Germany

Country Overview

Country Overview

Germany is the world’s third largest trading nation, behind China and the US. It’s a leading industrial country, famous for its capabilities in the specialised manufacturing, healthcare and automotive sectors. Germany is New Zealand’s largest trading partner in the European Union. However, this trade is largely one way – New Zealand imports of German goods and services make up 78% of the total trade.

As a result of Brexit, New Zealand companies are increasingly considering Germany as a logistics hub. Our exporters are succeeding across a range of sectors: food and beverage, mānuka honey, high-value consumer products, and healthcare/medical devices. Other areas of opportunity include agritech, ICT, marine, and medicinal cannabis.  

The German economy is diverse and well balanced, with equal focus on services and production. Stability, strength and size are Germany’s assets, but it’s not a particularly agile market. The business mindset tends towards traditional and conservative, and there are high levels of bureaucracy.

Leaders in sustainability, Germans are well paid but price conscious. They research and compare products to verify quality and price and are active online consumers.

 

Trade agreements

New Zealand is currently working on a free trade agreement with the European Union. It aims to reduce tariffs on key New Zealand exports such as wine, fresh produce and fish. It will also include a Treaty of Waitangi provision to protect key Māori interests.

 

Country intelligence

The Robinson Country Intelligence Index is a holistic measurement of country-level risk and serves as an alternative measure of country development. It incorporates four broad dimensions of Governance, Economics, Operations and Society. A higher ranking indicates a better Country Intelligence Index score.

Value of New Zealand exports

International logistics performance

The International Logistics Performance Index measures how efficiently countries move goods across and within borders. Countries are ranked on their index score with a higher ranking indicating higher performance of trade logistics based on six components: customs, infrastructure, ease of international shipments, logistics services quality and competence, tracking and tracing, and timeliness

Income and distribution of wealth

Global National Income (GNI) per capita is the dollar value of a country's final income in a year, divided by its population. 

Annual Disposable Income refers to gross income minus social security contributions and income taxes. Each income band presents data referring to the percentage of households with a disposable income over that amount. 

Further information

For more information to validate Germany as an export market, see our Germany Market Guide.

Market Size
horizontal
  • Vitamins & Dietary Supplements
  • Skin Care
  • Dog & Cat Food
  • Alcoholic Drinks
  • Health & Wellness Packaged Food & Beverages

Vitamins & Dietary Supplements

Market size and growth

Note: Data on the top left corner of the image (8, 28 and 52) showcases respective ranks for Germany for its market size, per capita, and forecast growth rate compared against 99 countries globally. The blue line on the grey bar represents the relative position of the country as per their rank.

 

Note: Latest market size data for the year 2021 has been shared for Vitamins & Dietary Supplements

Germany's retail value sales of vitamins and dietary supplements witnessed a historic compound annual growth rate (CAGR) of 3.9% during 2016-2021. It is further expected to grow at a slightly slowed down retail value CAGR of 2.8% during 2021-2026.  At the global level, the category is estimated to slow down from a historic CAGR of 5.1% to a forecast CAGR of 2.4% over the same period for its retail value sales.

Sub-category breakdown

Note: Current year growth in the above chart refers to the period 2021-22

Category

Unit

Market size (2021)

Retail value RSP

Forecast compound annual growth rate (2021/2026) %

Vitamins and Dietary Supplements

USD million

2,415.92

2.84

Vitamins

USD million

526.51

2.16

Paediatric Vitamins and Dietary Supplements

USD million

33.78

3.18

Dietary Supplements

USD million

1,628.20

2.78

Tonics

USD million

227.43

4.78

 

Channel distribution

Note: The chart here showcases the retail value share of different channel sales for Vitamins and dietary supplement products in Germany in 2021. The triangle/dash represents whether the specific channel share has increased/decreased or remained the same against its share in the previous year. 

Market Insights

Market trends

  • 2020 has proven to be a turbulent year for consumer health in Germany following the emergence of the pandemic. Several OTC (over the counter) products, including cough, cold, and allergy (hay fever) related products, experienced a significant upturn in demand during the initial days of the pandemic. However, the situation was quite different for non-OTC (over the counter) products. Vitamins and dietary supplements (including paediatric variants), were recorded as the biggest winner of 2020 with vitamin C at the forefront. Products perceived to have immune-boosting qualities began to strengthen in popularity in March 2020 when they received the greatest interest from consumers, including echinacea and tonics. In line with changes in consumer behaviour and related immunity-boosting attitudes, vitamins C and D and paediatric vitamins and multivitamins had a solid year due to increased intake beyond just stockpiling.
  • Sales of certain dietary supplements, including probiotics, echinacea, fish oils/omega fatty acids and co-enzyme Q10, also recorded increased demand in 2020 due to their perceived benefits to the immune system and heart health, respectively. During this time, consumers also showed a strong interest in mineral supplements, with zinc and magnesium being the most frequently purchased. Tonics positioned towards both general health and beauty also experienced an upturn in demand. This format proved popular for its convenience, ease of consumption, and concentrated format, including energy shot boosters. For dietary supplements overall, however, the impact on value growth was marginal in 2020, particularly compared to the performance of vitamins, because many other supplements were perceived to be less essential where consumers reduced their purchases to save money.

Prospects and growth opportunity

  • The emergence of the pandemic is likely to have a longer-term impact on consumers’ attitudes towards preventative health in Germany, driving demand for vitamins perceived to offer greater immune-boosting qualities. Therefore, while overall demand for both multivitamins and single vitamins will marginally slow in 2021 compared to the heights of 2020, it will remain stable throughout the forecast period to 2026. German consumers are likely to increasingly choose a holistic approach and take care of their health by adopting prevention attitudes in their daily routines. Also, with men’s health moving further into focus in Germany as males become increasingly health-conscious and more open to wellness and fitness trends, multivitamins designed for men were among the main growth drivers in 2020. As a result, this trend is likely to gain more momentum over the forecast period to 2026.
  • Like vitamins, dietary supplements are likely to benefit from the growing health culture and focus on prevention, rather than cure, for long-term health. Many adult Germans consume dietary supplements of some form, with a further increase in number or frequency likely over the forecast period due to the focus on prevention and long-term health and wellbeing. This is likely to strengthen a positive attitude towards purchasing dietary supplements. Also, women in Germany will remain key consumers of dietary supplements, mainly due to two reasons; the first is related to the specific needs of women when reaching menopause, with some popular dietary supplements, such as calcium and isoflavones, addressing secondary health effects during this period. The second is gut health; given that women are affected by hormone fluctuations and often report rising stress levels caused by difficulties in balancing work and family life, demand for probiotic supplements used to treat digestive and vaginal health has increased and will continue to increase further.

General health & wellness trends

  • The pandemic in 2020 has resulted in a stronger emphasis on preventative health, even for German consumers who already placed high importance on health, wellbeing and overall hygiene. As such, moving towards the end of 2021 and beyond, consumer health is expected to maintain good performance, recording higher value growth than the review period over 2016-2021. This will be mainly driven by the preventative health trend, benefiting the ongoing strong demand for vitamins and dietary supplements. An emphasis on healthy living in the coming years is broadening beyond physical health and mental health. The shift to a more holistic way of living and how Germans approach their health will also accelerate, from the previous focus on exercise and taking medication to an increasingly healthier diet of lower meat consumption.
  • While the main clear winners in consumer health will be vitamins and dietary supplements, products that support healthier lifestyles, such as sports nutrition, will also perform well, after the temporary setback in 2020 due to the reduced time spent in gyms and sports facilities. Sports nutrition will continue to enter the mainstream in its appeal. In contrast, curative OTC products face the potential threat of healthier living as a whole resulting in a potential reduced need for medication.

 

Skin Care

Market size and growth

Note: Data on the top left corner of the image (5, 9 and 70) showcases respective ranks for Germany for its market size, per capita, and forecast growth rate compared against 99 countries globally. The blue line on the grey bar represents the relative position of the country as per their rank.

Germany's retail value sales of skin care products witnessed a slightly slower compound annual growth rate (CAGR) during 2015-2020 (3.3%) against the category’s performance at a global level (4.7%) during the same period.  Even over the forecast period (2020-2025), the category is estimated to witness an increased CAGR of 5.3% at the global level, while in Germany, the category’s CAGR for the same period is estimated to slow down further and reach 2.0%.

Sub-category breakdown

Note: Current year growth in the above chart refers to the period 2019-20

Category

Unit

Market size (2020)

Retail value RSP

Forecast compound annual growth rate (2020/2025) %

Skin Care

USD million

5,033.79

2.02

Body Care

USD million

848.23

1.38

Facial Care

USD million

3,891.87

2.18

Hand Care

USD million

148.06

2.45

Skin Care Sets/Kits

USD million

145.64

1.03

 

Channel distribution

Note: The chart here showcases the retail value share of different channel sales for skin care products in Germany in 2020. The triangle/dash represents whether the specific channel share has increased/decreased or remained the same against its share in the previous year. 

Market Insights

Market trends

  • COVID-19 had a profound impact on the German beauty and personal care industry in 2020. Sales of certain categories such as fragrances and colour cosmetics declined firmly due to the strict lockdown measures. However, there were also pockets of products with stronger sales due to changing habits triggered by the pandemic – such as liquid soap and skin care products to tackle dried-out skin from frequent hand washing and use of hand sanitisers.
  • Despite having the highest average unit price within the category, super-premium skin care category experienced positive volume growth in 2020, supported by ongoing demand for super-premium anti-agers, masks and moisturisers. While inbound travellers play a role in value sales for these luxury goods, German consumers still form the bulk of the consumer base and continue to have steady demand even in times of the pandemic, as they become increasingly concerned about the quality of local products. Germans are increasingly interested in innovative formulations and skin care solutions. Oils and essences with vitamins and acids, face masks and patches, in addition to novel delivery formats such as hygrodel, sprays, and foam, continued to gain consumers’ attention with their convenient application.

 

Prospects and growth opportunity

  • Over the forecast period, retail sales of hand care are expected to continue growing at a compound annual growth rate of 2.4% (2020-2025), mainly due to consumers increased awareness towards frequent hand washing and the use of hand sanitisers to prevent the spread of the virus.
  • Also, with the strengthening self-care practice, retail value sales for facial and body care products are expected to record a compound annual growth rate of 2.2% and 1.4%, respectively, over 2020-2025. This is mainly in line with consumers growing demand for face masks and general-purpose body care products to support the increasing “at-home spa” trend.

 

General health & wellness trends

  • The natural trend continues to feature strongly in the German beauty and personal care market, already particularly evident in skin care and baby and child-specific products and grows vigorously in many other product areas, such as hair care and colour cosmetics. Consumers are becoming sensitive about the ingredients in beauty and personal care products, looking for alternatives free from parabens, silicone, aluminium or sulphates. At the same time, consumers are also expecting delicate and clean formulations with a high percentage of natural and organic ingredients. As a result, certified organic products and products with a strong natural or vegan positioning are becoming more popular among consumers.
  • With the strength of the natural trend, most innovations and new product launches over the coming years are expected to be focused on the various aspects of nature, ranging from the free-from trend to specific-purpose products, such as facial care products for ultra-sensitive skin. Many of these features can also be found in private-label lines, such as Dm’s Alverde, which focuses on specific textures/formulas such as fluid, foam or floral water. Dm has also successfully brought out a new line in its existing “trend it up” colour cosmetic range. The new “183 days” line shows clear inspiration from Asia, especially K-Beauty, trends with its distinct packaging, as well as innovative product types and formulations.

 

Dog & Cat Food

Market size and growth

Note: Data on the top left corner of the image (6, 22 and 49) showcases respective ranks for Germany for its market size, per capita, and forecast growth rate compared against 53 countries globally. The blue line on the grey bar represents the relative position of the country as per their rank.

 

Note: Latest market size data for the year 2021 has been shared for Dog and Cat food

Performance of retail value sales of dog and cat food in Germany is estimated to slow down from a historic compound annual growth rate (CAGR) of 3.1% during 2016-2021 to an estimated forecast CAGR of 0.8% over 2021-2026. The category’s performance in the country has been weaker than its global performance. Globally, the category witnessed a historic CAGR of 6.9% and an estimated forecast CAGR of 4.7% during the same period.

Sub-category breakdown

Note: Current year growth in the above chart refers to the period 2020-21

Category

Unit

Market size (2021)

Retail value RSP

Forecast compound annual growth rate (2021/2026) %

Dog and Cat Food

USD million

4,262.37

0.77

Dog Food

USD million

2,102.47

0.34

Dog Treats and Mixers

USD million

839.79

0.64

Dry Dog Food

USD million

637.42

0.04

Wet Dog Food

USD million

625.27

0.23

Cat Food

USD million

2,159.89

1.19

Wet Cat Food

USD million

1,409.93

1.14

Dry Cat Food

USD million

400.14

0.83

Cat treats and mixers

USD million

349.83

1.81

 

Channel distribution

Note: The chart here showcases the retail value share of different channel sales for dog and cat food products in Germany in 2021. The triangle/dash represents whether the specific channel share has increased/decreased or remained the same against its share in the previous year. 

Market Insights

Market trends

  • The COVID-19 crisis in 2020 and early 2021 has generated rising interest among German households in owning pets due to home seclusion and the shift towards working from home, which has benefitted not only the dog and cat populations but also the other pet population, notably small mammals. The increased prevalence of working from home is expected to support growth in sales of both premium dog food and premium cat food in 2021, as pet owners who are now spending more time with their pets are likely to seek healthier and more sustainably produced pet food than in the years before the pandemic.
  • As part of the premiumisation trend, dog treats and snacks are becomingly increasingly popular. Treats, such as functional snacks that enhance a dog’s dental health, are seen as part of a dog’s regular diet. Moreover, when visiting puppy schools, snacks are used for training, but owners also use them at home to motivate and treat their companions. Meat-based and “natural” snacks outperform other snacks as they can be integrated into a dog’s daily diet.

 

Prospects and growth opportunity

  • The rise of alternative proteins in dog food is parallel to the rising demand for alternative proteins in “human food”. While dog owners are increasingly seeking more sustainable and/or healthier protein alternatives in their diets, they are transferring this behaviour onto their pets. Therefore, demand for alternative proteins is expected to increase over the forecast period to 2026. On the one hand, there is expected to be a rising offer of vegan food for dogs, where proteins are sourced from plants. On the other hand, there will be an increase in insect proteins in dog food, for example, in dog treats such as Vitakraft’s launch in 2020.
  • Products targeting special age and pet health conditions, especially allergies, are expected to gain popularity within premium cat food. Pet specialist stores offer a widening assortment of products targeting specific health needs and addressing allergies, notably through grain-free variants. The spring 2021 launch of the new Pro Plan LiveClear range by Nestlé Purina, catering for cat owners’ allergies to cat hair, also highlights a potential new dimension for cat food hypo-allergenic products by also focusing on pet owners’ specific health concerns.

 

General health & wellness trends

  • Pet owners are likely to be more conscious of health and sustainability topics and look for what is best for their pets and the environment. A continued focus on premium pet food with natural ingredients and clean label recipes is expected to fuel value sales growth. Products containing no additives or preservatives and grain-free recipes will be increasingly popular, notably in dog and cat treats and mixers. Among treats and mixers, manufacturers are expected to offer a greater choice of hemp-based products offering health benefits, some of them including cannabidiol (CBD), with recent launches including the Chillax brand.
  • Pet food positioned as locally sourced and containing organic ingredients is predicted to become more prominent, while animal welfare standards such as free-range or the Tierwohl (animal welfare) compass are also likely to be increasingly adopted by pet food manufacturers to differentiate their products.

 

Alcoholic Drinks

Market size and growth

Note: Market size data for the alcoholic drinks category in the country reflects the total volume in a million litres.  Data on the top left corner of the image (4, 2 and 77) showcases respective ranks for Germany for its market size, per capita, and forecast growth rate compared against 99 countries globally. The blue line on the grey bar represents the relative position of the country as per their rank.

The compound annual growth rate (CAGR)for alcoholic drinks in Germany, both in terms of total value and volume, is expected to gain momentum over the forecast period (2020-2025: FCAGR for total value: 3.6% and for total volume: 1.6% ) against its performance in the historic period (2015-2020: HCAGR for total value: -3.4% and for total volume: -0.9% ). This is mainly in line with the category’s performance at the global level, where both in terms of total value and volume, alcoholic drinks are expected to gain momentum over the forecast period (2020-2025: FCAGR for total value: 4.6% and for total volume: 2.0% ) against its performance in the historic period (2015-2020: HCAGR for total value: 0.9% and for total volume: -0.7% )

Sub-category breakdown

Current year growth in the above chart refers to the period 2019-20

Category

Data type

Market size (2020)

USD million

Forecast compound annual growth rate (2020/2025) %

Alcoholic Drinks

Total Value RSP

55,702.33

3.59

Alcoholic Drinks

Off-trade Value RSP

24,657.58

0.58

Alcoholic Drinks

On-trade Value RSP

31,044.75

5.77

Beer

Total Value RSP

27,867.17

3.46

Beer

Off-trade Value RSP

10,252.19

0.62

Beer

On-trade Value RSP

17,614.97

4.98

Cider/Perry

Total Value RSP

43.70

3.80

Cider/Perry

Off-trade Value RSP

10.99

2.88

Cider/Perry

On-trade Value RSP

32.71

4.11

RTDs

Total Value RSP

1,285.51

3.78

RTDs

Off-trade Value RSP

953.53

2.51

RTDs

On-trade Value RSP

331.98

7.13

Spirits

Total Value RSP

14,244.41

3.92

Spirits

Off-trade Value RSP

6,188.17

0.31

Spirits

On-trade Value RSP

8,056.24

6.39

Wine

Total Value RSP

12,261.54

3.51

Wine

Off-trade Value RSP

7,252.68

0.48

Wine

On-trade Value RSP

5,008.86

7.35

 

Channel distribution

Note: The chart here showcases the off-trade volume share of different channel sales for alcoholic drink products in Germany in 2020. The triangle/dash represents whether the specific channel share has increased/decreased or remained the same against its share in the previous year 

Market Insights

Market trends

  • A key driver for growth in domestic premium lager in the off-trade channel was the rising presence of the Helles (clear/light lager) beer, especially outside its traditional region of origin, the southern states of Baden-Württemberg and Bavaria. For example, well-recognised premium brands with a wide national presence, including Bayreuther Hell and Rothaus, continued to grow in popularity. Major players continued introducing Helles beer variants during 2020, even among brewers not based in southern Germany, notably Veltins in April 2020 with the launch of Helles Pülleken in a retro-style bottle.
  • In the case of spirits, growing interest from consumers in the quality of ingredients and their provenance continued to drive demand for craft spirits in 2020. Consumers are increasingly looking for the story behind the products they buy and the companies that produce them, which forms an increasingly important part of their purchasing decision. This trend had a powerful influence in driving premium gin and vodka sales in 2020, especially in the off-trade. According to industry sources, a large proportion of German consumers are willing to pay up to between EUR30 and EUR40 per bottle for premium spirits, with a higher price limit of around EUR50 for products purchased for gifting.

 

Prospects and growth opportunity

  • The shift towards the more premium local beer is expected to benefit local brewers whose brand positioning is strongly rooted in their locality and distinct local beer culture, fuelled by the consumer appetite for premium brands. In addition, some brands with a local positioning, notably Helles and Weizen beer from Bavaria, are also expected to see their presence continue to increase in other regions. Therefore, a strong narrative based on local origin will help brands cement their position in their region of origin and help them generate wider consumer interest and gain retail shelf space throughout Germany, as long as they can project a distinct brand identity and quality. Although the ongoing rise of craft beer suffered a setback in 2020 due to the lack of routes to market for new products through the on-trade channel. Nonetheless, it is expected that new product innovations will continue driving interest in craft beer among German brewers, which are increasingly likely to target off-trade channels, including e-commerce.
  • The recovery of hypermarkets, supermarkets and discounters was helped by their convenience as a one-stop shopping destination, as consumers sought to reduce the frequency of their shopping trips to limit their potential exposure to COVID-19. Food/drink/tobacco specialists also performed strongly in 2020, notably due to their wide assortment of beer crates of 20 bottles at competitive prices, allowing consumers to make fewer shopping trips and shorter store visits. The rapid rise of e-commerce was given further impetus by the COVID-19 crisis and home confinement, which fuelled the emergence of start-up companies such as Flaschenpost.de, which benefitted from offering free delivery. However, the overall share of e-commerce as a distribution channel for alcoholic drinks remained low in 2020, as shipping costs typically remain prohibitively high for many product categories, especially beer.

 

General industry trends

  • Within beer, many breweries face potential insolvency, especially those that generated most of their sales through on-trade channels before COVID-19. Despite rescue programmes from federal and state governments to support the most affected companies, some may either not be eligible or will receive the funds too late to ensure their survival, which is likely to encourage a concentration of the alcoholic drinks industry, especially among brewers.
  • Within spirits, the trend towards a “bar-at-home” accelerated in 2020, with a rise in the number of consumers keeping a selection of spirits to be used in preparing cocktails at home. This shift is likely to remain prevalent even once the pandemic has subsided, contributing to the move away from the on-trade and towards the off-trade channel.

 

Health & Wellness Packaged Food & Beverages

Market size and growth

Note: Data on the top left corner of the image (4, 16 and 49) showcases respective ranks for Germany for its market size, per capita, and forecast growth rate compared against 53 countries globally. The blue line on the grey bar represents the relative position of the country as per their rank.

Germany's retail value sales of health and wellness food and beverage products are expected to witness a slowdown in growth rate when comparing the compound annual growth rates from historic to forecast periods, i.e. (3.3% during 2015-2020 to 0.9% during 2020-2025). Similarly, at the global level, the category is estimated to witness a slowdown in its compound annual growth rate for retail value sales from 4.6% during 2015-2020 to 2.4% during 2020-2025.

Sub-category breakdown

Current year growth in the above chart refers to the period 2019-20

Category

Unit

Market size (2020)

Retail value RSP

Forecast compound annual growth rate (2020/2025) %

Health and Wellness by Type

USD million

30,520.43

0.88

Better For You (BFY)

USD million

6,154.91

0.20

Fortified/Functional (FF)

USD million

5,332.48

0.85

Free From

USD million

1,486.11

4.28

Naturally Healthy (NH)

USD million

12,530.50

0.45

Organic

USD million

5,016.43

1.71

 

Channel distribution

Note: The chart here showcases the retail value share of different channel sales for health and wellness by type products in Germany in 2020. The triangle/dash represents whether the specific channel share has increased/decreased or remained the same against its share in the previous year.

Market Insights

Market trends

  • Despite the COVID-19 pandemic, health and wellness products performed well during 2020, with a growing number of consumers looking to boost their immune systems with added vitamins or to look after their health by reducing sugar intake. No, and low sugar tea and juices that are low in calories are increasingly being consumed as health boosters in the morning, accelerating the trend in soft drinks in recent years. For instance, in carbonates, reduced sugar colas and non-carbonated beverages have outperformed regular alternatives. These trends highlight how consumers are more than ever looking after their health since the onset of the pandemic.
  • NH (naturally healthy) high fibre bread is a large but relatively mature category and even before stockpiling and extra home consumption in 2020 was increasingly stagnating. However, it remains a popular type of bread chosen by consumers to help improve digestion. NH high fibre breakfast cereals are another major area of high fibre product and are also likely to make further mild gains in sales. A diet high in fibre is increasingly seen to improve health and wellbeing. Older people, the share of which segment is growing significantly amongst the German population, appreciate the health benefits of fibre, especially its positive effect on the digestive system, usefulness in weight management and its help in controlling blood sugar levels.

 

Prospects and growth opportunity 

  • Over the forecast period, naturally healthy carbonated water sales are set to continue rising as consumers become more health and sugar conscious and incorporate such products more as part of the mixology trend with alcoholic drinks. In response to increasing consumer health awareness, producers are introducing a growing number of products with natural, zero sugar and no-calorie positioning. This is also the case with the performance of FF (fortified/functional) beverages. FF energy drinks and FF bottled water continue to drive growth within FF beverages. This can be attributed to the increased efforts of manufacturers, including new product launches such as Monster Espresso and reduced-sugar variants from Red Bull.
  • E-commerce was a big winner in 2020 in distribution terms, with online sales rising rapidly at the beginning of the lockdown. Indeed, e-commerce sales are expected to continue to grow at a strong double-digit pace for the foreseeable future, with the channel offering more safety and practicality for consumers who want to reduce the risk of contracting the virus. However, the development of e-commerce has not been as rapid as in other (Western) countries as the required infrastructure is still not in place.

 

General health & wellness trends 

  • Premium NH (naturally healthy) juice varieties will see their sales rise at the expense of more traditional juice products. Demand for regular juice will be increasingly hindered by increasing consumer health concerns about high sugar content. NH juice will benefit from this, particularly in combination with superfruits. There is a growing demand for superfruit juice varieties, with consumers appreciating both the exotic appeal of many types of superfruits, as well as their purported health benefits. NH superfruit 100% juice is thus expected to continue to grow strongly over the coming years to 2025. Products in this area are perceived as being healthier and supporting the immune system. In addition, new brands that mix superfruits with added properties such as natural caffeine are also set to attract German consumers over the coming years.
  • In edible oil, olive oil is a large NH category, but it still recorded among the best sales growth rates in 2020, and this trend is likely to continue over the forecast period to 2025. While this dynamic is due to the healthy attributes of NH olive oil, there is also an element of premiumisation in its current popularity. As with other NH categories, olive oil will benefit from ongoing health concerns, such as high cholesterol, in Germany. Manufacturers and retailers will boost sales by launching new products and allocating more shelf space to NH products.

 

 

Retail Landscape

Retail Landscape

Brand shares of supermarkets

Note: The 1st supermarket in the above chart is – Edeka (Independently run)

Brand shares of chemists/pharmacies

Retail insights
  • The COVID-19 pandemic had an immediate and substantial impact on the German retailing landscape in 2020. Due to health considerations and government-imposed lockdowns affecting store-based retailing, consumer foodservice, entertainment and tourism, consumer purchasing behaviour and priorities quickly shifted. Limited access to store-based retailers early in the pandemic immediately fuelled a move to e-commerce. Yet, even after stores reopened, growth in e-commerce continued and was primarily driven by mobile commerce. The primary beneficiary was Amazon, followed by other generalists and marketplaces, which saw strong growth in new merchants.
  • Supermarkets, which offer relatively more products at a broader spectrum of quality and prices compared with discounters, benefited from increased demand from consumers who wanted to explore their options, looking for new and creative things to cook at home. Moreover, consumers were more aware of their health amidst the pandemic and looked to purchase higher-value items such as organic products, which supermarkets offer, often under affordable private label options. This effect boosted the sales per outlet, as stores benefited from higher sales volumes during the pandemic and higher sales per transaction, with consumers opting to spend more for higher-quality offerings.
  • Rewe supermarkets were amongst the top grocery performers in 2020, partly due to the company’s omnichannel engagement efforts, which were particularly relevant to consumers during and after the COVID-19 lockdown period, which is continuing even in 2021. As a leading player in online grocery delivery and traditional bricks-and-mortar supermarkets, Rewe had a distinct first-mover advantage when demand for delivery options surged due to the pandemic. Rewe has also been working on a broader omnichannel approach, which helped position the company in 2020. Rewe’s online platform, Rewe.de, in addition to being a starting point for the company’s delivery services, also houses Rewe’s loyalty programme, a partnership with the Payback loyalty programme widely available in Germany, incentivising use through discounts and exclusive offers in stores.
  • The country's chemist/pharmacies market was valued at USD 56,974.7 million in 2020 (Retail value RSP without sales tax). In 2020-2021, the channel's year-over-year growth rate was recorded at 0.9%. The value compound annual growth rate has been 1.9% over the last five years (2015-2020). However, the channel's retail value compound annual growth rate is expected to rise and grow at 2.2% over the forecast period (2020-2025).

 

Definitions
horizontal
  • Definitions
  • Acronyms Used & Key Notes

Definitions

Industry

Category

Definition

Alcoholic Drinks

Alcoholic Drinks

Alcoholic drinks are the aggregation of beer, wine, spirits, cider/perry and RTDs.

Alcoholic Drinks

Beer

An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.

Alcoholic Drinks

Cider/Perry

Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.

Alcoholic Drinks

RTDs

RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.

Alcoholic Drinks

Spirits

This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.

Alcoholic Drinks

Wine

This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).

Beauty and Personal Care

Skin Care

This is the aggregation of facial care, body care, hand care and skin care sets/kits.

Beauty and Personal Care

Body Care

This is the aggregation of firming/anti-cellulite products and general-purpose body care.
Eaux de soin products which offer skin hydration/moisturisation are also included here.
Also included are moisturising creams, which have additional soothing properties (for post-shave/epilation) and/or also claim to slow the growth of body hair.
Excluded are foot care products.

Beauty and Personal Care

Facial Care

This is the aggregation of acne treatments, moisturisers and treatments, facial cleansers, toners, face masks, and lip care. Please note that Moisturisers and Treatments is the aggregation of basic moisturisers and anti-agers.

Beauty and Personal Care

Hand Care

Includes all hand moisturisers, both premium and mass market, as well as combination hand and nail products. Includes protective emollients and deep moisturisers formulated to sooth and hydrate very dry or irritated skin, as well as those that prevent, or that are suitable for, eczema-prone or redness-prone skin. Excludes medicated emollients and/or those positioned as treatment for eczema or psoriasis.

Beauty and Personal Care

Skin Care Sets/Kits

Multiple skin care items of the same brand line packaged together in a set and priced at an advantageous price compared to purchasing the items separately. Includes traditional gift sets, multi-step skin care regimens, skin care starter kits (including acne treatment regimen sets/kits) and skin care travel kits (sold through retail outlets). Also includes sets, which comprise of products from multiple categories (e.g. makeup and skin care), as long as the primary product is skin care. Men’s, women’s and unisex versions are included. Excludes: GWP (Gift with Purchase) – consumer does not pay for this (e.g. free product when you purchase a set or a free sample kit).

Consumer Health

Dietary Supplements

It is the aggregation of all dietary supplements: Minerals, fish oils/omega fatty acids, garlic, ginseng, ginkgo biloba, evening primrose oil, Echinacea, St John's Wort, protein supplements, probiotic supplements, eye health supplements, co-enzyme Q10, glucosamine, combination herbal/traditional supplements, non-herbal/traditional supplements, and all other dietary supplements specific to country coverage.

Consumer Health

Paediatric Vitamins and Dietary Supplements

All vitamin and dietary supplement products formulated, designed, marketed and labelled specifically for children.

Consumer Health

Tonics

Include versions of combination dietary supplements that are sold in the format of liquid concentrates, mini-drinks, shots or oral gels. Include concentrated energy shot boosters and tonics such as 5-Hour Energy and Lipovitan. Exclude remedies made with active pharmaceutical ingredients as well as super fruit juice concentrates and weight-loss beverages, tracked under the Health and Wellness (HW) system.

Consumer Health

Vitamins

This is the aggregation of multivitamins and single vitamins.

Health and Wellness

Health and Wellness by Type

Health and Wellness by Type is the aggregation of all health and wellness food and beverages broken down by organic, fortified/functional, naturally healthy, better for you and free from products.

Health and Wellness

Better For You (BFY)

Products where the amount of a substance considered to be less healthy (eg fat, sugar, salt, carbohydrates) has been actively reduced during production. To qualify for inclusion in this category, the “less healthy” element of the foodstuff needs to have been actively removed or substituted during the processing. This should also form a key part of the positioning/marketing of the product. Products which are naturally fat/sugar/carbohydrate -free are not included as nothing out of the ordinary has been done during their production to make them “better for you”. “No added sugar” claims are excluded too. Products most likely to be included here will be those which are low-fat/low-sugar versions of standard products (i.e. reduced fat mayonnaise, reduced fat cheese, reduced fat milk, reduced sugar confectionery, etc).

Health and Wellness

Fortified/Functional (FF)

This category includes fortified/functional food and beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement must be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega 3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.

Health and Wellness

Free From

This category includes free from gluten, free from lactose, free from allergens, free from dairy and free from meat products. This excludes foods which are certified ‘free’ of a specific product when this is based on use of sterilised equipment.

Health and Wellness

Naturally Healthy (NH)

This category includes food and beverages based on naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considered NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category.

Health and Wellness

Organic

Certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications (standards) and certified as "organic" by a certification body such as the Soil Association in the UK, the European Union or the US Department of Agriculture. It is important to note that an organic label applies to the production process, ensuring that the product has been produced and processed in an ecologically sound manner. The organic label is therefore a production process claim as opposed to a product quality claim. Note: For organic products to be included, the organic aspect needs to form a significant part of the overall positioning/marketing of the product, including the organic certification label in the packaging.

Pet Care

Dog and Cat Food

This is the aggregation of dog and cat food.

Pet Care

Cat Food

This is the aggregation of wet and dry cat food.

Pet Care

Cat Treats and Mixers

This is the aggregation of mixers and treats for cats.

Pet Care

Dry Cat Food

These products have a moisture content of 10-14% and are generally packed into paper, plastic or cardboard. Dry cat food is typically made from a combination of grain-based ingredients (corn and rice) and a meat component. It is typically produced by extrusion cooking under high heat and pressure and then sprayed with fat to increase palatability. Other ingredients may also be added to complete its composition. This is the aggregation of premium, mid-priced and economy dry cat food. Note: semi-moist food is included here. These products are extruded (combining meat and cereal), have a higher moisture content (20-40%) and are usually packaged in plastic or foil sachets.

Pet Care

Wet Cat Food

These products have a moisture content of 60-85% and are generally (though not always) preserved by heat treatment. They are packaged in steel or aluminium cans, rigid or flexible plastic or semi-rigid aluminium trays. This is the aggregation of premium, mid-priced and economy wet cat food.

Pet Care

Dog Food

This is the aggregation of wet and dry dog food.

Pet Care

Dog Treats and Mixers

This is the aggregation of mixers and treats for dogs.

Pet Care

Dry Dog Food

These products generally have a moisture content of 6-14% and are generally packed into paper, plastic or cardboard. Complete dry dog foods fall into two broad categories: Flaked (or 'Muesli' type blended products) and Extruded products (meat and cereals cooked by direct steaming). This is the aggregation of premium, mid-priced and economy dry dog food. Note: semi-moist food is included here. These products are extruded (combining meat and cereal) have a higher moisture content (20-40%) and are usually packaged in plastic or foil sachets.

Pet Care

Wet Dog Food

These products have a moisture content of 60-85% and are generally (though not always) preserved by heat treatment. They are packaged in steel or aluminium cans, rigid or flexible plastic or semi-rigid aluminium trays. This is the aggregation of premium, mid-priced and economy wet dog food.

Retail in Alcoholic Drinks

Store-Based Retailing

Store-based retailing is the aggregation of grocery retailers and non-grocery specialists and mixed retailers.

Retail in Alcoholic Drinks

Grocery Retailers

Retailers selling predominantly food/beverages/tobacco and other everyday groceries. This is the aggregation of hypermarkets, supermarkets, discounters, convenience stores, independent small grocers, forecourt retailers, food/drink/tobacco specialists and other grocery retailers.

Retail in Alcoholic Drinks

Convenience Stores

Chained grocery retail outlets selling a wide range of groceries and fitting several of the following characteristics: Extended opening hours •Selling area of less than 400 sq. metres •Located in residential neighbourhoods •Handling two or more of the following product categories: audio-visual goods (for sale or rent), foodservice (prepared take-away, made-to-order, and hot foods), newspapers or magazines, cut flowers or pot plants, greetings cards, automotive accessories. Example brands include 7-Eleven, Spar.

Retail in Alcoholic Drinks

Discounters

Discounters are retail outlets typically with a selling space of between 400 and 2,500 square metres. Retailers' primary focus is on selling private label products within a limited range of food/beverages/tobacco and other groceries at budget prices. Discounters may also sell a selection of non-groceries, frequently as short-term special offers. Discounters can be classified as hard discounters and soft discounters. Hard discounter: first introduced by Aldi in Germany, and also known as limited-line discounters. Retail outlets, typically of 300-900 square metres, stocking fewer than 1,000 product lines, largely in packaged groceries. Goods are mainly private-label or budget brands. Soft discounter: usually slightly larger than hard discounters, and also known as extended-range discounters. Retail outlets typically stocking 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Discounters excludes mass merchandisers and warehouse clubs. Example brands include Aldi, Lidl, Plus, Penny, Netto.

Retail in Alcoholic Drinks

Forecourt Retailers

Grocery retail outlets selling a wide range of groceries from a gas station forecourt and fitting several of the following characteristics: • Extended opening hours • Selling area of less than 400 sq. metres • Handling two or more of the following product categories: audio-visual goods (for sale or rent), take-away food (readymade sandwiches, rolls or hot food), newspapers or magazines, cut flowers or pot plants, greetings cards, automotive accessories. Example brands include BP Connect, Shell Select. Forecourt retailers includes both chained forecourt retailers and independent forecourt retailers.

Retail in Alcoholic Drinks

Hypermarkets

Hypermarkets are retail outlets with a selling space of over 2,500 square metres and with a primary focus on selling food/beverages/tobacco and other groceries. Hypermarkets also sell a range of non-grocery merchandise. Hypermarkets are frequently located on out-of-town sites or as the anchor store in a shopping centre. Example brands include Carrefour, Tesco Extra, Géant, E Leclerc, Intermarché, Auchan. Excludes cash and carry, warehouse clubs and mass merchandisers.

Retail in Alcoholic Drinks

Supermarkets

Retail outlets selling groceries with a selling space of between 400 and 2,500 square metres. Excludes discounters, convenience stores and independent grocery stores. Example brands include Champion, Tesco, Casino.

Retail in Alcoholic Drinks

Food/drink/tobacco specialists

Retail outlets specialising in the sale of mainly one category of food, drinks store and tobacconists. Includes bakers (bread and flour confectionery), butchers (meat and meat products), fishmongers (fish and seafood), greengrocers (fruit and vegetables), drinks stores (alcoholic and non-alcoholic drinks), tobacconists (tobacco products and smokers’ accessories), cheesemongers, chocolatiers and other single food categories. Alcoholic drinks stores are retail outlets with a primary focus on selling beer/wine/spirits/other alcoholic beverages. Example brands include: Threshers, Gall & Gall, Liquorland, Watson’s Wine Cellar

Retail in Alcoholic Drinks

Independent Small Grocers

Retail outlets selling a wide range of predominantly grocery products. These outlets are usually not chained and if chained will have fewer than 10 retail outlets. Mainly family owned, often referred to as Mom and Pop stores.

Retail in Alcoholic Drinks

Other Grocery Retailers

Other retailers selling predominantly food, beverages and tobacco or a combination of these. Includes kiosks, markets selling predominantly groceries. Includes CTNs and health food stores, Food & drink souvenir stores and regional speciality stores. Direct home delivery, eg of milk, meat from farm/dairy is excluded. Sari-Sari stores in Philippines and Warung (Waroon) in Indonesia, that can either be markets or kiosks, are included in Other grocery retailers unless they occupy a separate permanent outlet building, in which case they are included in Independent small grocers. Outlets located within wet markets, particularly in South East Asia (often located in government-owned multi-story buildings) should be counted as separate outlets. Wine sales from Vineyards are included here.

Retail in Alcoholic Drinks

Non-Grocery Specialists

Retail outlets selling predominantly non-grocery consumer goods. Non-grocery retailers is the aggregation of: • Apparel and footwear specialist retailers • Electronics and appliance specialist retailers • Health & beauty specialist retailers • Home and garden specialist retailers • Leisure and personal goods specialist retailers • Other non-grocery retailers

Retail in Alcoholic Drinks

Drugstores/parapharmacies

Retail outlets selling mainly OTC healthcare, cosmetics and toiletries, disposable paper products, household care products and other general merchandise. Such outlets may also offer prescription-bound medicines under the supervision of a pharmacist. Drugstores in Spain (Droguerias) also sell household cleaning agents, paint, DIY products and sometimes pet products and services such as photo processing. Example brands include Rossmann (Germany), Kruidvat (Netherlands), Walgreen’s (US), CVS (US), Medicine Shoppe (US), Matsumoto Kiyoshi (Japan), HAC Kimisawa (Japan).

Retail in Alcoholic Drinks

Mixed Retailers

This is the aggregation of department stores, variety stores, mass merchandisers and warehouse clubs.

Retail in Alcoholic Drinks

Department Stores

Outlets selling mainly non-grocery merchandise and at least five lines in different departments, usually with a sales area of over 2,500 sq metres. They are usually arranged over several floors. Example brands include Macy’s, Bloomingdale’s, Marks & Spencer, Harrods, Sears, JC Penney, Takashimaya, Mitsukoshi, Daimaru, Karstadt, Rinascente.

Retail in Alcoholic Drinks

Mass Merchandisers

Mixed retail outlets that usually: (1) convey the image of a high-volume, fast-turnover outlet selling a variety of merchandise for less than conventional prices; (2) provide centralised check-out service; and (3) provide minimal customer assistance within each department. Example brands include Wal-Mart, Target and Kmart. Excludes hypermarkets and warehouse clubs/cash and carry stores.

Retail in Alcoholic Drinks

Variety Stores

Non-grocery general merchandise outlets usually located on one floor, offering a wide assortment of extensively discounted fast-moving consumer goods on a self-service basis. Normally over 1,500 sq. metres in size, except in the case of dollar stores, these outlets give priority to fast-moving non-grocery items that have long shelf-lives. Includes catalogue showrooms and dollar stores. Example brands include Woolworth (Germany), Upim (Italy).

Retail in Alcoholic Drinks

Warehouse Clubs

Warehouse Clubs are chained outlets that sell a wide variety of merchandise but do have a strong mix of both grocery and non-grocery products. Customers have to pay an annual membership fee in order to shop. The clubs are able to keep prices low due to the no-frills format of the stores and attempt to drive volume sales through aggressive pricing techniques. Warehouse Clubs typically: - exceed 2,500 sq. metres of selling space and are invariably -over 4,000 sq. metres in size; - convey the image of a high-volume, fast-turnover retailing at less than conventional prices; - provide minimal customer assistance within each department; and - are situated in out-of-town locations. Example brands include: - Costco - Sam’s Club (Wal-Mart) - PriceSmart - Cost-U-Less

Retail in Alcoholic Drinks

Non-Store Retailing

The retail sale of new and used goods to the general public for personal or household consumption from locations other than retail outlets or market stalls. Non-store retailing is the aggregation of Vending, Direct Selling, Homeshopping and Internet Retailing.

Retail in Alcoholic Drinks

Direct Selling

Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace and other places away from permanent retail locations. Direct selling occurs in two primary ways: one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose).

Retail in Alcoholic Drinks

Homeshopping

Homeshopping is the sale of consumer goods to the general public via mail order catalogues, TV shopping and direct mail. Consumers purchase goods in direct response to an advertisement or promotion through a mail item, printed catalogue, TV shopping programme, or Internet catalogue whereby the order is placed, and payment is made by phone, by post or through other media such as digital TV. Excludes sales on returned products/unpaid invoices. Excludes sales ordered and paid online which are instead included within Internet retailing.

Retail in Alcoholic Drinks

E-Commerce

Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets. Internet retailing includes sales generated through pure e-commerce web sites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. Also includes orders placed through the web for which payment is then made through a storecard, an online credit account subsequent to delivery or on delivery of the product. This payment may be by any mode of payment including postal cheque, direct debit, standing order or other banking tools. Includes orders paid for cash on delivery. Includes m-commerce: where consumers use smart phones or tablets to connect to Internet and purchase the goods online.

Retail in Alcoholic Drinks

Vending

Vending means automatic retailing. It covers the sale of products and services at an unattended point of sale through a machine operated by introducing coins, bank notes, payment cards, tokens or other means of cashless payment. Coverage includes vending systems installed in public and semi-captive environments only. Hotels, transport networks, recreational centres, shopping centres/malls are included. Factories, offices, hospitals, prisons, schools and other captive environments are excluded.

Retail in Beauty and Personal Care

Store-Based Retailing

Store-based retailing is the aggregation of grocery retailers and non-grocery specialists and mixed retailers.

Retail in Beauty and Personal Care

Grocery Retailers

Retailers selling predominantly food/beverages/tobacco and other everyday groceries. This is the aggregation of hypermarkets, supermarkets, discounters, convenience stores, independent small grocers, forecourt retailers, food/drink/tobacco specialists and other grocery retailers.

Retail in Beauty and Personal Care

Modern Grocery Retailers

Modern grocery retailing is the aggregation of those grocery channels that have emerged alongside the growth of chained retail: Hypermarkets, Supermarkets, Discounters, Forecourt Retailers and Convenience Stores.

Retail in Beauty and Personal Care

Convenience Stores

Chained grocery retail outlets selling a wide range of groceries and fitting several of the following characteristics: Extended opening hours •Selling area of less than 400 sq. metres •Located in residential neighbourhoods •Handling two or more of the following product categories: audio-visual goods (for sale or rent), foodservice (prepared take-away, made-to-order, and hot foods), newspapers or magazines, cut flowers or pot plants, greetings cards, automotive accessories. Example brands include 7-Eleven, Spar.

Retail in Beauty and Personal Care

Discounters

Discounters are retail outlets typically with a selling space of between 400 and 2,500 square metres. Retailers' primary focus is on selling private label products within a limited range of food/beverages/tobacco and other groceries at budget prices. Discounters may also sell a selection of non-groceries, frequently as short-term special offers. Discounters can be classified as hard discounters and soft discounters. Hard discounter: first introduced by Aldi in Germany, and also known as limited-line discounters. Retail outlets, typically of 300-900 square metres, stocking fewer than 1,000 product lines, largely in packaged groceries. Goods are mainly private-label or budget brands. Soft discounter: usually slightly larger than hard discounters, and also known as extended-range discounters. Retail outlets typically stocking 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Discounters excludes mass merchandisers and warehouse clubs. Example brands include Aldi, Lidl, Plus, Penny, Netto.

Retail in Beauty and Personal Care

Forecourt Retailers

Grocery retail outlets selling a wide range of groceries from a gas station forecourt and fitting several of the following characteristics: • Extended opening hours • Selling area of less than 400 sq. metres • Handling two or more of the following product categories: audio-visual goods (for sale or rent), take-away food (ready-made sandwiches, rolls or hot food), newspapers or magazines, cut flowers or pot plants, greetings cards, automotive accessories. Example brands include BP Connect, Shell Select. Forecourt retailers includes both chained forecourt retailers and independent forecourt retailers.

Retail in Beauty and Personal Care

Hypermarkets

Hypermarkets are retail outlets with a selling space of over 2,500 square metres and with a primary focus on selling food/beverages/tobacco and other groceries. Hypermarkets also sell a range of non-grocery merchandise. Hypermarkets are frequently located on out-of-town sites or as the anchor store in a shopping centre. Example brands include Carrefour, Tesco Extra, Géant, E Leclerc, Intermarché, Auchan. Excludes cash and carry, warehouse clubs and mass merchandisers.

Retail in Beauty and Personal Care

Supermarkets

Retail outlets selling groceries with a selling space of between 400 and 2,500 square metres. Excludes discounters, convenience stores and independent grocery stores. Example brands include Champion, Tesco, Casino.

Retail in Beauty and Personal Care

Traditional Grocery Retailers

Traditional grocery retailing is the aggregation of those channels that are invariably non-chained and are, therefore, owned by families and/or run on an individual basis. Traditional grocery retailing is the aggregation of three channels: Independent Small Grocers, Food/Drink/Tobacco Specialists and Other Grocery Retailers.

Retail in Beauty and Personal Care

Non-Grocery Specialists

Retail outlets selling predominantly non-grocery consumer goods. Non-grocery retailers is the aggregation of: • Apparel and footwear specialist retailers • Electronics and appliance specialist retailers • Health & beauty specialist retailers • Home and garden specialist retailers • Leisure and personal goods specialist retailers • Other non-grocery retailers

Retail in Beauty and Personal Care

Apparel and Footwear Specialist Retailers

Outlets specialising in the sale of all types of apparel, footwear and fashion accessories including costume jewellery, belts, handbags, hats, scarves or a combination of these (for example stores selling handbags only are included). This includes those stores that carry a combination of all products for either men or women or children and those that may specialise by either gender, age or product. Example brands include Gap, H&M, Zara, C&A, Miss Selfridge, Foot Locker, Uniglo, Next, Matalan. Brands that offer sports apparel and sports goods are excluded from Apparel and footwear specialist retailers and are included in Sports goods stores.

Retail in Beauty and Personal Care

Electronics and Appliance Specialist Retailers

Retail outlets specialising in the sale of large or small domestic electrical appliances, consumer electronic equipment (including mobile phones), computers or a combination of these. For mobile phone retailers, this excludes revenues derived from telecoms service plans and top-up cards, etc. Example brands include Apple, Best Buy, Euronics, PC World, Darty, But, Media Markt, Yamada Denki, Gome (China).

Retail in Beauty and Personal Care

Health and Beauty Specialist Retailers

This is the aggregation of chemists/pharmacies, drugstores/parapharmacies, beauty specialist retailers, optical goods stores and other healthcare specialist retailers.

Retail in Beauty and Personal Care

Beauty Specialist Retailers

Beauty specialist retailers are chained or independent retail outlets with a primary focus on selling fragrances, other cosmetics and toiletries, beauty accessories or a combination of these. Examples of Beauty specialist retailer brands include: Body Shop, Marionnaud, Sephora and Bath and Body Works.

Retail in Beauty and Personal Care

Chemists/Pharmacies

Retail outlets selling prescription-bound medicines under the supervision of a pharmacist and as its core activity (other activities include sales of OTC healthcare and cosmetics and toiletries products).

Retail in Beauty and Personal Care

Drugstores/parapharmacies

Retail outlets selling mainly OTC healthcare, cosmetics and toiletries, disposable paper products, household care products and other general merchandise. Such outlets may also offer prescription-bound medicines under the supervision of a pharmacist. Drugstores in Spain (Droguerias) also sell household cleaning agents, paint, DIY products and sometimes pet products and services such as photo processing. Example brands include Rossmann (Germany), Kruidvat (Netherlands), Walgreen’s (US), CVS (US), Medicine Shoppe (US), Matsumoto Kiyoshi (Japan), HAC Kimisawa (Japan).

Retail in Beauty and Personal Care

Home and Garden Specialist Retailers

This is the aggregation of homewares and home furnishing stores and home improvement and gardening stores. Business-to-business sales are excluded. Home improvement and gardening stores are chained or independent retail outlets with a primary focus on selling one or more of the following categories: Home improvement materials and hardware, Paints, coatings and wall coverings, Kitchen and bathroom, fixtures and fittings, Gardening equipment, House/Garden plants. Home improvement and gardening stores includes Home improvement centres / DIY stores, Hardware stores (Ironmongers), Garden centres, Kitchen and bathroom showrooms, Tile specialists, Flooring specialists. Homewares and Home Furnishing stores are retail outlets specialising in the sale of home furniture and furnishings, homewares, floor coverings, soft furnishings, lighting etc.

Retail in Beauty and Personal Care

Homewares and Home Furnishing Stores

Retail outlets specialising in the sale of home furniture and furnishings, homewares, floor coverings, soft furnishings, lighting etc.

Retail in Beauty and Personal Care

Other Non-Grocery Specialists

Other non-grocery retailers are chained or independent retail outlets, kiosks, market stalls or street vendors and with a primary focus on selling non-food merchandise. Other non-grocery retailers include Charity shops, Second-hand shops and Market stalls.

Retail in Beauty and Personal Care

Outdoor Markets

Includes bazaars, kiosks, street vendors and beach vendors.

Retail in Beauty and Personal Care

Mixed Retailers

This is the aggregation of department stores, variety stores, mass merchandisers and warehouse clubs.

Retail in Beauty and Personal Care

Department Stores

Outlets selling mainly non-grocery merchandise and at least five lines in different departments, usually with a sales area of over 2,500 sq metres. They are usually arranged over several floors. Example brands include Macy’s, Bloomingdale’s, Marks & Spencer, Harrods, Sears, JC Penney, Takashimaya, Mitsukoshi, Daimaru, Karstadt, Rinascente.

Retail in Beauty and Personal Care

Mass Merchandisers

Mixed retail outlets that usually: (1) convey the image of a high-volume, fast-turnover outlet selling a variety of merchandise for less than conventional prices; (2) provide centralised check-out service; and (3) provide minimal customer assistance within each department. Example brands include Wal-Mart, Target and Kmart. Excludes hypermarkets and warehouse clubs/cash and carry stores.

Retail in Beauty and Personal Care

Variety Stores

Non-grocery general merchandise outlets usually located on one floor, offering a wide assortment of extensively discounted fast-moving consumer goods on a self-service basis. Normally over 1,500 sq. metres in size, except in the case of dollar stores, these outlets give priority to fast-moving non-grocery items that have long shelf-lives. Includes catalogue showrooms and dollar stores. Example brands include Woolworth (Germany), Upim (Italy).

Retail in Beauty and Personal Care

Warehouse Clubs

Warehouse Clubs are chained outlets that sell a wide variety of merchandise but do have a strong mix of both grocery and non-grocery products. Customers have to pay an annual membership fee in order to shop. The clubs are able to keep prices low due to the no-frills format of the stores and attempt to drive volume sales through aggressive pricing techniques. Warehouse Clubs typically: - exceed 2,500 sq. metres of selling space and are invariably -over 4,000 sq. metres in size; - convey the image of a high-volume, fast-turnover retailing at less than conventional prices; - provide minimal customer assistance within each department; and - are situated in out-of-town locations. Example brands include: - Costco - Sam’s Club (Wal-Mart) - PriceSmart - Cost-U-Less

Retail in Beauty and Personal Care

Non-Store Retailing

The retail sale of new and used goods to the general public for personal or household consumption from locations other than retail outlets or market stalls. Non-store retailing is the aggregation of Vending, Direct Selling, Homeshopping and Internet Retailing.

Retail in Beauty and Personal Care

Direct Selling

Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace and other places away from permanent retail locations. Direct selling occurs in two primary ways: one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose).

Retail in Beauty and Personal Care

Homeshopping

Homeshopping is the sale of consumer goods to the general public via mail order catalogues, TV shopping and direct mail. Consumers purchase goods in direct response to an advertisement or promotion through a mail item, printed catalogue, TV shopping programme, or Internet catalogue whereby the order is placed, and payment is made by phone, by post or through other media such as digital TV. Excludes sales on returned products/unpaid invoices. Excludes sales ordered and paid online which are instead included within Internet retailing.

Retail in Beauty and Personal Care

E-Commerce

Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets. Internet retailing includes sales generated through pure e-commerce web sites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. Also includes orders placed through the web for which payment is then made through a storecard, an online credit account subsequent to delivery or on delivery of the product. This payment may be by any mode of payment including postal cheque, direct debit, standing order or other banking tools. Includes orders paid for cash on delivery. Includes m-commerce: where consumers use smart phones or tablets to connect to Internet and purchase the goods online.

Retail in Beauty and Personal Care

Vending

Vending means automatic retailing. It covers the sale of products and services at an unattended point of sale through a machine operated by introducing coins, bank notes, payment cards, tokens or other means of cashless payment. Coverage includes vending systems installed in public and semi-captive environments only. Hotels, transport networks, recreational centres, shopping centres/malls are included. Factories, offices, hospitals, prisons, schools and other captive environments are excluded.

Retail in Beauty and Personal Care

Hair Salons

Hair salons
This includes hair dressing salons as well as barbers. Included are only hair care products sold to the consumer at the hairdresser. Products used by hairdressers (‘back bar sales’) in the salon are excluded.

Retail in Health and Wellness

Store-Based Retailing

Store-based retailing is the aggregation of grocery retailers and non-grocery specialists and mixed retailers.

Retail in Health and Wellness

Convenience Stores

Chained grocery retail outlets selling a wide range of groceries and fitting several of the following characteristics: Extended opening hours •Selling area of less than 400 sq. metres •Located in residential neighbourhoods •Handling two or more of the following product categories: audio-visual goods (for sale or rent), foodservice (prepared take-away, made-to-order, and hot foods), newspapers or magazines, cut flowers or pot plants, greetings cards, automotive accessories. Example brands include 7-Eleven, Spar.

Retail in Health and Wellness

Discounters

Discounters are retail outlets typically with a selling space of between 400 and 2,500 square metres. Retailers' primary focus is on selling private label products within a limited range of food/beverages/tobacco and other groceries at budget prices. Discounters may also sell a selection of non-groceries, frequently as short-term special offers. Discounters can be classified as hard discounters and soft discounters. Hard discounter: first introduced by Aldi in Germany, and also known as limited-line discounters. Retail outlets, typically of 300-900 square metres, stocking fewer than 1,000 product lines, largely in packaged groceries. Goods are mainly private-label or budget brands. Soft discounter: usually slightly larger than hard discounters, and also known as extended-range discounters. Retail outlets typically stocking 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Discounters excludes mass merchandisers and warehouse clubs. Example brands include Aldi, Lidl, Plus, Penny, Netto.

Retail in Health and Wellness

Forecourt Retailers

Grocery retail outlets selling a wide range of groceries from a gas station forecourt and fitting several of the following characteristics: • Extended opening hours • Selling area of less than 400 sq. metres • Handling two or more of the following product categories: audio-visual goods (for sale or rent), take-away food (ready made sandwiches, rolls or hot food), newspapers or magazines, cut flowers or pot plants, greetings cards, automotive accessories. Example brands include BP Connect, Shell Select. Forecourt retailers includes both chained forecourt retailers and independent forecourt retailers.

Retail in Health and Wellness

Hypermarkets

Hypermarkets are retail outlets with a selling space of over 2,500 square metres and with a primary focus on selling food/beverages/tobacco and other groceries. Hypermarkets also sell a range of non-grocery merchandise. Hypermarkets are frequently located on out-of-town sites or as the anchor store in a shopping centre. Example brands include Carrefour, Tesco Extra, Géant, E Leclerc, Intermarché, Auchan. Excludes cash and carry, warehouse clubs and mass merchandisers.

Retail in Health and Wellness

Supermarkets

Retail outlets selling groceries with a selling space of between 400 and 2,500 square metres. Excludes discounters, convenience stores and independent grocery stores. Example brands include Champion, Tesco, Casino.

Retail in Health and Wellness

Independent Small Grocers

Retail outlets selling a wide range of predominantly grocery products. These outlets are usually not chained and if chained will have fewer than 10 retail outlets. Mainly family owned, often referred to as Mom and Pop stores.

Retail in Health and Wellness

Other Grocery Retailers

Other retailers selling predominantly food, beverages and tobacco or a combination of these. Includes kiosks, markets selling predominantly groceries. Includes CTNs and health food stores, Food & drink souvenir stores and regional speciality stores. Direct home delivery, e.g. of milk, meat from farm/dairy is excluded. Sari-Sari stores in Philippines and Warung (Waroon) in Indonesia, that can either be markets or kiosks, are included in Other grocery retailers unless they occupy a separate permanent outlet building, in which case they are included in Independent small grocers. Outlets located within wet markets, particularly in South East Asia (often located in government-owned multi-story buildings) should be counted as separate outlets. Wine sales from Vineyards are included here.

Retail in Health and Wellness

Non-Store Retailing

The retail sale of new and used goods to the general public for personal or household consumption from locations other than retail outlets or market stalls. Non-store retailing is the aggregation of Vending, Direct Selling, Homeshopping and Internet Retailing.

Retail in Health and Wellness

Vending

Vending means automatic retailing. It covers the sale of products and services at an unattended point of sale through a machine operated by introducing coins, bank notes, payment cards, tokens or other means of cashless payment. Coverage includes vending systems installed in public and semi-captive environments only. Hotels, transport networks, recreational centres, shopping centres/malls are included. Factories, offices, hospitals, prisons, schools and other captive environments are excluded.

Retail in Health and Wellness

Homeshopping

Homeshopping is the sale of consumer goods to the general public via mail order catalogues, TV shopping and direct mail. Consumers purchase goods in direct response to an advertisement or promotion through a mail item, printed catalogue, TV shopping programme, or Internet catalogue whereby the order is placed, and payment is made by phone, by post or through other media such as digital TV. Excludes sales on returned products/unpaid invoices. Excludes sales ordered and paid online which are instead included within Internet retailing.

Retail in Health and Wellness

E-Commerce

Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets. Internet retailing includes sales generated through pure e-commerce web sites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. Also includes orders placed through the web for which payment is then made through a storecard, an online credit account subsequent to delivery or on delivery of the product. This payment may be by any mode of payment including postal cheque, direct debit, standing order or other banking tools. Includes orders paid for cash on delivery. Includes m-commerce: where consumers use smart phones or tablets to connect to Internet and purchase the goods online.

Retail in Health and Wellness

Direct Selling

Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace and other places away from permanent retail locations. Direct selling occurs in two primary ways: one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose).

Retail in Pet Care

Store-Based Retailing

Store-based retailing is the aggregation of grocery retailers and non-grocery specialists and mixed retailers.

Retail in Pet Care

Grocery Retailers

Retailers selling predominantly food/beverages/tobacco and other everyday groceries. This is the aggregation of hypermarkets, supermarkets, discounters, convenience stores, independent small grocers, forecourt retailers, food/drink/tobacco specialists and other grocery retailers.

Retail in Pet Care

Modern Grocery Retailers

Modern grocery retailing is the aggregation of those grocery channels that have emerged alongside the growth of chained retail: Hypermarkets, Supermarkets, Discounters, Forecourt Retailers and Convenience Stores.

Retail in Pet Care

Convenience Stores

Chained grocery retail outlets selling a wide range of groceries and fitting several of the following characteristics: Extended opening hours •Selling area of less than 400 sq. metres •Located in residential neighbourhoods •Handling two or more of the following product categories: audio-visual goods (for sale or rent), foodservice (prepared take-away, made-to-order, and hot foods), newspapers or magazines, cut flowers or pot plants, greetings cards, automotive accessories. Example brands include 7-Eleven, Spar.

Retail in Pet Care

Discounters

Discounters are retail outlets typically with a selling space of between 400 and 2,500 square metres. Retailers' primary focus is on selling private label products within a limited range of food/beverages/tobacco and other groceries at budget prices. Discounters may also sell a selection of non-groceries, frequently as short-term special offers. Discounters can be classified as hard discounters and soft discounters. Hard discounter: first introduced by Aldi in Germany, and also known as limited-line discounters. Retail outlets, typically of 300-900 square metres, stocking fewer than 1,000 product lines, largely in packaged groceries. Goods are mainly private-label or budget brands. Soft discounter: usually slightly larger than hard discounters, and also known as extended-range discounters. Retail outlets typically stocking 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Discounters excludes mass merchandisers and warehouse clubs. Example brands include Aldi, Lidl, Plus, Penny, Netto.

Retail in Pet Care

Forecourt Retailers

Grocery retail outlets selling a wide range of groceries from a gas station forecourt and fitting several of the following characteristics: • Extended opening hours • Selling area of less than 400 sq. metres • Handling two or more of the following product categories: audio-visual goods (for sale or rent), take-away food (ready made sandwiches, rolls or hot food), newspapers or magazines, cut flowers or pot plants, greetings cards, automotive accessories. Example brands include BP Connect, Shell Select. Forecourt retailers includes both chained forecourt retailers and independent forecourt retailers.

Retail in Pet Care

Hypermarkets

Hypermarkets are retail outlets with a selling space of over 2,500 square metres and with a primary focus on selling food/beverages/tobacco and other groceries. Hypermarkets also sell a range of non-grocery merchandise. Hypermarkets are frequently located on out-of-town sites or as the anchor store in a shopping centre. Example brands include Carrefour, Tesco Extra, Géant, E Leclerc, Intermarché, Auchan. Excludes cash and carry, warehouse clubs and mass merchandisers.

Retail in Pet Care

Supermarkets

Retail outlets selling groceries with a selling space of between 400 and 2,500 square metres. Excludes discounters, convenience stores and independent grocery stores. Example brands include Champion, Tesco, Casino.

Retail in Pet Care

Traditional Grocery Retailers

Traditional grocery retailing is the aggregation of those channels that are invariably non-chained and are, therefore, owned by families and/or run on an individual basis. Traditional grocery retailing is the aggregation of three channels: Independent Small Grocers, Food/Drink/Tobacco Specialists and Other Grocery Retailers.

Retail in Pet Care

Mixed Retailers

This is the aggregation of department stores, variety stores, mass merchandisers and warehouse clubs.

Retail in Pet Care

Department Stores

Outlets selling mainly non-grocery merchandise and at least five lines in different departments, usually with a sales area of over 2,500 sq. metres. They are usually arranged over several floors. Example brands include Macy’s, Bloomingdale’s, Marks & Spencer, Harrods, Sears, JC Penney, Takashimaya, Mitsukoshi, Daimaru, Karstadt, Rinascente.

Retail in Pet Care

Mass Merchandisers

Mixed retail outlets that usually: (1) convey the image of a high-volume, fast-turnover outlet selling a variety of merchandise for less than conventional prices; (2) provide centralised check-out service; and (3) provide minimal customer assistance within each department. Example brands include Wal-Mart, Target and Kmart. Excludes hypermarkets and warehouse clubs/cash and carry stores.

Retail in Pet Care

Variety Stores

Non-grocery general merchandise outlets usually located on one floor, offering a wide assortment of extensively discounted fast-moving consumer goods on a self-service basis. Normally over 1,500 sq. metres in size, except in the case of dollar stores, these outlets give priority to fast-moving non-grocery items that have long shelf-lives. Includes catalogue showrooms and dollar stores. Example brands include Woolworth (Germany), Upim (Italy).

Retail in Pet Care

Warehouse Clubs

Warehouse Clubs are chained outlets that sell a wide variety of merchandise, but do have a strong mix of both grocery and non-grocery products. Customers have to pay an annual membership fee in order to shop. The clubs are able to keep prices low due to the no-frills format of the stores and attempt to drive volume sales through aggressive pricing techniques. Warehouse Clubs typically: - exceed 2,500 sq. metres of selling space and are invariably -over 4,000 sq. metres in size; - convey the image of a high-volume, fast-turnover retailing at less than conventional prices; - provide minimal customer assistance within each department; and - are situated in out-of-town locations. Example brands include: - Costco - Sam’s Club (Wal-Mart) - PriceSmart - Cost-U-Less

Retail in Pet Care

Non-Grocery Specialists

Retail outlets selling predominantly non-grocery consumer goods. Non-grocery retailers is the aggregation of: • Apparel and footwear specialist retailers • Electronics and appliance specialist retailers • Health & beauty specialist retailers • Home and garden specialist retailers • Leisure and personal goods specialist retailers • Other non-grocery retailers

Retail in Pet Care

Pet superstores

Specialist outlets selling pet food, pet care and pets, sometimes also diversifying into on-site clinics, grooming services etc. These outlets are typically located in shopping parks or out-of-town sites. Superstore selling area will usually be in excess of 10,000 square feet. They tend to sell a very extensive product range, from premium to economy with an emphasis on products in bulk. Examples include PetSmart, PetCo, Fressnapf, Pets At Home, Jumper, Zoomart, Cool Baby, Cobasi, etc.

Retail in Pet Care

Pet shops

Specialist outlets selling pet food, pet care and pets. These outlets are usually located on the high street. Can be chained or independent. Sell mostly premium and premium products.

Retail in Pet Care

Health and Beauty Specialist Retailers

This is the aggregation of chemists/pharmacies, drugstores/parapharmacies, beauty specialist retailers, optical goods stores and other healthcare specialist retailers.

Retail in Pet Care

Beauty Specialist Retailers

Beauty specialist retailers are chained or independent retail outlets with a primary focus on selling fragrances, other cosmetics and toiletries, beauty accessories or a combination of these. Examples of Beauty specialist retailer brands include: Body Shop, Marionnaud, Sephora and Bath and Body Works.

Retail in Pet Care

Chemists/Pharmacies

Retail outlets selling prescription-bound medicines under the supervision of a pharmacist and as its core activity (other activities include sales of OTC healthcare and cosmetics and toiletries products).

Retail in Pet Care

Drugstores/parapharmacies

Retail outlets selling mainly OTC healthcare, cosmetics and toiletries, disposable paper products, household care products and other general merchandise. Such outlets may also offer prescription-bound medicines under the supervision of a pharmacist. Drugstores in Spain (Droguerias) also sell household cleaning agents, paint, DIY products and sometimes pet products and services such as photo processing. Example brands include Rossmann (Germany), Kruidvat (Netherlands), Walgreen’s (US), CVS (US), Medicine Shoppe (US), Matsumoto Kiyoshi (Japan), HAC Kimisawa (Japan).

Retail in Pet Care

Home and Garden Specialist Retailers

This is the aggregation of homewares and home furnishing stores and home improvement and gardening stores. Business-to-business sales are excluded. Home improvement and gardening stores are chained or independent retail outlets with a primary focus on selling one or more of the following categories: Home improvement materials and hardware, Paints, coatings and wall coverings, Kitchen and bathroom, fixtures and fittings, Gardening equipment, House/Garden plants. Home improvement and gardening stores includes Home improvement centres / DIY stores, Hardware stores (Ironmongers), Garden centres, Kitchen and bathroom showrooms, Tile specialists, Flooring specialists. Homewares and Home Furnishing stores are retail outlets specialising in the sale of home furniture and furnishings, homewares, floor coverings, soft furnishings, lighting etc.

Retail in Pet Care

Home Improvement and Gardening Stores

Home improvement and gardening stores are chained or independent retail outlets with a primary focus on selling one or more of the following categories: Home improvement materials and hardware, Paints, coatings and wall coverings, Kitchen and bathroom, fixtures and fittings, Gardening equipment, House/Garden plants. Home improvement and gardening stores includes Home improvement centres / DIY stores, Hardware stores (Ironmongers), Garden centres, Kitchen and bathroom showrooms, Tile specialists, Flooring specialists.

Retail in Pet Care

Homewares and Home Furnishing Stores

Retail outlets specialising in the sale of home furniture and furnishings, homewares, floor coverings, soft furnishings, lighting etc.

Retail in Pet Care

Non-Store Retailing

The retail sale of new and used goods to the general public for personal or household consumption from locations other than retail outlets or market stalls. Non-store retailing is the aggregation of Vending, Direct Selling, Homeshopping and Internet Retailing.

Retail in Pet Care

Direct Selling

Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace and other places away from permanent retail locations. Direct selling occurs in two primary ways: one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose).

Retail in Pet Care

Homeshopping

Homeshopping is the sale of consumer goods to the general public via mail order catalogues, TV shopping and direct mail. Consumers purchase goods in direct response to an advertisement or promotion through a mail item, printed catalogue, TV shopping programme, or Internet catalogue whereby the order is placed, and payment is made by phone, by post or through other media such as digital TV. Excludes sales on returned products/unpaid invoices. Excludes sales ordered and paid online which are instead included within Internet retailing.

Retail in Pet Care

E-Commerce

Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets. Internet retailing includes sales generated through pure e-commerce web sites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. Also includes orders placed through the web for which payment is then made through a storecard, an online credit account subsequent to delivery or on delivery of the product. This payment may be by any mode of payment including postal cheque, direct debit, standing order or other banking tools. Includes orders paid for cash on delivery. Includes m-commerce: where consumers use smart phones or tablets to connect to Internet and purchase the goods online.

Retail in Pet Care

Veterinary clinics

Establishments where owners take their pets for medical treatment given by qualified practitioners (single or group practice). Vets/clinics may or may not sell pet food depending on national legislation or personal choice. Almost always sell premium products only.

Acronyms Used & Key Notes

Acronym

Full form

Definition

RSP

Retail selling price

Sales at end price to the consumer, including retailer and wholesaler mark-ups and sales tax (except in the US and Canada) and excise taxes

Y-O-Y

Year on year

Annual changes in data

CAGR

Compound annual growth rate

Annual average growth, expressed in percentage terms, for either the historic or forecast period

FCAGR

Forecast compound annual growth rate

Annual average growth, expressed in percentage terms, for either the forecast period

HCAGR

Historic compound annual growth rate

Annual average growth, expressed in percentage terms, for either the historic period

LBN

Local Brand name

Local Brand Name (LBN) is the term used to refer to a brand's name at a country level – this may or may not extend to variant level depending on the level of detail available from the research source

BFY

Better for you

Products where the amount of a substance considered to be less healthy (eg fat, sugar, salt, carbohydrates) has been actively reduced during production. To qualify for inclusion in this category, the “less healthy” element of the foodstuff needs to have been actively removed or substituted during the processing. This should also form a key part of the positioning/marketing of the product. Products which are naturally fat/sugar/carbohydrate -free are not included as nothing out of the ordinary has been done during their production to make them “better for you”. “No added sugar” claims are excluded too. Products most likely to be included here will be those which are low-fat/low-sugar versions of standard products (eg reduced fat mayonnaise, reduced fat cheese, reduced fat milk, reduced sugar confectionery, etc).

FF

Fortified/Functional

This category includes fortified/functional food and beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.

NH

Naturally Healthy

This category includes food and beverages on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category.

HW

Health and wellness

Health and wellness is the aggregation of organic food and beverages, fortified/functional food and beverages, naturally healthy food and beverages, better for you food and beverages and food intolerance products.

Notes

Note 1

Forecasts for many passport industries are based on statistical macro and industry demand modelling combined with intuitive local market observations that leverage the expertise of our global analyst network.

Euromonitor reviews and re-evaluates all its core subject markets every year. This involves reconsidering both historic and forecast data sets.

Note 2

To arrive at the value market sizes (USD) for different industries and their respective categories and sub-categories, we have considered "Historic - Current/Forecast - Constant prices and fixed exchange rate "

Disclaimer

This database attempts to compile data from numerous sources. Users should be aware that because different sources are used, there could be errors or omissions. The user accepts that the information is only intended to be an initial reference. The user understands that there is no assurance that this reference material is error free, and that no one involved in compiling or distributing this reference material shall be liable for any damages arising out of its use. Commercially important information should be rechecked and verified with knowledgeable parties in the country of interest.