德国在线购物市场调研和分析报告（英文版）-2024年1月上传培训课件

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TRENDSOnlinegroceryshoppinginGermanyCHAPTER

01IndustryoverviewRevenuefromthesaleofgroceriesinonlineretailinGermanyfrom2014to2022(inmillioneuros)RevenuefromgroceriesboughtonlineGermany2014-20224,5004,0003,5003,0002,5002,0003,9763,9232,6671,59520191,36020181,500100050007366182014201520162020202120223Description:ThisdatashowtherevenuegeneratedfromthesaleofgroceriesinonlineretailinGermanyfrom2014to2022.In2022,around3.98billioneurosweregeneratedfromgroceriesboughtonline.

ReadmoreNote(s):Germany;2014to2022Source(s):bevhB2C-e-commercerevenueinGermanyfrom1999to2023(inbillioneuros)E-commercerevenueinGermany1999-202310089.486.7908070605040302010084.572.859.253.348.944.239.935.6322824.420.215.612.610.48.46.44.432.21.1

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2023*4Description:In2022,theGermanB2Ce-commercesectorgeneratedaround84.5billioneurosinrevenue.For2023,forecastspredict89.4billioneuros.Asisevidentinthetimeline,figureshaveonlybeenincreasingyearafteryear.

ReadmoreNote(s):Germany;1999to2021(asofMarch2023);Netrevenuefigures;withoutVAT;*Forecast.Olderfigureswerepartiallyretrievedfromolderreports.

ReadmoreSource(s):HDE(HDE-Berechnungen)RevenuefromFMCGproductsinonlinetradeinGermanyfrom2010to2022(inbillioneuros)RevenuefromFMCGproductsinonlinetradeinGermany2010-20221210810.39.77.565.24.53.923.943.192.652.171.871.59201.382010201120122013201420152016*2017201820192020202120225Description:ThisstatisticshowstherevenuefromFMCGproductsinonlinetradeinGermanyfrom2010to2022.In2022,theGermanonlinetradeachievedarevenueof10.3billioneuros.

ReadmoreNote(s):Germany;2010to2022;*Projection.Figuresforpreviousyearsarebasedonearliersourcereports.

ReadmoreSource(s):IfHKölnRevenuedevelopmentfromFMCGproductsinonlinetradeinGermanyfrom2010to2022,comparedtopreviousyearRevenuedevelopmentfromFMCGproductsinonlinetradeGermany2010-202250%45%40%35%30%44.3%30.1%25%20%15%10%5%23.1%22%20.1%17.4%201216.4%201315.9%201715.9%201915.2%201113.6%201812%5.9%20220%2010201420152016*202020216Description:ThisstatisticshowstherevenuedevelopmentfromFMCGproductsinGermanonlinetradefrom2010to2022.In2022,revenueswerearound6percenthigherthantheyearbefore.

ReadmoreNote(s):Germany;2010to2022;Foodandbeverages,drugstoreandtabaccoproducts;*2016:projection.Prior-yearfiguresarebasedonpreviousinformationprovidedbytheinstitute.

ReadmoreSource(s):IfHKölnBest-sellingproductgroupsininteractiveretailinGermanyfrom2019to2022(inmillioneuros)Best-sellingproductgroupsininteractiveretailinGermany2019-2022Revenueinmillioneuros20225,000202120202019010,00015,00020,00025,00016,79616,338ClothingandapparelElectronics/telecommunicationsComputers/computerequipment/games/software*HouseholdgoodsandappliancesFurniture/lamps/interiordecorationShoes19,27014,25714,38316,44414,69713,2257,3388,2136,6576,0007,2937,2805,7994,9595,9046,5645,4254,5505,4554,8404,4484,7173,9924,4974,0733,856Books/e-books3,9764,3073,6913,309Hobbyandleisure3,9753,923Food/delicacies/wine2,6671,5953,6647Description:Thisstatisticshowsthebest-sellingproductgroupsininteractiveretailrankedbyrevenueinGermanyfrom2019to2022.In2022,thebestsellingproductwasclothingwitharevenueofalmost16.8billioneuros.

ReadmoreNote(s):Germany;2018to2022;Revenueincl.VAT,excl.privateonlinemarketplacepurchases;*Incl.downloads.ReadmoreSource(s):bevhMarketshareofonlinetradeinfoodsalesinGermanyfrom2015to2022MarketshareofonlinetradeinfoodsalesGermany2015-20223.5%2.9%3.0%2.5%2.0%1.5%1.0%0.5%0.0%2.7%2%1.4%1.2%20181.1%20171%0.8%2015201620192020202120228Description:In2022,theonlinefoodtradereachedamarketshareof2.9percent.ThisstatisticshowsthemarketshareofonlinetradeinfoodsalesinGermanyfrom2015to2022.

ReadmoreNote(s):Germany;2015to2022;MarketsharevalueSource(s):HDECHAPTER

02PurchasemotivesandtargetgroupsShareofonlineshopperswhoorderedorpurchasedgroceries/essentialgoodsforprivatepurposesontheinternetinGermanyin2022,byagegroupShareofonlineshopperswhoboughtgroceriesonlineinGermany2022,byagegroup30%28%25%20%15%10%5%21.2%20.2%17.8%11.4%0%16-25years25-45years45-65years65-75yearsTotal10/statistics/1312206/food-online-shoppers-by-age-group-germanyIn2022,around28percentofrespondentsagedbetween25and45yearsstatedtohaveboughtgroceriesonlinewithinthelastthreemonths.Amongtheagegroupof45-65-year-olds,20.2percentofrespondentshadshoppedforgroceriesonline.

ReadmoreNote(s):Germany;March1toJuly31,2022;16-75yearsSource(s):StatistischesBundesamtNumberofpeopleinGermanywhopurchasegroceriesfortheirhouseholdontheinternetorfromonlineshopsfrom2019to2023(inmillions)Purchasinggroceriesontheinternetorfromonlineshops2019-202365.315.0354.1943.653.5432102019202020212022202311Description:In2023,around5.31millionpeopleinGermanyaged14andoverindicatedthatthegroceriesfortheirhouseholdwerepurchasedontheinternetorinanonlineshop.ThisgraphshowstheresultsofasurveyinGermanyonthepurchaseofgroceriesusingtheinternetorfromonlineshopsfrom2019to2023.ReadmoreNote(s):Germany;2019to2023;14yearsandolder;German-speakingpopulationSource(s):IfDAllensbachWheredoyoudomostofyourgroceryshopping?PreferredgroceryshoppinglocationsinGermany2021Shareofrespondents0%10%20%30%40%50%60%SupermarketDiscounter55.3%41.57%OrganicgrocerystoreOnline0.91%0.88%0.85%0.49%Farmer'smarketOther12Description:In2021,themajorityofconsumersinGermanydidmostoftheirgroceryshoppinginsupermarkets,accordingtoaPOSpulsesurvey.Discounterswereanotherpopularoption.Lessthanonepercentofrespondentstothesurveyshoppedforgroceriesonline.ReadmoreNote(s):Germany;January8toFebruary1,2021;3,291respondentsSource(s):POSpulseHaveyoueverorderedgroceriesonlineandhadthemdeliveredtoyourhome,orwouldyouliketodoso?AttitudetowardsonlinegrocerydeliveryinAustria,Germany,Switzerland2021HaveusedbeforeWoulduse30%25%20%15%10%5%27%26%21%15%14%12%0%GermanyAustriaSwitzerland13Description:In2021,between12and15percentofrespondentsinGermany,AustriaandSwitzerlandhadorderedgroceriesforhomedeliveryonlinebefore.Betweenafifthandaquarterofrespondingconsumersstatedthattheywouldusesuchaservice.IntheGSAregion,onlinegroceryretailisattractingthegreatestinterestinSwitzerland.Around15percentofthosewhotookpartinthesurveyhadalreadyorderedgroceriesonline.Forcomparison:inGermanyitwasaround12percentofrespondents.

ReadmoreNote(s):Austria,Germany,Switzerland;June2021;Over3,000Source(s):UniSt.GallenPurchasingpowerperresidentinonlinegroceryretailinGermanyin2021,bymetropolitanareaPurchasingpowerperresidentinonlinegroceryretailinGermany2021,bycityPurchasingpowerineuros600204080100120MunichFrankfurtHamburgRegensburgStuttgartBerlin1098887868585Mainz818079IngolstadtDüsseldorfErlangen7714Description:Sofar,thesumsthatarebeingspentononlinegroceriesinGermanyarestillcomparativelysmall.In2021,theonlineshareofgroceryretailwasonlyataroundtwopercent.Atapproximately109eurosperinhabitant,thecitizensoftheurbandistrictofMunichhavethegreatestpurchasingpowerinonlinegroceryretail.ReadmoreNote(s):Germany;2021Source(s):GfKWhichofthefollowingnegativeexperienceshaveyouhadwhenshoppingforgroceriesonline?NegativeexperiencesduringonlinegroceryshoppinginGermany2021Shareofrespondents0%

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10%15%20%25%30%35%35%40%TheminimumordervaluewastoohighNonegativeexperiences27%IhadthefeelingthatthegroceriesIreceivedwerenotfreshItemsweremissingfromthedelivery23%23%ThedeliverydidnotarriveduringtheselectedtimeslotIdidnotfindasuitabletimeslotanddidnotgothroughwiththeorder15%15%15Description:InasurveyconductedinGermanyin2021,respondentsstatedthattheyhadhadsomenegativeexperienceswhenbuyinggroceriesonlinebefore.Overathirdofrespondentssaidthattheyhadfoundtheminimumordervaluetoohigh,while23percenthadtheimpressionthatthegroceriesdeliveredtothemwerenotfresh.ReadmoreNote(s):Germany;June2021;2,507respondents;16to65yearsSource(s):Appinio;SprykerInwhichsituationsdoyouordergroceriesonline?SituationsfororderinggroceriesonlineinGermany2021Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%NotimetoshopLaziness/convenience46%31%GroceryshoppingforthewholeweekSpontaneousshopping,e.g.foramissingingredient21%16%16/statistics/1322919/online-grocery-shopping-situations-germanyIn2021,46percentofrespondentstoasurveyconductedinGermanysaidthattheyorderedgroceriesonlinebecausetheydidnothaveenoughtimetoshop.Only21percentofrespondentsorderedtheirentireweeklygroceryshoppingonline.

ReadmoreNote(s):Germany;June2021;2,507respondents;16to65yearsSource(s):Appinio;SprykerWhatisimportanttoyouwhenbuyinggroceriesonline?CriteriaforonlinegroceryshoppinginGermany2021Shareofrespondents0%5%10%15%20%25%30%35%40%45%42.6%41.8%41.63%FastdeliveryLowpricesWideselectionHigh-qualityproductsIdonotordergroceriesonlineVarietyofpaymentoptionsProductselectionisquickOther38.72%28.33%26.1%20.05%3.66%17Description:Whenshoppingforgroceriesonline,themostimportantcriteriaforrespondentstoasurveyconductedinGermanyin2021werefastdeliverytimes,lowpricesandawideselectionofproducts.Around43percentofrespondentsstatedthatfastdeliverywasanimportantcriterionwhenbuyinggroceriesonline.ReadmoreNote(s):Germany;2021Source(s):Hafner&CIE.;POSpulseCHAPTER

03CompaniesandproductsNetrevenueoftheleadingonlineshopsinthegrocerysegmentinGermanyfrom2016to2021(inbllioneuros)E-commercerevenueoftheleadingonlineshopsinthefoodsegmentinGermany20212.52.01.51.02.281.870.810.710.690.560.50.020162017201820192020202119Description:In2021,theseonlineshopsgeneratedaround2.28billioneuroscombined.ThisstatisticshowsthetotalnetrevenueoftheleadingonlineshopsinthegrocerysegmentinGermanyfrom2016to2021.

ReadmoreNote(s):Germany;2016to2020Source(s):EHIRetailInstitute;ToponlinestoresintheFood&BeveragessegmentinGermanyin2022,bye-commercenetsales(inmillionU.S.dollars)Germany:Top10Food&Beveragesonlinestores2022E-commercerevenueinmillionU.S.dollars0100200300400500600flaschenpost.derewe.de507.7465.3amazon.de378.3bofrost.de146.9125.2hawesko.debringmeister.dekorodrogerie.denetto-online.dewhisky.de97.66664.85043.420Description:In2022,flaschenpost.derankedatoptheleadingonlinestoresinthefoodandbeveragese-commercemarketinGermanywithanestimated508millionU.S.dollarsinonlinerevenues.Rewe.derankedsecondwithanestimated465milliondollarsine-commercenetsales,followedbyamazon.dewith378.3milliondollars.ReadmoreNote(s):2022Source(s):ecommerceDB.comOnlinegrocery&beverageshoppingbystorebrandinGermanyasofSeptember2023Onlinegrocery&beverageshoppingbystorebrandinGermany2023Shareofrespondents15%0%5%10%20%25%30%35%40%Amazon/AmazonFresh/AmazonPantry41%EdekaRewe24%22%HelloFreshBoFrost18%17%EismannFlinkKaufland13%13%13%Bringmeister.deFood.de10%9%Gorillas8%Getir7%7%NettoMarken-Discount21Description:WeaskedGermanconsumersabout"Onlinegrocery&beverageshoppingbystorebrand"andfoundthat"Amazon/AmazonFresh/AmazonPantry"takesthetopspot,while"Viani"isattheotherendoftheranking.

ReadmoreNote(s):Germany;October2022toSeptember2023;2796respondents;18-64years;respondentswhoorderedgroceriesorbeveragesonline(eCommerce&retail,Food&consumption)Source(s):ConsumerInsightsHaveyouheardofthefollowingonlinegrocerydeliverycompanies?AwarenessofonlinegrocerydeliverycompaniesinGermany2021Shareofrespondents0%10%20%30%40%50%60%70%80%ReweHellofreshAmazonFreshReal75%65%44%40%Picnic10%Gorillas9%Flink5%22Description:Ina2021surveyonconsumerawarenessofvariousonlinegrocerydeliverycompaniesinGermany,themajorityofrespondentsstatedthattheyhadheardofsupermarketchainReweasagrocerydeliveryprovider.OnlyrecentlyestablishedquickcommerceproviderssuchasPicnic,GorillasorFlinkarealsobecomingincreasinglypopular.Ninepercentofrespondentshadheardofon-demandgrocerydeliveryservice"Gorillas".Inlargercities,awarenessofthisproviderwasalreadyat27[...]

ReadmoreNote(s):Germany;2021;2,507respondents;RespondentsfromGermanySource(s):Spryker;t3nAmazonFreshbrandawareness,usage,popularity,loyalty,andbuzzamongonlinegrocerydeliveryusersinGermanyin2022AmazonFreshbrandprofileinGermany202273%70%60%50%40%30%20%10%0%27%23%20%17%AmazonFreshawarenessAmazonFreshpopularityAmazonFreshusageAmazonFreshloyaltyAmazonFreshbuzz23Description:HowhighisthebrandawarenessofAmazonFreshinGermany?ReadmoreNote(s):Germany;May12to18,2022;1042respondents;18to64years;respondentswhouseonlinegrocerydeliverySource(s):ConsumerInsightsGorillasbrandawareness,usage,popularity,loyalty,andbuzzamongonlinegrocerydeliveryusersinGermanyin2022GorillasbrandprofileinGermany202244%45%40%35%30%25%20%15%10%5%12%11%8%6%0%GorillasawarenessGorillaspopularityGorillasusageGorillasloyaltyGorillasbuzz24Description:HowhighisthebrandawarenessofGorillasinGermany?ReadmoreNote(s):Germany;May12to18,2022;1042respondents;18to64years;respondentswhouseonlinegrocerydeliverySource(s):

ConsumerInsightsHelloFreshbrandawareness,usage,popularity,loyalty,andbuzzamongonlinegrocerydeliveryusersinGermanyin2022HelloFreshbrandprofileinGermany202280%80%70%60%50%40%30%20%10%0%33%31%23%16%HelloFreshawarenessHelloFreshpopularityHelloFreshusageHelloFreshloyaltyHelloFreshbuzz25Description:HowhighisthebrandawarenessofHelloFreshinGermany?ReadmoreNote(s):Germany;May12to18,2022;1042respondents;18to64years;respondentswhouseonlinegrocerydeliverySource(s):

ConsumerInsightsEdekabrandawareness,usage,popularity,loyalty,andbuzzamongonlinegrocerydeliveryusersinGermanyin2022EdekabrandprofileinGermany2022100%90%80%70%60%50%40%30%20%10%0%95%50%43%38%34%EdekaawarenessEdekapopularityEdekausageEdekaloyaltyEdekabuzz26Description:HowhighisthebrandawarenessofEdekainGermany?ReadmoreNote(s):Germany;May12to18,2022;1042respondents;18to64years;respondentswhouseonlinegrocerydeliverySource(s):

ConsumerInsightsRewebrandawareness,usage,popularity,loyalty,andbuzzamongonlinegrocerydeliveryusersinGermanyin2022RewebrandprofileinGermany2022100%90%80%70%60%50%40%30%20%10%0%95%58%50%44%35%ReweawarenessRewepopularityReweusageReweloyaltyRewebuzz27Description:HowhighisthebrandawarenessofReweinGermany?ReadmoreNote(s):Germany;May12to18,2022;1042respondents;18to64years;respondentswhousesocialmediaSource(s):

ConsumerInsightsGroceries&beveragespurchasedonlinebycategoryinGe