Grocery Delivery - Germany | Statista Market Forecast

The projected revenue in the Grocery Delivery market in Germany is expected to reach US$9.10bn in 2024.
It is anticipated that the revenue will show an annual growth rate (CAGR 2024-2029) of 13.33%, resulting in a projected market volume of US$17.00bn by 2029.
Moreover, the Retail Delivery market in Germany is projected to have a market volume of US$7.62bn in 2024.
In comparison to other countries, China is expected to generate the highest revenue in the Grocery Delivery market, with US$266.00bn in 2024.
The average revenue per user (ARPU) in the Grocery Delivery market in Germany is projected to amount to US$375.80 in 2024.
Furthermore, the number of users in the Grocery Delivery market is expected to reach 30.6m users by 2029.
The user penetration in the Grocery Delivery market in Germany will be at 29.1% in 2024.
In Germany, the grocery delivery market is booming, with a wide range of online platforms offering convenient and efficient services to meet the increasing demand of time-strapped consumers.

Definition:

The Grocery Delivery market consists of food and non-food products that people regularly buy from a grocery store, including food and beverages, pet food, household cleaning products, personal care products, and other household consumables. Grocery delivery can be purchased through several different sales channels such as Omnichannel, Quick Commerce, or directly from the store.

Structure:

Grocery Delivery contains three markets: Retail Delivery, Quick Commerce, and Meal Kit Delivery. Retail Delivery includes delivery of these products directly by supermarkets, brick-and-mortar shops, or grocery stores. The order is placed through an online shop run by the retailer (e.g. Walmart+, Amazon Fresh). Quick Commerce focuses on online delivery services that provide customers with last-mile delivery (Instacart), or operate ghost stores where product selection is limited but delivery time is faster (e.g. Gorillas, Getir, and Glovo). In this case, the platform (e.g. Gorillas) handles the delivery process. This also includes grocery delivery platforms where delivery is advertised under 3 hours, although, most players aim to deliver in minutes. Finally, Meal Kit Delivery encompasses the delivery of a recipe box where fresh ingredients are delivered to be prepared. This service is usually offered as a subscription plan (e.g. HelloFresh).

Additional Information:

Revenue figures refer to Gross Merchandise Value (GMV). User and revenue figures represent B2C services.

Fresh food & Beverages, personal care, or household items ordered online are directly delivered to the consumer, no matter if ordered via a platform (e.g., Instacart) or a retailer website (e.g., Walmart)
Online Grocery orders and delivery are both carried out by a retailer (e.g., Walmart)
Online orders that are picked up in the supermarket (e.g., Instacart) or operating ghost warehouses and delivery logistics (e.g., Flink)
Online orders of recipe boxes where the ingredients are already preportioned (e.g., HelloFresh)

Phone orders
Deliveries of prepared meals for direct consumption (e.g. Meal Delivery)

Germany, known for its love of traditional markets and fresh produce, has seen a significant shift in consumer behavior in recent years with the rise of the Grocery Delivery market.

Customer preferences: The convenience of shopping for groceries online and having them delivered to their doorstep has become increasingly popular among German consumers. With busy work schedules and the desire to avoid crowded supermarkets, many Germans are opting for the ease and efficiency of online grocery shopping. Additionally, the COVID-19 pandemic has accelerated this trend as more people are staying at home and avoiding public places.

Trends in the market: One of the key trends in the German Grocery Delivery market is the increasing competition among retailers. Traditional supermarkets such as Edeka, Rewe, and Aldi have all launched their own delivery services, while online-only retailers such as Amazon Fresh and HelloFresh have also entered the market. This competition has led to a focus on improving delivery times and expanding product offerings to attract and retain customers.Another trend in the market is the growing demand for organic and locally sourced products. Many online grocery delivery services in Germany now offer a wide range of organic and regional products, catering to the preferences of environmentally conscious consumers.

Local special circumstances: Germany has a strong culture of fresh food and local markets, which has influenced the Grocery Delivery market. Many Germans prefer to buy their produce from local markets or specialty shops rather than supermarkets, which has led to the development of online marketplaces that connect consumers with local producers. This trend has also led to the rise of subscription-based delivery services that offer weekly deliveries of fresh, locally sourced produce.

Underlying macroeconomic factors: Germany has a strong economy and a high standard of living, which has contributed to the growth of the Grocery Delivery market. Additionally, the COVID-19 pandemic has accelerated the shift towards online shopping and home delivery, as more people are working from home and avoiding public places. However, the high cost of delivery and concerns over food waste are potential challenges for the market in the future.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Ecommerce market, in a PDF format.