Summary
Improving macroeconomic conditions, rising consumer confidence, increasing disposable incomes and declining rate of unemployment are among the major factors driving the growth of retail sector in Germany. The retail sector grew by 1.6% in 2014 and is estimated to grow at a CAGR of 2.1% over the next five years. Consumers are increasingly looking for value and convenience. The increasing number of single households and an aging population are forcing retailers to adapt to these new demands from consumers. Conscious consumerism is on the rise, fueling the demand for organic and local food products. However, negative population growth and impending deflation might affect the long term prospects for retail.
Key Findings
- Rising internet penetration (86%) and increasing accessibility through mobile devices will open doors to mobile shopping
- Decline in oil prices and allied raw materials triggered a price war among manufacturers in 2014 and this, coupled with increasing disposable income helped in boosting retail sales.
- Retailers continue to strategize on multi-channel convergences to make the shopping experience more convenient and easy
- Food and grocery captures the largest share of retail spending (47.6%), followed by home and garden products.
- Organic food and grocery retailing is an expanding niche
- Increasing inbound tourists are offering growth opportunities in luxury retail
Synopsis
“Retailing in Germany - Market Summary and Forecasts, 2014-2019” provides data for historic and forecast retail sales, and also includes information on the business environment and country risk related to the German retail environment. In addition, it analyses the key consumer trends influencing the German retail industry.
What else does this report offer?
- In-depth analysis of the latest trends in consumer shopping, covering the factors driving shopping, consumer insights, market dynamics (covering 26 product categories), and reviews of the latest best practice in online retail site design
- Market insights based on consumer trends, changing economic and demographic factors, Technology innovations and other macroeconomic factors.
- Retail sales and fastest-growing product categories that includes Clothing; Footwear; Books, News and Stationery; Electrical and Electronics; Food and Grocery; Health and Beauty; Furniture and Floor Coverings; Home and Garden Products; Music, Video and Entertainment Software; Sports and Leisure Equipment; Jewelry, Watches and Accessories; Luggage and Leather Goods
- Qualitative and quantitative insights of changing retail dynamics across various channels
Reasons To Buy
- Gain a comprehensive knowledge on 26 products across 12 product sectors in the German retail market and develop a competitive advantage around consumer behaviour trends from the start of your supply chain
- Explore novel opportunities that will allow you to align your product offerings and strategies to meet demand by analyzing the vital economic and population trends, key consumer and Technology trends influencing the retail market
- Investigate current and forecast behaviour trends in each category to identify the best opportunities to exploit
- Analyze the recommended actions to align your marketing strategies with the crucial trends influencing the consumer behavior
- Understand the fastest growing categories in the market with insights on performance of individual product categories, across key channels from 2009, with forecasts until 2019
- Analysis of key international and domestic players operating in the German retail market - including store counts and revenues that give you a competitive edge - identify opportunities to improve your market share
Table Of Contents
1 Introduction
1.1 What is this Report About?
2 Executive Summary and Outlook
3 Market Context
3.1 Strong European economy offers growth opportunities for retailers
3.1.1 Steady global economic growth set to drive the export oriented German economy
3.1.2 Declining household savings rate set to fuel consumption
3.1.3 Services sector remains the dominant sector for employment
3.1.4 Falling unemployment rates increase consumer confidence
3.1.5 Deflation might create concern for the German economy
3.1.6 Increasing household consumption opens growth avenues for retailers
3.2 A negative population growth rate will affect long term prospects for retail
4 German Shoppers
4.1 Growing aging population and single households in Germany open new opportunities for retailers
4.2 Online Shopping clubs generate mass awareness among German consumers
4.3 Consumers prefer online shopping to visiting stores during holiday seasons
4.4 Rise in smartphone users to boost m-commerce in Germany
4.5 German consumers research multiple channels before making a purchase
4.6 Organic food and grocery retailing is an expanding niche
4.7 Increasing inbound tourists are offering growth opportunities in luxury retail
5 Doing Business in Germany
5.1 Summary
5.1.1 Bureaucracy
5.1.2 Business culture
5.1.3 Infrastructure and logistics
5.2 EU consumer rights directive came into force in 2014
5.3 German parliament (Bundestag) introduces minimum wages law
5.4 The protective nature of labor and retail laws can be an impediment for retailers' growth
5.5 Multiple location options available for retailers to spread their network profitably in the country
6 Internet and Technology
6.1 Broadband, Mobile Phone, and Internet Users
6.1.1 Social network penetration in Germany
6.2 Technology Trends
6.2.1 The Trend of QR Codes catches on as a popular marketing tool by retailers
6.2.2 Use of Tablet PC at the point of sale to enhance customer experience
6.2.3 Amazon to deliver products directly to customers' car
7 Retail Topline
7.1 Total Retail
7.1.1 Online Sales andGrowth
7.2 Summary of product sectors
7.2.1 Share of key product sectors
7.2.2 Key product sectors
7.3 Summary of channels
7.3.1 Spend per channel
7.3.2 Online penetration of key product sectors
8 Retail - Product Sectors
8.1 Product Sector Analysis
8.1.1 Clothing
8.1.2 Footwear
8.1.3 Books, News and Stationery
8.1.4 Electrical and Electronics
8.1.5 Food and Grocery
8.1.6 Health and Beauty
8.1.7 Furniture and Floor Coverings
8.1.8 Home and Garden Products
8.1.9 Music, Video and Entertainment Software
8.1.10 Sports and Leisure Equipment
8.1.11 Jewelry, Watches, and Accessories
8.1.12 Luggage and Leather Goods
9 Retailers
9.1 Clothing
9.2 Footwear
9.3 Books, News and Stationery
9.4 Electrical and Electronics
9.5 Food and Grocery
9.6 Health and Beauty
9.7 Furniture and Floor Coverings
9.8 Home and Garden Products
9.9 Music, Video and Entertainment Software
9.1 Sports and Leisure Equipment
9.11 Jewelry, Watches and Accessories
9.12 Luggage and Leather Goods
10 Appendix
10.1 Definitions
10.1.1 This report provides 2014 actual sales; while forecasts are provided for 2015 - 2019
10.2 Summary Methodology
10.2.1 Overview
10.2.2 The triangulated market sizing method
10.2.3 Industry surveys in the creation of retail market data
10.2.4 Quality control and standardized processes
10.3 About Conlumino
10.4 Disclaimer
List Of Tables
Table 1: Major Organic food retailers in Germany
Table 2: Germany Clothing Retail Sales (EUR bn), by Product Sub-Category, 2009-2014
Table 3: Germany Clothing Retail Sales (EUR bn), by Product Sub-Category, 2014-2019
Table 4: Germany Footwear Retail Sales (EUR bn), by Product Sub-Category, 2009-2014
Table 5: Germany Footwear Retail Sales (EUR bn), by Product Sub-Category, 2014-2019
Table 6: Major Domestic Retailers in Germany
Table 7: Major International Retailers in Germany
Table 8: Key Clothing Retailers in Germany
Table 9: Key Footwear Retailers in Germany
Table 10: Key Books, News and Stationery Retailers in Germany
Table 11: Key Electrical and Electronics Retailers in Germany
Table 12: Key Food and Grocery Retailers in Germany
Table 13: Key Health and Beauty Retailers in Germany
Table 14: Key Furniture and Floor Coverings Retailers in Germany
Table 15: Key Home and Garden Products Retailers in Germany
Table 16: Key Music, Video and Entertainment Retailers in Germany
Table 17: Key Sports and Leisure equipment Retailers in Germany
Table 18: Key Jewelry, watches and accessories Retailers in Germany
Table 19: Key Luggage and Leather Goods Retailers in Germany
Table 20: Germany Exchange Rate EUR-US$ (Annual Average), 2009-2014
Table 21: Germany Exchange Rate EUR-US$ (Annual Average), 2015-2019
Table 22: Conlumino Retail Channel Definitions
Table 23: Conlumino Retail Category Definitions
List Of Figures
Figure 1: GDP Values (US$ billion, %), 2008-2014
Figure 2: Growth Rate of GDP (US$ Billion, %), 2008-2014
Figure 3: Forecasts for GDP Value and Growth (EUR billion, %), 2014-2019
Figure 4: Household Savings Rate as percentage of disposable income (%), 2004-2014
Figure 5: Share of Employment by Sector (%), 2004 and 2014E
Figure 6: Unemployment Rate (%), 2005-2014
Figure 7: Inflation Growth Rates (%), 2004-2014
Figure 8: Household Consumption Expenditure of Germany (US$ Billion), 2004 and 2014
Figure 9: Household Consumption Expenditure of Major Countries (US$ Billion), 2014
Figure 10: Growth of Household Consumption Expenditure (%), 2004-2014
Figure 11: Total Population and Growth Rate (Millions, %), 2004-2019
Figure 12: Population Split by Gender (%), 2014 and 2019
Figure 13: Population Split by Age Group (%), 2014 and 2019
Figure 14: Per Capita Spend on Retail (EUR), 2006 and 2014
Figure 15: Per Capita Spend (EUR) on Retail by Age Group (%), 2006 and 2014
Figure 16: Rural and Urban Populations (% of total population) 2004, 2014 and 2019E
Figure 17: Aging consumers and single households are set to grow further
Figure 18: The unique concept of online shopping clubs make them popular among German consumers
Figure 19: Online sales observed huge growth during holiday seasons
Figure 20: Rise in Smartphone Users in Germany
Figure 21: EmmasEnkel lets consumers use iPads in its Cafes to shop
Figure 22: Number of international arrivals to Germany (millions), 2009-2019
Figure 23: Major Cities with High Spend on Retail
Figure 24: Retail laws on store opening hours in different states of the country
Figure 25: Retail hot spots across Germany favor international investment
Figure 26: Total Number of Fixed Broadband Users and Penetration (Millions, %), 2004-2014
Figure 27: Total Number of Mobile Phone Subscriptions and Penetration (Millions, %), 2004-2014
Figure 28: Total Number of Internet Users and Penetration (Millions,%), 2004-2014
Figure 29: Total Number of Social Network Users and Penetration (Millions,%), 2013-2017
Figure 30: Aliqua, Legos and Edeka using QR codes
Figure 31: Tablet PCs are placed next to merchandise in a Edeka store
Figure 32: Deliveries being made directly to the car in Germany
Figure 33: Retail Sales Value and Growth (EUR billion, %), 2006-2014
Figure 34: Retail Sales as % of Total Consumer Spend (%), 2006 and 2014
Figure 35: Total Retail Sales and Growth Rate(EUR billion, %), 2014 and 2019
Figure 36: Online Sales and Growth Rate (EUR billion, %) 2014-2019
Figure 37: Share of Key Product Sectors (%), 2014 and 2019
Figure 38: Growth Rate of Key Product Sectors vs. Growth of Total Retail (%), 2014-2019
Figure 39: Value Growth of Key Product Sectors (EUR billion), 2014-2019
Figure 40: Spend Per Channel, 2014 and 2019
Figure 41: Online Penetration of Key Product Sectors (%), 2014
Figure 42: Online Penetration of Key Product Sectors (%), 2019
Figure 43: Share of Clothing in overall Retail 2014 and 2019
Figure 44: Retail Sales Value and Growth (EUR billion, %) of Clothing 2014-2019
Figure 45: Spend-per-Head on Clothing 2014 and 2019
Figure 46: Share of Clothing by Women's Wear, Men's Wear and Children's Wear 2014 and 2019
Figure 47: Childrenswear Sales Value and Growth (EUR billion, %) 2014-2019
Figure 48: Menswear Sales Value and Growth (EUR billion, %) 2014-2019
Figure 49: Womenswear Sales Value and Growth (EUR billion, %) 2014-2019
Figure 50: Online Spend in Clothing 2014-2019
Figure 51: Online Share of Total Clothing Spend 2014 and 2019
Figure 52: Spending per Channel in Clothing (%) 2014 and 2019
Figure 53: Share of Footwear in Total Retail 2014 and 2019
Figure 54: Retail Sales Value and Growth (EUR billion, %) of Footwear 2014-2019
Figure 55: Spend-per-Head on Footwear 2014 and 2019
Figure 56: Share of Footwear by Women's Footwear, Men's Footwear and Children's Footwear 2014 and 2019
Figure 57: Women's Footwear Sales Value and Growth (EUR billion, %) 2014-2019
Figure 58: Men's Footwear Sales Value and Growth (EUR billion, %) 2014-2019
Figure 59: Children's Footwear Sales Value and Growth (EUR billion, %) 2014-2019
Figure 60: Online Spend in Footwear 2014-2019
Figure 61: Online Share of total Footwear Spend 2014 and 2019
Figure 62: Spending per Channel in Footwear (%) 2014 and 2019
Figure 63: Share of Books, News and Stationery in Total Retail2014 and 2019
Figure 64: Retail Sales Value and Growth (EUR billion, %) of Books, News and Stationery 2014-2019
Figure 65: Spend-per-Head on Books, News and Stationery 2014 and 2019
Figure 66: Online Spend in Books, News and Stationery 2014-2019
Figure 67: Online Share of total Books, News and stationery Spend 2014 and 2019
Figure 68: Spending per Channel in Books, News and stationery (%) 2014 and 2019
Figure 69: Share of Electrical and Electronics in overall Retail 2014 and 2019
Figure 70: Retail Sales Value and Growth (EUR billion, %) of Electrical and Electronics 2014-2019
Figure 71: Spend-per-Head on Electrical and Electronics 2014 and 2019
Figure 72: Online Spend in Electrical and Electronics 2014-2019
Figure 73: Online Share of total Electrical and Electronics Spend 2014 and 2019
Figure 74: Spending per Channel in Electrical and Electronics (%) 2014 and 2019
Figure 75: Share of Food and Grocery in overall Retail 2014 and 2019
Figure 76: Retail Sales Value and Growth (EUR billion, %) of Food and Grocery 2014-2019
Figure 77: Spend-per-Head on Food and Grocery 2014 and 2019
Figure 78: Online Spend in Food and Grocery 2014-2019
Figure 79: Online Share of total Food and Grocery Spend 2014 and 2019
Figure 80: Spending per Channel in Food and Grocery (%) 2014 and 2019
Figure 81: Share of Health and Beauty in overall Retail 2014 and 2019
Figure 82: Retail Sales Value and Growth (EUR billion, %) of Health and Beauty2014-2019
Figure 83: Spend-per-Head on Health and Beauty2014 and 2019
Figure 84: Online Spend in Health and Beauty2014-2019
Figure 85: Online Share of total Health and Beauty Spend 2014 and 2019
Figure 86: Spending per Channel in Health and Beauty (%) 2014 and 2019
Figure 87: Share of Furniture and Floor Coverings in overall Retail 2014 and 2019
Figure 88: Retail Sales Value and Growth (EUR billion, %) of Furniture and Floor Coverings 2014-2019
Figure 89: Spend-per-Head on Furniture and Floor Coverings 2014 and 2019
Figure 90: Online Spend in Furniture and Floor Coverings 2014-2019
Figure 91: Online Share of total Furniture and Floor Coverings Spend 2014 and 2019
Figure 92: Spending per Channel in Furniture and Floor Coverings (%) 2014 and 2019
Figure 93: Share of Home and Garden Products in overall Retail 2014 and 2019
Figure 94: Retail Sales Value and Growth (EUR billion, %) of Home and Garden Products 2014-2019
Figure 95: Spend-per-Head on Home and Garden Products 2014 and 2019
Figure 96: Online Spend in Home and Garden Products 2014-2019
Figure 97: Online Share of total Home and Garden Products Spend 2014 and 2019
Figure 98: Spending per Channel in Home and Garden Products (%) 2014 and 2019
Figure 99: Share of Music, Video and Entertainment Software in overall Retail 2014 and 2019
Figure 100: Retail Sales Value and Growth (EUR billion, %) of Music, Video and Entertainment Software 2014-2019
Figure 101: Spend-per-Head on Music, Video and Entertainment Software 2014 and 2019
Figure 102: Online Spend in Music, Video and Entertainment Software 2014-2019
Figure 103: Online Share of total Music, Video and Entertainment Software Spend 2014 and 2019
Figure 104: Online Share of total Music, Video and Entertainment Software Spend 2014 and 2019
Figure 105: Share of Sports and Leisure Equipment in overall Retail 2014 and 2019
Figure 106: Retail Sales Value and Growth (EUR billion, %) of Sports and Leisure Equipment 2014-2019
Figure 107: Spend-per-Head on Sports and Leisure Equipment 2014 and 2019
Figure 108: Online Spend in Sports and Leisure Equipment 2014-2019
Figure 109: Online Share of total Sports and Leisure Equipment Spend 2014 and 2019
Figure 110: Spending per Channel in Sports and Leisure Equipment (%) 2014 and 2019
Figure 111: Share of Jewelry, Watches and Accessories in overall Retail 2014 and 2019
Figure 112: Retail Sales Value and Growth (EUR billion, %) of Jewelry, Watches and Accessories 2014-2019
Figure 113: Spend-per-Head on Jewelry, Watches and Accessories 2014 and 2019
Figure 114: Online Spend in Jewelry, Watches and Accessories 2014-2019
Figure 115: Online Share of total Jewelry, Watches and Accessories Spend 2014 and 2019
Figure 116: Spending per Channel in Jewelry, Watches and Accessories (%) 2014 and 2019
Figure 117: Share of Luggage and Leather Goods in overall Retail 2014 and 2019
Figure 118: Retail Sales Value and Growth (EUR billion, %) of Luggage and Leather Goods 2014-2019
Figure 119: Spend-per-Head on Luggage and Leather Goods 2014 and 2019
Figure 120: Online Spend in Luggage and Leather Goods 2014-2019
Figure 121: Online Share of total Luggage and Leather Goods Spend 2014 and 2019
Figure 122: Spending per Channel in Luggage and Leather Goods (%) 2014 and 2019
Figure 123: The Triangulated Market Sizing Methodology
