Brand perception of German online grocery providers
As on-demand delivery companies like Gorillas and Flink have hit the headlines, awareness of online grocery and e-food brands in Germany has shot up. The two poster children are catching up with incumbent Rewe, who remains the market leader. Also, local players like Picnic show strong results in their regions, and new entrants like Knuspr and Getir are off to a flying start. 

When asked which offline supermarkets consumers would like to see an online offer from, the top four providers named were all discounters: Lidl led the rankings, followed closely by ALDI and then Netto and Penny.
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Day 1: International Insights 
Get the intel on the Global Shift to Online Groceries
Day 2:  User Experience
Insights about a winning UX for Online Grocery
Day 3: How to differentiate 
All you need to know about Price, Products and Quality

© 2023 - Spryker Systems GmbH

The World of Grocery Shopping is Changing - Surprising Insights from the study
How do you envision your grocery shopping in 2 years?
Average spending per week on groceries per channel
Brand awareness in the German online grocery market

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Representative sample of 2,500 participants
We asked 2,500 German consumers about their experiences and opinions of online and offline grocery shopping
Most important online shopping trends for 2023
The report provides all trends and backgrounds around food retailing and online grocery shopping
Brought to you by online shopping and research experts
Developed by e-commerce experts and executed with innovative real-time market research

About The Study

This is the third Online Grocery Report from Spryker & Appinio for Germany, examining changes since 2021, consumer habits, and future potentials for e-food in the DACH region

Comprehensive data on all details of the German online grocery market

 The German 300 billion euro grocery retail industry is in transition. New online providers have leveraged the pandemic to build massive brand awareness in a short time. This study shows how consumers perceive and use brands, and what expectations and wishes they still have from online groceries.
How do Germans buy groceries? What are drivers, blockers, and use cases for online groceries? And what will it look like in two years? Get a deep understanding of real consumers’ needs and expectations.
Understanding online grocery potential
These are the hot brands 2023
The brand landscape in German grocery retailing ranges from young disruptors like Gorillas or Flink to long-established retail leaders such as Rewe. But how are they received, and when do customers buy from which brands? We asked them.
Implications for
Selling online is easy, creating an exciting online user experience is difficult. We examined the technological details behind the use of e-grocery services, and translated them into strategic business recommendations.

One third of consumers in Germany are already doing some food shopping online.

In the next two years, this figure is set to reverse, and only one in three Germans will not use online grocery services.


60% of German online grocery shoppers report spending between €20 and €100 per week in online channels


Given that the average supermarket shop in Germany is €20, online channels are on average replacing one in-store shopping trip per week


Awareness of online grocery brands has shot up. Since June 2021, the number of brands recognized by more than 10% of Germans doubled to 12.

While incumbent Rewe still tops the list, figures for most ultra-fast delivery brands have increased up to fourfold

Join the Online Grocery Learning Lab for further analyses and more expert insights

A 3-day course to learn about the e-grocery craze, and get practical tips for your business
The German Online Grocery Report 2023 is based on a study run by real-time market research provider Appinio and digital commerce platform provider Spryker. It contains the most current data set on the use, brand perception and potential of online grocery shopping in Germany

Who are we?


Ultimate Overview of Online Food Retailing in
Germany in 2023 and Beyond

A study on customer buying behavior, brand perception, and the role of technology

Expert Voices

Find out what industry players are saying about the future of online groceries:

Kagan Sümer, CEO & Founder, Gorillas

Malte Nousch, Managing Director, Oda Germany

Udo Kießlich, e-commerce and e-food strategist

Yara Molthan, Director Business Consulting, Spryker

“The customers of tomorrow will expect a seamless experience where they have the power to choose where and how they want to shop for their groceries.” - Yara Molthan, Director Business Consulting, Spryker

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