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Retail in Germany

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    Report

  • 113 Pages
  • April 2024
  • Region: Germany
  • Euromonitor International
  • ID: 4716163
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.

The 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.

Table of Contents

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 GERMANYKEY 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 GERMANYKEY 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 GERMANYKEY 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 GERMANYKEY 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 GERMANYKEY 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 GERMANYKEY 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 GERMANYKEY 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 GERMANYKEY 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 GERMANYKEY 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 GERMANYKEY 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 GERMANYKEY 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 GERMANYKEY 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 GERMANYKEY 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