In 2023, around 5.31 million people in Germany stated that the groceries for their households were purchased on the internet or in an online grocery shop. The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.
Here to stay
The convenience of online shopping in general is indisputable. It is simply not possible to imagine the modern consumer experience without it. Online retail extends to almost all existing product categories, including food. Consumer preferences and habits vary. Some may still make weekly trips to the supermarket for their shopping, others order groceries from supermarkets (if the service is offered) and have them delivered. There are also delivery services such as Flink, accessible via an app, which specialize completely in delivering groceries to customers. This bypasses the consumer picking out a particular food retail establishment and making purchases there.
Market leaders
A number of online grocery shops are especially successful in Germany. Kaufland or kaufland.de holds first place, with around 15.5 percent of visits as of 2023. The retailer is owned by the Schwarz Gruppe. Rewe or rewe.de, another popular supermarket chain, came in second. Multichannel online retailers may also offer grocery shopping, with the most famous example being Amazon, more spefically Amazon Fresh. It is also possible to search for and buy individual items from smaller shops represented on the platform.
Number of people in Germany who purchase groceries for their household on the internet or from online shops from 2019 to 2023
(in millions)
Information on basic sample:
The survey is based on the German-speaking population aged 14 years and older.
Information on random sample:
2019: 23,318 respondents, representing 70.60 million people
2020: 23,191 respondents, representing 70.64 million people
2021: 22,563 respondents, representing 70.54 million people
2022: 23,015 respondents, representing 70.60 million people
2023: 23,524 respondents, representing 70.08 million people
You can find more information on the methodology of the study here.
The question in the survey was worded as follows: “Where do you purchase the groceries for your household from, from which of these stores here? (Circling everything applicable!)”
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IfD Allensbach. (June 19, 2023). Number of people in Germany who purchase groceries for their household on the internet or from online shops from 2019 to 2023 (in millions) [Graph]. In Statista. Retrieved October 03, 2024, from https://www.statista.com/statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/
IfD Allensbach. "Number of people in Germany who purchase groceries for their household on the internet or from online shops from 2019 to 2023 (in millions)." Chart. June 19, 2023. Statista. Accessed October 03, 2024. https://www.statista.com/statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/
IfD Allensbach. (2023). Number of people in Germany who purchase groceries for their household on the internet or from online shops from 2019 to 2023 (in millions). Statista. Statista Inc.. Accessed: October 03, 2024. https://www.statista.com/statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/
IfD Allensbach. "Number of People in Germany Who Purchase Groceries for Their Household on The Internet or from Online Shops from 2019 to 2023 (in Millions)." Statista, Statista Inc., 19 Jun 2023, https://www.statista.com/statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/
IfD Allensbach, Number of people in Germany who purchase groceries for their household on the internet or from online shops from 2019 to 2023 (in millions) Statista, https://www.statista.com/statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/ (last visited October 03, 2024)
Number of people in Germany who purchase groceries for their household on the internet or from online shops from 2019 to 2023 (in millions) [Graph], IfD Allensbach, June 19, 2023. [Online]. Available: https://www.statista.com/statistics/989726/purchasing-groceries-on-the-internet-or-from-online-shops/