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: User Experience
Insights about a winning UX for Online Grocery
Day 2: Omnichannel
All you need to know about BOPIS & Electronic shelves
Day 3: International differences
How does US Online Grocery stats compare internationally?
Day 4: Convenience
Business impact of the biggest online grocery USP
Day 5: Future growth
3 Success Stories for Online Grocery to learn from
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The World of Grocery Shopping is Changing - Surprising Insights from the study
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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 2022
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 second 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.
1
Understanding online grocery potential
2
These are the hot brands 2022
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.
3
Implications for
e-commerce
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.

Takeaways

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

Takeaways

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

Takeaways

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 Masterclass for further analyses and more expert insights

A 5-day course to learn about the tech behind the e-grocery craze, and get practical tips for your business
The German Online Grocery Report 2022 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?

GERMAN ONLINE GROCERY REPORT 2022

Ultimate Overview of Online Food Retailing in
Germany in 2022 and Beyond

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

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