Germany Online grocery Market Overview, 2028

Online grocery shopping has become increasingly popular in Germany, with many consumers choosing to order their groceries from the comfort of their own homes. The COVID-19 pandemic has also accelerated this trend, as many people have turned to online grocery shopping as a safer alternative to in-store shopping. Furthermore, one of the defining characteristics of the German online grocery market is the strong culture of brick-and-mortar grocery shopping. German consumers are accustomed to visiting physical grocery stores, and many are still hesitant to switch to online shopping. This has meant that online grocery retailers have had to work hard to adapt their services to the preferences of German consumers. For instance, many retailers now offer pick-up options, where customers can collect their groceries from designated collection points, as well as next-day and same-day delivery options. Moreover, Quality is also a top priority for German consumers when it comes to food. This is reflected in the online grocery sector as well, with many retailers focusing on offering high-quality, locally sourced products. German consumers place a high value on food that is produced sustainably and ethically, and many online grocery retailers have responded by offering eco-friendly packaging options and implementing measures to reduce their carbon footprint.

According to the research report "Germany Online Grocery Market Overview, 2028," published by Bonafide Research, the Germany online grocery market is expected to add more than USD 7.35 Billion by 2028. One of the main drivers of the online grocery market in Germany is the convenience factor. Many consumers appreciate the ability to shop for groceries from the comfort of their own homes, and to have their orders delivered directly to their door. This is particularly true for busy families and individuals who may not have the time or energy to visit physical grocery stores. Furthermore, Germany is a highly urbanized country, with the majority of the population living in cities and urban areas. This has led to a high demand for convenient and accessible grocery options, particularly in densely populated urban areas where physical grocery stores may be crowded or difficult to access. Online grocery shopping provides a convenient solution to this problem, allowing consumers to order groceries from anywhere and have them delivered directly to their homes or workplaces. In addition, the increasing penetration of the internet and mobile devices in Germany has also contributed to the growth of the online grocery market. With more and more consumers using smartphones and other devices to shop online, retailers have been able to reach a wider audience and offer more convenient and accessible services.

In Germany, based on product type the market is divided into staples & cooking, snacks & beverages, breakfast & dairy, fresh produce, Meat & seafood and others. Snacks and beverages are typically high-volume products that are purchased frequently, especially by younger consumers. They are easy to store and have a longer shelf life, which makes them a practical choice for online shopping. Furthermore, there is a growing trend towards healthier snack and beverage options in Germany. Consumers are increasingly looking for low-sugar, low-fat, and low-salt products that are better for their health. Moreover, the snack and beverage market is highly competitive, and manufacturers are constantly introducing new and innovative products to stay ahead. This constant innovation means that there are always new and exciting options for consumers to try. In addition, compared to other countries, German meals tend to be more substantial and filling, which means that snacks and beverages can serve as a lighter alternative for those who want a smaller portion or a quick snack in between meals. In addition, German consumers are known for their high standards when it comes to food quality and safety. Many consumers prefer to purchase meat and seafood from trusted sources, and online grocery shopping allows them to access a wider range of options that may be difficult to find in physical stores. Furthermore, meat and seafood are often sold in larger quantities in physical stores, which can be inconvenient for consumers who do not want to buy large amounts or who have limited storage space. Online grocery shopping allows consumers to purchase smaller quantities of meat and seafood as needed, which can be more convenient for some.

Based on delivery type, the markets are divided into home delivery and click and collect. Among them, home delivery has highest market share. Home delivery is one of the most popular features of online grocery shopping in Germany, as it allows consumers to receive their groceries directly to their doorsteps without having to leave their homes. This is especially appealing to busy consumers who may not have the time to visit physical stores. Furthermore, many online grocery retailers in Germany offer delivery tracking and notifications, which allow consumers to stay updated on the status of their deliveries in real-time. Some retailers also offer integration with smart home devices, such as Amazon's Alexa, which can make the ordering process even more convenient. For instance, some popular online grocery stores in Germany that offer home delivery include Amazon Fresh, REWE, Edeka, Bringmeister, allyouneedfresh, HelloFresh, Food.de, Real, Kaufland, Lidl, and more. In addition, click-and-collect can be a more cost-effective option for consumers, as it typically involves lower delivery fees compared to home delivery. Some retailers may even offer click-and-collect for free as an incentive for customers to use this option. Moreover, click-and-collect can be a faster option for consumers who need their groceries quickly. In some cases, orders can be ready for pickup within a few hours of being placed.

Many online grocery retailers in Germany charge for delivery, which can make online grocery shopping less attractive to consumers who are used to shopping in person and can easily, transport their own groceries. Furthermore, some products, such as fresh produce, can be difficult to purchase online because customers want to select their own items, and retailers may struggle to maintain the same level of quality as in-store. Moreover, the logistics of delivering perishable and frozen goods can be complex and costly, especially in a country as large as Germany. This has made it difficult for some retailers to offer fast delivery and maintain the quality of their products.



Start-ups:
• Gorillas are a Berlin-based start-up that promises to deliver groceries to customers within 10 minutes. The company uses a network of warehouses to store products and employs a fleet of delivery drivers to quickly bring orders to customers.
• Flink is another Berlin-based start-up that offers fast delivery of groceries, with a focus on fresh produce and meal kits. The company operates its own network of micro-warehouses to ensure quick delivery times.
• Picnic is a Dutch online grocery start-up that has expanded to Germany. The company offers free home delivery of groceries with a minimum order value and aims to reduce food waste by ordering products directly from suppliers.

Considered in this report
• Geography: Germany
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Germany Online Grocery market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Staples & Cooking Essentials
• Snacks & Beverages
• Breakfast & Dairy
• Fresh Produce
• Meat & Seafood
• Others

By Delivery Type
• Home Delivery
• Click and Collect

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Online Grocery industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.