e-Commerce Market Analysis

Food & Personal Care in Germany

The category Food & Personal Care consists of two subcategories: Food & Beverages and Personal Care. It includes the online trade of food and beverages as well as medicine, cosmetics, and pharmaceutical and personal care products. The market category also includes prescription drugs and medical products for private use (e.g., blood pressure monitors, disinfectants, dressings). Online pharmacies are counted among this category as well. Not included in this category are food products, especially for babies (see: Toys, Hobby & DIY).

In Germany, this segment generates a revenue of US$8 billion in 2018, which amounts to a 11% share of the entire German eCommerce market.

Food & Personal Care in Germany

Top online stores

With sales in the German Food & Personal Care market, amazon.de generated a revenue of almost US$0.6 billion in 2018, which means it is the leading online store in this segment. In second place is hellofresh.de with a revenue of over US$0.6 billion, followed by docmorris.de with a revenue of US$0.5 billion. Altogether, the top three online stores account for a market share of 22% within the given segment. Compared to the German eCommerce market across all segments, where the top three stores account for 20% of the market volume, the Food & Personal Care market has a relatively high market concentration.

The Food & Personal Care ranking of Germany is based on all online stores that generated sales in this segment in 2018. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The ranking shows a filtered revenue. It only includes national sales within the segment.

One of the fastest growing stores in the German Food & Personal Care market is hellofresh.de. The store achieved sales of around US$0.6 billion in 2018. Its revenue growth amounts to 170% within the previous year.

Top online Food & Personal Care stores in Germany by eCommerce net sales 2018 in million US$ The table shows the stores that generate the highest revenue in the German Food & Personal Care market. The Food & Personal Care ranking of Germany is based on all online stores that generated sales in this segment in 2018. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The ranking shows a filtered revenue. It only includes national sales within the segment.

# Store
1. amazon.de US$589m
2. hellofresh.de US$569m
3. docmorris.de US$531m
4. douglas.de US$308m
5. shop-apotheke.com US$271m
Food & Personal Care in Germany

Market size and growth rate

Revenue in 2018
US$7,592m
REVENUE
CAGR 2018-2022
14%
CAGR

Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.
Visit Statista.com

Of the five categories considered by ecommerceDB, Food & Personal Care is the third largest segment in Germany. It accounts for 11% of the online sales in Germany, as indicated by the Statista Digital Market Outlook. Over the last year, the revenue of this market has grown by 17%. The predicted compound annual growth rate (CAGR 18-22) for the next four years is 14%. The declining growth rate suggests a moderately flooded market.

Another indicator of market saturation is the online revenue share of 25% in the German Food & Personal Care market, in other words, 25% of the products in this market are bought online.

Looking at the two subcategories of Food & Personal Care, Personal Care is the largest. It accounts for 78% of the sales in the market. Food & Beverages sales cover the remaining 22% of the market volume.

Food & Personal Care in Germany
Top shipping service providers

Depending on which kind of product is shipped and which country a parcel is shipped to, a company chooses to use different shipping service providers. The top three providers in the German Food & Personal Care market are shown in the table on the right. In Germany, DHL is the most frequently offered shipping service provider in eCommerce in the Food & Personal Care market in 2018. Of those stores indicating which service they use to transport their goods, 89% cited DHL as one of their providers. Moreover, DPD and UPS (United Parcel Service) are among the top three shipping service companies offered by German online retailers in the Food & Personal Care segment, at rates of 17% and 10% respectively.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. In this case, it is Germany. To have a category-specific evaluation, only stores with a focus on the Food & Personal Care category are included. Only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Germany The table shows the most offered shipping providers in the German Food & Personal Care market. Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. In this case, it is Germany. To have a category-specific evaluation, only stores with a focus on the German category are included. Only stores that provide information about their shipping providers can be considered.

# Shipping service provider
1. DHL 89%
2. DPD 17%
3. UPS (United Parcel Service) 10%
Food & Personal Care in Germany

Explore the competitive landscape