Supermarket value sales (at constant 2023 prices) are predicted to record modest growth, and to continue underperforming compared to discounters in the first half of the forecast period, as the German economy is set to stagnate. This will force supermarkets to attract cost-conscious consumers through an aggressive low-price strategy and with a wider private label assortment.
As most supermarkets, especially those in residential areas, are located in the vicinity of discounters, they are likely to develop a wider range of services to differentiate their offer from discounters and boost footfall and customer loyalty, notably by replicating the foodservice experience in-store, including with sushi corners and sit-in areas for snacks and baked goods.
The overall number of supermarkets is predicted to marginally increase over the forecast period, with new store openings expected to be mostly confined to city centre locations or in residential areas. This development will likely be due to the planned expansion of Rewe Nahkauf stores with a selling space of under 800 sq m.
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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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