Due to the overall considerable size of the Germany grocery retailers market, there are a very large number of different players active in grocery retailers in Germany. In 2012, the top players were Edeka Zentrale with a share of 21% in value terms, followed by Lidl Dienstleistung, Aldi Süd, Rewe Markt, Kaufland Warenhandel, Aldi Nord, Metro Group and Penny-Markt, all with shares of between 4% and 9%, and all of which enjoy very high awareness and comparatively loyal consumers in Germany.
With total value sales of €63.9 billion, and accounting for a third of value sales of grocery retailers, discounters remained the biggest channel in grocery retailers in value terms in Germany in 2012. Discounters are very popular amongst German consumers due to their ability to offer good products at very attractive prices. Recently, discounters widened their product portfolios in order to include more premium products, which helped them to further improve their image, and also offered better profit margins.
According to trade sources, the (rather limited) changes seen in grocery retailers in Germany over the review period are expected to continue over the forecast period, with no significant changes expected, at least in the short to medium term to 2017. From 2017 onwards, in the longer term, different opinions exist, although most agree that by then internet retailing will play a considerably more important role in grocery retailing, with considerable effects on all the different channels and formats.
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