Germany’s private label grocery market topped $123 billion in 2018 - 45 percent of total grocery sales in Germany. A handful of key retailers dominate the German grocery market and each retailer has a robust and growing private label product line. Popular private label product segments include frozen and refrigerated foods, soft drinks, alcohol, confectionery, and more.
While low prices alone have historically defined the German private label market, changing consumer expectations have shifted private label retailers’ focus to providing unique, premium products at a reasonable price. With private label product lines continuing to grow in Germany, U.S. businesses have potential opportunities to supply ingredients or foods under private label arrangements with German retailers.
Germany’s grocery retail market is called mature, saturated, and highly price-competitive, and is dominated by a handful of key players, namely supermarket chains Edeka and REWE and discounters Aldi and Lidl.
