Value sales of hypermarkets (at constant 2023 prices) are predicted to decline over the forecast period, due to the maturity of the channel, its ageing traditional consumer base, and a lack of expansion opportunities through new store openings, notably due to strict urban planning legislation. While the channel’s performance was given a temporary boost 2022 and 2023 due to the integration of the former REAL stores into the banners of other major players, mostly Kaufland, but also Edeka, Globus and Rewe, sales are expected to stabilise as the integration process is almost complete.
Despite challenges, hypermarket operators may be able to retain a loyal consumer base attracted by their wide assortment and low prices, allowing one-stop grocery shopping. Some operators such as Rewe also offer click-and-collect services on which they can build to create a wider range of omnichannel services, whilst retaining a competitive advantage over pure-play online retailers in non-grocery categories.
Despite the stagnation of e-commerce in 2023, the digital channel may continue to cannibalise sales of hypermarkets, especially in non-grocery categories. However, hypermarket operators may be able to refine their omnichannel strategies to compete effectively with pure-play e-commerce brands, notably by promoting click-and-collect, thereby not only boosting their e-commerce sales but also generating additional store visits.
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Understand the latest market trends and future growth opportunities for the Hypermarkets industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hypermarkets industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Hypermarkets are chained or independent retail outlets with a selling space of over 2,500 square metres and with a focus on selling both grocery and non-grocery merchandise. Hypermarkets are frequently located on out-of-town sites with large parking lots or as the anchor store in a shopping centre. Example brands include Carrefour, E Leclerc, and Walmart Supercenter.
See All of Our DefinitionsThis report originates from Passport, our Hypermarkets research and analysis database.
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