continued to influence consumer spending patterns, a gradual stabilisation in the energy market and concerted efforts to mitigate the impact of global geopolitical tensions contributed to a cautiously optimistic outlook for retail.

Euromonitor International's Retail in Germany report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Retail market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Retail in Germany
Euromonitor International
April 2024
List Of Contents And Tables
RETAIL IN GERMANY
EXECUTIVE SUMMARY
Retail in 2023: The big picture
Value growth in grocery retailers boosted by high inflation
Harmonising online and offline shopping in Germany’s retail landscape
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
Christmas
Summer sales
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Increase in public transport usage boosts growth for convenience stores
Convenience stores remains a small channel, while recovery of forecourt retailers continues
Mergers and acquisitions and banner conversions alter competitive landscape
PROSPECTS AND OPPORTUNITIES
Convenience stores may expand at train stations but face legal hurdle at other locations
Challenges from channels offering more aggressive pricing strategies set to intensify
Forecourt retailers adapt strategies due to uptake in electric cars
CHANNEL DATA
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028
DISCOUNTERS IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Strong growth for discounters in 2023 due to high inflation and economic stagnation
Focus on premium private label, including organic variants and vegetarian options
Aldi and Lidl retain dominance despite solid performance from rivals
PROSPECTS AND OPPORTUNITIES
Modest growth prospects due to maturity may prompt shift towards smaller stores
Discounters’ private label offer focuses on premium and ethical attributes
E-commerce strategies expected to focus on non-grocery products
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Discounters GBO Company Shares: % Value 2019-2023
Table 68 Discounters GBN Brand Shares: % Value 2020-2023
Table 69 Discounters LBN Brand Shares: Outlets 2020-2023
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HYPERMARKETS IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Long-term shift in consumer behaviour and the demise of Mein Real
Kaufland’s aggressive pricing policy helps it face challenge from discounters
Major players continued to make gains following the demise of Mein Real
PROSPECTS AND OPPORTUNITIES
Challenging conditions in aftermath of the rebranding of REAL hypermarkets
Focus on regional and organic products and additional omnichannel services
E-commerce strategies may help support sales in non-grocery categories
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Hypermarkets GBO Company Shares: % Value 2019-2023
Table 75 Hypermarkets GBN Brand Shares: % Value 2020-2023
Table 76 Hypermarkets LBN Brand Shares: Outlets 2020-2023
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SUPERMARKETS IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
High growth driven by inflation but supermarkets underperforms against discounters
Private label’s prominence in low-price strategy creates tension with key suppliers
Solid performances for Edeka and Rewe but niche players face challenges
PROSPECTS AND OPPORTUNITIES
Private label and price positioning key strategic tools to achieve tentative growth
Supermarkets expected to strengthen areas of differentiation against discounters
Omnichannel strategy to integrate e-commerce activities into store-based operations
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Supermarkets GBO Company Shares: % Value 2019-2023
Table 82 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 83 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SMALL LOCAL GROCERS IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Small local grocers suffer from high price positioning against larger store formats
Diversification into services helps to differentiate and stem channel’s decline
In a fragmented channel, the leading player faces a challenging environment
PROSPECTS AND OPPORTUNITIES
Sales set to further due to unfavourable macroeconomic environment
Local and organic products alongside ethnic food and foodservice as growth drivers
Single-use e-vapour products set to boost revenue but may see legal curb
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 89 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPAREL AND FOOTWEAR SPECIALISTS IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Positive developments in apparel and footwear specialists
E-commerce disruption challenges traditional retail in Germany
Channel polarisation and competitive dynamics
PROSPECTS AND OPPORTUNITIES
Navigating sustainability in an evolving retail environment
Embracing technology and innovation in retail
The ripple effect of urban store closures
CHANNEL DATA
Table 93 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 95 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 96 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 97 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 98 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPLIANCES AND ELECTRONICS SPECIALISTS IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Consumers choose energy-efficient products for long-term savings
Specialists elevate shopping experience with digital and in-store innovations
Major retailers adapt to consumers’ changing habits to survive in competitive landscape
PROSPECTS AND OPPORTUNITIES
Retail’s emphasis on sustainable and smart appliances in the German market
Evolution of physical stores in Germany into experience centres
Adapting to the expanding e-commerce landscape
CHANNEL DATA
Table 100 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 102 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 103 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 104 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 105 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HEALTH AND BEAUTY SPECIALISTS IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising costs shift beauty care to home use
Ageing population and digital screens result in greater focus on eye and skin care
dm-Drogerie Markt and Dirk Rossmann excel with eco-friendly ranges
PROSPECTS AND OPPORTUNITIES
Economic upturn to boost beauty and optical sales
Resurgence in demand for services may curb home beauty sales
E-commerce surge pushes retailers towards digital integration
CHANNEL DATA
Table 107 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 109 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 110 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 111 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 112 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 113 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 114 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 116 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 117 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028
HOME PRODUCTS SPECIALISTS IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Home products specialists adjusts after strong year in 2022
Home improvement and gardening stores experiences sales normalisation
IKEA leads adaptation in homewares to meet shifting consumer preferences
PROSPECTS AND OPPORTUNITIES
Balancing online and offline retail in a digital era
Emerging focus on multifunctional and modular home solutions
Home improvement and gardening stores look to adjust to changing environment
CHANNEL DATA
Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 120 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 122 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 123 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028
GENERAL MERCHANDISE STORES IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Value growth driven by performance of variety stores and high inflation
No end to the existential crisis faced by department stores
Department store player struggles while major variety store chains expand
PROSPECTS AND OPPORTUNITIES
Uncertain future for major department store chain
Expansion opportunities remain for variety stores
E-commerce solutions may become increasingly prevalent for variety stores
CHANNEL DATA
Table 129 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 130 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 131 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 132 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 133 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 134 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 135 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 136 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 137 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 138 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 139 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028
DIRECT SELLING IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Direct selling expands in 2023 with digital and multichannel focus
Digitalisation continues to drive channel growth
Vorwerk leads amid adapting consumer spending
PROSPECTS AND OPPORTUNITIES
In-person interaction and consultation to ensure future direct selling sales
Channel can expand reach through enhanced image in Germany
Embracing multichannel strategies for sustained growth
CHANNEL DATA
Table 140 Direct Selling by Product: Value 2018-2023
Table 141 Direct Selling by Product: % Value Growth 2018-2023
Table 142 Direct Selling GBO Company Shares: % Value 2019-2023
Table 143 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 144 Direct Selling Forecasts by Product: Value 2023-2028
Table 145 Direct Selling Forecasts by Product: % Value Growth 2023-2028
VENDING IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Market adjustments lead to further sales decline for vending
Continuing decline in tobacco products vending amid market challenges
Vending adapts with diverse offerings and digital enhancements
PROSPECTS AND OPPORTUNITIES
Non-tobacco vending offers growth potential over the forecast period
Technological innovations drive smart vending in Germany
Acceleration of automated retail stores
CHANNEL DATA
Table 146 Vending by Product: Value 2018-2023
Table 147 Vending by Product: % Value Growth 2018-2023
Table 148 Vending GBO Company Shares: % Value 2019-2023
Table 149 Vending GBN Brand Shares: % Value 2020-2023
Table 150 Vending Forecasts by Product: Value 2023-2028
Table 151 Vending Forecasts by Product: % Value Growth 2023-2028
RETAIL E-COMMERCE IN GERMANY
KEY DATA FINDINGS
2023 DEVELOPMENTS
E-commerce sales continue to stabilise in 2023 due to greater mobility
Business model and product portfolio key to e-commerce success
Persistent competition in Germany’s food delivery space
PROSPECTS AND OPPORTUNITIES
E-commerce poised for steady growth after 2024
Integration of advanced logistics and fulfilment solutions
Technological innovations to further drive e-commerce experience
CHANNEL DATA
Table 152 Retail E-Commerce by Channel: Value 2017-2022
Table 153 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 154 Retail E-Commerce by Product: Value 2017-2022
Table 155 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 156 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 157 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 158 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 159 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 160 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 161 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027

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