ROUTE2MARKET: GERMANY How to enter the German retail market. Name: Spiridoula Pakou
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1 ROUTE2MARKET: GERMANY How to enter the German retail market Name: Spiridoula Pakou
2 WELCOME TO THE FOOD PROFESSIONALS More than 46 years ago, Friederun Köhnen founded The Food Professionals. The initial test kitchen has developed to a unique creative agency for food innovation and communication in Europe. 2
3 WHAT WE OFFER TO OUR CUSTOMERS FOOD CONSULTING TEST KITCHEN FOOD COMMUNICATION PUBLIC RELATIONS FOOD CREATION CONCEPTION & DESIGN INNOVATION & RESEARCH SALES PROMOTION FOOD EDITING FOOD SERVICE MARKETING PHOTO STUDIO 3 3
4 FOOD2MARKET CONTENTS I. The German Retail Market Business Types Retail Landscape Food Pricing in Germany Brands & Private Label Challenges of Sell-In II. Insights Germany Purchasing Power Demographic Trends German Taste and Favourite Food Food Trends Potentialities for Food Industry 4
5 I. The German Retail Market Business Types Retail Landscape Food Pricing in Germany Brands & Private Label Challenges of Sell-In 5
6 GERMAN RETAIL MARKET BUSINESS TYPES Business type Amount Hypermarkets 713 Big Supermarkets Supermarkets Discounters Drugstores Cash&Carry Warehouses 390 Department Stores 856 Total: Source: LZ, Der deutsche Lebensmittelhandel
7 GERMAN RETAIL MARKET BUSINESS TYPES Hypermarkets Self Service Department Stores (from 5.000m²) Retail stores with minimum 5000m² sales area, which offer a wide range of food and non-food products in self service (e.g. real, Marktkauf) Consumer Markets Big Supermarkets (from 1.500m² to 4.999m²) Retail stores, which offer a wide range of food and non-food in self service (e.g. Kaufland) Supermarkets (<1.499m²) Retail stores with a sales area from 400m² to 1.499m² (e.g. REWE, Edeka) < 400m² = corner shop (so-called Tante-Emma-Laden ) Discount Markets Retail stores, where sales policy is ruled by principle of discount (low prices, limited range of products), independent of the size of the sales area (e.g. Aldi, Lidl) 7
8 GERMAN RETAIL MARKET BUSINESS TYPES Cash&Carry Warehouses Wholesale warehouses who sell in self service a wide range of consumer goods, especially foodstuffs, drinks and tobacco. Biggest business volume comes from commercial customers and food service (e.g. Metro, Handelshof) Drugstores Self service markets for drugstore goods, e.g. dm, Rossmann Department Stores Retail markets centrally located in cities. Business focus on wide range of clothing, textiles, houseware and food (e.g. Karstadt, Kaufhof) 8
9 GERMAN RETAIL MARKET SALES AREA DENSITY OF RETAIL MARKETS In sqm/1000 inhibitants 9
10 GERMAN RETAIL MARKET TOP 10 FOOD RETAIL MARKETS 2011 Source: Lebensmittelzeitung
11 GERMAN RETAIL MARKET CHAIN RANKING Logo: Name: Business Facts: Edeka-Group REWE-Group Metro AG Schwarz-Group Head Office: Hamburg Headcount: Structure: cooperative alliances of 4500 self-employed Businessmen Head Office: Köln Headcount: Structure: AG Head Office: Düsseldorf Headcount: Structure: AG, global Head Office: Neckarsulm Headcount: Structure: GmbH + Stiftungen, Aldi Group Lekkerland Head Office: Essen/Mülheim Headcount: unknown Structure: GmbH, Europa + USA Head Office: Frechen Headcount: 7361 Structure: AG Tengelmann-Group Head Office: Mülheim Headcount: Structure: KG Source: Lebensmittelzeitung
12 GERMAN RETAIL MARKET THE BIGGEST DISCOUNTERS IN GERMANY Source: Metro Handelslexikon 2010/
13 GERMAN RETAIL MARKET DISCOUNTERS IN EUROPE 13
14 GERMAN RETAIL MARKET DEVELOPMENT OF DISTRIBUTION CHANNELS Source: Metro Handelslexikon 2010/
15 GERMAN RETAIL MARKET FOOD PRICES IN GERMANY Compared to other European countries, food and especially brands are very low in price. One reason for this is the stiff price competition within discounters In comparison to France e.g. the same food costs only half in Germany (research on 140 brands according to Nielsen). Consumers in Germany pay the lowest prices for food E.g. Iglo Schlemmerfilet Price in France (Carrefour): 4,44 Price in Germany (e.g. Rewe): 2,99 Price in Germany (private label discount, e.g. Aldi): 1,39 The success of hard discounters with their strategy to provide only small product diversity for low price is result of the high price sensitivity of German consumers German consumers are only willing to pay more money for brand products if they see a real benefit and difference in quality 15
16 GERMAN RETAIL MARKET LOYALTY TO PLACES OF PURCHASE 66 % shop regularly in the same retail market Loyalty declines in comparison to 2009 by 6 % (2009: 72 %) Almost every consumer visits additional retail store In particular, discounters (67 %) or hypermarkets (34 %) Increasing mobility, flexibility and spontaneity to reach offers at POS will strengthen this development Discounters are the most important alternative to classic food retailing 16
17 GERMAN RETAIL MARKET SELECTION CRITERIA FOR PLACE OF PURCHASE Source: Nestlé Studie
18 GERMAN RETAIL MARKET SELECTION CRITERIA FOR PLACE OF PURCHASE Top-Criteria (very important): Freshness of products Cleanliness of store Value-for-Money Diversity, service, market location, special offers, retail brands and local products follow close upon these criteria Price awareness is generally high Trust in product quality at chosen retail market is crucial Importance of sustainability, Fair Trade and local products is increasing As organic assortments are listed in all German retail markets, it is less relevant for retail market selection 18
19 GERMAN RETAIL MARKET BRANDS & PRIVATE LABEL 73% of consumers know what differentiates brands from private label products Hard discounters like e.g. Aldi only sell private label products (rare exceptions like HARIBO) Other discounters, e.g. Lidl or Plus, sell both, private label products and brands Supermarkets are currently expanding own private label assortments (premium, discount, organic), which are sold next to brand products. When almost same quality is offered at a lower price, German consumers tend to buy private label assortments If prices are at the same price level, German consumers prefer brand products, e.g. Milka 19
20 INSIGHTS GERMANY CONVENIENCE CHILLED & ULTRAFRESH Germany is far behind Netherlands, Belgium and France regarding shelf space of chilled and ultrafresh products BUT: Trend for chilled fresh food and meals (fresh pasta, ready sliced salads, chilled ready meals, chilled pizza) is becoming more and more important in Germany. Combination of freshness and convenience is the key. 20
21 CHALLENGES OF SELL-IN REQUIREMENTS Goals of retailers: Fast and trouble-free sale of attractive assortment with high profit margins Criteria for Listing: Listing fee Price Completion of retail assortment Business relationship with producer and his reputation Communicational activities of producer accompanying market launches Brand image and brand appearance Innovative energy Trendsetting (as e.g. sustainability, local production ) Legal requirements Product requirements (clean label ) 21
22 CHALLENGES OF SELL-IN STRONG ARGUMENTATION PRODUCT Innovative degree and uniqueness of product/packaging Still mainstream High quality Taste Trend-oriented BRAND Strong family of brands High Consumer Acceptance Position within competitors (Market leader, trendsetter ) COMMUNICATION Sales promotions at POS including displays Sales information (emphasizing advantages for retailers) Accessory advertising in TV, print, PR, online, event 22
23 II. Insights Germany Purchasing Power Demographic Developments German Taste Relevant Trends 23
24 INSIGHTS GERMANY GERMAN MARKET Number of Inhibitants: Mio. ( ) Age level population: 13,3% 0-14 years old 66,1% years old 20,6% 65 years + Retail purchasing power: see graphic Source: Gfk Study 2012: Einzelhandelskaufkraft 24
25 INSIGHTS GERMANY PURCHASING POWER INDEX EUROPE Source: wikipedia 25
26 INSIGHTS GERMANY TREND POPULATION & HOUSEHOLD TYPES Due to demographic developments there is a shift to single households and households without kids including growing segment of 60+ generation. This creates a need for new products (pack sizes, shapes) 26
27 INSIGHTS GERMANY PURCHASING POWER IN GERMANY Figure shows purchasing power of different age groups in 2009 Growing 60+ generation holds also considerable proportion of purchasing power Source: Metro Handelslexikon 2010/
28 INSIGHTS GERMANY MEALS MARKET Light snacks and cold breakfast are the most important meals Due to de-structuring of everyday life, dinner becomes more and more important Consumers prefer warm rather than cold lunch, which is the fourth most important meal Source: GfK Essen und Trinken in Deutschland
29 INSIGHTS GERMANY GERMANY IS A SNACKING COUNTRY Snacking is mainly a phenomenon of younger generation. Singles and young couples without kids tend to snack Approximately two thirds of consumers under 30 replace a main meal with snacks The conventional meal structure is dropped Most important places for snacking outside the home are bakery shops, fast food restaurants, snack bars, retail markets, sandwich shops and butchers Potential for lunch/midday snack & dinner Source: Nestlé Studie
30 INSIGHTS GERMANY FOOD ON CERTAIN DAYS Monday: Soups Friday: Fish Saturday: Bratwurst Sunday: Meat Source: GfK Essen und Trinken in Deutschland
31 INSIGHTS GERMANY POPULAR CUISINE Next to typical german cuisine other european food is as well very popular in Germany International food is more and more perceived as typical German food, e.g. Chilli con Carne or Spaghetti Bolognese BUT: be careful when wanting to introduce products in Germany without adapting to typical German taste as e.g. Spaghetti Bolognese in France is made with red wine which is not accepted in Germany! Asian food is not as popular as in the Netherlands, e.g. saté sauce 31
32 INSIGHTS GERMANY FAVORED MEALS Germany is a nation of bread and cake heavy users both are eaten almost every day Germany has a rich variety of breads made out of rye, wheat and oats. Germans love dark breads with a thick crispy crust and moist inside. Also genuine grains as spelt is used a lot in bakeries. Germans love their afternoon coffee with cake, but also brownies, muffins or donuts are well liked
33 INSIGHTS GERMANY GERMAN KITCHEN CLASSIC INGREDIENTS In general: substantial meals with meat Potato as main component in meals plays a key role in many varieties Sauces: German consumers like vast amounts of sauce with their meat, vegetables and potatos. But not light sauces based on e.g. white wine, but rather sauces on flour or cream basis 33
34 INSIGHTS GERMANY GERMAN KITCHEN CLASSIC INGREDIENTS Stews in all variations with meat or sausages Fish (Classics are herring, salmon and carp) Spices and Herbs: in general Germans like it spicy (salt, broth), more garden herbs like e.g. parsley in soup, dill for cucumber are used in German kitchen 34
35 INSIGHTS GERMANY FAVORED SNACKS Source: Marketagent 2011, Essgewohnheiten in Deutschland
36 INSIGHTS GERMANY FAVORED MEALS Source: Marketagent 2011, Essgewohnheiten in Deutschland
37 INSIGHTS GERMANY TRENDS Social & Economic Change Mega Trends Food Trends Quelle: TFP
38 INSIGHTS GERMANY RELEVANT TREND SUBJECTS HEALTH PLEASURE KNOW- LEDGE MOBILITY Mega- Trends COMMUNI- CATION LIFESTYLE WORKING ENVIRON- MENT Quelle: TFP
39 INSIGHTS GERMANY FOOD TRENDS Sustainability Transparency Maintenance Individuality HEALTH Mega Trends Form & Function Regional / International Plus X Premium Mobility Quelle: TFP
40 INSIGHTS GERMANY IMPORTANCE OF ORGANIC FOOD
41 INSIGHTS GERMANY TREND FOR LOCAL PRODUCTS Next to trend for organic food, regional products are becoming more and more popular in Germany Regional products satisfy the need for authenticity and transparency German consumers correlate local food with sustainability and quality Local food has a strong emotional benefit as is connected with origin Source: Nestlé Studie
42 INSIGHTS GERMANY POTENTIALITIES FOR FOOD INDUSTRY Especially packs and portion sizes Products focused on target groups (e.g. 60+ generation) Demographic changes Destructured everyday life High focus on snacking Germany is a snacking-country! Shift of warm meals into evening Convenience Health Transparency of ingredients Local products Organic food Sustainability Taste 42
43 INSIGHTS GERMANY QUALITY OF FOOD 43
44 INSIGHTS GERMANY TASTE is the key aspect food has to fulfill to be regarded as quality in German consumers eyes 44
45 Die dargestellten Inhalte sind geistiges Eigentum von THE FOOD PROFESSIONALS Weitergabe an Dritte ist ohne Zustimmung nicht erlaubt
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