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Investment Climate

Market Location Advantage


The German food and beverage market including food service sales is worth around EUR 230 billion in 2010, making it the leading European nation. Important contributory factors include an afuent consumer base, a strong local agriculture sector, and state-of-the-art infrastructure. Germanys position as a global consumer trends frontrunner is underscored by competitive labor and tax conditions. These factors combine to make Germany the ideal point of entry into both German and European markets. Consumer Purchasing Power Germany is an afuent consumer market, and enjoyed a disposable income per capita of EUR 19,523 in 2010. Of this sum, EUR 17,674 was allocated for total private consumption far above the EU average of EUR 13,760 (2009).

The largest and most afuent consumer group hereby is the 50+ best agers segment. Local Sourcing Germanys abundant farmland offers countless opportunities for local sourcing and underpins Germanys attractiveness as a production location. In 2010, around 300,000 companies cultivated around 16.7 million hectares of land. Around 71 percent of the total available farmland is used for farming including growing crops (55 percent) and forage crops (21 percent). The number of companies operating in the organic food sector grew by 5.7 percent in 2010. As a result, 5.9 percent of all agricultural farmland is used for organic farming. Retail Landscape The German food and beverages retail landscape is consolidated and mature, but remains relatively diversied compared to many other European countries.

This provides manufacturers with numerous ways of marketing products. In total, the top ve German retailers (including Edeka, Rewe Group, Schwarz Group, Aldi Group, and Metro Group) have a market share of 74 percent of the entire German retail market. Edeka, Rewe Group and Schwarz Group operate chains in more than one distribution channel (e.g. supermarkets and discounters). In 2010, the overall market share of discounters offering a limited selection of mainly private label goods at low prices remained stable at 41.6 percent. Hypermarkets and large-scale superstores (>2.500sqm) have a total sales volume of 28 percent of the market. Conventional supermarkets (<2.500 sqm) have a market share of 26.3 percent. Convenience stores and small supermarkets are losing ground.

Top 10 Food Retailers in Germany in 2010 Parent company


Edeka Group Rewe Group
Schwarz Group Aldi Group Metro Group Lekkerland Schlecker dm-Drogeriemarkt Rossmann Bartels-Langness Total Top 10
*gross value, Source: Lebensmittel Zeitung 2011

Retail brand
Edeka, Marktkauf, E-Reichelt, Netto, Plus, others Penny, REWE, others Lidl, Kau and, Handelshof, Concord Aldi Nord, Aldi Sd Real, Metro C+C, Galeria Kaufhof Lekkerland Schlecker, Vitalsana B.V. Dm Rossmann Famila, Markant, Bela C+C, others

Food sales Share of food sales Change 2009-2010 (in EUR billion)* (in percent) (in percent)
40.9 27.0 23.0 20.1 11.7 7.8 4.0 3.7 2.6 2.3 143.1 90.2 71.8 81.1 82.0 38.6 99.0 92.0 90.0 75.5 77.5 +3.2 +2.9 +3.7 +4.1 -2.2 0.0 -9.5 +8.7 +10.5 +11.9

10 Industry Overview 2011