Germans shoppers buy comfortably in a pleasant environment

Edeka Group, the market leader in German food retail improved its turnover by 17 percent, compared with the previous year, and its sales revenue surpassed the EUR 39.6 billion threshold – 18 times bigger than Tesco’s in Hungary. Rewe Group was the second biggest with a 6-percent increase in sales revenue, at EUR 26.2 billion. ShopperTrends by Nielsen sheds light on the fact that in Germany, the most important factor in choosing a shop is ‘I find everything that I need in one single store’.

This is followed by the quality of service and a pleasant environment. Number four is right product placement and number five is ‘The product I want to buy is always available’. For German consumers, the least important is ‘most products available at a low price’ – shoppers consider low prices completely normal, because of fierce competition among retailers. Shopping frequency in Germany is influenced by shoppers intentions and the structure of the store network. Hyper- and supermarkets are visited 5 and 7 times per month, respectively. Discount stores are visited 8 times each month by the average buyer (in Hungary this value is 5). Traditional small shops are visited 3 times a month – while in Hungary 13 times! 35-46 percent of Germans buy fresh fruits and vegetables, fresh meat, carbonated soft drinks and detergents most often in supermarkets. They go to discounts stores for carbonated soft drinks (29 percent), fresh meat and detergents (26 percent each).