Country Booklet & Store Tour: Germany (ANUGA 2025)
The presentation provides a comprehensive overview of Germany’s market ecosystem, focusing on macroeconomic conditions, retail structure, and evolving consumer behaviours. It highlights Germany’s status as Europe’s largest economy, noting recent economic contraction driven by weak exports, high energy costs, and declining consumer confidence. Despite these pressures, consumer spending per capita has continued to rise modestly, while sustainability, health consciousness, and value-seeking behaviours increasingly influence purchase decisions. The document also outlines Germany’s rankings in global innovation, energy transition, and economic freedom, painting a picture of a mature but pressured market adjusting to structural and economic challenges.
On the retail side, the presentation details the highly concentrated German grocery landscape, dominated by EDEKA, REWE, Aldi, and Lidl, which jointly account for more than 77% of grocery sales. Discounters and supermarkets are the strongest-performing formats, driven by consumers’ heightened price sensitivity. E‑commerce is highlighted as a fast‑growing channel, expected to outpace traditional retail significantly. The deck also includes a curated list of notable stores around Cologne and Düsseldorf—across supermarkets, hypermarkets, convenience stores, discounters, and premium concepts—emphasizing trends such as store refurbishments, organic ranges, technology adoption, and enhanced customer experience. Overall, readers gain a clear understanding of Germany’s economic context, retail dynamics, and consumer shifts, along with practical store visit recommendations for Anuga attendees.
