Just a few years ago Germans would not even consider buying fresh products online, But today, more and more Germans are getting into online grocery shopping. This can be concluded from the consumer study "Interactive Trade in Germany" by the Federal Association of E-Commerce and Mail Order (BEVH). According to the study, the total volume of the commodity cluster "Daily Needs" (which includes groceries, drugstore and pet items) grew with 14.2 percent to 1.249 billion Euros in total in the 2019’s second quarter.
Within the cluster, groceries grew the most (+ 18%) with a calculated turnover of 407 million euros in the second quarter of 2019 (compared to 345 million euros in Q2 2018)
The numbers do not really come as a surprise. It was estimated that the Germany online grocery market will triple in size between now and 2023, to a size of 3,6 billion euros.
About the numbers
In their consumer survey, 40,000 private persons from Germany aged 14 and over are questioned about their spending behavior in online and mail-order business and their consumption of digital services throughout the year
All insights are gathered in fourOnline grocery shopping report Germany. Results from our ongoing research are available in our webshop. Get a free download by subscribing to our newsletter