Unpacking the Cart: Insights into Online Grocery Shopping in Germany

In a world where convenience reigns supreme, the landscape of grocery shopping is rapidly shifting. Gone are the days of crowded aisles and long checkout lines; instead, consumers are turning to the digital realm to fulfill their pantry needs. But what does this transformation look like in Germany? Let’s dive into the findings of a recent survey conducted with 2000 German consumers to uncover the nuances of online grocery shopping in the country.

41% remain steadfast in their allegiance to traditional brick-and-mortar stores.

The Stats Speak: Online Grocery Shopping Trends

According to the survey, a staggering 37% of German consumers have used online grocery services, finding solace in the ease and efficiency it offers. However, it’s not all smooth sailing, as there’s a notable 23% of lapsed users who have previously engaged with these services but have since retreated. Interestingly, 41% remain steadfast in their allegiance to traditional brick-and-mortar stores, indicating a diverse spectrum of consumer preferences.

Demographic Dips and Dives: Who’s Clicking ‘Add to Cart’?

Delving deeper into the data unveils intriguing demographic patterns. Online grocery shopping skews higher among males compared to females, with younger age groups (25-35) exhibiting a stronger inclination towards digital shopping. This trend is further accentuated among those living with partners or children, suggesting that convenience plays a pivotal role in decision-making, especially for busy households. 

The Frequency Factor: How Often is Too Often?

When it comes to frequency, consumers exhibit a balanced approach. The majority opt for a weekly (25%) or bi-weekly (22%) shopping routine, indicating a seamless integration of online services into their schedules.

Convenience plays a pivotal role for online grocery shopping.

Exploring the Key Drivers: Convenience, Time Savings, and Flexibility Fueling the Growth of Online Grocery Services

Topping the list, with a resounding 52%, is the convenience of home delivery. In a world where time is of the essence, this feature offers unparalleled ease and comfort to consumers, eliminating the need for tedious trips to physical stores. Following closely behind, at 41%, is the allure of saving time by circumventing traditional shopping hassles like long checkouts and navigating crowded aisles. Flexibility emerges as another significant factor, with 35% of respondents valuing the ability to shop at their convenience, anytime and anywhere.

Additionally, the appeal of online deals, discounts, and promotions (29%) further sweetens the deal for consumers, making online platforms an attractive option for budget-conscious shoppers. The ease of reordering frequently purchased items (26%) and access to a wider range of products (25%) also contribute to the growing popularity of online grocery services. Together, these findings underscore the multifaceted benefits driving consumers towards embracing digital avenues for their grocery needs, ultimately reshaping the retail landscape.

Overcoming Barriers: Strategies to Convert Non-Users to shop grocery online

Among the top barriers cited, the availability of nearby grocery stores ranks highest, with 37% of respondents expressing this as a deterrent to using online grocery shopping. Close behind is the enjoyment derived from the traditional in-store shopping experience, which resonates with 36% of those surveyed. Furthermore, 35% of individuals are deterred by delivery fees, while 33% prefer to support local businesses directly. Interestingly, concerns about the quality of products selected by others and the advantage of in-store promotions or discounts also play a role, with 17% and 14% respectively highlighting these factors. Additionally, issues such as limited availability of preferred items or brands (10%), concerns about data privacy (4%), and difficulty navigating online platforms (2%) contribute to the hesitancy towards online grocery services.

While these findings underscore the importance of addressing various barriers, it’s evident that personalised solutions tailored to individual preferences will be crucial in winning over skeptics and expanding the reach of online grocery platforms.

Brand Battles: A Clash of Titans

When it comes to selecting their digital marketplace, Rewe emerges as the top choice for the majority, commanding a substantial 54% share of consumer preference. Following closely behind are Edeka, Amazon Fresh, and Kaufland, with Picnic trailing at 18%. While brand preference remains relatively consistent across genders and age groups, Picnic garners a higher favourability among consumers in Nordrhein-Westfalen, highlighting regional variations in shopping habits.

Motivations and Roadblocks: Unpacking Consumer Mindsets

Convenience reigns supreme as the primary driver behind online grocery adoption. Time-saving features and flexible delivery options resonate deeply with consumers. However, hurdles remain for non-users, ranging from the allure of physical stores to concerns about delivery fees and supporting local businesses. In this ever-evolving landscape, understanding consumer preferences is the key to unlocking success. As brands navigate the digital aisles, our insights offer a compass to steer through the choppy waters of online grocery shopping.


  1. DCMN Brand Tracker Research – March 2024, 2002 German Consumers

    Liked that?

    Here are some more articles that may interest you.

    Marketing Opportunity: How to score at the Euros 2024

    21% of German consumers use dating apps. What are the most popular ones and is…

    Unleashing Insights for Pet Food

    21% of German consumers use dating apps. What are the most popular ones and is…

    Swipe Right for Insights: Dating Apps in Germany

    21% of German consumers use dating apps. What are the most popular ones and is…

    Marketing Expansion Template: A Worksheet for Going Global

    Our latest worksheet guides you through every step of building an internationalisation marketing strategy.

    Scale with TV: A Guide to Performance-driven TV Marketing

    Performance TV marketing is a tried and tested way to send your reach to the…

    Marketing Opportunity: How to score at the Euros 2024

    21% of German consumers use dating apps. What are the most popular ones and is…

    Empowering the Future: Prepaid Cards and Apps for Kids

    Financial education has become a key priority for parents and educators, leading to the creation…

    How TaxSlayer Boosted Web Visits by 19% with Performance TV 360°

    Personal tax service company TaxSlayer applied DCMN's Performance TV 360° approach, combining linear TV and…

    Our Brandformance® Masterclass at OMR22

    Our latest webinar took a look into how FREE NOW has used data despite the…

    Our Offline Tracking Masterclass at OMR22

    Learn exactly how you can use marketing measurement products to refine your offline tracking and…

    The Best-Known Digital Brands In Germany In 2023

    The DCMN Brand Tracker ranked the top digital brands in Germany in 2023, according to…

    AI Creatives – Everyone’s Talking About It, DCMN Did It!

    DCMN combined AI-generated creatives and traditional photography in one of the world's first AI-generated campaigns…

    The Best-Known Digital Brands In Germany In 2022

    DCMN's Brand Tracker ranked the top digital brands in Germany in 2022, according to consumers'…
    Write a comment